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Journal of Vacation Marketing, Vol. 13, No. 2, 119-134 (2007)
DOI: 10.1177/1356766707074736

Attitude towards ecotourism and environmental advocacy: Profiling the dimensions of sustainability

Tanuja Singh

Department of Marketing, College of Business, Northern Illinois University, DeKalb, IL 60510, USA; Tel: 1–815–753–7967; Fax: 1–815–753–7967; Tanuja{at}niu.edu

Michael H. Slotkin

Alexander R. Vamosi

Florida Institute of Technology in Melbourne, Florida, USA

Using a marketing-oriented theoretical backdrop, this article investigates the attitudes, opinions, and behaviors of ecotourists participating in what some ecotourism researchers have labeled soft ecot ourism events. Results indicate that this market is comprised of somewhat older, educated, and affluent ecotourists who participate in these events for entertainment as well as learning. However, contrary to the belief that this market segment only contributes to steady state sustainability, results of this study suggest that there is significant evidence of members contributing towards enhancive sustainability. Validating previous research in the area, results indicate that a large segment of the population attending soft ecotourism events represents the structured ecotourist typology, and the boundaries between soft, structured, and hard ecotourists overlap. A large and significant segment of the population participating in soft ecotourism is actively engaged in conservation and advocacy efforts; thus, the structured ecotourist concept may prove especially useful in both evaluating commitment to sustainability as well as developing marketing and public policy suggestions.

Key Words: ecotourism marketing • public-policy advocacy • sustainability


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