Although many of the recreational opportunities currently available to mass tourists in Phuket relate to entertainment, shopping, or beach-related activities, there are also several ecotourism options related to experiencing the natural environment of Phuket and surrounding provinces. Since Phuket is home to hundreds oftravel agents and tour operators, many of which offer natureoriented trips as part of their overall product range, identifying the exact number of ecotourism companies is difficult. Comprehensive and holistic definitions of ecotourism (for example, Wallace and Pierce, 1996; Diamantis, 1999; Fennell, 1999) that encompass a wide range of variables, such as education, sustainability, cultural sensitivity, conservation, and local benefits, would yield roughly 20 ecotourism companies in Phuket.