Abstract
For the whale-watching industry to be managed according to ecotourism principles, it should focus on nature-based attractions, provide environmental education, and promote environmental, economic, and social sustainability. Using 62 whale-watching brochures from 1998, 2005, and 2010, the study analyzed how whale-watching companies on Vancouver Island, Canada, marketed their businesses in line with these three ecotourism principles. The results suggest that Vancouver Island whale-watching companies promote most ecotourism principles, primarily those orientated to nature-based attractions and environmental education, but more attention could be paid to sustainability. The total number of environmental education activities and environmental sustainability initiatives increased over time, but most individual variables addressing the ecotourism principles did not change over time.
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