ABSTRACT
Ecotourism is a growth industry around the world. As an industry it offers tremendous opportunities for developing countries due to (i) low capital requirements, (ii) an increasing global awareness for the need to preserve our planet, and in many cases (iii) access to pristine nature. Inkaterra, based in Lima, Peru, offers ecotourism targeting wealthy tourists. It is a high-profile tourist operator in Peru that has received wide coverage in the popular press around the world (Chan, 2008; O’Riordain, 2010; The Economist, 2008; The Guardian, 2010). Each year it receives around 46,000 hotel guests and has served more than 900,000 travellers since its foundation. In 2009, the company had a turnover of around 10 million USD and over 500 employees.
