Affiliation:
1. Government College University, Faisalabad, Pakistan
Abstract
People's lifestyles have transformed as a result of the advancement of civilization and changes in society. Numerous people are beginning to augment their spiritual and everyday lives by learning about cultural practices and the natural world, and they are prepared to invest more time in preparing trips for various knowledgeable and perceptual leisure activities to de-stress themselves. Ecotourism is booming as a nature-focused, competitive and sustainable form of tourism. There is a need to document tourist consumption values and their significance in ecotourism. Moreover, the impact of tourist's consumption values on the destination and activity choice is crucial. These values are helpful in the promotion and marketing of destinations. Destination marketers can tailor their messages to better align with the interests and values of their intended tourists. Policymakers may also utilize this information to create sustainable tourism plans and control how tourism affects the environment and the local community.