Factors Affecting Ecotourism Buying Behaviour in the UK

This research project aims to identify the factors that influence the buying behaviour of visitors towards ecotourism destinations in the UK. It examines the benefits of ecotourism for visitors and tour organizers, and evaluates its impact on economic growth and development in the UK. The research methodology includes the use of the research onion model to systematically present the research process and select suitable research methods. The literature review covers the conceptual framework of ecotourism, factors influencing buying behaviour, and benefits for visitors and tour operators.

Research project
Abstract
Table of Contents
Abstract............................................................................................................................................1
Topic: Factors that are affecting ecotourism buying behaviour......................................................1
Introduction......................................................................................................................................1

Background of the topic.........................................................................................................1
Research aim and objective....................................................................................................1
Research rationale..................................................................................................................1
Research questions.................................................................................................................1
Literature review..............................................................................................................................2
To develop basis understanding regarding the ecotourism in context to United Kingdom.. .2
To determine the factors that influence buying behaviour of visitors towards ecotourism
destination...............................................................................................................................2
To examine the benefits of ecotourism for visitors as well as tour organisers.......................2
To evaluate the impact of ecotourism on economic growth and development of United
Kingdom.................................................................................................................................2
• Methodology and methods (incl. ethics and limitations).......................................................2
• Findings..................................................................................................................................2
• Conclusions (incl. discussion of findings, contributions, recommendations, reflection).......2
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

Topic: Factors that are affecting ecotourism buying behaviour
Introduction
Background of the topic
The concept of the ecotourism can be defining as the one that is associated with having a
responsible traveling to the natural areas that tend to conserve as well as support the protection of
the environment along with also helps in sustain the wellbeing of the local people based on
involvement of the interpretation and education while traveling. Further, the implication of the
ecotourism is tending to rely and base on three main measures and principles that includes the
Sustainable Business practices along with leading and focusing on the community development
and proper environmental stewardship. Consumers decision are based on the final destination
and there are many factors that tend to affect the ecotourism buying behaviour which comprises
and consists of the flora, fauna and cultural heritage along with involvement of the natural
destination and minimising the impact of traveling on environment. Along with this, the
ecotourism also focuses on creating the environmental awareness along with providing the direct
financial benefits for the conservation that ensures and leads to improvements in traveling
experience along with supporting protection and conservation of environment base on
sustainable ecotourism. Thus, current study is undertaking to identify the different factors that
help in changing buying behaviour of visitors towards ecotourism destinations along with impact
of ecotourism on economic growth and development of United Kingdom.
Research aim and objective
Research aim:
“To identify the different factors that help in changing buying behaviour of visitors
towards ecotourism destinations”: A study on UK
Research Objectives
 To develop basis understanding regarding the ecotourism in context to United Kingdom
 To determine the factors that influence buying behaviour of visitors towards ecotourism
destination
 To examine the benefits of ecotourism for visitors as well as tour organisers
 To evaluate the impact of ecotourism on economic growth and development of United
Kingdom
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Research rationale
The selection of the current research topic is tending to be rationale and appropriate as it
supports and promote the ecotourism that plays a vital role in maintaining the sustainability level
of tourism along with supporting creation and preservation of natural destination. Further, the
current investigation is also rationale and significant as it supports sustainable rural development
within UK based on environmental protection along with leading and creating the improvement
of life of quality for vulnerable and local people. Together with this, ecotourism is also vital and
important based on the fact that it supports a better underdoing, education and creation of
awareness about the endangered animals as well as also supports mitigation of issues such as
climate change and global warming. Apart from this, undertaking of current investigation is also
rationale and significant from the personal as well as the academic view point of researcher as it
supports improvement in the understanding and knowledge level of researcher along with
meeting the personal and education view point. Apart from this, it has been also seen and
analysed that the current project is also significant to support improvement and development of
vital skills and competency such as improved communication skill that supports better future
growth and opportunities.
Research questions
 What is the conceptual framework of ecotourism in context to United Kingdom?
 What are the effective factors that have their direct influence on visitor’s buying
behaviour towards ecotourism destination?
 How ecotourism helps visitors as well as tour organisers?
 What is the impact of ecotourism on economic growth and development of United
Kingdom?
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Literature review (2000)
To develop basis understanding regarding the ecotourism in context to United Kingdom
According to The International Ecotourism Society (TIES), ecotourism is termed as a
responsible travel to natural areas which conserve the environment sustain, the well-being of
local people and sustainably involved in interpretation as well as education. This form of tourism
is mainly dedicated towards exotic natural environment that are often threatened with an aim to
provide support to conservation and observe wildlife. Ecotourism is playing important role in in
United Kingdom and with the help of this government and other institutions are engaged in a
process of focusing on experiencing natural areas which foster environmental as well as cultural
understanding appreciation and conservation. Ecotourism is mainly associated to developing a
culture of environment which protects and respect environment by providing positive experience
to host and individuals. In addition to this according to the viewpoint of McNally and Maroun,
2018 ecotourism is also associated to generating value for local people along with the industry in
order to offer remarkable experience to visitors. It has been identified that United Kingdom is
having plenty of destination that allow travellers to explore the nature in responsible way. This
country is preserving nature in a sustainable manner and undertaking various practices to reduce
carbon footprint and conduct sustainable and ecotourism activities. In addition to this according
to the perception of ...ecotourism is mainly a practice that helps in conserving as well as
managing of cultural as well as natural heritage. This is one of the fastest growing sector in
United Kingdom along with global tourism industry, as this form of tourism is having significant
potential to serve as an social cultural environmental and economic manner to promote
sustainable development. With help of undertaking various opportunities to develop ecotourism
in United Kingdom government is considering a positive attitude towards both natural
conservation goals as well as local socio economic wellbeing.
Furthermore according to the viewpoint of Zhang, Duan and Chen, 2021ecotourism is
significantly becoming an essential activity in United Kingdom as there are number of eco
attractions in country which is sustainably promoting tourism activities while conducting travel
and tourism in responsible way/ This is playing important role for United Kingdom which is not
only help them to sustain the wellbeing of local people but also providing them opportunity to
educate and interprete individual about the importance of conserving environment. Thus from
the above analysis it has been underlined that ecotourism is considered as an important and one
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of the most essential industry and aspect to United Kingdom in which government of country is
taking many steps and practices to support sustainable tourism activities within country.
To determine the factors that influence buying behaviour of visitors towards ecotourism
destination
As per the view point of Sharma and Sarmah, 2019buying behaviour is mainly define as the
decision an act that consumers undertake in order to buy a service or a product. In context with
tourism there are some certain form of physical factors like climatic condition, geographical
conditions, amenities facilities, advertising, marketing and other elements which influence
buying behaviour of tourists towards an ecotourism destination. In this it is a in this it is essential
to influence the buying behaviour of visitors with the help of focusing upon various aspects such
as psychological factors, personal factors, social cultural factors available, amenities pricing in
different types of other elements in order to influence consumers.
Motivation, values and involvement
Gohar and Kondolf, 2020 States that motivation is defined as a process that lead individual or
tourist to behave the manner they do. Motivation mainly undertake place when they is a need
aroused and the consumer wants to duly satisfy. It this famous idea was coined by William
Stanley Jevons in 1870. This is also known as the utility theory it has been identified that it is
mainly stated that tourist make choices based upon the expected outcome of the service or
product they purchase consumers are mainly rational and are only concern towards their personal
interest. In this they buy a product to satisfy their needs. In terms with travelling this study plays
important role for example when joining organised trip travellers are mainly looking forward to
fulfill their sense of belongingness and love and to meet new people. Furthermore it has been
underline that consumers respond a self acquisition need when they learn new language of a
country before travelling or will be most likely to choose ecotourism. These factors play
important role which influence consumer mindset according to the Maslow theory human needs.
Destination attractions and environment
As per the view point of Fennell and Garrod, 2021These are key elements which have tendency
to influence tourist mindset natural attractions such as access to natural resources, climate
landscape, beaches, tourism infrastructure and building general cleanliness monument, location
of the hotel influence buying behaviour of tourist towards ecotourism destination. Along with
this cultural attraction and social attraction also plays important role which influence consumers.
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Destination facilities and services
In addition to this it has been identified that this is an effective element which plays important
role to influence tourist mindset (Ramaano, 2022). Accommodation units, restaurant, cafes
nearby the destination, transportation at the destination, service quality and sports activity are
some of the destination facilities and services which buying behaviour of tourist towards
ecotourism destination.
Image and perception of the destination
Perception and attitude of tourists are more inclined towards a tourism destination when
they have strong influence on their purchasing decision. In this it essential for tourism operator to
develop a brand image with the help of code of conduct. This helps in guaranteeing tourists that
operators are really eco responsible which helps to influence their decision making.
Price to consumer
Pricing plays important role which influence consumer decision making the whole cost of
travel varies from lot of depending upon consumers seeking. In this it is essential to offer
consumers package of amenities and more attractive manner.
To examine the benefits of ecotourism for visitors as well as tour organisers
According to the viewpoint of Prasetyo, Kurniadi and Setyowati, 2020 ecotourism is a form of
tourism which is responsible towards natural areas to conserve the environment as well as local
people wellbeing by educating and interpreting them the importance of preserving environment
to maintain ecological balance. Ecotourism is playing important roll and provide benefits for
both visitors as well as tour organizers in number of ways. Ecotourism effectively encourage
positive experience for visitors as well as host (Leow and Tan, 2020). It helps in reducing the
imact of tourism upon environment. In addition to this it also helps in boosting financial
opportunity’s for employment for local people and also helps in encouraging conservation by
providing financial benefits.
Benefits for visitors
In terms with visitors ecotourism provide eco lodging accommodation which is designed and
developed to happen little impact on the surrounding of natural environment as possible. It
allows travellers to contribute their contribution in preserving natural environment. In this
travellers can also have facility of low cost accommodation facilities and minimum cost with
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wide range of facilities which helps them to minimise the disruption to local and people and
wildlife.
Ecotourism provides tourists benefit of taking use of eco tracking and activities based
ecotourism. In this they can have it benefit of active education travel which is combination of
physical activities with a wider purpose. In this travellers can make participation in climbing
hiking, natural walking, water based activities that helps them to cause minimal disruption to the
local environment.
Benefits for tour operators
Ecotourism is playing important role for travel industry as it is providing tour operators and
opportunity to conduct sustainable tourism in a well defined and effective manner. With the help
of promoting ecotourism activities they can not only have support of government but can also
take advantage of low corporate taxes (Wei, 2021). In addition to this governments are also
promoting tour operators those who are undertaking equal tourism activities as they are reducing
the impact upon environment and are maintaining ecological balance. Ecotourism is becoming
an effective form of tourism activities nowadays. It becoming more and more important for
government of a country as it helps them to reduce climate impact upon environment and also
enhances country brand position around the world.
Thus from the above analysis it has been identified that with the help of taking advantage
of ecotourism activities both tour operators and travellers can have number of benefits. These
activities not only help them to make smaller impact upon environment in terms of minimising
social and environmental impact but also allow them to make contribution in preserving
environment in a well defined and effective manner.
To evaluate the impact of ecotourism on economic growth and development of United Kingdom
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Methodology and methods (1250)
This section forms out a vital part of every research work and investigation as it provides
and support the systematic method for effectively analysis and collecting the data. Research
methodology reflects about the systematic process of data collection that comprises of use of
different techniques which tend to administered and support better interpretation of collected
data to generate knowledge and understanding (Goldstein, 2022). Along with this, the research
methodology section also tends to provide an overall perspective together with implication of
effective approaches that could be applied to undertaken investigation about a specific topic in
improved way. To ensure the effectives of research work and to maintain the reliability and
validity of the research work selection of appropriate research method needs to be make.
Therefore, use of research onion model has been made to systematically present the research
process along with supporting proper choice and selection of suitable research method based on
proper justification a discussion of which has been provided as below:
Research philosophy- this forms the first layer of the research onion model that support and
deal with the creation of the knowledge development. Research philosophy tend to reflect the
ways in which the data and information tend to be gathered and reviewed by the researcher that
is basically divided into four main types comprising of the positivism, interpretivisim, realism
and pragmatism. The use of realism research philosophy tends to used and suits with the both the
qualitative and quantitative nature of the research while on the other hand pragmatism is based
and related with the collection of the mixed set of data including both primary as well as
secondary form of information (Hughes and Barlo, 2021). Further, the positivism research
approach is the one that is associated and related with the systematic way of investigation while
on the other hand the use of interpretivisim research philosophy is comprise of the detailed and
in-depth investigation that is more complex and time consuming in nature. Thus, selection and
use of the positivistic research philosophy is suitable and appropriate for current investigation as
it supports a practical as well as systematic way of study which supports better generation of
knowledge and understanding to meet the set objective.
Research approach- It forms a significant part of research methodology that provides a
descriptive methodology and plan for effective collection, analysis and interpretation of data.
The two main form and types of research approach comprises of deductive and inductive
approach out of which selection of one is made by researcher based on the nature of topic. In
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accordance to the nature of current study making use of the deductive approach is appropriate as
supports better testing of the collected facts along with proper scanning of data. Along with this,
selection of deductive approach is also justifiable and suitable as it is in line with positivism
approach and supports measurable as well as specific set of research results (Saeed and Al
Qunayeer, 2021).
Research strategy- This section of the research methodology tend to provides a sequential
plan and direction to the thoughts of the researcher to conduct and lead out an investigation in
most systematic manner. There are many forms and types of research strategy that tend to
comprises and includes of the survey, interview action research, observation, experiments and
many more. Out of these forms and types of the research method, making use of the survey
strategy is tending to be most appropriate and suitable for current investigation. The reason and
justification behind making selection of the survey strategy is based on the fact that it supports a
most cost as well as the time efficient way of undertaking investigation based on the use of
questionnaire.
Choice of method- research choice are related and associated with the seeking information
about the method applied for the collection of data. The research choices which are usually
utilized by the investigators in study involves quantitative and qualitative research choice. The
qualitative research choice is the method of gathering non-numerical information on the study
topic and in quantitative research choice, numerical data or information is gathered which is
easier to collector and analyse. Apart from this it is also based on the large sample of participants
and the information can be objectively measured in numeric form. In accordance to the nature of
current investigation based on the ecotourism making use of the quantitative nature of
investigation is seemed more appropriate and suitable as it ensures collection of data in numeric
facts. Along with this making use of the quantitative nature of research method is also suitable
and appropriate as it tend to lead to better analysis and presentation of facts based on use of
statistical graphs and table that supports a more measurable and specific set of research result
(Sousa and Au-Yong-Oliveira, 2021).
Data collection- there are two main sources from where data is being collected by a
researcher comprises of the primary as well as the secondary sources of the data collection. With
respect to collected investigation use of both primary as well as the secondary sources of the data
collection has been made to ensure sufficient amount of information to meet set research
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objective, Further, the collection of the primary nature of research data would be made with the
help of questionnaire while the secondary information would be reviewed from the online set of
article and journals.
Sampling- it comprises of the process of selecting a pre-determined number of the
observation from the large population to ensure a time and cost efficient nature of investigation.
In accordance to the current investigation selection of 45 number of participants has been made
from the employees working within the tourism sector of UK to have and ensure collection of
data to mete the set research objectives.
Findings (2000)
Conclusions (1500) (incl. discussion of findings, contributions,
recommendations, reflection)
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