Ecotourism Attitudes Scale

What it measures

Measures tourist attitudes toward ecotourism across nature appreciation, environmental learning motivation, and sustainable behaviour dimensions. Ecotourism attitudes predict willingness to pay premiums for sustainable products, preference for eco-certified accommodation, and engagement in low-impact travel. Widely used in sustainable tourism market segmentation.

Representative items

• I value opportunities to experience nature closely when I travel.
• Experiencing wildlife in its natural habitat is very important to me.
• Learning about the environment and ecosystems is a key reason I travel.
• I try to minimise my environmental impact when travelling.
• I prefer to stay in eco-certified accommodation when available.

Citation

Weaver, D., & Lawton, L. (2002). Overnight ecotourist market segmentation in the Gold Coast hinterland of Australia. Journal of Travel Research, 40(3), 270–280.