| Summary: | Ecotourism is an industry that is gaining popularity in 1990s, and until now to find the best model that is suitable for this industry and business sustainability is yet to be determined. Like it or not, it is rather difficult to sustain the environment, flora and fauna, and cultures, while trying to promote ecotourism. As such, this paper discusses ecotourism practices by a few countries and its implication towards social, economic and environmental sustainability. Recommendations are forwarded to suggest some ways business sustainability, in relation to ecotourism, could be fostered via preservation of cultures, environments, and economic activities of the natives that are affected by ecotourism industry whether it is in Malaysia, Brunei and other countries.
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