CURRENT TRENDS IN MARKETING RESEARCH IN THE ECOTOURISM MARKET
DOI:
https://doi.org/10.32782/ecovis/2024-2-18Keywords:
ecotourism, target audience, marketing strategies, competitive environment, digital marketing, market segmentationAbstract
The article explores the marketing aspects of the global ecotourism market, identifying key trends and strategic directions for its sustainable development. Consumer segments of ecotourism services are analyzed according to demographic, behavioral, and motivational characteristics, with particular emphasis on millennials as the core audience. This generation demonstrates high environmental awareness, interest in authentic experiences, and a strong orientation toward sustainability, cultural traditions, and digital technologies. The analysis includes the structure of the market by types of tourism, booking channels, and the growing role of online platforms and mobile applications in shaping consumer choices. Special attention is given to the competitive advantages of key players, including specialized tour operators, eco-hotels, and nature parks, which increasingly integrate digital marketing tools, influencer collaborations, and storytelling strategies to highlight the uniqueness of their offers. The article identifies effective promotional practices such as active social media engagement, user-generated content, development of personalized eco-products, and partnerships with local communities that enhance authenticity and brand loyalty. The projected 2.5-fold growth of the global ecotourism market in 2023–2033 underscores the urgency of researching development trends to design evidence-based approaches for attracting and retaining target audiences, evaluating the impact of communication channels, and promoting responsible tourism practices. Among the main growth drivers are the rise of environmental consciousness, increasing demand for carbon-neutral travel options, and the implementation of sustainable business models that prioritize waste reduction, renewable energy, and biodiversity conservation. The article concludes that the competitiveness of ecotourism companies depends on the ability to combine product uniqueness, high-quality service, environmental responsibility, and long-term partnerships. An integrated marketing strategy based on these pillars will allow companies to strengthen market positions, ensure resilience in a turbulent environment, and contribute to the achievement of global sustainability goals.
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