ETHICAL ASPECTS OF ECOTOURISM: BALANCING SUSTAINABLE DEVELOPMENT AND MORAL RESPONSIBILITY

Abstract

In recent decades, ecotourism has been gaining increasing popularity as a form of sustainable tourism aimed at
minimizing negative environmental impacts and involving local communities in the regional economy. It is positioned as
an alternative to mass tourism, capable of contributing to nature conservation and the preservation of cultural heritage.
However, despite its positive image, practical implementation of ecotourism often reveals certain ethical contradictions
that require in-depth analysis and resolution.
This article examines key ethical aspects of ecotourism, including interference in the internal affairs of local and especially
Indigenous communities, unequal distribution of tourism profits, manipulative marketing practices (particularly the spread
of so-called "greenwashing"), and excessive pressure on vulnerable ecosystems. Special attention is paid to the question
of whether tourism that claims to be "eco-friendly" actually aligns with the stated principles of sustainable development
and social responsibility.
Based on existing theoretical and normative frameworks, the article presents various ethical models for evaluating
ecotourism — from the utilitarian approach to concepts of environmental and deontological ethics. The article also
highlights successful examples of ethical ecotourism that maintain a critical balance between environmental concerns,
the needs of local populations, and economic goals.
In conclusion, the author offers a set of practical recommendations for implementing ethical standards in ecotourism
activities, emphasizing the importance of accountability, local community participation in decision-making, and business
transparency. Thus, the article contributes to the development of a more conscious and ethically responsible model of
ecotourism.