ABSTRACT
This chapter aims to stimulate discussion-and action-as to the interrelationship between tourism, sustainability, and paradigm change. Widespread rhetorical adoption, however, does not necessarily indicate paradigm shift, with Weaver going on to describe the tourism sector’s adoption of sustainability practices as neither deep nor broad. Revisiting the idea of paradigm shift, the assessment of the contemporary tourism sector just discussed could still be interpreted as early-stage evidence of a movement toward the green paradigm, especially considering that sector participation in such activities was extremely limited as recently as the early 1990s. Factors that impede the dissemination of public awareness about tourismrelated issues include the relative infrequency of tourism-related travel, which impedes the development of purchasing habits that take environmental and sociocultural considerations into account. The emergence of a credible and widely subscribed universal certifi cation-based ecolabel is an equally desirable alternative, though such seems unlikely in the foreseeable future.
