The third criterion of ecotourism: are ecotourists more concerned about sustainability than other tourists?

Article


Beaumont, Narelle. 2011. "The third criterion of ecotourism: are ecotourists more concerned about sustainability than other tourists?" Journal of Ecotourism. 10 (2), pp. 135-148. https://doi.org/10.1080/14724049.2011.555554
Article Title

The third criterion of ecotourism: are ecotourists more concerned about sustainability than other tourists?

ERA Journal ID19665
Article CategoryArticle
Authors
AuthorBeaumont, Narelle
Journal TitleJournal of Ecotourism
Journal Citation10 (2), pp. 135-148
Number of Pages14
Year2011
Place of PublicationAbingdon, Oxon. United Kingdom
ISSN1472-4049
1747-7638
Digital Object Identifier (DOI)https://doi.org/10.1080/14724049.2011.555554
Web Address (URL)http://www.tandf.co.uk/journals/1472-4049
Abstract

Ecotourism can be defined by three core criteria: nature, learning and sustainability. The ecotourist market has been segmented by the nature and learning criteria only.
It has been assumed that ecotourists are environmentally concerned and therefore sustainability is a factor in their decision-making. However, little empirical research
has confirmed this assumption. This study surveyed 243 respondents participating in an ecotourism experience in Australia. It identified ecotourists according to the nature
and learning criteria as per previous segmentation studies. Pro-environmental attitudes were measured as an indication of their support for sustainability. Results revealed no
significant differences in pro-environmental attitudes between those identified as ecotourists and those considered non-ecotourists. While demand exists for nature and learning experiences, compliance with the sustainability criterion seems to be no more a factor in ecotourist decision-making than for mainstream tourists. Implications are that market segmentation research should consider all relevant criteria when segmenting a market for a particular product to ensure supply matches demand.
However, demand for certain products can be created by innovative marketing practices. This would enable the ecotourism industry to respond to the market’s
demand for nature and learning, but also influence the behaviour and structure of the market with regard to sustainability.

Keywordscore criteria of ecotourism; product differentiation; market segmentation; ecotourist market; pro-environmental attitudes; sustainability
ANZSRC Field of Research 2020350803. Tourism management
520599. Social and personality psychology not elsewhere classified
350804. Tourism marketing
Public Notes

File reproduced in accordance with the copyright policy of the publisher/author.

Byline AffiliationsSchool of Management and Marketing
Institution of OriginUniversity of Southern Queensland
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