ECOTOURISM
The International Ecotourism Society defines ecotourism as "responsible travel to natural areas that conserves the environment and improves the well-being of local people." Ecotourists tend to expect businesses to be environmentally friendly and prefer services that are courteous, informative, and trustworthy. In addition, physical facilities that were environmentally appropriate and equipment that minimizes environmental degradation were found more important to the ecotourists (Khan, 2003). Better understanding of the motivations and behavior of particular market segments is gaining increased importance for tourism operators. Demands for more sustainable forms of tourism have helped to stimulate the development of ecotourism and nature-based travel (Hing & Dimmock, 1997). Environmentally friendly consumers tend to be more proactive and attempt to link to those companies supporting sustainability and sustainable practices.