Investigating the Ongoing Discussions on Ecotourists: A Two-Stage Sequential Review

Considering the unending debates and varied interpretations regarding ecotourists, a structured analysis of the existing literature is essential. This study employs a two-stage sequential review process, integrating bibliometric analysis with a systematic literature review using qualitative content analysis. Data were extracted from the Scopus and Web of Science (WoS) databases, analysed quantitatively using RStudio’s bibliometrix package, and further reviewed qualitatively using the Theory, Context, and Methodology (TCM) framework. Findings indicate that the term ‘ecotourist’ gained prominence in academic discourse in the early 1990s, underscoring a conceptual gap in the initial ecotourism literature, which tended to focus on principles, impacts, and implementation of tourism rather than on the tourists engaging in it. Over time, research on ecotourists evolved from basic demographic profiling to in-depth investigations into psychographic and behavioural aspects. The Theory of Planned Behaviour (TPB) emerged as the predominant theoretical framework among the most influential publications, with four major themes having dominated the most-cited academic works: (1) the nature of ecotourists and their existence within the ecotourism context, (2) the impacts of ecotourist activities, (3) ecotourist segmentation, and (4) the cognitive-normative profiles of ecotourists. This study contributes to the existing literature by tracing the evolution of ecotourist research, identifying key conceptual frameworks, and synthesising central themes. Additionally, it offers researchers and practitioners a structured overview of ecotourist-related literature, providing direction for future research avenues and practical insights for marketing, policy, and management strategies in ecotourism.