This paper focused on individuals that run small ecotourism enterprises in selected areas of
Greece and our objective was to explore the ways of measuring their awareness and characteristics
so that the requirement for specific environmental education programmes could be
identified. The factors identified by the statistical analysis present a breakthrough in understanding
the environmental characteristics and needs of individuals actively involved in the
area of ecotourism. The resulted indicators directed us toward the importance of enhancing
the cooperation of small ecotourism enterprises with organizations that provide environmental
information as well as their cooperation with other enterprises and professionals in the
process of disseminating the information. Taking into consideration participants’ mature
status of environmental activism, if the appropriate environmental education resources are
allocated, then these individuals involved in ecotourism offer a significant potential as environmental
educators. Finally, the respondents’ intention to also commit financially into the
environmental protection activities of their area should give enough confidence to the environmental
education experts to seriously and rapidly invest into effective environmental
education programs for those serving the field of ecotourism.