ECOTOURISM Market Preferences in Region XI: A Conjoint Analysis STUDY

Abstract

Insufficient information and knowledge on ecotourism market preferences could restrain the potential growth and sustainability of ecotourism. This study explored the market preferences for ecotourism among tourists in Region XI, employing a conjoint analysis to determine the utility values and relative importance of various ecotourism attributes. The research surveyed 400 respondents to assess preferences across five key attributes: Natural Resources, Accessibility, Range of Activities, Accommodation, and Cultural Experiences. The results indicated that Accessibility, Accommodation, and Natural Resources were the most influential factors, with preferences favoring easily accessible destinations, basic eco-lodges, and preserved natural environments. Frequency analysis revealed a significant demographic segment of young, budget- conscious travelers, while cluster analysis further identified two distinct market groups - "Young, Budget-Conscious Travelers" and "Established, Professional Tourists." Moreover, accommodation emerged as the most critical attribute overall, with respondents prioritizing comfort and eco-friendliness, while moderate preservation of natural beauty and guided cultural tours were highlighted as key drivers of destination appeal. Additionally, the total utility score for an ideal attribute bundle underscores the importance of targeting accessibility, eco-friendly lodging, and structured cultural experiences to attract ecotourists, supporting strong and sustainable ecotourism strategies.