Using Tourist Typologies for Ecotourism Research

Abstract

Research to identify ecotourists or segment ecotourists from other tourist types has not occurred in a consistent manner, reducing potential comparability to studies at other times and places. Ecotourists have been identified using a variety of techniques, broadly categorised as tourist typologies that are cognitive-normative and interactional. This paper tests the level of congruency among four versions of these tourist typologies (ie. researcher-based, respondent-based, activity-based, and motivation-based), using a case study from a national park in northern Thailand. Based on the considerable consistency found, several pragmatic conclusions are presented.