SUSTAINABLE PRACTICES AND QUALITY EDUCATION IN INFLUENCING CONSUMER PREFERENCES AND ENGAGEMENT IN ECOTOURISM DESTINATIONS

This study explores the impact of sustainable practices on consumer choices in eco-tourism destinations, focusing on natural areas. Using a quantitative survey methodology, the research examines consumer preferences, challenges in eco-tourism, and their relationship with sustainable practices. Data analysis was conducted using DataTab statistical software to measure correlations, variances, and other key metrics. Findings highlight a strong correlation between consumer interest in eco-friendly accommodations, cultural authenticity, and support for local conservation efforts. The study identifies areas requiring improvement, such as enhancing communication with locals and aligning interpretative activities with eco-friendly offerings. Recommendations emphasize the integration of Total Quality Management (TQM) principles, fostering cultural sensitivity, improving service quality, and promoting sustainability through education and certifications. These strategies aim to address consumer expectations and support the growth of eco-tourism.