Definitional problems and greenwashing
To approach an understanding of the problem, a clear definition must delineate what is, and is not, ecotourism. Ideally, ecotourism satisfies several general criteria, including the conservation of biological diversity and cultural diversity through ecosystem protection, promotion of sustainable use of biodiversity, share of social-economic benefits with local communities through informed consent and participation, increase in environmental and cultural knowledge, affordability and reduced waste, and minimization of its own environmental impact.
In such ways, it contributes to the long term benefits to both the environment and local communities.
However, in the continuum of tourism activities that stretch from conventional tourism to ecotourism proper, there has been a lot of contention to the limit at which biodiversity preservation, local social-economic benefits, and environmental impact can be considered "ecotourism". For this reason, environmentalists, special interest groups, and governments define ecotourism differently. Environmental organizations have generally insisted that ecotourism is nature-based, sustainably managed, conservation supporting, and environmentally educated.
The tourist industry and governments, however, focus more on the product aspect, treating ecotourism as equivalent to any sort of tourism based in nature.
As a further complication, many terms are used under the rubric of ecotourism. Nature tourism, low impact tourism, green tourism, bio-tourism, ecologically responsible tourism, and others have been used in literature and marketing, although they are not necessary synonymous with ecotourism.
The problems associated with defining ecotourism have led to confusion among tourists and academics alike. Definitional problems are also subject of considerable public controversy and concern because of green washing, a trend towards the commercialization of tourism schemes disguised as sustainable, nature based, and environmentally friendly ecotourism. According to McLaren, these schemes are environmentally destructive, economically exploitative, and culturally insensitive at its worst. They are also morally disconcerting because they mislead tourists and manipulate their concerns for the environment. Despite objections, green washing continues to grow unabated. The Nature’s Sacred Paradise, a theme park in Quintana Roo, Mexico, is responsible for displacing local Mayan communities and illegally keeping endangered species in captivity to attract visitors. The development and success of such large scale, energy intensive, and ecologically unsustainable schemes are a testament to the tremendous profits associated with being labeled as ecotourism.