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Abstract Despite the provision of 'green' tourism products, research has failed to specifically explore tourists' environmental behaviour in terms of ecotourism purchases within a holiday destination. In exploring this issue the paper reviews a range of literature concerning the relationship between environmental concern and environmentally responsible purchasing behaviour, and presents a qualitative evaluation of the ecotourism purchasing behaviour of Australia's 'backpacker' market. Interviews were conducted with backpackers on completion of an ecotour, providing the basis for discussion of a range of possible explanations for the apparent inconsistencies between environmental concern and purchasing behaviour including problems with sampling, the lack of education and awareness about ecotourism products and accreditation programmes, and the apparent abandonment of environmental responsibility by tourists whilst on holiday. It is suggested that ecotourism marketing is directed at tourists in the pre-departure/planning phase of their holiday, perhaps through national tourism organisations in tourism-generating regions, to raise awareness of environmental issues surrounding tourism in natural areas; establish ecolabelling brand awareness and recognition of 'green' tourism products; internalise individuals' locus of control regarding environmental concerns in their everyday environment; and to circumvent the environmental ethical malaise which seems to override a tourist's normal environmental concerns and behaviour whilst on holiday.
Wearing et al. (Thu,) studied this question.