Abstract
This paper represents part of a programme of research into the development of indicators that can be used to monitor movement of the tourism industry with reference to more sustainable positions. In order to determine the potential for implementing such indicators this paper asked senior representatives of the UK tourism industry what factors influenced the degree of responsibility shown by their organisation. The research also asked what factors respondents felt would trigger any change in the actions of tour operators in the future. The research reveals that while many in the industry see industry structure as the constraining force, the potential for market advantage or the fear of negative PR also determines company actions. The research utilised elite interviewing for 35 senior representatives of the UK tourism industry.