Abstract
The goal of the article is to define conceptual models in cartography. The conceptual model is a non-software description of a research field, describing its objectives, inputs, outputs, content, assumptions, and simplifications for the purposes of mapping or database creation. The article identifies the features of conceptual modeling in the process of creating and using maps for the organization of activities in the field of eco-tourism. It is emphasized that the creation of a conceptual model is associated with a set of ideas, beliefs, values, and worldviews (hidden picture of reality), formed by the researcher and the reader of the map. The article proposes a conceptual model of ecological tourism for geoinformation modeling tasks.
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