Tourism, ecotourism and sport tourism: the framework for certification

Abstract

Purpose

The purpose of this paper is to develop a framework for identifying the need for ecotourism certification within ecotourism and sport tourism (EST) by discussing the overlapping characteristics on the dimensions of EST.

Design/methodology/approach

Qualitatively, the Social Exchange Theory was used to discover segments of tourists based on the two dimensions: EST.

Findings

The findings discovered four strategic segments (namely; vacation, green, action oriented and active tourists), their related activities, and the level of need for eco certification.

Practical implications

EST activities offer a unique opportunity for tourism managers to positively influence conservation in and around communities, protected areas and sport events. Applying and implementing a global eco certification is paramount to attract tourists and enhance credibility of sport tourism.

Originality/value

Identification of the four tourists segments and their relative need for certification is the novelty of the study. The labels of the identified tourist segments are: vacation tourist (low on ecotourism and low on sport tourism); green tourist (high on ecotourism and low on sport tourism); action-oriented tourist (high on ecotourism and high on sport tourism); and active tourist (low on ecotourism and high on sport tourism). The certification needs for green and action-oriented tourists are HIGH, for active tourist is MEDIUM, and for vacation tourist is LOW.

Citation

Singh, S., Dash, T.R. and Vashko, I. (2016), "Tourism, ecotourism and sport tourism: the framework for certification", Marketing Intelligence & Planning, Vol. 34 No. 2, pp. 236-255. https://doi.org/10.1108/MIP-09-2014-0180