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

Abstract

The third criterion of ecotourism: Are ecotourists more concerned about sustainability than other tourists?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 decisionmaking. 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. Proenvironmental 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. Whilst 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.Keywords: core criteria of ecotourism; product differentiation; market segmentation; ecotourist market; pro-environmental attitudes; sustainability 3 IntroductionDespite a variety of definitions of ecotourism since its emergence in the 1980s, it is now generally agreed by academics, government and the tourism industry that ecotourism can be identified by three core criteria: nature, learning, and sustainability (Beaumont, 1998;Blamey, 1995;Weaver, 2008). The sustainability criterion incorporates environmental, social and economic elements and therefore includes criteria referred to specifically in some definitions, such as conservation and community benefits. However, because of ecotourism's focus on nature the emphasis tends to be on environmental sustainability. The three core criteria have been used to differentiate ecotourism from other tourism products and accordingly ecotourism products are expected to comply with the three criteria. Those seeking eco accreditation or certification must comply with stringent requirements regarding these criteria. Compliance with the environmental sustainability criterion has led many ecotourism operators to implement extensive environmentally friendly practices and management systems, and has tended to put some of them at the upper end of the price scale.By contrast, ecotourist market segmentation research has identified the ecotourist as a tourist with motivations and behaviour related only to the nature and learning criteria of ecot...

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