ABSTRACT
Although there has been considerable research and a literary deluge on the topic of sustainable tourism, the practical application of sustainable concepts in the tourism industry is not widely evident (Wheeler, 1993). Perhaps this is due, in part, to the fact that two key pieces of the sustainability puzzle appear to have received scant attention by researchers. One is the role that tourists currently play in the sustainability of the industry and the role that they will need to play in the future. Two is the role of ethics and ethical behaviour on the part of tourists in the implementation of a more sustainable industry.
