Ecotourism: A Consumption Perspective

Abstract

Over the last quarter century, both the supply of and demand for ecotourism have grown significantly. At the same time, ecotourism has, as a particular form of tourism development, become increasingly recognised and legitimised as a means of achieving sustainable development in destination areas. Underpinning this widespread support for ecotourism is the assumption that tourists themselves are demanding more responsible, environmentally-appropriate forms of tourism yet, as this paper argues, there is little evidence to suggest that the growth in ecotourism has been demand led. Emphasising the key role of responsible behaviour on the part of tourists in the achievement of ecotourism, the paper highlights the characteristics of the ecotourist as compared to that of the mass tourist. These are then challenged by an exploration of the motivation, values and consumption practices of tourists which suggests that there is little distinction between the two. It concludes, therefore, that the ecotourist label has become increasingly irrelevant and that ecotourism development remains elusive.