| Ecotourism is a popular trend but its meanings and applications are varied and contested. Much of the controversy centers on whether ecotourism is a distinct phenomenon, or if the label just serves as new packaging for the same mass tourism experience. In order to address this question, this study examines the similarities and differences between ecotourists and nonecotourists who visit Maui. A self-administered survey was distributed to tourists through tour companies, addressing the tourists' demographics, vacation preferences, attitudes, and behavior. Data analysis showed both similarities and differences, most of which would be expected from the literature. The main differences centered upon their accommodations in Maui, educational level, vacation preferences, adoption of a “romantic gaze,” and activities engaged in while in Maui. Overall my results are ambiguous, pointing to both the progressive mainstreaming of ecotourism activities and the continued distinctiveness of the attitudes and values of the ecotourism population. |