The relationship between tourism and ecology attracts growing attention from business, customers and scholars, intertwining with issues like nature and local cultures protection, development sustainability and individual responsibility. The concept of ecotourism is at the centre of a tangle of terms, definitions and practices the meaning of which is often ambiguous or contradictory. To extricate such tangle the article proposes an analytical grid. A reflection on the declensions and critical knots of ecotourism highlights the tensions between ethics and market, pointing towards the overcoming of current models of tourist consumption.
Keywords: Ecotourism, sustainable tourism, responsible tourism, nature-based tourism, post-tourism, greenwash.