The world's largest industry is trying to become environmentally sensitive, but is it succeeding? Judy Karwacki, currently working towards an MBA, has an MA in Political Studies; she runs a travel agency in Saskatoon and has a very strong personal interest in ecotourism. Colin Boyd is Professor of Management at the College of Commerce, University of Saskatchewan, Saskatoon, Sask., Canada S7N 0W0, and an Associate Editor of this Review.