Canadian Ecotourists

Abstract

Canadian ecotourists who travel in a group format are a distinct population of travellers. Their primary travel motives concentrate on the natural characteristics of the destination, with wilderness, parks and wildlife highly valued. In contrast, the average traveller travels for social purposes, with family, friends, safety and familiarity. The ecotourists show a high level of interest in their desired attractions, they want efficiency in their travel, meaning a desire to see as much as possible in the time available. These ecotourists tend to be older, more highly educated and have a much higher income than the average traveller. The ecotourists have high levels of travel expenditures with 48% spending inore than $4,000 a year. Demographic analysis suggests that in the future, as more people gain post-secondary education, the ecotourism market will expand accordingly.