| Summary: | This study investigates – using a quasi-experimental field design – whether eco certification of tourism services affects tourists’ choices of service providers. Results indicate that, in times of high tourism demand, eco certification is unlikely to offer a competitive advantage. In times of low tourism demand, however, the niche segment of tourists who consider environmental impact when booking a tourism service may be of critical value to tourism businesses, making eco certification an attractive long-term risk minimization strategy. The study also shows that tourists’ self-reports of factors affecting their choice of a tour are heavily affected by social desirability bias. As such, they should not be used as a basis for managerial decision making with respect to whether or not eco certification pays should be pursued.
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