ABSTRACT
This chapter seeks to explore the relationship between ecotourism and
marketing, both conceptually and practically. It examines the structure and
nature of the tourism industry and the implications of ecotourism’s
worldwide growth. Fundamental to understanding and evaluating the
connection between ecotourism and marketing is the issue of supply versus
demand-driven marketing which we will examine in-depth in moving
toward an analysis of the strengths, weaknesses, opportunities and threats
to ecotourism.
