ABSTRACT. While tourism is often seen as a welcome
source of economic development, conventional mass
tourism is associated with numerous negative effects, such
as the destruction of ecological systems and loss of cultural
heritage. In response to these concerns, a term that has
surfaced recently is, sustainable tourism. This article attempts
to define sustainable tourism and asks the question
of whether this new term is an acceptable criteria or is
merely a marketing ploy to attract the morally conscious
tourist.