Eco-Tourism Case Study including Trends, Motivations, Marketing Strategies, Opportunities and Challenges

Eco-Tourism Case Study including Trends, Motivations, Marketing Strategies, Opportunities and Challenges

Summary

This case study looks at the increasing interest behind the niche tourism segment of eco-tourism. It discusses the concept of eco-tourism, motivations behind eco-tourism, eco-tourism in the media and the role of travel industry players and tourism bodies. The case study also discusses the negative side of eco-tourism and the impacts it may have as well as the potential benefits associated with eco-tourism. Finally, this case study looks at types of eco-destinations and explores key destinations around the world.

Key Highlights

• Eco-Tourism is defined by the UN Environment Program and UN World Tourism Organization as “tourism that takes full account of its current and future economic, social and environmental impacts, addressing the needs of visitors, the industry, the environment and host communities.” Eco-Tourism is a blanket term, and can take various forms, from completely natural landscapes untouched by civilization, to small villages and farms where conservation is central. Eco destinations can vary from day experiences such as horseback riding or kayaking, to longer immersive stays such as eco-friendly safaris and tree planting holidays. They can even be touring a tea plantation or visiting a museum that centers around the environment.
• Most tourism in natural areas today does not fall under the category of eco-tourism and is not, therefore, sustainable. Eco-Tourism is set apart by its emphasis on conservation, education, traveler responsibility and active community participation. Successful eco-tourism needs a way to educate tourists in order to raise their awareness of the environment. The most common way to do this is immersion with the locals. In this way, tourists get a glimpse of their culture and way of life, while building an appreciation of their surroundings in the process. Ultimately, eco-tourism is all about balancing the need for profits in order to sustain operations, with a need for long-term sustainability. The evolution of social media as a new technology has changed the way in which the tourism industry works to some extent, which in turn has significantly influenced the eco-tourism industry.
• There are several organizations internationally that are continuously working to disseminate information and market eco-tourism offerings through social media as a way to increase awareness as well as a desire to visit the destinations being marketed. There are meaningful generational differences regarding concern for climate action and engagement with this issue. Younger generations—millennials and adults in Generation Z—stand out according to GlobalData, particularly for their high levels of engagement with the issue of climate change and the influence it has on their purchasing decisions and preferences. Within travel and tourism, this translates into increasing demand for sustainable travel options and transparency over aspects such as emissions. An eco-tourism initiative should have a clear benefit for the environment as well. Part of the profit generated by the eco-tourism company should go into nature conservation efforts. The activities, structures, and accommodations made by the eco-tourism company should leave a minimal carbon footprint.

• This case study looks at the increasing interest behind the niche tourism segment of eco-tourism. It discusses the concept of eco-tourism, motivations behind eco-tourism, eco-tourism in the media and the role of travel industry players and tourism bodies. The case study also discusses the negative side of eco-tourism and the impacts it may have as well as the potential benefits associated with eco-tourism. Finally, this case study looks at types of eco-destinations and explores key destinations around the world.

• Gain an understanding of eco-tourism. Recognize the range of the potential negatives and associated benefits of eco-tourism. Gain an understanding of eco-tourism motivations. Gain an understanding of the role of the media, travel industry players and tourism bodies.