Ecotourism Operators and Environmental Education: Enhancing Competitive Advantage by Advertising Environmental Learning Experiences

• Price, Garry G ^[1]
  1. [1] La Trobe University

     La Trobe University

     Australia

     
• Localización: Tourism analysis, ISSN 1083-5423, Vol. 8, Nº. 2-4, 2003, págs. 143-147
• Idioma: inglés
• Texto completo no disponible (Saber más ...)
• Resumen

  • Research indicates that tourist motivation and behavior are often determined, in part, by the desire for a learning experience. It is contended in this article that ecotourists have a desire for environmental learning and that ecotourism operators who differentiate their product through the provision of high-quality environmental education programs establish a potential sustainable competitive advantage. However, it is asserted that this potential long-term competitive advantage will only be realized if sufficient tourists can be attracted to the offered ecotourism experience. It is further asserted that attracting the required number of clients can be done, in part, by ecotourism operators emphasizing environmental learning in their printed and electronic advertising material. Content analysis of the current advertising material of ecotourism operators reveals that many ecotourism operators are not placing emphasis on their environmental learning offerings in their advertising. Using the results obtained, it is argued that the relatively small emphasis on ecotourists' demand for environmental learning in advertising directed at potential clients is a substantial weakness in some companies' strategic marketing. It is further argued that authentic and expert ecotourism operators who capitalize on this shortcoming are likely to achieve a sustainable competitive advantage.