IMPACT OF THE ECOTOURISM EXPERIENCE ON CONSUMERS: ONLINE REVIEW ANALYSIS

Abstract

According to the World Travel & Tourism Council (WTTC), Portugal is the European country with the highest growth in the tourism sector. Nonetheless, this recent increase in mass tourism may have a negative impact on the environment and the livelihood of local inhabitants. This leads to the need to develop solutions that allow for the touristic activity to be more sustainable and beneficial for those involved and affected by it. Focusing on ecotourism, the comments available in TripAdvisor about establishments certificated by TÜV as “eco”, were analysed. This study focuses on the consumers’ perceptions about the sustainability claims of local Portuguese hotels with an eco-hotel certification. Moreover, the main related characteristics of ecotourism, such as nature, learning and sustainability were analysed. Based on the results, it is possible to conclude that these parameters related to ecotourism are the less referred by customers on their reviews about their experience on an eco-hotel, and that the fact that they have chosen an eco-hotel did not imply that such choice was based on their concerns about the environment and sustainability.