A Global Perspective on Ecotourism Marketing Trends: A Review

Abstract

As various sectors of the world are grappling with various sustainability challenges, there is an urgent need to seek ways to find sustainable ways of dealing with some of these global challenges. Ecotourism has been seen as an avenue for addressing some of the sustainability challenges facing the tourism industry. Most tourism enterprises have adopted ecotourism principles. This study examines the evolution of ecotourism marketing to identify the key concepts and critical debates within this terrain. In this regard, this study also seeks to identify knowledge gaps and future research directions. Using bibliometric data from Web of Science-indexed publications between 2003 and 2025, this study found that ecotourism marketing has been a growing field of research, which is highly cited across fields. The study found that ecotourism marketing covers a wide range of aspects, including digital marketing, destination branding, sustainable marketing, and demand-side considerations in ecotourism marketing. Ecotourism marketing, in many respects, is equally concerned with how ecotourism establishments embrace the current challenges of climate change from a climate change mitigation, adaptation, and resilience perspective to ensure sustainability. There are several research gaps and directions with respect to ecotourism marketing, some of which could cover various aspects in the future, such as examining the role of new technologies, social influencers, and funding in ecotourism marketing. There is an equal need to understand how various generations view the whole concept of green tourism to inform segmentation and better market positioning.

1. Introduction

An increase in episodes of extreme weather events, largely driven by anthropogenic global warming, is a major source of concern in developing and developed countries [1]. However, human-induced socioeconomic and environmental actions have significantly degraded the planet, causing pollution and compounding the impacts of global warming and biodiversity loss [2,3]. Increased greenhouse gas (GHG) emissions have led to oceanic disruptions, including reduced productivity, altered food web dynamics, shifting species ranges, and increased disease prevalence [4,5]. All these developments can be directly and indirectly linked to an unsustainable way of living, which has been ongoing for years and can be traced back to the early days of the Industrial Revolution.

Such unsustainable economic practices, which often manifest as rapid urbanisation and industrial expansion, continue to strain ecosystems [6]. Among the sectors contributing to these ills is the tourism industry, particularly accommodation and transportation activities, which have emerged as notable sources of carbon emissions and other forms of environmental degradation [7]. Thus, various stakeholders, including scholars, have urged the tourism sector to take meaningful steps to address its adverse environmental impacts [8,9]. In many respects, tourism stakeholders have pushed ecotourism to be used as a cog to drive sustainability within the tourism space [10].

Ecotourism is based on principles of environmental conservation and education, cultural preservation and experience, and economic benefits. It is touted as a way for tourism to address its environmental footprint [11]. Ecotourism has garnered growing attention among stakeholders owing to heightened awareness of climate change, environmental degradation, and overtourism [12,13]. This encourages local communities to protect their natural resources and urges governments to support sustainability through appropriate policies [14,15]. Scholarly interest in ecotourism is also increasing, with the literature in this area growing annually by 10–30% [16]. Given its pro-environmental approach, most enterprises have been using ecotourism as a marketing method to position themselves as ideal places to visit the growing market of pro-environmental customers [17]. For ecotourism marketing to be authentic and to serve its purpose, tourism enterprises embarking on it must go beyond rhetoric and address the real sustainability challenges facing the tourism sector. Some scholars have argued that in many instances, there are fears of greenwashing [18,19].

Despite the increasing importance of ecotourism in addressing climate change and promoting sustainability, there is little understanding of how this field has evolved over the years to gain insight into critical debates in this field. This gap limits scholars’, practitioners’, and policymakers’ understanding of a critical area’s research landscape, emerging priorities, and strategic opportunities. Furthermore, ecotourism marketing is vital for promoting sustainable tourism by fostering eco-conscious consumption and supporting green economies [8,20,21]. However, challenges such as limited marketing budgets and the rise of “greenwashing”, misleading environmental claims, may hinder its effectiveness [22]. This study aims to critically examine research trends in ecotourism marketing using bibliometric techniques. By leveraging VOSviewer version 1.6.20 and Microsoft Excel, the analysis helped to identify emerging themes and future research directions.

The research questions were as follows:

• RQ1: What are the key themes in ecotourism marketing between 2003 and 2025?
• RQ2: What are the challenges and opportunities for ecotourism marketing?
• RQ3: What are the key research gaps and future research directions

The remainder of this paper is organised as follows. Section 2 reviews the relevant literature. Section 3 presents the research methodology, followed by a discussion of the findings in Section 4. Section 5 outlines the future research directions.

2. Review of Literature

Ecotourism marketing encourages sustainable activities and makes tourism stakeholders more environmentally conscious [20,21]. Sustainable activities include participation in pro-environmental behaviour by tourism companies [23,24], embarking on social safety net programs in host communities [25,26,27], and fostering a business that drives sustainable economic development [25,28], while appealing to the needs and wants of tourists. Scholars have underscored the importance of well-marketed ecotourism models as pathways to achieving economic sustainability [25,28,29]. For instance, fostering tourist trust and encouraging repeat visits through meaningful spiritual and service experiences can stimulate economic activities, thereby enhancing tourism brand sustainability [28,30]. Guan et al. [25] found that the heritagization of food and preservation of local traditions in rural China create culturally rich experiences that attract urban tourists, promote inclusive local development, and sustain rural economies. Thus, sustainability does not compromise profitability; rather, when supported by robust marketing and communication, it can drive long-term economic performance even in developing regions [29].

Ecotourism marketing plays a crucial role in promoting environmental sustainability through targeted messaging, stakeholder engagement, and the development of eco-conscious tourism products [23,24,31]. For instance, machine learning can help align yacht charter offerings with customer preferences while promoting sustainable practices, ultimately minimising the environmental pressure on mooring sites [23]. Green influencer marketing (GIM) effectively increases environmental consciousness and green behavioural intentions among followers [24]. Sustainable marketing is essential for balancing ecological issues [31,32].

Ecotourism marketing can promote social sustainability by fostering local empowerment, cultural preservation, equitable benefit distribution, and community engagement [25,26]. Corporate social responsibility (CSR) marketing significantly influences social well-being by encouraging responsible behaviours and increasing stakeholder awareness [26]. Guan et al. [25] highlighted how local stakeholders use heritage food marketing as a tool for preserving cultural identity and ensuring equitable social governance. Thus, marketing traditional foods within nostalgic and organic frameworks sustains social structures and contributes directly to social sustainability. Furthermore, Mtapuri and Giampiccoli [27] advocated tourism models that guarantee local involvement, social equity, and redistributive justice, suggesting that marketing should empower host communities through participatory control. Takahashi et al. [33] argue that incorporating local cultural and utilitarian values into ecotourism marketing enhances community buy-ins and supports social sustainability. Ecotourism marketing can serve as a conduit for social sustainability by reinforcing local culture, enhancing equity, and ensuring that communities are not passive backdrops, but active participants and beneficiaries in the tourism value chain.

3. Research Methodology

A bibliometric analysis using the VOSviewer method was applied to uncover various publication characteristics, such as publication trends, countries, documents, and keyword co-occurrence. Pritchard [34] defined bibliometric analysis using mathematical and statistical techniques to examine books, journals, articles, and other written content [35]. In addition, the term bibliometric has been used over the years, and it is still more stable and popular than other metrics, such as “informetrics” and “scientometrics” [36]. The global ecotourism marketing literature published between 2003 and 2025 was obtained from the Web of Science (WoS) collection database. The search terms applied to identify the closest matching publication included “Ecotourism” OR “Eco-tourism” OR “Eco Tourism” AND “Marketing” which was used as the keyword in the title, abstracts, or keywords. WOS is widely accepted among scholars [37,38] and has proven to be a valuable tool for conducting bibliometric analyses [39]. In addition, WoS was the only comprehensive bibliographic data source available before the introduction of the Scopus database [40]. However, Scopus and Web of Science are recognised as two of the most prestigious databases in the world [40], and are compatible with the VOSviewer program [41].

The initial search for this study revealed 762 ecotourism marketing documents. Thus, document sources were as follows: journal articles 82%, conference papers 8%, books 8%, and book series 2%. Journal articles had the highest percentage because most scientific findings were reported in journal articles. Furthermore, 97% of the documents were written in English, 1% in Spanish, 1% in Chinese, and 1% in other languages. Publications in the non-English language were excluded from this study, leaving only English written work. Further scrutiny of manuscripts was carried out to remove duplicates and manuscripts with titles and abstracts that did not fit in the ecotourism marketing space using the value judgment of the two authors, who are tourism scholars. After the screening exercise, only 568 documents were exported in CSV format. VOSviewer version 1.6.20 was used to analyse the co-occurrence of keywords.

In the documents that comprised the study sample, 2551 keywords were used only once. For VOSviewer to deliver a keyword co-occurrence network capable of being visually analysed and observed, the minimum number of occurrences of a keyword used was adjusted to five in VOSviewer, thus thresholding keywords with fewer than five occurrences. Of the 2551 keywords, only 162 met the threshold. Fractional counting of keyword occurrence functionality was utilized, given the numerous advantages that it offers. Analysis of the keyword co-occurrence network in which the keywords are labelled with coloured circles and their size is associated with the frequency of keywords in the titles and abstracts [41]. The distance between nodes indicates the strength of the relationship [42]. Van Eck and Waltman (2010) posit that the correlation of keywords is represented by lines, and the greater the thickness of the line, the greater their co-occurrence [41]. Additional analysis was carried out using the Web of Science inbuilt tool, and the Microsoft Excel analysis tool was used to generate the map in the study.

4. Results and Discussion

4.1. Annual Publications and Global Trends of Documents on Ecotourism Marketing

The study found that ecotourism marketing has been a growing field of interest, and the number of articles has grown from below five publications per year to surpass about 15 publications a year after 2015. The number of publications almost doubled between 2014 and 2019 to approximately 40, shooting up to an all-time high in 2020, when more than 60 publications were recorded before a slight decline in 2021. Furthermore, between 2011 and 2018, there was significant growth in publications and citations in ecotourism marketing owing to an increase in climate change awareness and the adoption of the UN Sustainable Development Goals (SDGs) in 2015 [43]. Moreover, publications peaked around 2020, after a drop in publications due to COVID-19, maintaining a relatively high output through 2024 (see Figure 1). This recovery may be due to the resumption of global tourism, renewed emphasis on sustainability, and increased academic interest following the height of the COVID-19 pandemic and the post-COVID-19 recovery period, which reenergised the sustainability debate. The past ten years have also been characterised by an increased frequency and intensity of extreme weather events attributed to climate change.

Articles on ecotourism marketing have been highly cited and have received significant citation attention across fields. The citations came from a low base in 2003 and breached the 200-citation mark in 2012 to an all-time high of 1600 citations in 2024. There were 15,110 articles that cited articles published in tourism marketing space. Each article was, on average, cited 23.52 times with an H-index of 66, which demonstrates high levels of citations and interest in this topic. The increase in publications is due to the need to understand the dynamics within this pertinent field, which aims to foster an understanding of the era of sustainability against the pressing deterioration of environmental conditions and growing concerns over climate change.

The colour gradient in Figure 2 represents the number of documents produced by different countries: the dark shaded parts are countries without documents, the light blue parts show countries with fewer documents, and the dark blue parts show countries with more documents. Countries such as the United States, the United Kingdom, China, and Australia appear with the darkest shading, indicating the highest number of publications (see Figure 2). The high number of documents produced in the United States, the United Kingdom, China, and Australia correlates with a strong tourism environmental focus. However, despite their rich biodiversity and ecotourism potential, many African countries, such as Tanzania and Kenya, show no or limited research output in ecotourism marketing. The disparity between developed and developing countries suggests a need for more collaborative international research efforts. Other studies have shown this disparity between the global north and the global south in terms of research output [2,4,43].

4.2. Key Thematic Areas in Ecotourism Marketing

To address the questions regarding the key thematic areas of focus from an ecotourism management perspective, an exploration of key occurrences and their total link strength was undertaken using VOSviewer (Figure 3). It emerged from this exercise that the focus of ecotourism marketing has been on ensuring conservation management of particular natural resources to satisfy the environmental demands of tourists. To this end, various environmental and sustainability models have been employed to ensure pro-conservation behaviour, with much focus, as tourism, particularly in protected areas, has adopted the ethos of sustainable tourism [44]. Tourism enterprises, therefore, have been preoccupied with shaping the behaviour of tourists, tourism establishments, and their stakeholders to shape pro-environmental behaviour. This approach has also been aimed at ensuring biodiversity protection, conservation in protected areas, and other sensitive tourism destinations. At the core of ecotourism, marketing has been a desire to shape attitudes and behaviours among tourists, which fosters and addresses the impacts of conventional tourism, which often harms the environment and undermines the ecosystem services that form the foundation of any tourism destination or enterprise. This has to be carried out in a manner that does not undermine the tourism experience but entrenches good citizenry among tourists.

In addition, a key occurrence was undertaken using VOSviewer’s annual use of publications. This allowed for the mapping of the evolution of themes over time. The dark blue links represent the key thematic areas that were a focus between 2003 and 2016 (Figure 4). The years post-2015 mark an important time from an environmental perspective, as the world transitioned from the Millennium Development Goals (MDGs), which were optional, to the Sustainable Development Goals (SDGs), which were globally binding and inclusive. The year 2017 was crucial to the tourism industry and ecotourism marketing, particularly as it ushered in the International Year of Sustainable Tourism for Development by the United Nations’ World Tourism Organization. During that year, the UNWTO emphasised that the sector was able to tackle all 17 SDGs, which in a way redefined and reinvigorated the concept of ecotourism marketing. The dark green to light green period marks the period and work conducted before the COVID-19 pandemic. This period was heightened by increased attention paid to sustainability issues, with tourism degrowth being a key focus for many sustainability scholars. This focus is particularly relevant to ecotourism marketing. The adoption of the Paris Agreement on climate change and the consequent adoption of SDGs in 2015 identified SDG 13 climate change action as a key focus for achieving development and had implications for ecotourism marketing as well.

Furthermore, the yellow cluster represents current and emerging focus areas in ecotourism marketing. It also mirrors some notable research gaps that are outside the geographic research gaps identified and highlighted earlier in Figure 2. There are several issues that are current and emerging from an ecotourism marketing perspective, with issues of technology and perceived value of ecotourism products coming to the fore. Technology and its interaction with ecotourism products are particularly important if one considers the role of artificial intelligence (AI) from an ecotourism perspective and how it can shape ecotourism marketing. Understanding ecotourism customer behaviour is and will continue to be a central and evolving theme, given changes in behaviour preferences, attitudes, and societal demands. Governance of ecotourism enterprises and achieving tourist satisfaction will continue to enjoy research attention, given the market dynamics. Some of the emerging themes in this area where there are research gaps include the role of information technology, social media, and ecotourism marketing. There are always interesting research gaps with regard to various models, such as the belief nom theory, as it relates to ecotourism marketing. Scholars have yet to explore how they can leverage ecotourism marketing to enhance climate change adaptation and build a climate-resilient sector.

The study found that ecotourism marketing is closely linked to other forms of sustainability tourism initiatives, such as sustainable tourism, conservation tourism, wildlife tourism, nature tourism, community-based tourism, and ecological tourism, to mention but a few. The key among these types of tourism is the focus on sustainability, socio-economic, and care for the environment, which these tourism typologies pursue. Synonymous with this type of tourism, therefore, is the reliance on nature for tourism, with national parks being part and parcel of this bigger discussion. In many cases, ecotourism aims to protect biodiversity to ensure the continued benefits of ecosystem services enjoyed by nature-based tourism stakeholders at various destinations worldwide. Nature-based tourism, which relies on natural ecosystems and embraces cultural and natural heritage, is a significant contributor to authentic ecotourism experiences [45,46]. In many respects, ecotourism marketing is of immense benefit in building a good destination image and assists in enhancing tourist satisfaction. Effective ecotourism marketing must focus on people and heritage sites to ensure ecotourists’ quality of experience. Therefore, community-based tourism must be sensitive to how it contributes to the local livelihoods in host communities.

Ecotourism marketing must also respond to the current debates on issues related to climate change. How destinations are affected by [47,48] and addressing climate change issues are of particular interest to ecotourists, who are worried about their carbon footprint and seek ways to reduce it [49]. Ecotourists often look at ways to reduce their carbon risk, to reduce the contribution of tourism to climate change. The ecotourism market is equally concerned with aspects of climate change adaptation [50], and such approaches are particularly pertinent after the COVID-19 pandemic, given the focus on the need for tourism degrowth post the COVID-19 pandemic, and the lessons gained at the height of the pandemic in 2020 and 2021. Ecolodges are often synonymous with ecotourists as they are synonymous with good environmental practices, and ecotourists often favour such accommodation. Ref. [51] argued that ecolodges contribute to better satisfaction levels for ecotourists, given their uniqueness in embracing ecotourism principles. This notion is supported by several other studies [52,53].

4.2.1. Ecotourism Marketing for Conservation and Ecosystem Services

Ecotourism serves as a bridge between conservation and sustainable economic growth. Thus, communities can protect biodiversity by prioritising flagship species and leveraging natural assets while driving economic development. For example, Recharte et al. [54] demonstrated that animals, such as jaguars and Amazon dolphins, act as conservation ambassadors, attract ecotourists, and promote awareness. Similarly, mangrove ecosystems in Indonesia serve as both conservation sites and economic lifelines through the production of non-timber forest products (NTFPs) [55]. These community-based initiatives preserve the environment while enhancing local livelihoods, highlighting community involvement as being crucial for long-term sustainability.

The integration of payments for ecosystem services (PES) further strengthens the link between conservation and ecotourism. For instance, Ranjan [56] explained how financially rewarding communities for ecological preservation promote both conservation and economic resilience. This financial incentive encourages sustainable practices, while enhancing community engagement in protecting natural landscapes. In advocating for a shift in traditional conservation models, Müller [57] proposed a convivial conservation approach, a post-capitalist alternative that emphasises collective stewardship over nature. This model encourages shared responsibility and local empowerment, reinforcing the idea that effective ecotourism hinges on community-driven conservation and sustainable economic models. Hence, protected areas and flagship species form the core of tourism attractions, while community-based models and PES incentivise conservation efforts.

Ecotourism marketing plays a critical role in amplifying the perceived and real value of natural and cultural landscapes, thus driving sustainable tourism development and ecosystem services. For example, Lin et al. [58] emphasized the importance of marketing and promotion in realizing the value of cultural ecosystem services (CESs) in Lishui, China. Their findings suggest that strategic marketing can significantly enhance the economic value of a landscape. Moreover, community-based initiatives around non-timber forest products (NTFPs) in Indonesia show how local production and promotion of mangrove-derived products, such as chips, crackers, and juices, support livelihoods and raise awareness and participation in mangrove conservation [55]. This approach underscores how local engagement in biodiversity conservation, agricultural production, and eco-friendly marketing can simultaneously support conservation efforts and empower communities [59]. Similarly, Li et al. [47] highlighted how ecotourism channels tourism revenues toward nature conservation and poverty alleviation, reinforcing the connection between ecological sustainability and economic prosperity.

4.2.2. Ecotourism Marketing for Ecotourist Satisfaction and Loyalty

Ecotourism has become a key sector in tourism, offering experiences rooted in nature and culture and contributing to conservation efforts and community development [60]. Tourist satisfaction and loyalty are central to ecotourism’s success, driving revisit intentions and positive word-of-mouth. The factors that shape ecotourists’ satisfaction range from perceived service quality to the alignment of visitor expectations and experiences [61,62]. Tourists who were satisfied with their first visit were more inclined to return [62]. In addition, An et al. [61] found that natural, social, and cultural attractions, infrastructure, accessibility, prices, and services significantly influence tourist satisfaction in Vietnam’s Bach Ma National Park.

Place identity and image also contribute to ecotourist satisfaction [63]. However, Nogueira and Carvalho [63] further argued that promotion and marketing efforts can reduce satisfaction, especially when there is a difference between how a place is presented (place image) and what it is like (place identity). Thus, if the image does not match reality, people will not be satisfied with their destination. Yang et al. [64] highlighted that video interpretations of ecotourism destinations can enhance emotional, cognitive, and behavioural experiences, thereby boosting satisfaction. Thus, functional and emotional values are key predictors of both satisfaction and loyalty, particularly in coastal and marine destinations [65] and wetland ecotourism [66].

The transition from satisfaction to loyalty in ecotourism is evident in multiple studies. For instance, Carvache-Franco et al. [67] identified motivational dimensions such as nature escapism, marine nature, and personal relationships as predictors of both satisfaction and loyalty. These motivations should encourage return visits and tourists to recommend destinations. Yuliarni et al. [68] affirmed that a positive ecotourism experience significantly boosts both satisfaction and loyalty. Furthermore, Xiang et al. (2019) highlighted the importance of relationship marketing in building brand trust and loyalty [69]. They demonstrated that strong relationship marketing drives customer loyalty through brand trust in eco-agricultural tourism.

Thus, enhancing tourist satisfaction through high service quality, the alignment of place identity and image, and strategic value creation can foster loyalty [61,62,63]. Thus, ecotourism operators should prioritise understanding visitor expectations and motivations to craft experiences that resonate emotionally and functionally. For repeat visitors, personalised and experience-based marketing may be more effective [70], whereas first-time visitors may respond better to appeals by focusing on attractions and service quality [61,62]. Thus, ecotourism destinations achieve sustainable growth and long-term visitor commitment when satisfied. Satisfaction is driven by service quality and deeper connections such as place identity, perceived value, and emotional experiences.

4.2.3. Technology and Ecotourism Marketing

Technology has transformed how destinations are marketed, experienced, and sustained [71]. Hence, technology has emerged as a critical enabler for enhancing ecotourism experiences and broadening the market reach. Sharma and Arora [71] further stated that technology plays a pivotal role in promoting ecological sites, educating visitors, and supporting conservation efforts. In addition, technology helps operators understand tourist behaviour and preferences [72]. Social media has revolutionised ecotourism marketing by providing cost-effective and far-reaching promotional capabilities. For example, Instagram serves as a powerful visual platform where ecotourism operators can showcase pristine landscapes and unique wildlife, thereby drawing global attention [71]. Instagram reels have been particularly effective in capturing brief, immersive snapshots of destinations and in enhancing visitor interest and engagement.

Furthermore, technology-based marketing strategies are crucial to revive post-pandemic ecotourism. For instance, Abidin et al. [73] noted that leveraging information technology and social media for frequent promotions could elevate the visibility and perceived value of ecotourism. Thus, destination management organisations (DMOs) should increase the frequency of online content to align with audience preferences, spotlighting key ecological features to stimulate interest and bookings [74]. Social media platforms serve promotional purposes and provide valuable data for understanding tourists’ perceptions and behaviours. For example, at Chitwan National Park in Nepal, social media analysis revealed that wildlife and landscapes should remain central to marketing efforts alongside cultural elements to diversify appeal [75]. In addition, the gamification of tourism enhances visitor interactions with nature and encourages sustainable travel behaviours [76].

Beyond marketing, technology has significantly enriched the ecotourism experience. Virtual reality (VR) and augmented reality (AR) are emerging as transformative tools that allow tourists to explore ecologically sensitive sites without physical presence, thereby reducing the environmental impact while enhancing accessibility [77]. Additionally, the integration of technology in ecotourism destinations reshapes the infrastructural and operational dynamics. In Chengdu, the comfort and accessibility of ecotourism are driven by five key types: comprehensive drive, resource-transportation synergy, technology-transportation integration, government-led investment, and market-technology linkages [78]. This multi-faceted approach underscores how technology can optimise visitor experiences and environmental sustainability. Technology-driven experiences are particularly effective in nature-based tourism, targeting specific demographics. Suhartanto et al. [72] highlight how leveraging technology to create engaging and educational experiences can attract young Muslim tourists to mangrove ecotourism, illustrating the role of tech-enhanced storytelling and cultural sensitivity in broadening ecotourism markets.

Technological advancements have contributed to the development of sustainable tourism and conservation. Social media not only promotes destinations but also engages tourists in conservation efforts. Tian et al. [70] argue that incentivizing tourists to share personal photos and engage in social media campaigns with symbolic rewards like sustainability certificates encourages eco-friendly behaviors and supports long-term conservation goals. Moreover, artificial intelligence (AI) is emerging as a tool for sustainable ecotourism management. Hou and Wen [79] discuss its potential in managing sustainable tea garden ecotourism, indicating that AI-driven insights could optimize visitor flows, reduce ecological footprints, and enhance environmental stewardship. The interplay between ecotourism and technology illustrates a dynamic evolution in which digital innovation not only enhances marketing outreach and visitor experiences, but also supports sustainable development and conservation. From VR-enhanced marine exploration to AI-driven sustainability strategies, technology is setting new standards for responsible ecotourism to ensure that natural wonders are preserved and appreciated by future generations.

4.2.4. Practical and Theoretical Implications of the Study

The theoretical and practical implications of this study are that it expands ecotourism marketing theory. In many respects, this study demonstrates the integration of ecotourism marketing with broader sustainability issues. This aligns, for example, ecotourism marketing with climate change mitigation, adaptation, and resilience building. It frames ecotourism marketing as a theoretical and applied tool in sustainability sciences. This study calls for attention to the moderating variables of ecotourism marketing, such as age, education in ecotourism satisfaction, and customer loyalty, which advances the theoretical discourse on ecotourism segmentation and green consumer behaviour.

The study’s practical contributions are that it assists tour operators in the ecotourism space in tailoring digital marketing, influencer campaigns, and content strategies based on merging customer preferences and green travel attitudes. The study also encourages the adoption and use of social media and technologies, such as AI, virtual reality, augmented reality, to enhance ecotourism destination marketing. The study also calls for and raises awareness of challenges that face ecotourism marketing, such as greenwashing, calling for robust monitoring and evaluation frameworks to ensure an authentic ecotourism experience.

5. Conclusions, Recommendations, and Future Research Directions

This study aims to identify key themes in ecotourism marketing. The findings indicate that ecotourism marketing has gained significant momentum in recent years, with numerous scholars associating ecotourism with the imperative of ensuring sustainability through the conservation of biodiversity and ecosystem services. Ecotourism marketing often encompasses the socioeconomic and environmental aspects embraced by host communities. Ecotourists consider authentic ecotourism offerings, such as ecolodges, essential in fulfilling their environmental protection needs and place considerable emphasis on safeguarding cultural and natural heritage. There exists a strong correlation between ecotourism and nature-based tourism destinations, including national parks and coastal areas.

Ecotourism marketing is evolving as marketers embrace digital technology to market destinations. This approach has allowed niche tourism to influence more tourists passionate about conservation. Ecotourism marketing involves experiential marketing, focusing on authentic experiences to boost customer satisfaction and loyalty. Researchers study digital marketing through targeted campaigns and smart technologies to reach niche audiences. Understanding consumer behaviour and using models to gain consumer insights remain key focuses of ecotourism marketing.

Several gaps remain for future research. First, demographic variables like age, income, and education as moderators of satisfaction and loyalty in ecotourism need exploration. Second, while studies examine destination attributes, research is needed on digital engagement’s impact (e.g., virtual tours and social media) on tourist satisfaction and loyalty. Third, environmental awareness and sustainable practices’ influence on ecotourist loyalty is an emerging area that can inform sustainable tourism. Future research should consider longitudinal studies to assess how satisfaction and loyalty evolve, particularly during disruptions like pandemics or climate change. Such research would enrich literature and guide ecotourism practitioners in building resilient tourist communities. Future studies can examine how green technologies shape ecotourism and marketing.