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This study aims to assess whether Tukad Bindu, Bali, Indonesia is a good example of ecotourism or practice in greenwashing.

The characteristics of ecotourism to assess Tukad Bindu were identified through a review of the existing literature. This study used Honey’s argument to determine these characteristics and supplemented them with other experts’ views to understand the global and local contexts of ecotourism. Primary data were collected from interviews with stakeholders and observations. The Tukad Bindu Foundation provided secondary data.

This study reveals that Tukad Bindu is a good example of ecotourism because it involves travelling to natural destinations. It reduces the negative effects of tourism activities – specifically environmental – thereby raising environmental awareness among local communities, tourists and the public at large. Tukad Bindu produces direct financial benefits for conservation, for empowering local communities and providing financial benefits, reverence for local cultures and positively influences the democratic movement, especially strengthening stakeholders’ participation in ecotourism.

To accelerate the development of Tukad Bindu as an ecotourism destination, research on factors that enable and obstruct ecotourism development is required. This will help the foundation and stakeholders to develop strategies that can achieve the goals of conservation, local communities’ livelihoods and environmental education.

This study also has practical implications in terms of managing environmental activities, enriching Tukad Bindu’s biodiversity and attractions, and maintaining ecotourism sustainability.

Tukad Bindu has applied unique ecotourism practices, in terms of developing and ownership of protected areas. While Honey’s framework of ecotourism is beneficial to elaborate on the nature of ecotourism, the characteristics in this framework are not mutually exclusive in the case of Tukad Bindu. This study also has practical implications in terms of managing environmental activities, enriching Tukad Bindu’s biodiversity and attractions, and maintaining ecotourism sustainability.