If you’re in the tourism business and are considering branching out specifically into ecotourism, you might be wondering who the target market for ecotourism really is.
After all, the whole point of ecotravel is to preserve and appreciate the natural world, so shouldn’t everyone be a target? Unfortunately, no.
In reality, there are a few different types of people who make up the best target market for ecotourism businesses. But even this market can be further divided into segments based on the factors that motivate people to undertake ecotourism.
Different people have different motivations for wanting to visit environmentally and culturally sensitive destinations. Some people care about the environment and want to learn more about the cultures they encounter. Others look for an escape from their everyday lives and want to relax in a natural setting. Still others are interested in supporting sustainable tourism initiatives.
As someone in the tourism business interested in ecotourism, it is essential that you understand your target market and what motivates them so that you can create marketing campaigns that resonate with your target audience.
In this article, we will discuss the different segments of the target market for ecotourism and understand what attracts them to ecotourism as opposed to normal tourism.
What is Ecotourism?
Before we can study the target market for ecotourism we need to define what ecotourism means.
For the sake of our discussion, we define ecotourism as follows:
Ecotourism is environmentally responsible travel to relatively undisturbed natural areas, in order to enjoy and appreciate nature and local culture in a way that promotes sustainability and conservation.
Ecotourism typically involves travel to destinations that are rich in natural beauty and cultural heritage. It helps promote environmental and cultural awareness and sensitivity.
Target Market for Ecotourism: Who appreciates ecotourism?
The target market for ecotourism is one of the market segments of the tourism industry. While everyone might appreciate ecotourism in the abstract, not everyone will be willing to engage in it or pay for it.
And so, who can we include in the target market for ecotourism? Here are the four main segments of this market:
- Adventure Seekers
- Nature Lovers
- Conservationists
- Relaxation Seekers
Adventure Seekers
Adventure Seekers, by their very nature, are always for thrills and something different from their normal lives. They want to push themselves physically and mentally in order to feel alive.
In fact, one of the growing segments within the tourism industry is that of adventure tourism. But not all adventure tourism is ecofriendly. And so there is an opportunity to serve tourists that is interested in both – adventure and ecotravel.
Nature lovers
As the name suggests, these people love nature and everything about it. They enjoy immersing themselves in the natural world and learn about the different cultures and sub-cultures that exist within it. Nature lovers can be broken down into two groups:
- Educated Nature Lovers
- Pleasure-Seeking Nature Lovers
Educated Nature Lovers: These are people interested in learning about the environment and how they can help preserve it. They may have a background in environmental studies or be naturalists who are curious about the world around them.
Pleasure-Seeking Nature Lovers: For these people, ecotourism is about enjoying the beauty of nature without having to worry about the negative impact that they might have on the environment. Many nature lovers get pleasure simply by being surrounded by nature.
Conservationists
Conservationists are people who care about the environment and want to do their part to preserve it. They support sustainable tourism initiatives as well as businesses that are doing their part to protect the environment.
They may be interested in ecotourism because it helps to generate revenue for conservation projects or because it raises awareness about environmental issues that they care about.
Relaxation seekers
People who fall into this category just want to relax and get away from the stresses of their everyday lives. They are usually not interested in learning about the environment or participating in physical activities. For them, ecotourism is all about enjoying the natural setting and taking it easy.
What attracts people to ecotourism?
While it is important for you to understand whom to target with your ecotourism marketing campaigns, to craft marketing messages that resonate you also need to understand why people are attracted to ecotourism.
Here are some of the main reasons why people turn to ecotourism instead of normal tourism:
- To experience something different from their normal lives
- To learn about new cultures and lifestyles
- To immerse themselves in nature
- To relax and get away from the stresses of their everyday lives
- To do their part to preserve the environment
To experience something different from their normal lives
Most people who turn to ecotourism live in urban areas, and their normal lives are lived in the concrete jungle of buildings and skyscrapers. Ecotourism gives them a chance to break out of their routines and experience something fresh, new and natural.
To learn about new cultures and lifestyles
People who are interested in ecotourism are usually also interested in the world around them. They see it as an opportunity to learn about places and environments in a way that they wouldn’t be able to from books or by reading on the internet.
To immerse themselves in nature
The therapeutic benefits of immersing oneself in nature are well known. From reducing stress to improving mental health, people are increasingly looking for ways to unplug from technology and reconnect with the natural world. This is one of the main attractions of ecotourism.
To relax and get away from the stresses of their everyday lives
For some people, ecotourism is a way to escape the stress of their jobs, relationships, or other parts of their lives. It can be a time for them to focus on themselves while enjoying the beauty of nature. Ecotourism gives them a break from the hustle and bustle of daily life.
To do their part to preserve the environment
People who care about the environment may be drawn to ecotourism because it is a way for them to help protect it. They can see firsthand how their tourism dollars are helping support conservation projects and learn about ways that they can reduce their environmental impact.
Summary
As you can see, there are many reasons why people turn to ecotourism. Adventure Seekers, Nature Lovers, Conservationists and Relaxation Seekers are all part of the target market for ecotourism.
By understanding this audience, you will be able to create campaigns that speak directly to their interests and motivations. You will be able to craft marketing messages that reach the right people and that resonate with them so that they are encouraged to spend their ecotourist dollars buying your travel product or service.
As more and more people become conscious of the environment and the need to preserve it for future generations, the market for ecotourism is bound to grow. With the right products and marketing strategies, and a deep understanding of your target audience you will be well-poised to succeed in this industry.
