Home > Subjects > Marketing > Marketing Approaches Used for Ecotourism

Marketing Approaches Used for Ecotourism



Market distribution is a motion that involves bringing out standardized markets with similar features. In the leisure industry, segmentation of markets allows marketers to understand and communicate effectively with the needs and aspirations of different travel groups. In other confrontations, it comforts marketers to recognize marketing occasions and tailor-made products and services to specific customers. Motivation is measured as one of the utmost popular class approaches. In the context of ecotourism, the most reliable way to understand the differentiating groups of visitors based on motivation is to travel to safer areas.

Tourist motivations are “a mixture of requirements and needs that distress the ability to travel” (Weaver & Lawton, 2002), and consequently, information about motivations can help managers provide services and services, which fulfills the desires of the visitors. The essential motivational factors can be distributed into four groups: relaxation, relationship enhancement, escape, and self-development. Specifically, tourist motivations that turn to nature-based tourism are categorized as follows: escape, learning about nature, harmony, and healthy activity. Though while it is essential to know the motivations and wishes of the visitors, it is also important to target specific groups of tourists who meet the standards of destination management.

Marketing Approaches Used for Ecotourism

Environmental tourism, the ethical conduct of tourists and tourism suppliers, depends not only on the atmosphere but also on the persons.  A person’s morality is influenced by his values, that is, the necessary regulatory values that affect a person’s way of feeling about an object or situation. Regardless of the concept that the market is made up of all groups of people with different needs and preferences. Segmentation is the primary way to decide which clusters to target, determine how to use capitals more competently, and evaluate different competitive approaches (Ho, et al., 2012). Some experimental research has stimulated market segregation research in tourism. Segmentation tourists rendering to their motivations permits tourism providers to make preferential and appreciated products and facilities in destination marketplaces (Lee et al., 2004). Certainty can identify distinct tourism groups, offer better tourism bundles, increase destination benefits, progress tourism strategies, or improve marketing.

Ecotourists must not be preserved as a standardized group, as their profiles, motivations, and social characteristics vary widely. Though, the lack of facts about distinct segments of the environment is an obstacle to performance, especially in targeted promotion programs. Nevertheless, managers effectively use a migration to commercialize a destination. Significant benefits are also gained through market segmentation in the environment, as operators around the world experience apparent pressures. To ensure that consumers get the experiences they expect.

The article provides an analysis of the segregation of the environment by demand and stimulus and provides facts that tourism vendors can use to develop their marketing approaches. The revision also subsidizes the discussion on need in environments. The assumptions made in this study are: (H1): High level of satisfaction according to aspect in advanced motivated classes. (H2): Highly motivated types have general satisfaction, are more willing to return and are further likely to endorse or give positive feedback about the destination. The article will conclude with a discussion, outlining the findings and limitations of the research and some lines of future research.


Ecotourism is a notion of sustainable tourism development that aims to provision environmental preservation exertions (nature and culture) and increase communal participation in ecological management, which brings economic welfares to the public (Marques et al., 2010). Therefore, environmental protection has been recognized to be an operative tool for environmental protection. It, on the other hand, is harming natural areas through mistreatment, lacks properly protected area organization, and lacks environmental awareness amongst tourists (Das & Chatterjee, 2015). Consequently, the coastal tourism business needs to have efficient and effective management and forecasting to reduce the negative impacts on the environment. There is a need to analyze the aspects of both government and social institutions so that they do not hinder the development of the ecosystem and the environment.

Separating demand in the ecosystem allows the identification of the tourist segments and the characterization of differences based on their satisfaction. Therefore, segmentation is an instrument that can be castoff to improve market strategy, develop the supply of tourism goods and upsurge the level of satisfaction, faithfulness, endorsements, and positive remarks about an endpoint. There are numerous driving forces associated with ecotourism. The most important is ‘self-development,’ which is defined as personal development and/or a desire to interact with a host culture and its community (Crompton, 1979).

The second element is the ‘mutual relationship and the act of defending the ego,’ which relates to visitors who are encouraged by the aspiration to strengthen associations with family associates and follow current proceedings. The third element is ‘building personal relationships,’ which applies to tourists who are encouraged to meet new persons. The fourth element is ‘escape,’ which applies to visitors who are usually moved by the desire to escape. The fifth element is the ‘definition of nature’, which applies to visitors who are impressed by the desire to enjoy nature. The sixth element is the ‘reward’ and applies to visitors who want to reward themselves and take a break.

The identification clusters in this study were very similar to the two classes identified by (Rid et al., 2014). The “multiple stimulus” class we identified that has high notches for all stimulus variables, is similar to Rid et al.’s. Visitors who are not interested in the sun and the beach but focus on rural practices, heritage, nature, education, local dances and dialects, bird watching, and other activities such as fishing. It also bears a resemblance to the “multiple stimuli” class identified, which had higher scores for all stimulus variables.

In contrast, our ‘nature’ category, which consists of visitors who have a high notch for nature-related incentives, is similar to the ‘Heritage and Nature Seekers’ category, in which the chief motivation was to practice natural and traditional sites, wildlife, woodlands, and landscaping, as well as nation and civilizations. It also bears a resemblance to the “nature” class identified by (Cordente-Rodríguez et al., 2014), which articulated stimuli related to nature. Though, it also recognized a third category that does not appear to have a counterpart in a previous similar study. We call this category “rewards and escapes” and would suggest targeting it with products or services related to entertainment, the pursuit of the unknown, and escape from the ordinary. The identification of this class is the main contribution of this study in the literature on the segregation of tourists.

Chat. Characteristics of 3 Clusters

All variables of satisfaction are essential for the education of segmentation. Tourists to the ‘nature’ category are only satisfied with the satisfaction and protection of natural and ethnic heritage; that is why they are tourists who are not happy with other variations of service. The “Reward and Escape” class is more contented with calmness, protection of natural and traditional heritage, and treatment of locals. These visitors are the same as the previous group, except for seeking satisfaction in the treatment received by the locals. The last category, ‘Multiple Stimulus,’ is satisfied with much more satisfying variation than the other sections, including tranquility, conservation of natural and cultural heritage, how locals treat tourists, traffic signals, parking, and gastronomic criteria.

Visitors are satisfied with almost all variables related to security, infrastructure and facilities. In addition, the class had a high degree of satisfaction with others. Consequently, these results allow testing of the proposed hypothesis (H1): classes with high levels of motivation are apparently highly satisfied. The ‘multiple triggers’ category had the highest overall satisfaction, and the highest score was likely to be for the recommendation of intent, intention to return, and positive comments about the destination. These results relate to the hypothesis (H2): Advanced Encouragement sections will have overall satisfaction and positive comments about the goal, intention to return, suggest, and intend.


In terms of satisfaction in terms of halo, the ‘nature’ class does not present the variable with high satisfaction. The “Reward and Escape” category reported great satisfaction with the tranquility, protection of natural and cultural heritage, and the way locals treated tourists. The ‘Multiple Incentives’ segment has reported great satisfaction with the way it has treated the locals with tranquility, protection of natural and cultural heritage, tourists, signs of treatment, parking, and gastrointestinal quality. There is a higher level of satisfaction according to the aspect of the higher levels of motivation. Furthermore, the ‘Multiple Motives’ category was highly satisfied overall and reported a high intention to return, suggest, and give positive feedback about the destination (Lwoga & Maturo, 2020).

The features of the prize and escape portion were due to having the highest percentage of women among the other classes. This was the category in which the young, university-educated people had the highest rate of different courses. Most of the people in this class were students. In contrast, the nature class features a high percentage of men. However, like the prize and escape class, this class also employed young people and university graduates or students. Therefore, we can conclude that there is a gender difference in environmental stimulus: women seek more nature with entertainment (i.e., they belong to the reward and escape class), and men they only look for a character (i.e., they are relative to) nature class (Guttentag et al., 2018).

Therefore, the higher-level segments of the motivating variables also reported higher overall satisfaction and positive comments about the destination, return, and suggestion, and mostly intent. Tourism managers can take advantage of segmentation by actively using it as a way to analyze a market structure. By doing so, they can gain valuable insights into the market and specific market segments and identify highly intelligent strategies to gain a competitive advantage. In general, such an approach would require not only market segmentation but also product positioning. In order to be successful, both methods need to be considered in terms of differentiating competitors and choosing the position. To ensure that the current structure of the market is captured, it should be distributed regularly.

Works Cited
  • Weaver, D.B., and Lawton, L.J., 2002. Overnight ecotourist market segmentation in the Gold Coast hinterland of Australia. Journal of Travel Research, 40(3), pp.270-280.
  • Marques, C., Reis, E., and Menezes, J., 2010. Profiling the segments of visitors to Portuguese protected areas. Journal of Sustainable Tourism, 18(8), pp.971-996.
  • Dalen, E., 1989. Research into values and consumer trends in Norway. Tourism Management, 10(3), pp.183-186.
  • Ho, G.T., Ip, W.H., Lee, C.K. and Mou, W.L., 2012. Customer grouping for better resources allocation using GA based clustering technique. Expert Systems with Applications, 39(2), pp.1979-1987.
  • Lee, C.K., Lee, Y.K. and Wicks, B.E., 2004. Segmentation of festival motivation by nationality and satisfaction. Tourism management, 25(1), pp.61-70.
  • Das, M. and Chatterjee, B., 2015. Ecotourism: A panacea or a predicament?. Tourism Management Perspectives, 14, pp.3-16.
  • Crompton, J.L., 1979. Motivations for pleasure vacation. Annals of tourism research, 6(4), pp.408-424.
  • Rid, W., Ezeuduji, I.O. and Pröbstl-Haider, U., 2014. Segmentation by motivation for rural tourism activities in The Gambia. Tourism Management, 40, pp.102-116.
  • Cordente-Rodríguez, M., Mondéjar-Jiménez, J.A. and Villanueva-Álvaro, J.J., 2014. SUSTAINABILITY OF NATURE: THE POWER OF THE TYPE OF VISITORS. Environmental Engineering & Management Journal (EEMJ), 13(10).
  • Lwoga, N.B. and Maturo, E., 2020. Motivation-based segmentation of rural tourism market in African villages. Development Southern Africa, pp.1-18.
  • Guttentag, D., Smith, S., Potwarka, L. and Havitz, M., 2018. Why tourists choose Airbnb: A motivation-based segmentation study. Journal of Travel Research, 57(3), pp.342-359.

Related Posts

Leave a Comment