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The ecotourism segment of the tourism industry is moving from a niche segment to the mainstream. Though significant debate continues re the definition and boundaries of ecotourism, investors, promoters and NTOs are investing heavily in products they consider green'. But is the market ready for the surge in supply? This paper looks at the Singaporean market's purchase proclivity, and finds that though most travellers consider themselves to be environmentally aware, given a choice between a green or mainstream product few would select an eco-travel vacation.
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Stephen W. Litvin (1996) studied this question.
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