University of Aarhus ECOTOURISM AS A WAY TO PROTECT ...
University of Aarhus ECOTOURISM AS A WAY TO PROTECT ...
University of Aarhus ECOTOURISM AS A WAY TO PROTECT ...
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Ecotourism as a sustainable way to protect nature<br />
2.2.2. Ecotourism as a market segment<br />
When viewing ecotourism as part <strong>of</strong> the tourism industry it is important to<br />
mention, that ecotourism is a small but now rapidly growing industry.<br />
Ecotourism operates with a very valuable resource - biodiversity (Mercer, 1996)<br />
and <strong>of</strong>fers not only passive enjoyment and experiencing but <strong>of</strong>fers a possibility<br />
to participate in nature conservation.<br />
Figure 4 presents how ecotourism fits into the large tourism market place.<br />
From this point <strong>of</strong> view it is important, that ecotourism has a stronger<br />
connection to cultural and rural than to adventure tourism (UNEP, 2002). (6)<br />
Figure 4: Ecotourism as a Market Segment<br />
6<br />
In ecotourism the prime motivation is generally the observation and appreciation, in<br />
adventure tourism it is physical exercise and challenging situations in natural environments<br />
(UNEP, 2002). From the marketing point <strong>of</strong> view<br />
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