By 2002, "ecotourism" had become a buzzword. Everyone from luxury resorts to local tour operators claimed to be eco-friendly, but there was little substance behind the marketing. In her research, Martha Honey (2002) highlighted that without clear standards, the term risked becoming meaningless. She argued that travelers needed a way to distinguish truly sustainable businesses from those merely using "green" as a gimmick. Setting the Standard: What is Real Ecotourism?
How does the business manage waste, energy, and water?
Does the experience teach travelers about conservation? Why 2002 Was a Turning Point