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The academia finds it necessary to know which factors, whether internal or external to consumer behaviour, influence their purchasing behaviour of ecological or natural products or services, which in the field of tourism take the form of a new form of alternative tourism, either through nature tourism or ecotourism (Hultman et al., 2015). Within the research on consumer behaviour, studies have been carried out to understand the attitude of so-called ecotourists (Han, 2015; Kiatkawsin & Han, 2017), but their ecological behaviour as consumers continues to be a field of research that offers diverse spaces for study, since the research is still scarce, especially in terms of knowledge of the importance of psychographic, personality, cultural, economic and demographic factors (Hultman et al., 2015; Kiatkawsin & Han, 2017). Furthermore, the literature review emphasizes the need to deepen the understanding of environmentally responsible behaviour by incorporating the external, contextual, or group variables that influence such behaviour (López Miguens et al., 2015).

The tourist services market is a very variable and difficult to predict market (Chen & Kang, 2015) that reacts quickly to factors and turmoil occurring in the international, national and local environment. Impact of these factors is evident both on the supply and on the demand side (Zdon-Korzeniowska & Rachwał, 2011). Studies by Millana and Esteban (2004), Silva and Gonçalves (2016) and Chih-Wen (2016) showed that customers are not loyal to their travel agencies. Changing the organizer of tourist services is not a problem for tourists, nor does it raise any resistance such as may occur, for example, when changing the telephone operator, bank or energy supplier. Thus, it is more difficult for travel agencies to acquire regular customers than for other service companies. In addition, they must adapt the offer more precisely to the needs of customers to convince them to purchase the services offered (Rudawska, 2010), therefore it is so important to know the main goals of tourist trips, customers’ needs and determinants, that guide the selection of the organizer of a tourism. In order to gain their trust, they must choose appropriate communication channels to establish a dialogue with the customer, promote their own brand and the tourist products they sell.

In several economies, tourism is the key field representing an engine of economic growth. This field is employing directly or indirectly a big part of the economically active population. Above that, tourism belongs to the services, which bring an added value itself. A recent global financial crisis, which negatively reflected a real economy development ten years ago, unfortunately, influenced tourism, too. Even if the role of a central bank is very distant from tourism, a consequent unconventional monetary policy within the sovereign debt crisis in the Eurozone undoubtedly influenced it as well (Heryán, 2017). Rather than macroeconomy and turbulent development in financial markets, which can relate to tourism in very different ways, it is more contributive to deal with a microeconomic aspect of company internal processes of hotels and travel agencies (Heryán, 2018).

As the labor productivity increases, more and more people are spurring the need for leisure tourism. However, due to the limitations of time, budget and other factors, leisure tourism is becoming more and more localized in the region and increasingly fragmented in time. Transportation methods are increasingly inclined to travel by car. The so-called leisure tourism refers to the tourism that people rely on tourism resources, with tourism as the main purpose, with the conditions of tourism facilities, with specific cultural landscapes and service items as the content, leaving the settlements and staying in different places for a certain period of time, sightseeing, entertainment and sightseeing. Crouch (2000) described leisure tourism as that including encounters with place. Encounters with other people and material things, imagination and memory occur in places. The leisure experience brought by leisure tourism is not based on the novel pursuit of sightseeing, but also contributes to the physical restoration of tourists (Lehto, Kirillova, Li, & Wu, 2017).