ABSTRACT
The advance of Internet technology worldwide has contributed to the growing
impacts of online marketing of ecotourism destinations. Despite much discussion
devoted to defining ecotourism conceptually, knowledge regarding how ecotourism
is actually practiced and how it is marketed through the Internet is still
lacking. The purpose of this study was to address these issues by exploring how
ecotourism is marketed through the Internet. The online marketing messages of
these ecologies also indicated that most of them only partially aligned with
ecotourism principles. Recommendations are made regarding social marketing and
eco labelling for online ecotourism marketing to better shape tourist
expectations, attitudes and behaviours in ways that support the sustainable
practices professed as ecotourism.
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