Dolnicar, Sara and Long, Patrick, 2007, Beyond ecotourism: The environmentally responsible tourist in the general travel experience, In F. Dimanche (Eds.), Tourism, Mobility and Technology: Proceedings of the Travel and Tourism Research Association Europe 2007 Annual Conference. Borlage, Sweden: Travel and Tourism Research Association Europe., , 283-290.
A shift of attention from the dominant product-orientation in environmentally sustainable tourism to a demand-orientation has been suggested as a way of minimising the effects of the inherent trade-offs the tourism industry faces between maximization of profits and investment in environmental sustainability. The success of such an approach depends on the existence of a class of tourists who are not only motivated to take care of the natural surroundings of the host destination, whether they are travelling in an ecotourism or general tourism context, but also represent an economically attractive market segment.