Marketing strategies and eco-tourism opportunities of tour operators: A case study of TUI (UK group)

This dissertation focuses on analyzing the marketing strategies and eco-tourism opportunities of tour operators, with a case study of TUI (UK group). It explores the impact of eco-tourism and marketing strategies on the growth of TUI and evaluates the implementation of eco-tourism. The study aims to determine the marketing strategies that can be used by TUI to grow and the ways in which eco-tourism can be implemented by the company. It also provides recommendations for TUI in terms of eco-tourism implementation. The subject is eco-tourism and the course code and name are not mentioned. The college/university is not mentioned.

ECO TOURISM
Modified topic agreed on:
“Marketing strategies and eco-tourism opportunities of tour operators: A case
study of TUI (UK group)”
Table of Contents
INTRODUCTION...........................................................................................................................3
Background..................................................................................................................................3
Aim..............................................................................................................................................4
Objectives....................................................................................................................................4
Research questions.......................................................................................................................4
Rationale .....................................................................................................................................4
Dissertation structure...................................................................................................................6
Chapter 2: Literature review start each chapter on a new page.......................................................9
Understand the framework related to eco-tourism.......................................................................9
Impact of ecotourism and marketing strategies on growth of TUI............................................11
Marketing strategies used by TUI or other tour operators?.......................................................12
Implementation of ecotourism...................................................................................................14
Chapter 3 Research methodologies................................................................................................17
Chapter 4 Data analysis.................................................................................................................22
CONCLUSION..............................................................................................................................45
REFERENCES..............................................................................................................................46
Appendix........................................................................................................................................48
INTRODUCTION
Background
Ecotourism is mainly referred to as the tourism of endangered as well as exotic
environment for supporting the conservation efforts as well as research developments. In the
nutshell, ecotourism is responsible travel to the natural areas which mainly conserves

environment and thus sustains well-being of local people. This type of tourism mainly includes
interpretation and education. Ecotourism has become one of the major concern across the whole
world upon which the large number of people have started discussion. Ecotourism has basically
revolutionized the way of seeing world and have been considered as the most responsible
behaviour by people which helps to conserve the nature. Ecotourism is all about uniting the
conservation, communities as well as sustainable travel. This basically means that people who
participate in the ecotourism activities are required to rely on various principles. This type of
tourism primarily depends on various principles which are maintaining the physical, social and
psychological impacts, providing positive experiences to visitors as well as hosts, generating
financial benefit for local people and private industries etc. Ecotourism has emerged to be the
most imperative and extensive concept which has affected the overall ecosystem and
environment. Ecotourism is more like sustainable tourism and mainly is likely to affect the lives
of local people in a positive way. This type of tourism mainly contributes towards the climatic
change and thus helps to preserve integrity of earth as well as cultural integrity of the local
people. The major benefit of ecotourism is that it provide the financial benefit to local people and
various private industries. When people travel to natural areas like Wales, Devon, Scotland for
understanding the beauty of nature ten it often leads to the cash inflow in that destination as the
tourists spend huge amount on travel, hotels etc. This eventually increase the overall GDP of
destination and thus it becomes a great source of income for the local people. The increasing
GDP also increases the financial benefit for the private industries and also helps in the
empowerment of local communities. The major three destinations which are highly eco-friendly
for the people to travel are Wales, Scotland and Devon. These three destinations are considered
as the heaven which are full of natural habitats and great biodiversity. Another major benefit of
ecotourism is that it helps in conserving the cultural diversity as well as biological diversity and
hence helps in ecosystem production. When people travel to the natural areas and appraises the
fauna and flora then this eventually helps in the conservation of the biological diversity and thus
helps to promote the tourism in that places. Thus, ecotourism has played a great role in
protecting environment and maintaining balance between ecology and the planet. This is a very
long paragraph, which should be broken to at least in 2. No references so far and you have to
back up yourinterest in this area by providing references to other similar research in this area or
relevant information. No background of the chosen organisation was provided. Ecotourism is a

form of tourism involving visiting fragile, pristine, and relatively undisturbed natural areas,
intended as a low-impact and often small scale alternative to standard commercial mass tourism.
It means responsible travel to natural areas, conserving the environment, and improving the well-
being of the local people. This aspect of tourism needs to be undertaken by large number of
travel organizations so that sustainability aspects can be created.
Aim
“To analyse marketing strategy and eco-tourism opportunity of UK Tour operators: A case study
of TUI”
Objectives
 To Understand the framework related to eco-tourism
 To analyse the impact of eco-tourism and marketing strategies on growth of TUI. This
should be broken in two objectives, one regarding eco-tourism and growth and second regarding
marketing strategies and growth.
 To evaluate the marketing strategies which can be used by TUI in order to grow.
 To determine the ways through which eco-tourism can be implemented by TUI?.
 Add another objective, which cover recommendations provided by you to TUI: To
provide recommendations to TUI …..
Research questions
 What does eco-tourism mean?
 What are the impact of eco-tourism and marketing strategies on growth of TUI?
 What are the market strategies that can assist company in growing?
 What are the ways of implementing eco-tourism?
Rationale
The major rationale of carrying out this study on ecotourism is the personal interest of the
researcher. The researcher have personal interest in ecotourism and remain cautious about
gaining the knowledge about various destinations and places which plays a great role in
sustainability. Besides this, researcher also has the interest in knowing about the various aspects
of nature and biodiversity. It is generally important to carry out this study as large number of
organizations have eventually shifted their focus towards sustainability and thus are now
contributing to a great extent for preserving the biodiversity. Thus, the personal interest of the

researcher in knowing about various organizations and about the nature is main reason of
carrying out this study.
Another main rational of conducting a well-through research on ecotourism is to help the
other researcher to gain a well-through information about this type of tourism on academic as
well as professional levels. This study will mainly help the other researcher to have a treasure of
information about various benefits of ecotourism, its principles, its implications, implementation
etc. This is the another main rationale of carrying out the study. Whether on academic level or on
the professional level, this report will provide a genuine and reliable information and data along
with statistic to the researcher on ecotourism and will help in gaining a deep insight of this topic.
This research will give in-depth information about eco-tourism so that more detail can be
gathered and future studies can be done on the same topic
Along with this, the third rational of conducting the research on ecotourism is to help
various organizations like TUI to understand the consumer behaviour and have a look on the
various aspects of sustainable tourism. This report will basically provide a great tool to the
various tourism organization to know how to grow and how to take their brand message among
the consumers and thus will enable them to attract large number of customers. Besides this, this
study will also help them to understand the perception of customers and traveler along with
placing a strong emphasis on the motivational factors of people to travel to different locations.
One more rationale of carrying out this study is increasing awareness among local
communities and help in job creation. As this report will enlighten the benefits of ecotourism to
local community thus this will help the people of community to become aware about ecotourism
and thus understand their roles as well as responsibility in its implementation. This is one of the
major reason of carrying out this study and thus is focused towards providing information to
members of communities as how they can provide their support and assistance for promoting it.
Along with this, it will also help the members of community by creating large number of jobs.
Dissertation structure
The dissertation structure mainly includes the various elements as well as components
which are mainly included in the dissertation. The main aim of designing a proper structure of
dissertation is that it provides and explains the way in which the overall research will be carried
out and thus helps in carrying out the study in sequential manner.
Abstract should not be included here.

.
Introduction you have already completed it, so there is not much value to describe it here.
Literature review
This forms the another most important and remarkable chapter of the whole dissertation.
This chapter mainly focuses upon reviewing past work of the various researcher and authors and
thus analyze their findings. The main aim of carrying out literature review in the research is to
study the work and funding of researcher as well as authors who have provided information on
the similar topic and thus exploring answers in one's own way. Literature review forms the major
part of work as this part is the only one upon which the whole study is based.
Methodology
This is another chapter which mainly describes the various research methods
which has been used for conducting the research. It provides reader with the justification that
what specific method has been used. It would be useful, in 1 sentence, to summarise what
method you are going to use.
Research type: There are basically two type of research one is qualitative and another
one is quantitative. Qualitative research only deals with theoretical framework. It means the data
is being collected through open-ended method. Other one is qualitative research which is fully
based on numerical aspect. For the present research both qualitative and quantitative research
will be used by researchers.
Research approach: There are two types of research approach one is inductive and other
one is deductive. Inductive approach can be used by researcher to analyse and interpret the
qualitative data. Deductive approach can be utilised in order to evaluate the quantitative data as
this approach is based on numbers. For the present research, researcher will make use of both the
methods in order to proposes towards the end of research (Goodwin and Chaudhary, 2017).
Research strategy; There are two type of research strategy which is a step to step action
plan that can be used by researchers in order to evaluate and interpret the data. Descriptive and
analytical research are the two type of research strategy. Descriptive is based on qualitative study
it is lays emphasis more in what than why. Analytical strategy is based on quantitative study it
assists researchers in analysing the facts and figures. For the present study both the methods will
be used.

Data collection: There are two type of method of collecting data one is primary and
other is secondary. Primary data collection method means is the raw data, it is the first hand
sources. In this the data is been collected through survey, questionnaire method. Other is
secondary method of data collection, in this information is been collected through journals,
articles, blogs. For the present study primary data collection method will be used.
Sampling: Snowball sampling is where research participants recruit other participants for
a test or study. It is used where potential participants are hard to find. For the present study this
sampling method will be used. This sampling can help researchers in analysing the qualitative
research.
Data analysis: It can be defined as transforming and evaluating the facts and figures
which has been collected form data. For the present research, researchers will make use of
thematic analysis, so that data can be analysed in more systematic and detailed way.
Results and discussion
After the literature review, results and discussion forms the another most important
chapter which mainly describes the results of primary investigations. This chapter explains
findings of the research done and thus helps the reader to understand that what result have been
drawn about the topic. The latter part of this chapter which is discussion mainly explains the
discussion which is done on the results being drawn from the various graphs and pie charts. This
section mainly interprets the results and helps to generate a sting relationship between various
variables.
Conclusion and recommendations
The first section of this chapter which conclusion provides overview of the literature
review and results and discussion and explains reader that what is main finding of research by
summarizing all the main points. The latter section which is recommendations usually explains
that what further improvement can be done and consists of the suggestions by researcher for the
best course of action within specific situation.
Significance did not come clear to the fore.
Chapter 2: Literature review start each chapter on a new page

As per the view of Lv (2018), eco-tourism can act as an opportunity for company who are
working in travel and tourism industry. It involves visiting of natural areas and carrying out
environmental friendly activities over there in order to make travellers feel like connected to
earth. This type of tourism when adopted by organization can assist them in developing local
communities and generating income for that area. It will support company in building up their
brand reputation and goodwill. Eco tourism has one of the most important role in sustainable
development. In this company needs to make sure that resources are been effectively utilised and
there is minimum amount of wastage which has been created by them. Thus, this type of tourism
can assist traveller in knowing more about flora and fauna. It also assists in developing of local
communities as it can become a source of income for them.
Company can also make travellers know about the culture and heritage which is been
followed by local communities. This can increase knowledge of travellers. Also by adopting this
type of strategy related to eco-tourism company can also increase their goodwill. In order to
make people aware about this type of tourism organization can also make use of various type of
marketing strategies like social media channels. This will help them in increasing liking of this
type of travelling.
Understand the framework related to eco-tourism
As per the view of Fletcher (2018), Ecotourism is basically the well-through form of the
tourism and is recognized by the variety of travel practices in order to encourage people to travel
to Eco-friendly destination. Eco-tourism is generally considered as the inseparable part of the
environmental conservation as well as understanding that are demands and needs of people and
how their quality of life can be improved. In short, ecotourism is responsible travel to the natural
areas for conserving the environment and for improving the well-being of people. The main aim
of eco-tourism is to educate as well as generate awareness among traveler and provide them with
the funds for the ecological conservation.
According to Stronza, Hunt and Fitzgerald(2019), This Eco-tourism contributes towards
the economic development to a high extent and thus helps to support the local communities by
providing them the employment opportunities. Ecotourism has become a great and hot topic
these days where large number of organizations are concentrating upon encouraging the people
to become responsible traveler. Ecotourism mainly deals with the interaction with the biotic

components of natural environment. Ecotourism mainly emphasizes upon socially responsible
travel as well as environmental sustainability. This type of tourism mainly involves traveling to
the destinations where the flora, fauna are the primary attractions. The main reason behind
promoting ecotourism is increasing the economic development of these areas and providing a
well-through knowledge to the people about natural attractions and natural habitats. Besides this,
ecotourism not only helps in improving the quality of life of large number of people but also
contributes towards protecting the planet. When travelers travel to the natural habitats and places
of natural attraction then this eventually reduces the overall environmental pollution and thus
helps in maintaining the proper balance between earth and ecology.
As per the view of Jamrozy and Lawonk, 2017, Sustainable tourism is generally
considered as the synonym of ecotourism which is mainly focused toward providing a deep
insight of the natural beauty to the people and making them understand the environmental
significance. Along with this, ecotourism also promotes the economic stability and thus helps in
economic development. TUI should focus upon ecotourism in order to encourage people to travel
to the natural areas. The main benefit of the ecotourism is that it minimizes and reduces the
negative impact upon nature and thus promotes safety awareness. Travelling to the natural areas
and habitats stimulates a greater understanding of nature among people and thus provides a great
knowledge to the travelers about the beauty of earth. Ecotourism generally safeguards integrity
of ecosystem and thus produces the economic benefits for the local communities. As
environmental deterioration has become a major concern thus in this scenario, it is essential to
incorporate ecotourism in order to protect the entire planet.
There are various ecotourism places as well as destination which attracts the large number of
people but the major are Wales, Devon and Scotland. These three destination are known to be
highly ecofriendly places due to their spacious protected areas. Wales as well as Devon are
basically covered with various islands as well as national parks like Pembrokeshire coast
national park which becomes the great spot for tourists to visit. Besides this, Scotland also is
considered as the highly ecotourism destination which consist of various landscapes as well as
parks. Scotland is mainly known for its beautiful parks covered with the shrubs.
Impact of ecotourism and marketing strategies on growth of TUI
According to Sinclair-Maragh (2019), Ecotourism has become of the hot topic nowadays
and a wide range of organizations are utilizing its for gaining the competitive advantage and for

contributing towards the beauty of nature. Ecotourism has proved to be one of the mots
successful aspect which has helped the tourism industry in its growth and development.
According to the report, it has been found that tourism industry generally accounts for more than
10.2% of global GDP and thus forms the inseparable part. In this changing scenario of
sustainability, ecotourism will help TUI which is one of the leading tourism company in its
growth and business. Ecotourism will act as a great momentum and a driving force for TUII in
boosting its overall performance in the market. Ecotourism will not only help in the growth of
TUI but will also become a great contributing aspect in taking its marketing strategies and brand
message to the wider audience. Ecotourism will eventually help the company to achieve its goals
and objectives.
According to Conwayand Cawley (2016), This type of tourism will help in the growth of
TUI in variety of ways. Firstly, when company will promote ecotourism and will engage in
educating the people about traveling to natural habitat and will make them aware about the
research developments within fragile natural areas then it will eventually increase the brand
reputation and brand awareness among the people fir TUI. People generally have the perception
that the organizations which are heavily engaged in providing a memorable experience to them
by making them realize the importance of environment are responsible in each and every aspect.
Thus, this perception of the people will eventually help company to increase its brand
recognition.
As per the view of Larm and et.al.,(2019), Secondly the most imperative impact which
ecotourism will have on the growth and marketing strategies of TUI is that it will help to take
their brand message to wider audience. When company will use various marketing strategies like
social media for increasing the awareness among people towards ecotourism then this will help
to take their brand message to wider audience. Besides this, ecotourism will also help the
company to make the people aware of the innovative practices which are being followed by
them.
According to Barrena, E and et.al.,(2016), Along with this, this type of tourism will not
help the company to attract people but will also enable them to entice trust-able investors and
sponsors who will invest in their business and will help in their growth. When TUI will engage
in ecotourism then their image in market will be seen as responsible citizens and company
contributing towards the sustainability, this will eventually attract the large number of investors

and sponsors who will like to invest in their company. This will ultimately help in their growth
and development. Thus, in this way, ecotourism will have a great impact on the overall
performance and productivity of the company and thus will help to gain competitive advantage
and establish position in market.
According to Ching and et.al.,(2019), The ecotourism at the three well-known
destinations which are Wales, Devon and Scotland will help TUI to grow as well as develop.
Marketing and advertising of these three places among the customers will help TUI to gain
competitive advantage. When TUI will promote wales, Scotland and Devon among people to
travel to these places due to their beautiful forests and national parks, then this will eventually
increase the goodwill of company among customers. Besides this, when people will travel on
these ecotourism destinations and will encounter memorable experiences then this will ultimately
increase the brand awareness as well as brand recognition and this will help TUI to grow its
business.
Marketing strategies used by TUI or other tour operators?
As illustrated by Zacarias and Loyola (2017), Although ecotourism has become a wide
concept which is revolutionizing the operations of large number of organizations but there are
still large number of people in the world who are not aware even about the term ecotourism due
to low marketing. Thus, in order to increase the awareness among people towards ecotourism
and make them realize the importance of nature, it is highly essential for TUI to incorporate
some major marketing strategies within their operations. There are various marketing strategies
which company can use in order to increase its growth as well as performance in the market.
Social media
According to Caday-Fillone and Villanueva (2019), This is one of the most remarkable as
well as foremost marketing strategy which company can utilize in order to take their brand
message to the wider audience and increase the awareness towards ecotourism among people.
Nowadays, people have become highly technology-oriented and thus their focus on social media
has eventually increased. It has been reported that more than 78.6% people across the whole
world are active on social media and frequently uses. Thus, Tour operators use this as a tool for
attracting people. Firm post various stories about ecotourism as well as the various events and
activities which will eventually increase their viewership and followers and thus will contribute
towards their growth.

E-mail marketing
As illustrated by Chun and Lim (2016), This is the another marketing strategy which can
be used by TUI for its growth as well as development. Company can send the personalized e-
mail to their target customers in order to increase the awareness among them regrading their
products as well as services. The main advantage of e-mail marketing is that it will help TUI to
concentrate on their target market segment and send the personalized message to them for
promotion of ecotourism. Besides this, TUI can send periodically remain in touch with their
loyal customers by periodically sending them the Eco-friendly destination by specifying the
features as well as natural spots. For example- TUI can send emails to their customers as well as
target customers about the beautiful places of Wales, Devon and Scotland and can promote
ecotourism which will also help them to enter the new market segment as well as attract the new
customers. This will serve as the major factor in their growth and development.
Search engine optimization
As per the view of Song (2019), This is the another way as well as strategy which can be
used by TUI for increasing its brand recognition as well as growth trajectory. Search engine
optimization is basically the strategy for increasing quantity as well as quality of the traffic to
particular website through organic search engine. TUI can bring innovation as well as increase
the quality of its website so that it the name of their organization appears on the firs when
customers search for best tourism organization. SEO will primarily enable this organization to
increase its website traffic and more the website traffic high will be popularity of the company.
Networking
According to Boley and Green (2016), This is considered as the offline marketing
channels as well as strategy which company can use for growing its operations in wide range of
countries. Networking is basically meeting the people and making face to face connection with
them in order to increase the brand awareness. TUI can use networking in order to grow the
business where it can meet people in various events as well as seminars and promote ecotourism
of Wales, Scotland and Devon. Not only does the online marketing strategy but offline marketing
will also help TUI to promote ecotourism and grow its business. Networking will basically allow
the company to know the expectations as well as needs of customers and thus will help in their
growth.
Print advertisement

Running the print advertisement is one of the another most effective and remarkable
marketing strategy which can be used by TUI for promoting the ecotourism of Wales, Devon and
Scotland. This print advertisement will basically allow the company to target the customer and
market segment and thus take their brand message to the wider audience. This, in this way print
advertisement will prove to be the successful marketing strategy which will not only help
company to increase its goodwill among customers but will also help in generating a high ratio
of profit.
Implementation of ecotourism
According to Yang, Yang and Zhang (2019), Just understanding ecotourism in depth in
not enough but formulating and implementing it in a highly successful manner is highly
essential. The implementation of the ecotourism is highly complex and thus requires a proper
management plan which will consist of the resources, funds required for the successful
implementation. Besides this, implementation also consider various strategies which company
can adopt in order increase the awareness among people regarding this. For its successful
implementation, TUI can seek the support of various agencies as well as entities in order to
increase the promotion of ecotourism of wales, Devon and Scotland.
Government
As illustrated by Cardoso, Sousa and Cunha (2016), This is one the major way of
successful implementation of ecotourism which company can adopt. TUI can seek the assistance
of government regarding the various resources, money which will go in its formulation.
Government will prove to be the most effective entity which will help company in properly
executing the plan of ecotourism. The government specifically ministry of tourism will play a
great role and will develop the policies which will eventually protect natural areas and habitats.
Along with this, government also have crucial role to play where through developing the
policies, they are bale to maintain the reputation of country.
Local community
As noted by OLEARNIK and BARWICKA (2018), Local community is the another
entity as well as way in which Eco-tourism can be implemented. The local community of Wales,
Devon, Scotland can provide the extensive support to the various organizations like TUI and
thus will help in the proper execution of ecotourism. The local community of these three
destinations through their participation can contribute towards the development of this type of

tourism. The local communities can provide their contribution in its implementation by making
their own rules and commitment. For example- the local community in these three destinations
can increase their commitment to grow more and more trees, reducing deforestation etc. This
will eventually enhance the appearance of natural habitat and will help in successful
implementation.
NGOs
According to Bazazo and et.al.,(2017), The non-governmental organizations also have a
major role to play in the implementation of ecotourism. These non-governmental organizations
basically provides their support to various causes by providing funds and other resources and
thus helps in reducing the impact of serious issues. They generally play crucial role in
ecotourism development and implementation. These NGOs are mainly involved in ecotourism
for the two reason. Firstly for protecting biodiversity of Wales, Devon and Scotland. Secondly
sustainable development of the local people residing within these destinations. These NGO can
support the ecotourism of these three destinations by increasing the community participation
through educating them via various rallies, protests etc. These NGOs will basically act as the
main pillar and support system for the successful implementation of ecotourism and besides
encouraging the community members to participate in ecotourism, these NGOs will also offer
assistance by providing funds to the organizations for the various resources. Along with this, the
various NGOs also enter into the partnership with various organizations and thus established
various community-based approaches for conservation of te ecosystem and protect the major
areas of destinations.
Organizations
The implementation of ecotourism is not only the responsibility of government and other
entities but the various multinational organizations also plays a great rile and thus can provide
support. The big organization in order to develop goodwill and gain competitive advantage can
provide their contribution towards ecotourism of Wales, Devon and Scotland. The organizations
from various sectors like tourism, hospitality by conducting the various seminars, educating
people through running campaign can become a helping hand for making people more
responsible towards nature and biodiversity.
International Ecotourism society

As per the view of Stronza, Hunt and Fitzgerald (2019), This is the another entity which
can seek support in the implementation of the ecotourism across the entire world. This is
predominately the international nonprofit membership organization which is fully dedicated
towards finding resources as well as building expertise for making tourism viable tool and
framework for conservation. This will play a great role in the formulation of ecotourism and thus
will help by providing the various information services, establishment of guidelines towards
environment and by building the great network of the institutions as well as professionals. Thus,
in this way this organization will help to successfully implement as it contains around 1600
members and have partnership with 110 countries.
Chapter 3 Research methodologies
The research methodology is the considered to be the proper and systematizes which is
there for conduction an effective research in more level of philosophical framework. This chapter
have the clear research have the explanation proper methods which have the designing and
approaches in detail highlighting. This helps in proper justifications to the researcher choices
through proper describing the pros and cons for the tasking the accounts their applicability to the
reproach in more respective manner (Quinlan and et.al.,2019). The research is considered to be
more level of important with the implication to the appropriate methodologies in order to have
the achievement of respective objectives in order o make the research successful in more
appropriates manner. On the other hand, the research methodologies do not provide a level of
absolute solution to any respective problem. This is another chapter which mainly describes the
various research methods which has been used for conducting the research. It provides reader
with the justification that what specific method has been used.
Research philosophy
This have the clear level of definitions of data information about a research problem or
phenomena can be gathered as well as used. Research philosophy plays a vital role in a research
paper as it helps the researcher to build a research strategy. So, it can be said that research
philosophy helps the researcher in justifying the overall research strategy used by the researcher.
In have the amor involvements in which the researcher has the basic level of awareness in the
regards to the assumption and be which re prevailing in the society in more effective way of
consideration (abri., Zarei, and Harland, 2019). It can be used with both qualitative and

quantitative research types. On addition to that it clearly states to have applicability for mixed
approach for conducting the research. For this research study positivism research philosophy is
used as it can be used with both the type of research studies and also helps in measurement of
factual knowledge. This is helpful in implication of the respective level of methodologies to have
the analysis in more respects to be performed. So, because of this, interpretivism research
philosophy is one of the most suitable research philosophies to be used in this research study.
Research types
As per the major concern of the respective level of research type, there is major level of
implication on the basically two type of research methodologies which are such as qualitative
and quantitative. As the former one, have the clear level of dealing in the theoretical framework
which have been collected through the level of open-ended question. On the other hand,
quantitative research which is fully based on numerical level of aspects which is help to have the
proper analysis in respective manner.
Research approach
The research approach is the considered to have the plan level of procedure which have the
consisting of the broad steps in more detailed methods of having the various level of assumption
as such as the data collection, interpretation and the process of data analysis (Barnwell and Do
uglas, 2019). On the other hand , it aim to have the analysis of the various research method to
have the identification of the apocopate data collection method which will helps the researcher to
have the understanding the research questions and plan what is required to be done in order to
answer those questions in an appropriate manner
As per the major considerations there are two types of the research approach which is
considered to be one part of inductive and deductive approach. In the former oner have the
proper level of analyse along with interpreting the quantitative data. In the later one which have
the utilized to have order to have the quantitative data which is approach in based on numbers.
In this present research, this will have the proper analysing used of both methods in order to have
the proposes towards the end of research.
Research strategy
There is more level of the research strategy is helpful in taking actions regarding the
implementation of different plans which have the order to have the valuation of the interpretation

of the data. There is the descriptive analysis which have the implications two research strategy.
As the descriptive have the qualitative study which will have the lay emphasis more in than why.
On the other hand, the analytical strategies on the quantitative by having the assistances in
researchers in analyses fact along ignores (Scheibein and et.al., 2019). This is regarding present
study to have the method which will be used in more respective manner. As to have the major
understanding in the quantitative research, there is need for major implication dealing numerable
study statistical data, formulas, mathematical expressions and techniques to conduct the research
study. With next to that the close end interviews is helping in obtaining the data form the
respective respondents while havering proper level of analysis the major level of statistical tools
and technologies.
Data collection
There are two different methods in order to have the collection o the data in the primary and next
is regards to the secondary data analysis. The primary data have the collections methods which
means to have the raw data which is considered to be the part of first hand sources. On the other
hand, the secondary resource will be helpful in analysing the different article, journals along with
various level of research paper. This will be considered as useful in making the certain level of
criteria regarding proper level of identification of research gaps in relation to the issues which
are prevailing in ecotourism.
Research techniques
In primary data is being collected through the level of survey, questionnaire methods. This will
helpful in analysing the different sources which is based on achieving the aims and objective in
more respective manner (Maisa and et.al., 2019). The questionnaire has been delivered to the
respondent through the online way. As the number of participants which have the clear level of
inclusion in order to make the research more level of effective, there would be proper level of
implication of the participants which are the 50 in number.
Sampling
Sampling is the considered to be the process which being used to have the statistical analysis
which is helpful in pre determinations of the number of observations which is reaction of the
observation taken from the large level of population. This is helpful in implication of the
respective level of methodologies to have the analysis in more respects to be performed which

can have the inclusion of random sampling along with implication of systematic sampling. In
completions of this research, there would be proper level of implication of the snowball sampling
in which the participants recruit other participants for a test or study (Padilla and et.al., 2016). It
is used where potential participants are hard to find. As the number of participants which have
the clear level of inclusion in order to make the research more level of effective, there would be
proper level of implication of the participants which are the 50 in number. For the present study
this sampling method will be used. This sampling can help researchers in analysing the
qualitative research.
Data analysis
Data analysis is considered to the process which have the clear inclusion of the cleaning,
transforming, and modelling data to discover useful information for business decision-making.
The purpose of Data Analysis is to extract useful information from data and taking the decision
based upon the data analysis. In the process of data analysis, the matter is being gathered from
the various sources to have the creations of the sort of finding, inclusion of various level of
conclusions which is based on the specific level of data analysis methods which can be such as
the data mining , test analytics along with implication of business intelligence and the formation
of data visualisation (Leavy, 2017). In this research there will be application of SPSS tool in
which various methods such as the test, correlation and regression will be applied along with
other level of systematic ones to have the result which can be effective to achieving the
respective aims and objectives.
Limitation
The currents study has the clear level of implications as being performed by the various
researcher have the concluded with several level of limitation. There is more level of needed to
have the effective participants to be collected as per the implication o the method as snowball
sampling. It is considered in the above mention sampling, it is not easy to have the finding of an
effective participant which can efficiently contributes in developing the results.
It has been analysed that as there is more level of participants are considered to be biased
as there is visibility of low resources which are been efficient to have proper optimization of
effective results. This study has been the time-consuming process as the data is been gather
through qualitative and theoretical approach regarding the concepts and theories.

The data has been collected oft have the full level of information’s which is reasons to
different theories and concern which can be sued in the study in more perspective amnenrr.in
order to this it is difficult to have the establishments of the participants to analyse marketing
strategy and eco-tourism opportunity of UK Tour operators (Pietilä and et.al.,2020). It is
considered to be more level of difficulty in the having the various level of major issues which is
regarding the difficulty in having proper level of formations to the related theories.
As per another level of limitation as more about of developing an effective result as in the
process of secondary analysis as the researcher have face major level of difficulty in identifying
the research level of gaps along with problem. There is need of the effective literature which is
needed to be achieved of understanding of respective aim and objective development of
researcher. Literature review also helped the researcher to understand the topic in a more clear
and concise manner which further resulted in appropriate primary and secondary data collection.
Ethical consideration
 The researcher has carried the research in more way of ethical and realizable manner
which is being effective being collected thought process of information in order to maintain the
proper level of reliability and validity of research ((Anae, 2019). The data is to be collected from
their proper ways along with being citied to have the implication of validity and applicability of
research.
 The study has no level of inclusion of the any level of deceptions along with exaggeration
in respective to research aims and objectivistic is being subjected the level of particular level of
risk in terms of developing any level of human resources development.
 The researcher have not used any level of offensive practices viewing the level of divinity
in more way of developing the relation in respective to the manner of research topic.
 The list of references along with author are kept in appropriate considerations as major
way of developing the major level of key prints in more level of detailed manners. This is the
considered to be more effectives the approaches.
 As the rights of the of protections are kept in the mind at all level of preventions which
can be against the level of finalization in more way of breaching of data (Hancock, Naaman, and
Levy, 2020). This is the considered to be more level of useful in the permeances of the
knowledge in carrying more level of effective research in ethical and reliable manner.

 This is also about developing the managements of natural resources which have clear and
major constitution in sustainable development in more level of effective and ethical way.
 It has been analyzed that as there is more level of participants are considered to be biased
as there is visibility of low resources which are been efficient to have proper optimization of
effective results. This study has been the time-consuming process as the data is been gather
through qualitative and theoretical approach regarding the concepts and theories.
 The research has used all the level of resources to have proper accomplishment of the
objectives in term of adhering the respective level of rules and regulations to have the high level
of efficiency in more systematic manner.
Chapter 4 Data analysis
Statistics
Typeofmarketingtool
used
positiveimpactofecot
ourismonTUI
typeofecotoruismpra
cticefollowed
ecotourismmarketin
gstrategiesattrctpeo
ple
N
Valid 50 50 50 50
Missing 0 0 0 0
Mean 2.1800 1.3800 2.0400 1.4600
Median 2.0000 1.0000 2.0000 1.0000
Mode 1.00 1.00 2.00 1.00
Std. Deviation 1.10083 .49031 .75485 .50346
Variance 1.212 .240 .570 .253
Statistics
ecotourismpracticed
ependonCSRpolicy
ecotourismmarketed
byTUI
ecotoursimbycompa
nyincreaseprofit
ecotourismchangepe
rceptionofpeople
N
Valid 50 50 50 50
Missing 0 0 0 0
Mean 1.5400 2.0400 1.4800 1.4000
Median 2.0000 2.0000 1.0000 1.0000
Mode 2.00 2.00 1.00 1.00

Std. Deviation .50346 .75485 .50467 .49487
Variance .253 .570 .255 .245
Statistics
N
Valid
Missing
Mean
Median
Mode
Std. Deviation
Variance
Frequency Table
Typeofmarketi
ngtoolused
Frequency Percent Valid Percent
Valid
1.00 17 34.0 34.0
2.00 16 32.0 32.0
3.00 8 16.0 16.0
4.00 9 18.0 18.0
Total 50 100.0 100.0

Interpretation- from above table it is stated that out of 50, 17 said website is used as marketing
tool, 16 said brochure. However, 8 said that TV is used for marketing and 9 said that newspaper
is used by TUI. However, website is most effective tool as it enables in attracting more people
and all details regarding eco tourism is available on it. This has allowed company to advertise
and promote about eco tourism.
positiveimpact
ofecotourismo
nTUI
Frequency Percent Valid Percent
Valid 1.00 31 62.0 62.0

2.00 19 38.0 38.0
Total 50 100.0 100.0
Interpretation- From the above graph it has been interpreted that 50 out of 31 respondents says
that yes, eco- tourism does have a positive impact upon growth of TUI, whereas other 19
respondents do not agree to the question and has simply responded No. From this interpretation it
can be said that eco- tourism does have a positive impact. This is because eco- tourism helps in
generating stable income to local communities many tines tourism organizations are also
provided with awards or incentives for participating in protecting environment. It further helps
with research and development for better management practises and also helps in enhancing
overall travel experience of people.

typeofecotorui
smpracticefoll
owed
Frequency Percent Valid Percent
Valid
1.00 13 26.0 26.0
2.00 22 44.0 44.0
3.00 15 30.0 30.0
Total 50 100.0 100.0

Interpretation- From the above graph it has been interpreted that there are various kinds of eco-
tourism practises that can helps TUI growth. 50 out of 13 customers says that one of the main
eco- tourism practises is to reduce carbon footprint. 22 of them says that go green hotel is
another type of eco- tourism practise. Whereas rest of the 15 members says that community
based tourism is the main eco- tourism practise that can be enabled in TUI growth. From this
interpretation it has been analysed that go green hotel is one of the main type of eco- tourism
practise that can be adopted by TUI for their growth.
ecotourismma
rketingstrategi
esattrctpeople
Frequency Percent Valid Percent
Valid
1.00 27 54.0 54.0
2.00 23 46.0 46.0
Total 50 100.0 100.0

Interpretation- it can be analyzed from table that 27 respondent said eco tourism marketing
strategies attract people. However, 23 said no. therefore, it can be stated that marketing strategies
about eco tourism create awareness among people that what type of practices or tours are been
followed by company. So, people are attracted towards it. They get to know about info on social
media or any other source.
ecotourismbe
nefitpromotsu
stainabletouris
m

Frequency Percent Valid Percent
Valid
1.00 26 52.0 52.0
2.00 24 48.0 48.0
Total 50 100.0 100.0
Interpretation- from above it is evaluated that 26 people said that eco tourism benefit in
promoting sustainable tourism. This is because it is related to nature and environment. But 24
said no for this statement. It only relate it with sustainability. So, TUI is able to promote eco
tourism with help of various marketing strategies. They show benefit of it and follow practices of
it.

ecotourismpra
cticedependon
CSRpolicy
Frequency Percent Valid Percent
Valid
1.00 23 46.0 46.0
2.00 27 54.0 54.0
Total 50 100.0 100.0
Interpretation – the above table state that out of 50 samples, 23 said that eco tourism depend on
CSR policy and practices followed by company. On contrary 27 said no. it is evaluated that CSR
practices consists of how company contribute towards society and environment. Likewise, many

firms can follow those eco tourism practices which is similar to CSR. This is because it benefit in
both ways as CSR contribution is increased and more people are attracted .
ecotourismma
rketedbyTUI
Frequency Percent Valid Percent
Valid
1.00 13 26.0 26.0
2.00 22 44.0 44.0
3.00 15 30.0 30.0
Total 50 100.0 100.0

Interpretation - From the above graph it has been interpreted that there are various kinds of eco-
tourism marketing practises that can helps TUI growth. 50 out of 13 customers says that one of
the main eco- tourism showing ads about campaign. 22 of them says that promoting it in
sustainabe way is another way of eco- tourism marketing practise. Whereas rest of the 15
members says that uploading of pics and vidoes is the main eco- tourism practise that can be
enabled in TUI growth. From this interpretation it has been analysed that ads of campaign is one
of the main type of eco- tourism practise that can be adopted by TUI for their growth.
ecotoursimbyc
ompanyincrea
seprofit
Frequency Percent Valid Percent
Valid
1.00 26 52.0 52.0
2.00 24 48.0 48.0
Total 50 100.0 100.0

Interpretation – by analysing the data it is said that 26 said eco tourism leds to increase in profit
and 24 said that it does not increased profit. Thus, it is stated that following of eco tourism
marketing and practice enable in increasing profit. This is because it attract those people who are
environment friendly and provide a new experience or service to various customers. So it helps
in offering new area of tourism. It leads to attracting more people and leading to rise in sales and
profits.
ecotourismcha
ngeperception
ofpeople
Frequency Percent Valid Percent

Valid
1.00 30 60.0 60.0
2.00 20 40.0 40.0
Total 50 100.0 100.0
Interpretation- by interpreting the table it is identified that out of 50, 30 said that eco tourism
changes mind of people and society. 20 said that it does not changes perception of them. Thus, it
is analysed that eco tourism results in bringing positive change in people perception, it is because
they are able to find out importance of nature and also think that company is contributing
towards nature. Here, local tourism is highly promoted.

ecotourismbe
nefitingainingc
ompetitiveadv
natge
Frequency Percent Valid Percent
Valid
1.00 32 64.0 64.0
2.00 18 36.0 36.0
Total 50 100.0 100.0
Interpretation – from above it is evaluated that 32 respondent said eco tourism enable in
gaining competitive advantage for company. However, 18 said no. thus, it is analyzed that when
tourism companies follow eco tourism they provide a different and unique services to people.
Apart from it, they are able to differentiate services with others to a great extent. Hence, it

becomes easy for people to distinguish it with other services. In this way competitive advantage
is gained.
positiveimpact
onstakeholder
saswell
Frequency Percent Valid Percent
Valid
1.00 30 60.0 60.0
2.00 20 40.0 40.0
Total 50 100.0 100.0

Interpretation – the above table state that 30 sample said yes eco tourism create a positive
impact on stakeholder whereas 20 said no. therefore, offering of eco tourism services enable in
contributing towards society and maintaining ecosystem. This also led to rise in sales and profits
and attracting more people. Moreover, government and investors supports company to promote
those practices.
Regression
Model
Summary
Model R R Square Adjusted R Square Std. Error of the
Estimate
Change Statistics
R Square Change F Change
1 .163a .027 .006 1.09735 .027 1.311
Model Summary
Model Change Statistics
df2
1 48a
a. Predictors: (Constant), ecotourismmarketedbyTUI
ANOVAa
Model Sum of Squares df Mean Square F
1
Regression 1.579 1 1.579 1.311
Residual 57.801 48 1.204
Total 59.380 49
a. Dependent Variable: Typeofmarketingtoolused
b. Predictors: (Constant), ecotourismmarketedbyTUI

Coefficientsa
Model Unstandardized Coefficients Standardized
Coefficients
t
B Std. Error Beta
1
(Constant) 1.695 .451 3.756
ecotourismmarketedbyTUI .238 .208 .163 1.145
a. Dependent Variable: Typeofmarketingtoolused
Interpretation – it can be interpreted from above that the significant value obtained of P= .258
which is less then P = 0.05. thus, null hypothesis is accepted. It means that there is no significant
relationship between eco tourism marketed by TUI and type of marketing tool used by them.
They are not related to each other as eco tourism is not dependent on what type of marketing tool
is used by company. So, even if various types of tools are used it does not impact on eco tourism
practices.
REGRESSION
Model
Summary
Model R R Square Adjusted R Square Std. Error of the
Estimate
Change Statistics
R Square Change F Change
1 .187a .035 .015 .48667 .035 1.736
Model Summary
Model Change Statistics
df2

1 48a
a. Predictors: (Constant), ecotourismmarketingstrategiesattrctpeople
ANOVAa
Model Sum of Squares df Mean Square F
1
Regression .411 1 .411 1.736
Residual 11.369 48 .237
Total 11.780 49
a. Dependent Variable: positiveimpactofecotourismonTUI
b. Predictors: (Constant), ecotourismmarketingstrategiesattrctpeople
Coefficientsa
Model Unstandardized Coefficients Standardized
Coefficients
t
B Std. Error Beta
1
(Constant) 1.114 .213 5.231
ecotourismmarketingstrategiesat
trctpeople .182 .138 .187 1.318
a. Dependent Variable: positiveimpactofecotourismonTUI
Interpretation - by analysing above table it is found that significant value of P= .194 that is less
than P= 0.05. so, null hypothesis is accepted. this state that there is no relationship between eco
tourism marketing strategies attract people and it has positive impact on them. However, it is not
necessary that impact of strategies is depend on eco tourism marketing strategies. This is because
sometimes there is negative impact as well. Along with it, there are some other factors as well on
basis of which impact of eco tourism depends. There is need to focus on those as well.

Regression
Model
Summary
Model R R Square Adjusted R Square Std. Error of the
Estimate
Change Statistics
R Square Change F Change
1 .187a .035 .015 .48667 .035 1.736
Model Summary
Model Change Statistics
df2
1 48a
a. Predictors: (Constant), ecotourismmarketingstrategiesattrctpeople
ANOVAa
Model Sum of Squares df Mean Square F
1
Regression .411 1 .411 1.736
Residual 11.369 48 .237
Total 11.780 49
a. Dependent Variable: positiveimpactofecotourismonTUI
b. Predictors: (Constant), ecotourismmarketingstrategiesattrctpeople
Coefficientsa
Model Unstandardized Coefficients Standardized
Coefficients
t
B Std. Error Beta
1
(Constant) 1.114 .213 5.231
ecotourismmarketingstrategiesat
trctpeople .182 .138 .187 1.318

a. Dependent Variable: positiveimpactofecotourismonTUI
Interpretation - by analysing above table it is found that significant value of P= .194 that is less
than P= 0.05. hence, null hypothesis is accepted. so, there is no significant relationship between
marketing activities attract people and it creates positive impact.
Regression
Model
Summary
Model R R Square Adjusted R Square Std. Error of the
Estimate
Change Statistics
R Square Change F Change
1 .051a .003 -.018 .76166 .003 .127
Model Summary
Model Change Statistics
df2
1 48a
a. Predictors: (Constant), ecotoursimbycompanyincreaseprofit
ANOVAa
Model Sum of Squares df Mean Square F
1
Regression .074 1 .074 .127
Residual 27.846 48 .580
Total 27.920 49
a. Dependent Variable: typeofecotoruismpracticefollowed
b. Predictors: (Constant), ecotoursimbycompanyincreaseprofit

Coefficientsa
Model Unstandardized Coefficients Standardized
Coefficients
t
B Std. Error Beta
1
(Constant) 2.154 .337 6.395
ecotoursimbycompanyincreasep
rofit -.077 .216 -.051 -.357
a. Dependent Variable: typeofecotoruismpracticefollowed
Interpretation - by analysing above table it is found that significant value of P = .723 that is
more than P= 0.05. here, null hypothesis is rejected. there is significant relationship between type
of tourism practices followed and eco tourism increases profits. So, profit depend on what type
of practices are followed and how it has resulted on profits. Besides that, with proper and
effective eco tourism practices TUI is able to attract people and generate profits. But if those
practices are not effectively followed then it directly impact on profit in negative way.
Correlation
Correlations
positiveimpactofecotourism
onTUI
typeofecotoruismpra
cticefollowed
positiveimpactofecotourismonTUI
Pearson Correlation 1 .068
Sig. (2-tailed) .637
N 50 50
typeofecotoruismpracticefollowed
Pearson Correlation .068 1
Sig. (2-tailed) .637
N 50 50
ecotourismbenefitingainingcompetit
iveadvnatge
Pearson Correlation -.158 .071
Sig. (2-tailed) .273 .622
N 50 50

Interpretation- By analysing data it is stated that significant value P = .637 of positive impact of
eco tourism on TUI and type of tourism practice followed. It is more than that P= 0.05 Thus,
there is high correlation between them. It means that positive impact is depend on type of
tourism practice. Likewise, significant value P= .622 which is more than P= 0.05. thus
competitive advantage depends on type of eco tourism practice followed. And at last P= .273
which is less than P= 0.05. there is no relationship between positive impact of eco tourism and
competitive advantage. Therefore, from correlation it is analysed that two factors are dependent
on each other whereas one factor is not. This means that there is strong relationship between all
of them.
Interview questions
Q-1 Do you think that eco tourism will be beneficial in future for TUI?
It can be evaluated from above that most manager agreed with this statement that eco tourism
will be beneficial for TUI. This is because it will be enable in attracting people. An awareness
regarding protection of nature will be initiated through it. Along with it, for nature lovers and
environment friendly people they can be engaged with it. Moreover, more campaigns and trips
can be organised in it. For students as well eco tourism will be beneficial as educational tours can
be operate and they can be given learning about nature, ecosystem, its importance etc. in this
way company can generate more revenue. But on contrary some manager said that TUI needs to
focus on other areas as well. This is because it will help in maintaining profit generation from it.
New services can be offered in those areas as well.
Q-2 What is importance of eco tourism for TUI and society?
It is stated from it that manager shared different opinion on it. Some of them said that eco
tourism provide a way for society to interact with nature and make them aware about its
importance. However, for company it is benefit as they can contribute towards CSR. It allows
them to protect environment and take a step towards protecting it. In this some manager said that
for TUI eco tourism importance is that they are able to compete in market by offering social
services to people. It provide them a way to initiate some thing new. In their view for society
eco tourism is important as it make them aware about different types of trees and plants. With

this it can be used as herb. Society engage in it and contribute to company by promoting eco
tourism. In this way it benefit both of them in its own way.
Q-3 What is the impact of eco tourism on marketing?
Here, it is identified that most manager stated that there is positive impact of eco tourism on
marketing. This is because it helps company to offer new services to people and generate
awareness. People perception is changed as they are able to divert towards new service.
Moreover, company image is improved as they initiate new concept. Thus, it enhance brand
image of it and people get easily attracted. Furthermore, some manager said that there is negative
image on marketing as it can allow society to protest against it. It means that some NGO or other
organisation may take in it negative way and oppose marketing of such thing. However, few
manager said that impact depend on how TUI deal with it and way in which they promote it.
Besides that, how marketing is done and what source is used for it. So, it is necessary for
organisation to analyse impact and take proper measure accordingly.
Q-4 Does eco tourism is only way for tourism industry to grow and develop?
By answering above question it is evaluated that most manager did react in negative way to it.
They said that eco tourism is not only way for industry to grow. It is because this concept is
relevant for particular target people. This will benefit to society and company growth but to
limited extent. However, there are several other areas as well which need to improved by tourism
industry. In addition, after some time many other tourism firms will also offer this services. It
will result in rise in competition. Some manager said they agree with this as saving environment
is only possibility for growth of organisation. In this way they can practice CSR activities as well
and generate sales and profit through it.
Therefore, it is analysed from data that there eco tourism practices are related to
promoting of tourism activities into wildlife and nature. It also include those activities which are
related to saving ecosystem and contributing towards society. Similarly, it is necessary for TUI
as well to follow several eco tourism practices as well as promote it with help of effective
marketing strategies. Besides this, there are various types of marketing tool which is used by
company. Website is mostly used as entire content is available on it related to practices. There
are various strategies available and tools which can be used. But the type of marketing strategies

does not depend on tool used. It means for one strategy all tools are used and for different
strategies tools are used on basis of its requirement. So, in TUI as well eco tourism is not
dependent on what type of marketing tool is used by company. So, even if various types of tools
are used it does not impact on eco tourism practices. Moreover, it is analysed that people are
highly attracted towards marketing activities but there is no positive impact on them. Besides
that, impact depends on what type of eco tourism practice is followed and how they view it.
Likewise, for TUI it is necessary for them to create a positive impact on people with help of
marketing strategies. But they need to determine needs of people and then accordingly develop
and implement strategies. Along with it, there is no impact of marketing tool as well. The impact
depends on other factor such as purpose of those practice, how it will benefit society and
environment, what will be outcome of it, etc. other than this, the needs of people are also
included in this as factor, if needs are not fulfilled then it create negative impact. Furthermore, it
is evaluated that it is necessary to earn and generate huge profits with help of using marketing
strategies. This allows in increasing sales and attracting more people. But for that it is important
that eco tourism practices depends on needs of people. There are to be change in things
accordingly if those practices are not followed in effective way then it does not result in rise in
profits. The marketing strategies should target people needs in efficient way. Sustainable tourism
is generally considered as the synonym of ecotourism which is mainly focused toward providing
a deep insight of the natural beauty to the people and making them understand the environmental
significance. Along with this, ecotourism also promotes the economic stability and thus helps in
economic development. TUI should focus upon ecotourism in order to encourage people to travel
to the natural areas. The main benefit of the ecotourism is that it minimizes and reduces the
negative impact upon nature and thus promotes safety awareness. So, profit depend on what type
of practices are followed and how it has resulted on profits. Besides that, with proper and
effective eco tourism practices TUI is able to attract people and generate profits. But if those
practices are not effectively followed then it directly impact on profit in negative way. tourism
marketing strategies attract people and it has positive impact on them. However, it is not
necessary that impact of strategies is depend on eco tourism marketing strategies. Along with it,
there are some other factors as well on basis of which impact of eco tourism depends. There is
need to focus on those as well. But there is some elements in it which is dependent on each other.
For instance- competitive advantage depends on what type of eco tourism practice is followed. It

also depends on what type of marketing strategies is applied and to what people it is been
targeted. If new practice are followed it enables people to be easily attracted. There are to be
things related to it. The customers are able to identify those practices and it helps in attracting
them. This basically means that people who participate in the ecotourism activities are required
to rely on various principles. This type of tourism primarily depends on various principles which
are maintaining the physical, social and psychological impacts, providing positive experiences to
visitors as well as hosts, generating financial benefit for local people and private industries etc.
moreover, people generally have the perception that the organizations which are heavily engaged
in providing a memorable experience to them by making them realize the importance of
environment are responsible in each and every aspect. Thus, this perception of the people will
eventually help company to increase its brand recognition and gain competitive advantage within
the industry. Thus it can be analysed from interview that most manager were highly concerned
towards it. They said that eco tourism will benefit TUI in future as it will led to practice CSR
activities. However, it will benefit society as well as it will make it aware about importance of
nature on human life. The students will be benefited by exploring nature and gaining info about
it.
CONCLUSION
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Appendix
Questionnaire
Q-1 What type of marketing tool is been used by company?
Website
Brochure
TV
Advertisement
Q-2 Is there a positive impact of eco tourism on growth of TUI?
Yes
No
Q-3 What type of eco tourism practice can enable in TUI growth?
Reduce carbon footprint
Go Green in hotel
Community based tourism
Q-4 Does eco marketing strategies attract more people?
Yes
No
Q-5 Will eco tourism benefit in promoting sustainability in tourism?
Yes
No
Q-6 Does eco tourism practice depends on company CSR policy?
Yes

No
Q-7 How eco tourism can be marketed by TUI on social media?
Sharing ads of campaign
Promoting it in sustainable way
Uploading pics and videos
Q-8 Will following of eco tourism by company will increase profits?
Yes
No
Q-9 Does eco tourism change perception of people and society?
Yes
No
Q-10 do you think that eco tourism will help in gaining competitive advantage in industry by
TUI?
Yes
No
Q-11 Is there positive impact of eco tourism on stakeholders as well?
Yes
No