How to succeed in the uncertain and highly complex environment of tourism is an important issue. The primary purpose of this article is to provide an answer to this question by introducing two theoretical lenses: a new conceptualization of tourism as an ecosystem, and an explanation of the entrepreneurial decision-making theory of effectuation. Our secondary purpose is to examine the extent and way in which effectuation has been utilized in tourism studies. Therefore, a hybrid review was conducted using a narrative-bibliometric-systematic procudure. Narrative reviews are educational and especially useful for explaining new topics. The four capabilities necessary for success in tourism are (1) mapping the ecosystem, (2) dealing with tensions, (3) involving the ecosystem players, and (4) effectuating the ecosystem. The following are explained: the elements of effectuation theory and its five principles; the three decision-making logics of causation, effectuation, and bricolage; Sarasvathy’s 2022 model of the theory; tourism entrepreneurship, four definitions of the entrepreneur; and decision-making under uncertainty. The use of the effectuation theory in tourism studies was examined by a bibliometric review using the Web of Science database. Since the introduction of the effectuation theory up to 08/15/2025, only 18 documents with research topics on tourism and impact were found. Through a systematic review, these documents were examined in terms of their subject and methodology. The findings shows that studies at the intersection of these two fields are not many, that effectuation has often been studied alongside bricolage, and that no prolific researcher in this field has emerge