Do mountain tourists demand ecotourism? Examining moderating influences in an Alpine tourism context

Ecotourists appreciate nature and are willing to learn about nature and ecology. Therefore ecotourism is often seen as a product package that supports sustainable tourism development. This study contributes to existing research in the field of ecotourism as it investigates how travel motives and environmental concern of mountain tourists influences their actual demand for ecotourism. A survey of mountain tourists in the Austrian Alps was conducted and reveals a positive relationship between environmental concern and ecotourism demand. The study measured travel motives, which are compatible and incompatible with ecotourism and showed how these motives influence actual demand of ecotourism. Furthermore it is postulated that education, income and the intention to revisit the destination moderate the relationship between environmental concern, mountain tourists’ motives and the tourists’ demand for ecotourism. For destination marketing it can be stated that higher educated mountain tourists with a high disposable income are a vital market segment, which should be targeted for ecotourism in the mountains. Research recommendations are highlighted and focus on loyal visitors, as it remains unclear whether loyalty with an ecotourism destination strengthens the demand for ecotourism