Assessment of ethical consumption and consumer decision making process in the ecotourism industry in Tanzania

The study was designed to provide an assessment of the ethical consumption and decision making process in the ecotourism industry in Tanzania. Specific objectives were to determine the main source of information Ecotourist use when visiting Tanzania, to examine Tourist behaviours and the way these behaviours are able to influence ethical consumption of Tourist in Tanzania and to investigate the attitude of Tourists towards paying more for ecotourism. The study employed both qualitative and quantitative approach. The data were collected through documentary sources, questionnaires, and observation and it was analysed using SPSS for initial data analysis where descriptive statistics and factor analysis were conducted. The findings reveal that Tourists visiting Tanzania use social networking services; internet, TV, Travel Blog Websites, word of mouth, newspapers, and calling travel agent as their main sources of information, the study also found that the specific behaviours for ethical consumption are explained by resources concern, environmental concern and information search concern. In addition, the study has found attitudes of Tourists towards paying more for ecotourism are explained by positive attitude on destination, culture and cost.The study recommends that policy makers set policies and guidelines that will streamline the management of ecotourism in Tanzania. These policies should specify how tour guides are selected, trained and how the community should participate in the ecotourism process.