This logic is being ignored by tour operators who send groups of teenagers to Mediterranean resorts on the promise of plenty of alcohol and sex.
Images of bare-chested youths swigging vodka and having sex on the beach will have different effects on different audiences. To 18-year-olds, they offer the prospect of an exciting holiday; for parents, they are a worry; to the local authorities, a disaster.
And to those who manage the reputations of tour operators, this positioning runs the risk of slipping from fun to recklessness. The PR response of some - to abrogate responsibility for such behaviour when it was clearly promised in the promotional material and is relentlessly incentivised on site - is both disingenuous and offensive.
If a good reputation is a license to operate, a shattered one is a real threat to the future of a business. Companies will only have themselves to blame when that is played to its conclusion.