Impacts and responsibilities for sustainable tourism: a tour operator's perspective

Considering mass tourism as a reality of our contemporary life that cannot be neglected by current efforts to endorse sustainable tourism, this paper draws attention to one of its key players-the tour operators-advancing the proposition that they play significant roles in affecting changes in behaviors and attitudes towards more responsible forms of tourism. Aiming to facilitate a constructive debate on the matter, the article presents a few of the most important arguments that underscore the potential that tour operators' have in promoting sustainable tourism.