THE ROLE OF MARKETING AS AN ENABLER OF ECOTOURISM AND SUSTAINABLE DEVELOPMENT

Abstract

Tourism plays an important role in the world economy due to the potential of the territories (material and non-material resources). Ecotourism is based on the fundamental principles of sustainable tourism. Therefore, the management of the territories and, consequently, of the territorial mark, provides several advantages in terms of the sustainable development of a tourist destination, stimulating exports and attracting more tourism and investment. determinants in the consumer decision-making process in ecotourism contexts, as well as to verify its growing importance of ecotourism in favor of sustainable development. The results evidenced a notable growth of this segment, based on the administration questionnaires in the online mode (197 responses obtained) to visitors of this tourism segment. The data obtained allow us to conclude that the image of tourism destination has a fundamental role in terms of the experience and the satisfaction of the tourist, and there is a need to improve the degree of affectivity in relation to the hotel unit, a consequence of the image of destination and that influences the your satisfaction.