Although there is considerable consumer power resting in the hands of the individual tourist, in terms of the types of tourism products offered and the places being visited, there has been, surprisingly, little empirical research regarding tourists' preferences for particular tourism packages and holidays. Furthermore, little is known in relation to tourist differences (or similarities) in preferences for, or motivation towards, mainstream as opposed to ecotourism tourist experiences. This study addresses this deficiency in the literature via empirical research involving a self-report survey of a sample of 255 tourists. The results indicate that a definite ecotourism market segment does seem to exist and that the motivations of mainstream tourists are qualitatively different from those of ecotourists, each defined by their preferences and interests.