The internet-based marketing of ecotourism: Are ecotourists really getting what they want?

Originally conceptualised as an innovative strategy for environmental conservation, ecotourism is now considered as one of the fastest growing segments of tourism. Although many definitions of ecotourism have been provided over the years, the application of the concept is still inconsistent, shifting its focus from purely nature-based towards more sustainable and conservative activities. Research on ecotourism reveals that ecotourism marketing initiatives are mainly driven by the supply-side or government/ environmentalist organisations' perspective, without taking into account the demand side, i.e., individuals' motivations for ecotourism. This chapter will provide recognition of the different definitions of the ecotourism concept in order to distinguish it from other similar forms of tourism, e.g., nature-based tourism, and will review the research to build an understanding of the various motivations pushing individuals to choose ecotourism offerings. It will also function as the basis for the development of an appropriate protocol to investigate a sample of ecotourism providers and the congruency of their marketing initiatives with established consumer motivations.