Defining ecotourism for mainstream application and to support sustainable tourism governance

Abstract There is increasing demand for nature‐based tourism, and tourism destination competitiveness is increasingly reliant on a positive environmental image. However, the long‐term viability of the nature‐based tourism experience relies on the sustainability of the underlying natural assets. Ecotourism has highly variable definitions with important differences regarding sustainability between eco‐tourism and nature‐based tourism. This is because nature‐based tourism is purely utilitarian with no protective measures for natural assets. Policy formation around ecotourism and the sustainability of nature‐based tourism requires clear definitions of these concepts. We explored a range of perspectives on ecotourism, tourism management and visitor interactions with nature‐based tourism destinations, to inform an integrated effective definition of ecotourism. We used thematic analysis of 31 semi‐structured interviews from cohorts of tourism ( n = 15) and environmental ( n = 16) professionals in Ireland. Data saturation was achieved for both cohorts. Participants identified that nature is often viewed as a tourism product and, without sustainable management practices, the long‐term economic viability of nature‐based tourism is questionable. Environmental engagement of visitors was linked to tourism experience and overall destination competitiveness and was considered an important facilitator of sustainable practices. Participants showed concern for shifting perceptions of biodiversity and the environment, with richness and quality of biodiversity degrading over time. Collaborative action and engagement of local communities, with a focus on long‐term environmental action, were seen as essential for sustainable nature‐based tourism. We synthesised existing definitions from the literature and perspectives gained from the analysis to provide an integrated definition of ecotourism: Any tourism activity or product which interacts with, or capitalises on, natural assets (nature‐based tourism) that has integral long‐term benefits to the environment such as positive conservation outcomes, engaging environmental experiences (including education) and/or raised environmental awareness that facilitates positive environmental stewardship, while also ensuring tourism is sustainably managed for the environment, communities and the economy. Practical Implication: Meaningful definitions of ecotourism and/or nature‐based tourism are required within tourism policy frameworks, with metrics associated with the definitions to avoid misuse. Collaborative management practices are needed to integrate nature engagement into the tourism offerings to enrich visitor experiences while facilitating positive environmental attitudes/behaviours.