People's lifestyles have transformed as a result of the advancement of civilization and changes in society. Numerous people are beginning to augment their spiritual and everyday lives by learning about cultural practices and the natural world, and they are prepared to invest more time in preparing trips for various knowledgeable and perceptual leisure activities to de-stress themselves. Ecotourism is booming as a nature-focused, competitive and sustainable form of tourism. There is a need to document tourist consumption values and their significance in ecotourism. Moreover, the impact of tourist's consumption values on the destination and activity choice is crucial. These values are helpful in the promotion and marketing of destinations. Destination marketers can tailor their messages to better align with the interests and values of their intended tourists. Policymakers may also utilize this information to create sustainable tourism plans and control how tourism affects the environment and the local community.
“Although the outward rationale for tourism has as many variations as there are tourists, the basic motivation seems to be the human need for recreation” (Graburn, 1989)
TopIntroduction
The idea of ecotourism was first introduced in 1973 (Shasha et al., 2020). It is a form of nature-based travel that preserves the environment, upholds the well-being of the local populations, and incorporates interpretation and teaching about environment-friendly tourism (Björk, 2000). Ecotourism, which emphasizes the experience of natural sites, the appeal of environmental conservation, and the provision of satisfaction for tourists to enjoy natural sites, has specifically become a new niche within the tourism industry as a result of the increased attention on climate change, solid wastes, and improved environmental awareness throughout the world (Scott et al., 2012).
Ecotourism, natural resource protection, and local livelihood are three of the world's most fiercely debated problems (Samal & Dash, 2023). However, the natural environment is seriously threatened by a variety of environmental issues. The current tourist and hospitality sectors' primary concern is environmental sustainability. Environmentally sound consumer behavior is a crucial element of environmental sustainability and protection, which ultimately helps society (Han, 2021).
According to Beall et al. (2021) even though there has been a huge increase in ecotourism studies since the word was first used, it is still unclear why travelers choose ecotourism over other forms of travel. According to Tang (2023) consumption attitude leads to consumption intentions. However, a few studies have looked at the value that ecotourism trips offer to tourists and how much value might be created through tourism experience, despite the fact that previous ecotourism studies have focused on its potential benefits to ecology, economy, and society (Clifton & Benson, 2006) and promoting tourists' environmentally responsible behavior (Lee & Jan, 2018).
Ecotourism attracts tourists with a different set of consumption values. The significance of different types of consumption values needs to be unfolded. This is believed that ecotourists exhibit visibly different consumption behaviors based on their motivation for visiting nature-friendly destinations. Performing activities that promote sustainability and consuming sustainable products and services. The spending patterns of ecotourists, along with their engagement with the local community, need more literary attention.
Therefore, this chapter attempts to discuss the tourist’s consumption values comprehensively. It reviews the vast sources of literature to elaborate the essence of ecotourism. The wide array of consumption values in the context of ecotourism is discussed in the light of the theory of consumption values. Moreover, it supplements the existing literature by investigating the most productive nations in ecotourism and scholarly attention in the field of ecotourism. It discusses the impacts of tourist’s consumption values on destination choice, activity choice, spending patterns of the tourists and the need to partner with the local communities. In the end, the chapter presents the policy implications for ecotourism.
Ecotourism refers to sustainable tourism. It is a style of responsible travel that underscores the protection of the environment and advancing local communities' welfare. The main objectives of ecotourism are to lessen the damaging effects of tourism on the environment and to increase the advantages for the local population and environmental safety. The following are important ecotourism tenets;
Preservation: The protection of natural environments, animals, and biodiversity is a goal of ecotourism. It encourages tourists to act responsibly to reduce their environmental effects.
Education: An important component of ecotourism is teaching tourists about the ecosystems and the value of conservation. This fosters a greater understanding and appreciation for nature.
Sustainability: Ecotourism businesses aim to be both socially and environmentally sustainable. They assist regional economies and cultures while minimizing trash and using eco-friendly practices.