North American Ecotourism Markets

This article is the second of a two-part series. The first part, "North American Ecotourists: Market Profile and Trip Characteristics," appeared in the spring 1996 issue. This study shows that all North American ecotourism markets, both the more generally interested (consumers) and experienced ecotourists, enjoy multiple activities, including walk ing and hiking. Consumers prefer more passive activities and cultural experiences, while ecotourists are more active, and prefer modest, intimate-type accommodation. Principle motivations relate to setting. Motivations that discriminate ecotourists from other tourists are discllssed in terms of benefits sought.