ABSTRACT
This conclusion presents some closing thoughts of key concepts discussed in preceeding chapters. The chapter highlighted some of the significant contributions focusing explicitly on the compromises and tensions faced by travellers making ethical decisions in tourism. It argued for tourism organisations to seek out, strengthen and sustain relationships with the customers who demonstrate an interest in ethical consumption. In particular this chapter has explored how consumers navigate the responsible tourism marketplace and the chapters have provided a rich understanding of the challenges facing those seeking to encourage travellers to become responsible. Ultimately, the tourism industry needs to make it easier for people to consume ethically while on holiday; consequently, the provision of information needs to be both explicit and accessible. Consumers have the ability to create business success through the various forms of social media on offer where they can share information about companies, products and services via social networks, to promote sustainable and responsible products, usage, consumption and lifestyles.
