Tourism ecology: towards the responsible, sustainable tourism future

Purpose The purpose of this paper is to provide an insight into the purpose and development of responsible and sustainable tourism. Moreover, to present a critique of existing approach taken and to provide industry solutions towards key aspects, such as nature area tourism, eco‐tourism, and rural development/tourism. Design/methodology/approach In doing so, the paper will reconcile elements of responsible tourism and ecology within destination management. Whilst within a context of the tourism industry, the article will present a best practice approach for industry. Findings Sustainable and responsible rural tourism development is unachievable without the application of ecological thinking. Consequently, tourism ecology naturally helps develop the tourism of rural areas based on local natural, social and cultural resources. Nevertheless, it is also an expectation that actors of the system, i.e. tourists must continue an active and responsibly sustainable practice. Practical implications Sustenance of tourism is a double task: industry has to provide long‐term reservation and guarantee that entrepreneurs' input of capital will return and at the same time, improve their economic prospects. Sustainable tourism has to be endurable and economically executable on the long term, but at the same time, it has to be socially and ethically fair in relation to the host community. Originality/value This viewpoint presents an insight into tourism ecology from a variety of disciplines to form a rational approach to contemporary sustainable tourism.