Eco-certification: what does it mean to tourists?

Despite continual interest in the literature regarding eco-certification, little is known what it means to individuals. Without this insight, tourism organisations may be wasting resources seeking to attract tourists that are unfamiliar with the concept. Based on a sample of 751 Southeast Queensland residents, the study determined respondents' understanding of eco-certification was limited. Those familiar with it (30.9%) classed themselves as experienced tourists and considered eco-certification as somewhat important in their travel decisions and tourism provider choice. Individuals unfamiliar with the issue (69.1%) defined themselves as having average travel experience, saw little value in eco-certification and would not be willing to pay more to use an eco-certified organisation. Results suggest that an organisational commitment to sustainability should be the eco-certification accreditation goal.