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“… we would increasingly see “emancipated tourists”, and that once their needs for physical recreation (sleeping, eating and drinking) were satisfied tourists would seed “emotional recreation”, pursuing activities and experience which were not available to them in everyday life. Tourists would increasingly seek “the satisfaction of social needs: contact with other people and self-realisation through creative activities, knowledge and exploration … an independent and emancipated tourist, a critical consumer not only at home but also when travelling” (Cited in Goodwin and Francis 2003).

Due to the fact that in a competitive market sales often depend upon a unique selling proposition (Krippendorf, 1987), ethical tourism holidays can allow companies to compete on more than just price (Weeden, 2001).

Researches  concluded that while destination, price, services and departure date remain, in the view of tourism agencies, the travellers’ key decision-making criteria, those tourism agencies practising responsible tourism stated that given broad parity on these criteria, their responsible tourism practices make the difference nearly every time (Cited in Goodwin and Francis, 2003). Also previous studies focusing not on ethical tourism holidays but on environmental tourism determined that operators incorporating (environmentally) responsible business practices could gain commercial advantage (Crane, 1997) and increase their competitive advantage (Forsyth, 1997).
Travellers are seeking for something new that makes them feel good about themselves and about their holidays. Sustainability, in this sense, is only one of the possible solutions and competitive tools to gain their trust, but there are many others.

However, sustainability within tourism was advocated as a positive alternative to what was seen as the negative and potentially destructive impact of mass tourism (Weeden, 2001) and was seen as a means to encourage tourism development while being keen on local cultures, managing the process in an environmentally sound manner and bringing economic benefit to the local population. And it is. The underlying assumption is that sustainable tourism would limit the negative impact of tourism on destinations while simultaneously retaining the positive economic benefits for the host populations (Butler, 1992). Even though in most of the cases this assumption was grounded into practice and was beneficial to the host communities, it has been argued that was not always correct (Ross and Wall, 1999) and that could not be considered as a credible alternatives to the ubiquitous growth of mass tourism (Wheeller, 1992).

In fact, it has been criticised due to the nature of its often restricted and small-scale initiatives. By using the stakeholder concept to formulate corporate strategy along ethical lines, Robson and Robson (1996) identified that all key players must take some responsibility for their behaviour and attitudes, “with each stakeholder group gaining equity in the tourism decision-making process” (Weeden, 2001: 144)

(Taken from Dissertation of Davide Rimoldi, “Ethical Tourism Holidays: An opportunity for competitive advantage”, August 2005, Master of Arts Programmes in Tourism & Leisure, CHN University, Leeuwarden, The Netherlands.)

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