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Integrating multiple perspectives into an ecotourism marketing strategy in a Marine National Park

ABSTRACT Integrating experiential and institutional perspectives on ecotourism programs is currently a hot topic in the management of sustainable marine tourism. We establish a preference model of ecotourism management with multiple attributes to evaluate tourist preferences and the welfare values under various marine ecotourism scenarios in a marine national park. The empirical results show that tourists would prefer to alter the status quo by increasing the number of park-related experiential activities, improving the quality of the interpretation, and establishing local funds in the community ecosystem. Our results will help park managers create a sustainable marine policy that considers tourists’ preferences.