The Importance of Traveler Self-Presentation in Ecotourism

To effectively evaluate the performance of the tourism industry in terms of sustainability, it is important to understand how consumers self-present with regard to sustainable development and practices. This study presents a covert methodological approach to achieve this endeavor. The study reveals that despite the concept of "ecofeminism" feminizing "nature," when it comes to tourism or leisure activities, women do not primarily self-present through ecotourism. By using a dating app as a data collection platform, this study is offering an innovative way to explore the topic of self-presentation, as this is a key concept in research on dating apps Additionally, because dating apps access the personal life of individuals, it offers an opportunity to fully investigate the role and importance (attitude behavior gap) of nature as part of women's leisure activities.