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Measuring ecotourism is difficult because it is often lumped together with nature, wildlife and adventure tourism. "Much of what is marketed as ecotourism is simply mass tourism wrapped in a thin green veneer" (Honey 1999: 51) a concept referred to "ecotourism lite." Acott and La Trobe (1998) refer to the same phenomenon as "shallow ecotourism." They provide a conceptual framework for measuring whether an ecotourism venture is a sincere attempt at sustainability and conservation or if it is simply an exploited term. Ecotourists and their impacts are measured on a continuum ranging from shallow ecotourism to deep ecotourism...
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