Abstract
Ecotourism in Portugal is taking hold especially inland, because of an exceptional set of landscapes, protected natural areas, many leisure ac-tivities, and an overwhelming cultural heritage, making this the ideal destination for the responsible traveller. In this sense, the present study, of an exploratory nature, aims to understand the determinants of tourists decision-making process in contexts of ecotourism in the Côa region. A conceptual model was proposed to study the relationship be-tween seven variables, whose results were discussed considering the existing literature. Based on the administration of 136 questionnaires, the data obtained allowed us to conclude that the image of tourist-hotel enterprises has a fundamental role in the experience and satisfac-tion of the tourist, with the need to improve the degree of affectivity in relation to the hotel units. The natural heritage is vital for tourism, for ecotourism, and it is necessary to protect it. The need for greater regu-lation of ecotourism and the promotion of support for the creation of these projects is highlighted.
TopTheoretical Background
Ecological marketing refers to activities developed to generate and facilitate any exchanges with the intention of satisfying the wants and needs of consumers, provided that the satisfaction of such wants and needs occurs with a minimum of negative impact on the environ-ment (Roseta et al., 2020). Globalization and new market challenges have contributed to the promotion of new trends in commercial scenar-ios. Sustainability and ecology lead companies to adopt green market-ing as true tools at the service of the market to explore business oppor-tunities with the design and conception of green products to supply the needs of the current market (Machado et al., 2022).
Key Terms in this Chapter
BRAND: It is an overall experience of a customer that distinguishes an organization or product from its rivals in the perspective of the customer.
Marketing Tools: It is the techniques and materials used by those who are involved in the promotion of goods and services.
Green Consumer: It is a form of consumption that is compatible with the safeguard of the environment for the present and for the next generations.
Social Marketing: It is the application of the tools and concepts of commercial marketing to social, health and educational problems. Strategy: It describes how the ends (goals) will be achieved by the means (resources).
Green Marketing: It is the process of selling products and/or services based on their environmental benefits. Such a product or service may be environmentally friendly in itself or produced in an environmentally.