Abstract
This study has developed and tested a conceptual framework to explain compliance attitudes of ecotour operators with industry guidelines. The results suggest that compliance with ecotourism principles is a function of a multitude of intrinsic and extrinsic factors concerning ecotour operators, including the type of social and economic sanctions, gender of the respondents, perceived moral obligations, and revenue obtained from ecotourism. The key strategies for increasing compliance seem to lie in educating the tour operators and placing a call to their conscience. Some strategies for increasing compliance are suggested.
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