Extreme, Extravagant and Elite

A case study of Earthwatch Australia and its participants is presented against a conceptual backdrop of ecotourism and ecotourists, who are said to be seeking enjoyment of some relatively undisturbed phenomenon of nature. The “true” ecotourist, it is proposed, is not satisfied with just a natural experience, but wants to be environmentally responsible, expects to interact and engage with the natural environment, and is prepared to be physically and intellectually challenged in doing so.The research study on Earthwatch Australia analysed the written material used to promote its expeditions, the written comments of expedition participants (Team Members), and the responses to a mail survey of 245 former Team Members. The results were qualitatively and quantitatively analysed in relation to the dimensions discussed above. Earthwatch participants were found to be “extreme” ecotourists, wanting not only to be environmentally responsible but to enhance the environment visit. Their participation also revealed a level of interaction with the environment that was both intense and active, often demanding a high level of physical stamina and providing rich rewards. An analysis of these attributes as well as the socio-demographic characteristics of participants identifies a very specific market segment, but also raises questions about other for ms of ecotourism and other types of ecotourists.