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.