The third criterion of ecotourism: are ecotourists more concerned about sustainability than other tourists?

Ecotourism can be defined by three core criteria: nature, learning and sustainability. The ecotourist market has been segmented by the nature and learning criteria only. has been assumed that ecotourists are environmentally concerned and therefore sustainability is a factor in their decision-making. However, little empirical research confirmed this assumption. This study surveyed 243 respondents participating in an ecotourism experience in Australia. It identified ecotourists according to the nature learning criteria as per previous segmentation studies. Pro-environmental attitudes were measured as an indication of their support for sustainability. Results revealed no differences in pro-environmental attitudes between those identified as ecotourists and those considered non-ecotourists. While demand exists for nature and learning experiences, compliance with the sustainability criterion seems to be no more a factor in ecotourist decision-making than for mainstream tourists. Implications are that market segmentation research should consider all relevant criteria when segmenting a market for a particular product to ensure supply matches demand. , demand for certain products can be created by innovative marketing practices. This would enable the ecotourism industry to respond to the market’s for nature and learning, but also influence the behaviour and structure of the market with regard to sustainability.