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Supporting an Integrated Soft Approach to

Ecotourism Development: The Agmon Lake,
Israel
Article in Tourism Geographies · February 2010

DOI: 10.1080/14616680903493662
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Supporting an Integrated Soft Approach to Ecotourism Development: The

Agmon Lake, Israel
Noga Collins-Kreiner a; Yechezkel Israeli b
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Department of Geography and Environmental Studies, University of Haifa, Haifa, Israel b Department
of Tourism and Hospitality Studies, Kinneret College on the Sea of Galilee, Zemach, Israel
Online publication date: 19 January 2010
To cite this Article Collins-Kreiner, Noga and Israeli, Yechezkel(2010) 'Supporting an Integrated Soft Approach to
Ecotourism Development: The Agmon Lake, Israel', Tourism Geographies, 12: 1, 118 — 139
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Tourism Geographies
Vol. 12, No. 1, 118–139, February 2010
Supporting an Integrated Soft Approach

to Ecotourism Development: The Agmon
Lake, Israel
NOGA COLLINS-KREINER∗ & YECHEZKEL ISRAELI∗∗
∗ Department of Geography and Environmental Studies, University of Haifa, Haifa, Israel
∗∗ Department of Tourism and Hospitality Studies, Kinneret College on the Sea of Galilee, Zemach, Israel
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Abstract This paper deals with an ecotourism site – the Agmon Lake in Israel. The main
aim of the research is to conduct market analysis based on geographical, demographic and
psychographic characteristics of visitors and non-visitors in order to draw some conclusions
on the nature of ecotourism with respect to supply, demand and planning, and their interrela-
tionship. The methodology included interviews with 961 visitors to the Agmon Lake about their
personal characteristics, activities at the site and attitudes toward the site. Their answers were
also compared with those of 254 tourists who did not visit the Agmon Lake during their visit
to the area but rather visited other mass tourist sites. The analysis of the results of each group
surveyed, as well as the correlation between the groups, enables the classification of visitors
and to distinguish them from the ‘non-visitors’ (those who come to this region of Galilee
but choose not to visit the site itself). It was found that the differences between nature-based
tourists, ecotourists and special tourist niches (such as bird-watchers) are narrowing and that
it is becoming hard to differentiate between the different market segments. It is also suggested
that the identified de-segmentation exists not only on the demand side (e.g. the tourists) but
also on the supply side (the sites themselves). Thus, the Agmon Lake could be considered as a
‘soft’ ecotourism site according to its characteristics.
Key Words: Ecotourism, Agmon Lake, market segmentation, Hula, bird-watching
Résumé: Lac Agmon, Israël: soutien à une approche douce, intégrée du

développement de l’écotourisme
Cet article étudie un site d’écotourisme – le lac d’Agmon en Israël. Le but principal de cette recherche
est de faire une analyse de marché sur la base de caractéristiques géographiques, démographiques
et psychographiques des visiteurs et des non-visiteurs afin de comprendre la nature de l’écotourisme
d’après sa production, sa consommation, sa planification et leurs interactions. Les méthodes utilisées
comprennent des interviews avec 961 visiteurs du lac pour dévoiler leurs caractéristiques person-
nelles, leurs activités sur place et leurs attitudes vis-à-vis du site. On a aussi comparé leurs réponses
avec celles de 254 autres touristes que ne s’étaient pas rendus au lac Agmon lors de leurs voyages
Correspondence Address: Noga Collins-Kreiner, Department of Geography and Environmental Stud-

ies, University of Haifa, Haifa, 31905 Israel. Fax: +972-48249605; Tel.: +972-9-8911861; Email:
nogack@geo.haifa.ac.il
ISSN 1461-6688 Print/1470-1340 Online /10/01/00118–22

C 2010 Taylor & Francis
DOI: 10.1080/14616680903493662
An Integrated Soft Approach to Ecotourism Development: Israel 119
dans la zone. Ils avaient préféré d’autres sites de tourisme de masse. L’analyse des données obtenues
de chaque groupe ainsi que leur corrélation a permis d’établir une classification des visiteurs et
de les distinguer des non-visiteurs (ceux qui sont venus en Galilée mais qui ont choisi de ne pas
rendre visite au lac). On a remarqué que les différences entre groupes de touristes qui viennent
pour la nature, pour l’écotourisme ou d’autres niches spécialisées telles que l’observation d’oiseaux
diminuent et il devient de plus en plus difficile de différencier les divers segments du marché. On
suggère également que cette dé-segmentation se retrouve non seulement du coté de la consommation
(par les touristes) mais aussi du coté de la production (les sites eux-mêmes). On peut donc considérer
que, d’après ses caractéristiques, le lac d’Amon est un site d’écotourisme ‘doux’.
Mots-clés: Ecotourisme, lac Agmon, segmentation du marché, Hula, observation d’oiseaux
Zussamenfassung: Der Agmonsee in Israel: Unterstützung eines integrierten,

weichen Ansatzes in der Ökotourismusentwicklung
Diese Veröffentlichung handelt vom Ökotourismus am Agmonsee in Israel. Das Hauptziel des
Forschungsvorhabens ist die Durchführung einer Marktanalyse in Bezug auf geografische, de-
mografische und psychografische Charakteristika von Besuchern sowie Nicht-Besuchern, um einige
Schlussfolgerungen zum Ökotourismus hinsichtlich Angebot, Nachfrage und Planung sowie deren
Wechselbeziehungen ableiten zu können. Die methodische Vorgehensweise beinhaltet 961 Interviews
mit Besuchern des Agmonsees hinsichtlich ihrer persönlichen Merkmale sowie ihrer Aktivitäten
und Einstellungen gegenüber der Destination. Ihre Antworten wurden außerdem mit denen von 254
Touristen verglichen, die während ihres Aufenthaltes in diesem Gebiet nicht den Agmonsee besucht
haben und statt dessen andere Massentourismusziele aufsuchten. Die Auswertung der Ergebnisse
von beiden befragten Gruppen sowie die Korrelation zwischen den Gruppenerlaubt die Klassifika-
tion der Besucher und ihre Unterscheidung von den ‘Nicht-Besuchern’ (diejenigen, die die zwar in
die Galiläa Region kommen aber sich entschließen, nicht die Destination selbst zu besuchen). Es
stellte sich heraus, dass sich die Unterschiede zwischen Natur-Touristen, Ökotouristen und speziellen
Tourismusnischen wie zum Beispiel Ornithologie verringern und das es schwierig wird, zwischen
den einzelnen Marktsegmenten zu differenzieren. Es wird auch vorgeschlagen, dass eine Verein-
heitlichung nicht nur auf der Verbraucherseite (z.B. den Touristen) zu finden ist sondern auch beim
Angebot (den Orten selbst) stattfindet. Hinsichtlich seiner Merkmale könnte der Agmonsee daher
als ‘weiche’ Ökotourismus Destination bezeichnet werden.
Stichwörter: Ökotourismus, Agmonsee, Marktsegmentierung, Hula, Ornithologie
Introduction
The Hula valley and the Agmon Lake, located in Upper Galilee in north-eastern
Israel within the heart of the Great Rift Valley Flyway, have become a major tourism
attraction for bird-watchers who come to see the birds, especially the cranes that have
made Agmon Lake their main migration stopover. As a result, the site managers – the
KKL (the Jewish National Fund) – have declared the site to be an ecotourism site.
Over the last decade there has been an increasing demand for nature-based tourism,
especially ecological tourism, throughout the world. Ecotourism refers to tourism in
relatively undisturbed natural areas (Hughes and Morrison-Saunders 2003) contribut-
ing both to socio-economic and environmental benefits (Al-Sayed and Al-Langawi
120 N. Collins-Kreiner & Y. Israeli
2003; Krüger 2005). Bird-watching has become a popular niche of ecotourism, where
organized groups as well as individuals explore remote areas in order to observe bird
life.
Successful ecotourism does not take place automatically. Careful planning and
management are needed if ecotourism is to develop in a beneficial manner at a specific
destination (Boo 1990). Boo (1990) highlights the importance of ‘pre-planning’,
in which various government representatives, the private sector, communities and
conservation groups assess the potential for ecotourism and its likely outcomes.
The purpose of this paper is to conduct a market analysis based on geographical,
demographic and psychographic characteristics of visitors and non-visitors to the
Agmon Lake. Such a survey is a basis for understanding the motivations and prefer-
ences of the visitors’ specific needs and the first stage in Boo’s (1990) ‘pre-planning’
necessary for every future plan of a tourism site.
This article begins with a review of ecotourism literature from the aspects of
supply and demand, including the special niche occupied by bird-watchers. This is
followed by a detailed background of the site and the methodology used. Next, the
findings will discuss the characteristics of the visitors and the ‘non-visitors’ to the
site. The findings lead to a discussion that will deal both with recommendations for
future development and a re-examination of the definitions that exist in the current
ecotourism literature.
The Supply Side: The Nature of Ecotourism

When the term ecotourism first began to appear in the academic literature in the late
1980s, no one could have predicted the prominent position that this niche product
would come to occupy 20 years later within the tourism sector and as a topic of
investigation (Weaver and Lawton 2007). Ecotourism is a complex concept. The
Quebec Declaration, the top-level output of the International Year of Ecotourism,
uses over 80 words and at least five distinct criteria. These can be reduced to a nature-
based product, minimal-impact management, environmental education, contribution
to conservation and contribution to communities (Buckley 2003; Che 2006).
Basically, the Quebec Declaration on Ecotourism asserts that ecotourism embraces
the principles of sustainable development (Butcher 2006). Ecotourism is a multi-
facetted term and there is no widely accepted agreement in relation to its exact
definition. In 2001, Fennell attempted to understand the concept of ecotourism better
by examining 85 definitions of the term from the perspective of 20 variables, using
content analysis methodology. He found out that there has been a change of emphasis
in the way that the term has been conceptualized over time. It is often regarded as
a form of nature-based tourism (Lim and McAleer 2005). In the context of nature-
based activities, ecotourism refers to tourism in relatively undisturbed natural areas
(Hughes and Morrison-Saunders 2003) contributing both to socio-economic and
environmental benefits (Al-Sayed and Al-Langawi 2003; Krüger 2005).
Recent studies stress the following as core features of ecotourism: (a) aspects based
on natural attractions that might incorporate cultural heritage components; (b) the
provision of learning opportunities and experiences that differentiate ecotourism sites
from nature-based sites designated solely for relaxation and hedonistic motivations;
and (c) planning and management developed in such a way as to maximize the
likelihood of environmentally and socio-culturally sustainable outcomes (Ross and
Wall 1999; Wearing and Neil 1999; Blamey 2001; Che 2006; Weaver and Lawton
2007; Reichel et al. 2008).
Ecotourism is widely regarded as a sector that is growing more rapidly than tourism
in general (Fennell 1999; Weaver 2002b).According to the International Ecotourism
Society (2006), since the beginning in the 1990s, ecotourism has been growing 20–
34 percent per year and, in 2004, ecotourism/nature tourism was growing globally
three times faster than the tourism industry as a whole. Nature tourism is growing at
10–2 percent per annum in the international market, while sun-and-sand resort tourism
has now ‘matured as a market’ and its growth is projected to remain flat. In contrast,
‘experiential’ tourism – which encompasses ecotourism, nature, heritage, cultural
and soft adventure tourism, as well as sub-sectors (such as rural and community
tourism) – is among the sectors expected to grow most quickly over the next two
decades. The United Nations Environment Program (UNEP) and Conservation Inter-
national have indicated that most of tourism’s expansion is occurring in and around
the world’s remaining natural areas (International Ecotourism Society 2006).
Sites in developed countries, as well as in developing countries, have experi-
enced intensive tourist flows that may have had adverse effects on the wildlife.
Such areas are usually ecologically sensitive and visitor control measures should
be defined and carefully implemented to guarantee sustainable development. To
make ecotourism work for conservation, very careful planning and management
is needed before and during development, and parallel to the running of any eco-
tourism project (Krüger 2005). Ecotourism management strategies should attempt to
move ecotourism experiences beyond mere enjoyment to a more active role, which
incorporates learning, attitudinal and behavioural change. Through these desired
objectives, the activities of visitors would actually contribute to the health and via-
bility of the natural environment (Lim and McAleer 2005). As a general conclusion,
more attention should be given to sustainable land-use types that are not strictly
confined within narrow paradigms of conservation and development (Gulinck et al.
2001).
In recent years, many attempts have been made to expand the boundaries of
ecotourism by incorporating more of the cultural component into the attraction mix
and by recognizing overlaps with conventional mass tourism. However, it is still
assumed that all ecotourism case studies involve protected area venues (Weaver
2005), but no effort has apparently yet been made to analyse the case studies more
generally to identify major themes and trends pertinent to the ecotourism–protected
area interface and to identify different types of sites.
In the future, there could be some expansion of the ecotourism phenomenon, both
in research and in practice. Reichel and Uriely (2003) and Reichel et al. (2008)
have suggested an ‘integrative approach’ that combines seemingly contradictory
concepts by integrating elements of ecotourism with themed attractions and human-
built simulations. The ‘integrative approach’ is presented as an alternative vis-à-vis
either mass tourism per se or hard ecotourism offered by Weaver and Lawton (2002)
and thus it resembles the notion of ‘ecological mass tourism’ (Weaver 2001). But,
generally, it could be said that two decades of discussion and experience have not
yet resulted in a widely accepted and precise definition of the term ‘ecotourism’.
Although the debate about the strategies needed for the development of ecotourism
sites is beyond the scope of the empirical investigation presented here, the study does
try to respond to the recognized needs of visitors by analysing their preferences and
attitudes regarding conceptual planning of the Agmon Lake.
The Demand Side: Motives and Characteristics of Ecotourists

The literature has consistently suggested that ecotourists tend to be much better
educated than general tourists. Eagles and Cascagnette (1995) found that while
20.7 percent of Canadian travellers had university degrees, 64.9 percent of Canadian
ecotourists were degree holders. Ecotourists have been more frequently described as
higher-spending visitors and have been identified as having a higher-than-average in-
come – over $US50,000 (Eagles and Cascagnette 1995). Different studies have given
information about the age of ecotourists: nature tourists are reported to be older than
the average tourist (Boo 1990; Eagles and Cascagnette 1995; Weaver and Lawton
2007).
The World Tourism Organization surveyed ecotourists from various countries to
understand better their motivations for travel. The results indicated that ecotourists
had a clear preference for wildlife viewing in a wilderness environment. Intermediate
priorities when travelling included viewing rare species, visiting indigenous peoples,
archaeology and bird-watching. These surveys also considered the type of experience
that ecotourists expect. Ecotourists strongly preferred education and interpretation
with high-quality guides, as well as the opportunity to visit remote, uncrowded areas
(World Tourism Organization 2002).
A component of ecotourism market segmentation that is receiving increasing at-
tention is the concept of a hard-to-soft spectrum, which takes into account an amal-
gam of associated motivations and behaviours (Weaver and Lawton 2007). While
varying in their specifics due to substantial differences in target population, sample
size and methodology, related empirical studies have identified a similar gradation.
The spectrum progresses from strong biocentric (environment-orientated) to more
anthropocentric (people-orientated) tendencies within the ecotourism market. The
biocentrism of hard ecotourism is reflected in a higher level of environmental com-
mitment and in support for enhancement of sustainability – that is, sustainability
Figure 1. Characteristics of hard and soft ecotourism as ideal types. Source: Weaver (2002b).
that enhances the environmental setting within which ecotourism takes place through
donations, tree planting, volunteer policing and other activities. Hard ecotourists are
also associated with specialized, longer-duration travel in small groups, whereas soft
ecotourists engage in ecotourism for short periods as part of a multi-purpose itinerary,
often involving larger groups (Figure 1) (Weaver 2002b).
The wide spectrum of ecotourism activities, which ranges between the ‘soft’ and
‘minimalist’ to the ‘hard’ and ‘comprehensive’, also poses considerable problems
in quantifying the magnitude of ecotourism. However, most authors agree that the
market has enjoyed a period of growth exceeding that of the wider tourism sector
(Clifton and Benson 2006). But, as Weaver (2005) claimed, activities that involve
large numbers of visitors making relatively short and physically comfortable visits
to serviced sites as one component of a multi-purpose experience facilitated by the
formal industry, do not necessarily stand in contrast to ecotourism.
Lately, more and more researchers claim that ecotourists should be classified
through different typologies. For example, a differentiation between specialist and
generalist travellers (White 1996), where the distinction is based on the level of spe-
cialized interest. Experienced ecotourists clearly specified their activity (cruise boats,
rafting, canoeing, kayaking or sailing) and these specific activities were mentioned
with far greater frequency than ‘boating’ mentioned by the ‘generalists’.
Bird-watching is one of the activities in the nature-based tourism niche, which is
defined as tourism ‘primarily concerned with the direct enjoyment of some relatively
undisturbed phenomenon of nature’ (Nyaupane et al. 2004). Those participating in
it hope to get in touch with nature, escape the stresses of daily life and see land-
scapes and wildlife (Sinha 2001; Nyaupane et al. 2004). Bird-watching is an activity
that requires little equipment to get started and little physical ability to participate.
Bird-watching is a non-consumptive non-consuming leisure activity in which re-

sources are not captured or harvested in the process of participation. Such activities
are consistent with increased public concern for environmentalism, ecotourism, nature
tourism, low impact leisure, resource stewardship and other such popular concepts
today (Scott 2000; Ellis and Vogelsong 2003; Eubanks et al. 2004).
Che (2006) suggests that bird-watching may be one subset of First World eco-
tourism that draws visitors to particular places, those along migration routes or with
habitats for rare species. Bird-watching also brings higher revenues per visitor since
the optimal time for it is in the early morning and late afternoon hours and thus this
activity necessitates paying for accommodation near birding sites. Bird-watching
tourism may definitely be an alternative tourism strategy for different areas around
the world (Higham 1998).
In the USA, bird-watching was defined as a separate activity from general wildlife
watching in 1965. In 1989, bird-watching was rated as the second fastest growing
recreation activity in the USA (Ellis and Vogelsong 2003). In 1993, 54.4 million adults
engaged in bird-watching and, in the years 1993–4, it was identified as the fastest-
growing recreation activity. Bird-watching then, was the fastest-growing recreation
activity in the USA in the years 1982–94 (Scott 2000) and in 2002 (Ellis and Vogelsong
2003). The Agmon Lake serves as a premier site of bird-watching in Israel.
The Agmon Lake in the Hula Valley

The Hula Valley, located in Upper Galilee in north-eastern Israel, is situated within
the heart of the Great Rift Valley Flyway. Linking Africa to Asia and Europe, this
flyway stretches over 7,000 km, from the Taurus Mountains in Turkey to the Zambezi
River in Mozambique. It is considered one of the most important migration routes
in the world, with an estimated 500 million birds comprising 390 different species
passing through it annually (Figures 2, 3).
Formerly, the Hula valley was a large swamp which was drained in the early 1950s
with the goal of eradicating malaria and of reclaiming 15,000 acres of farmland for
agriculture (Shaham 1996). However, the long-term consequences of this included
the loss of a number of endemic species of birds and a severe disturbance of the
migration patterns.
The planning of the Hula Restoration Project was initiated in the early 1990s.
The site of the project is located in peat soil areas, north of the location of the
old Lake Hula. The plan and its goals represent a compromise reached between all
the relevant stakeholders and their interests (local farmers, environmentalists, the
government water management). In working towards a sustainable development-
orientated solution, several goals of the reclamation project were set forth in the
initial planning stage: First, to restore the ecological role of the Hula Lake and marsh
ecosystem and improve nutrient sink processes that reduce loads of nutrients and
organic matter that flow into Lake Kinneret. Secondly, to control groundwater levels,
Figure 2. Major migration routes between Europe, Asia and Africa. Source: State of Israel
et al. (2005).
in order to slow down the decomposition and subsidence of the peat soils and to
enable local landowners to return to profitable agriculture in the peat soils. Thirdly,
to benefit the conservation of wildlife and bird populations. Lastly, to augment local
landowners’ income resources by changing 10 percent of the agricultural land to a
semi-natural wetland ecosystem and encouraging ecotourism (Shaham 1996).
The restoration project was initiated by the KKL-JNF (Jewish National Fund) in the
mid-1990s, whereby a shallow, 250-acre lake (named ‘The Agmon Lake’, meaning
‘The Bulrush Lake’) was created in the original swamp area. The KKL-JNF, together
with local farmers, also launched a crane-feeding project, which distributes food for
these birds throughout the winter on a daily basis. Between 10,000 and 40,000 birds
Figure 3. Hula Valley in the Great Rift Valley Flyway.
stopover there in October through March, en route from Europe to Africa. The reason
for this project was the major damage caused by the cranes to farmers in the area. The
large birds (averaging 1 m in length and with a 2-m wingspan) found ample food in
the adjacent fields and, by 1999, valley farmers had suffered severe losses because of
crop damage, as well as spending money on futile attempts to get rid of the menace. A
solution was eventually found: workers have been distributing three tons of corn daily
over the Agmon Lake area. This project has proved a boon to the tourism industry
as well, as the cranes have become a major attraction in recent years. Today, it is
estimated that hundreds of thousands of visitors come to see the birds, especially the
cranes that have made the Hula Valley their main flyway retreat (Figure 4). In a very
short time, the Hula Valley has once again become a major natural bird sanctuary
(KKL 2005).
The Hula Valley is an example of some significant ongoing ecological and bio-
logical processes related to the migration of birds, as is evident from the diversity of
species using the Agmon Lake. This is why the site has been nominated for inclusion
on the World Heritage List of UNESCO (State of Israel et al. 2005). The Hula site
was also designated as an internationally recognized Important Bird Area by Bird
Life International in 1994.
The Agmon Lake and the Hula Project area are owned, developed and managed
according to an official agreement between the Israel Lands Administration, and
the representatives of the local communities (fifteen villages and three communal
settlements) associated in the co-operative. The agreement dating from May 1999
announced that the ‘Project Area’, has shifted from agriculture to tourism devel-
opment (KKL 2005). Tourism facilities are developed and run by an association
organized by the villages to represent their joint interests. The current facilities
Figure 4. The Agmon Lake site in the Hula Valley.

include a modest visitors’ centre at the entrance, together with a small cafeteria and a
souvenir shop. In the next few years, a larger and more sophisticated visitors’ centre
is planned. There are various transportation vehicles on site, such as bicycles, club-
cars, camouflaged tractor-drawn trailers and a shuttle bus. There are also two paved
roads – one for bicycles and walking visitors and one for the other vehicles. The KKL,
as the representative of the state, has taken responsibility for the development and
preservation of the wetland area and defines it as an Ecotourism site (KKL 2005).
The site could be classified easily as such according to the definitions of ecotourism
given in the literature. Agmon was opened in 2004, and 78,000 visitors came to visit
in that year; 137,000 came in 2005, 157,000 in 2006 and 200,000 in 2007. More than
90 percent were domestic tourists.
Methodology
During 2006 two surveys were conducted: a year-round survey of 961 visitors to the
Agmon Lake site, as well as a survey of 254 tourists in the area who did not visit
the site. Face-to-face interviews with structured questionnaires designed separately
for individual tourists (FIT), organized tour visitors, group guides and other decision
makers arriving with groups were undertaken. A distinction was made between local
tourists and those from abroad.
The sample of the visitors was taken from the entire population of visitors to the
site and covered all the days of the week and all the seasons. Emphasis was placed on
the following characteristics: visitors’ motivations, expectations, desires, preferences,
foci of interest and attraction, foci of excitement and unique experiences, satisfaction,
visiting motives, attitudes toward entrance fees and additional services, standards
and spatial distribution of infrastructures and services, quality of the information and
education, length of visit, activities available onsite, itinerary of the tour or holiday
in the region and potential repeat visits.
A sample of visitors in the Upper Galilee area who did not visit the Agmon
Lake was also selected. The interviewing locations of these visitors were chosen
according to their distance from the Agmon Lake and included the following: sites
chosen for a one-day visit (nature reserves, regional parks, national parks, historic
sites, picnic sites, restaurants, adventure attractions, visitors’ centers, and highway
services), as well as tourist accommodation (bed and breakfast, guest houses, hotels
and campsites). Emphasis was placed on the following: the extent and depth of
exposure to and awareness of the Agmon Lake among Upper Galilee day-visitors and
overnight guests, identification of reasons for not visiting the site and conditions that
could motivate them to visit the site, and attitudes toward alternative site development
schemes, including a proposed visitors’ centre.
The findings of the two surveys were compared. This was done by selecting
similar questions and comparing the answers to them both graphically and verbally.
These comparisons enable one to view the distribution of answers of each of the
two research population categories (visitors and non-visitors). Thus, it is possible to

draw conclusions concerning the main characteristics of the researched populations,
as well as the relative importance they attribute to the various components of the
Agmon Lake and changes to the site they deem necessary.
The results were analysed in two stages. In the first stage, each survey was analysed
separately in order to find the main characteristics and correlations within the findings.
In the second stage, a comparison was made between the two surveys in order to find
correlations and relationships to outline the necessary guidelines for planning the site.
The reliability of the findings was also examined to see if there was compatibility
between the surveyed groups – for example, if there was significant agreement about
required improvements of site facilities.
Analysis at the first stage comprised correlations with the following: market seg-
ments, seasons of the year, main visiting motives, length of stay in the region, number
of repeat visits to the region, mode of travel, budget, education level and other socio-
economic factors. Analysis at the second stage comprised correlations between the
two groups in the following variables: perceptions, needs, level of service, level of
satisfaction, type of tourist experience needed, type of services and facilities needed.
The gaps between different perceptions were examined (from total agreement to
disagreement) and the influencing factors were noted.
The first hypothesis is that according to the high level of services and facilities
described at the site, as well as the large and rapidly growing number of visitors to
the site, it should be referred to as a ‘soft’ ecotourism site. Though this distinction
is usually made in association with the demand markets, it has clear implications for
ecotourism products, as will be presented in this study. The second hypothesis is that
there is a strong correlation between the market segmentation (the demand) and the
characteristics of the site (the supply). A correlation that should not be neglected in
any case study research.
The Characteristics of the Research Populations

In this section the characteristics of the two research populations – visitors and
‘non-visitors’ – are analysed, compared and displayed. The Agmon Lake’s visiting
population was found to be older, with the largest age group (and median) being
the 35–50 age group. In the groups aged under 35 there was a higher percentage
of non-visitors (travellers to Galilee and Golan), whereas in the over-50 age groups
there was a higher rate of visitors to the Agmon Lake. In sum, visitors to the Ag-
mon Lake are older compared to the general population of travellers to the region
(Figure 5).
The percentage of people with an academic education among visitors to the Agmon
Lake is higher than the proportion of people with an academic education in the general
population of travellers to Galilee. Overall, the population of visitors to the Agmon
Lake is more educated than the general population of travellers in the Galilee area, and
Figure 5. Interviewee distribution according to age.
of the general population in Israel. The site is perceived as a tourist attraction suitable
for the educated public. This may result from a greater awareness of ecotourism and
sustainable tourism among those with a higher education (Figure 6).
A large majority of the visitors to the Agmon Lake and travellers in Galilee live
in the north and central regions of Israel. When comparing visitors to the Agmon
Lake to non-visitors, it can be seen that more than half of the non-visitors are from
the north, whereas the geographical distribution of the visitors is much wider – the
centre and the north, with a noticeable number of Jerusalemites.
In Israel, a trip to the north is usually perceived as a family event or an ex-
cursion for a couple. However, the profile of visitors to the Agmon Lake is more
Figure 6. Interviewee distribution according to education level.

Figure 7. Interviewee distribution according to visitor profile.
family-orientated, due to perceiving the site as particularly suitable for a family

outing. On the other hand, the majority of couples (43%) travelling in the area are
non-visitors (Figure 7).
The visitors were asked about the purpose of their visit to the site, while the non-
visitors were asked about the purpose of their visit to the area. About half of the
visitors and travellers in the area mentioned their love of nature as the main reason
for visiting the Agmon Lake, while bird-watching was chosen by only 22 percent
of the visitors. This result means that most of the visitors (69%) come because of
a wish to see nature and could be classified as nature-based tourists. Bird-watchers,
who were believed by the owners of the site to be one of the largest market segments
comprised only a fifth of all visitors. Their responses are shown in Figure 8.
Figure 8. Interviewee distribution according to purpose of the visit.

Attitudes toward the Agmon Lake Tourism Product

Comparisons were made between the different research populations regarding their
attitudes to the Agmon Lake as a tourism product. The site was relatively well known
to people travelling in the area (71%). When asked about previous visits to the Agmon
Lake within the last two years, it can be seen that 48 percent of the visitors to the
Agmon Lake and 29 percent of the travellers in the north, had visited the site before
in the last two years.
The site is perceived by all the research participants as ‘seasonal’ and as one that
is not recommended for visits in the summer. All the other seasons are perceived as
suitable for a visit. Visitors and non-visitors both perceive spring as the best season
for visiting either the Agmon Lake or Upper Galilee.
The interviewees’ attitude towards opening a Visitors’ Center at the Agmon Lake
site was also examined. It can be seen that the idea of opening a large and sophisticated
Visitors’ Center is supported by over half of the interviewees in the two groups.
However, the findings indicate that the visitors had less enthusiasm about the idea;
only 53 percent were supportive, whereas 87 percent of the ‘non-visitors’ were
positive, and 38 percent of the visitors were against such an opening. Most of them
mentioned that this was because of their fear of spoiling the natural qualities of the
site.
The major sources of information about the site, both among visitors and non-
visitors, are friends and personal knowledge. Road signs are a main source of infor-
mation for non-visitors travelling in the area. ‘Formal’ advertising channels, such as
books and brochures, receive very little mention by either group.
The attitude toward operating a night safari at the Agmon Lake site, which was
classified as an ecotourism activity, was included in the surveys. The general attitude
in the two groups was highly positive toward the idea of operating a ‘night safari’
at the site. Most of the visitors (72%) and non-visitors travelling in the area (78%)
expressed their interest in such a service.
The rate of visitors who wish to visit the site in the near future is twice the rate
of travellers in the area who intend to visit the site for the first time, meaning that a
visit to the Agmon Lake boosts motivation to return to it in the future. However, the
percentage of people planning to visit the Agmon Lake in the future is nevertheless
only about 50 percent among the visitors and close to 25 percent of the non-visitors.
This is a disturbing finding for the planners of the site, which indicates that for most
visitors the Agmon Lake is a one-time attraction.
A question referring to costs of the visit appears in the two surveys: visitors and
non-visitors refer in the former survey to the actual costs and in the latter survey
to the maximum reasonable costs. The findings of the willingness to pay survey are
analysed in Table 1. It should be noted that the average expenditure per person of
visitors to the Agmon Lake is twice as high and more than the planned expenditure
of travellers in the area (when the homogeneity index of the data is similar in both
Table 1. The willingness to pay of visitors and ‘non-visitors’

Visitors Non-visitors
Mean (NIS) 58.35 25.95
Standard deviation (NIS) 42.12 19.29
Homogeneity index 0.78 0.74
cases). It may be that such a gap between expected and actual expenditure constitutes
a negative factor in attracting visitors to the site.
The visitors were interested in additional attractions to the site and emphasized
different kinds of visual shows and displays (Figure 9). Some 543 participants (70%
of the sample) marked a few answers regarding a desire for improvements. As they
could have marked more than one, 975 answers were received (an average of 1.75
per person. Twenty-nine percent were interested in visual shows and various kinds
of displays, 14 percent were interested in activities for children; and others were
interested in different activities and attractions, such as restaurants, festivals and
special transportation facilities.
The main features requested by popular preference include various kinds of trans-
portation vehicles, children’s playgrounds, restaurants and food outlets, the possibility
to feed and ride animals, shopping areas and background music. Cycling and boats
are already established at the site. While a wish for good guides could be acceptable
at places regarded as ecotourism sites, according to the different indicators of sus-
tainable planning mentioned in the literature, the subject of popular attractions may
Figure 9. Interviewee distribution according to an interest in additional attractions.

be problematic. In addition, large numbers of visitors using these facilities constitute

a threat to ecotourism sites. Ecotourism does not fit well with activities that are un-
friendly to the environment or are not part of the natural environment. This theme –
the conflict between the visitors’ desires and what is expected by ecotourists from
the literature – points to a need to re-examine the existing definitions.
Visitors and ‘Non-visitors’: Similarities and Differences

This paper examined the characteristics and attitudes of visitors and ‘non-visitors’
toward the Agmon Lake’s tourism product. The results of the study indicated that
most of the Agmon Lake’s visitors consist of family groups classified as belonging
to the wider spectrum of the more general nature-based tourism market and not
specifically to the bird-watchers or the ecotourism market.
The main differences between the visitors and ‘non-visitors’ were in respect of
their personal characteristics, in particular with regard to the following:
r Age – visitors to the Agmon Lake are older than the general population of travellers
in the Galilee and Golan region.
r Education – visitors to the Agmon Lake are more educated than the general
population of travellers in the Galilee and Golan region, as well as the general
Israeli population. The site is perceived as a tourist attraction suitable for the
educated public. This may be the result of greater awareness of ecotourism and
sustainable tourism among those with a higher education.
r Area of residence – when comparing visitors to the Agmon Lake with non-visitors,
it can be seen that more than half of the non-visitors are from the north, whereas
the geographical hinterland of the site’s visitors is wider – from the centre and
north of the country, with a noticeable presence of Jerusalemites.
r Visiting costs – it should be noted that the actual average expense per person of
visitors to the Agmon Lake is twice as high and more than the expected expense
of travellers in the area (when the homogeneity ratio of the data is similar in both
cases). It may be that such a gap between expected and actual expenses constitutes
a negative factor in attracting visitors to the site.
It should be noted that any other differences were not measured between the visitors
who were believed to be ecotourists and the ‘non-visitors’ when comparing all the
aspects listed in the survey, such as preferences and desire for development. For
both populations, the leading sources of information about the site were the informal
ones, while ‘formal’ advertising channels were scarcely mentioned. All the research
participants expressed a highly positive attitude towards a ‘night safari’ at the site.
About half of the visitors and tourists in the area mentioned their love of nature as
the main reason for visiting the area in general or the Agmon Lake in particular.
Other reasons include water landscapes (especially noticeable among travellers in
the area), and bird-watching (especially noticeable among visitors to the site). All the
research participants are interested in adding attractions to the site. Visitors are mainly
interested in developing a variety of attractions. Thus, we can see that the stronger
the relations of the interviewees with the site (visitors have the strongest relation and
non-visitors have the weakest relation), the lower their level of enthusiasm for the
idea of opening a visitors’ centre, because of their fear of this spoiling the site as a
nature attraction.
Discussion: De-segmentation of the Ecotourism Market

The findings of the market analysis fit the ‘soft core’ ecotourism edge definition and
suggest that the Agmon Lake could be considered a soft ecotourism site according
to its characteristics and that, more often than is commonly assumed, visitors cross
lines between conventional, soft nature-orientated travel and ecotourism.

It is also claimed that this crossing of lines takes place, as it were, along a continuous
axis and thus it is impossible to draw strict and sharp lines between the different types
of ecotourists. For example, an activity of watching birds could be performed by ‘hard
ecotourists’ whose main aim is watching birds, and could also be performed at the
same time and location by ‘soft ecotourists’ who are interested in other, ‘fabricated
attractions’.
The site provides both soft and hard experiences for multiple markets (soft, hard
ecotourists/mass tourists). In putting theory into practice, however, future planning
should support an ‘integrated’ soft approach as most appropriate to satisfy the growing
demand due to global market trends that are influenced by greening of the industry
and growing environmental consciousness.
It is suggested, therefore, that the Agmon Lake site managers offer additional
attractions in the vicinity to this kind of soft ecotourism market. Such activities could
be more family based, and these would be located at the periphery of the site, but not
at the centre of Agmon Lake, which would be preserved in its natural state.
It was also found that there are only a small number of ‘professional’ bird-watchers
among the visitors. This group fits the ‘hard core’ ecotourism edge concept (Weaver
2002b). The literature characterizes these ‘hard tourists’ as visitors who are willing
to pay more and stay longer (Che 2006); the site, therefore, should also encourage
this segment. The planning approach should allocate this group of visitors special
resources and pay close attention to their requirements. For example, a ‘green’ hotel
could possibly be built in the buffer zone of the site.
The typical Agmon Lake tourists are found to be older people who are more
sophisticated and express a desire for displays and presentations. These findings also
match the theories in the literature (Weaver 2002a) which describe ecotourists as
older and more educated and who express a desire to learn and understand more.
The findings show that visitors are interested in sophisticated attractions. This is
inconsistent with current research that concentrates on the ‘post-modern tourist’ who
is ‘technology orientated’ and interested in attractive gadgets (Reichel et al. 2008).

As such, the projected visitors’ centre should be sophisticated and include attractions
as well as vehicles especially adapted and equipped for touring the area.
The visitors were also found to be more willing than non-visitors to pay entry fees
and would even be ready to pay much larger amounts (up to double the fee). The
literature reflects this tendency, while mentioning that ecotourists are willing to pay
more than the average tourists (Eagles and Cascagnette 1995). Thus, the planning
recommendation is to permit free entry for all tourists, with options for ecotourists and
bird-watchers to rent various vehicles, binoculars and other equipment and services
that would fulfill their needs for ecological touring. As such, the projected visitors’
centre should be sophisticated and include various attractions.
The respondents were in favour of the ‘integrative approach’ that combined tourism
development with environmental preservation (such as using different transportation
vehicles), as well as natural with artificial additions (such as developing a visitor

centre). Only a minority of the respondents (30%) did not ask for artificially made
attractions at the site, which means that they would prefer a wholly natural site with
a minimal development of infrastructure and facilities.
This study provides additional insights into the discussion of the scope and nature
of ecotourism. First, it shows that, in many cases, tourists do prefer ‘soft’ versions of
ecotourism that do not necessarily stand in total contrast to the features of conventional
mass tourism. Thus, the ‘integrative approach’ (Reichel et al. 2008) that adopts the
soft version of ecotourism by combining elements of ecotourism with conventional
characteristics of mass tourism seems to be the approach that should be adopted – both
theoretically and practically in the case study of the Agmon Lake. This ‘ecological
mass tourism’ approach might be more effective than the development of ecotourism
designated for a small segment of hard-core environmentalists. The consumers’ voice
revealed in this study is certainly an important dimension of the debate about the future
development of ecotourism.
Secondly, this study suggests that the Agmon Lake as a site fits the definition of
a ‘soft ecotourism site’ – a definition that exists not only on the demand side but
also on the supply side. The article indicates that the features of the site itself are
‘responsible’ for the market segments it attracts and that a close relationship exists
between the site’s characteristics and the market it attracts. The Agmon Lake can be
identified as a ‘soft’ ecotourism site due to the fact that both the shallow lake and
the feeding of the birds are both constructed attractions. It could also be understood
as being closer to the ‘soft’ end of the scale according to the various facilities it
offers: transportation vehicles, some of which (such as bicycles) may be regarded as
ecologically-friendly, while others (such as mass tourism vehicles including shuttle
buses and a mini-train) are not.
It is suggested that sites should be analysed along a ‘hard to soft’ scale. This is a
scale that until now has been used only in the literature to identify the ecotourists’
market segments. It is also suggested that a comprehensive case study analysis could
not be undertaken while both supply and demand are not analysed according to the
relationship between them.
The above discussion leads us to the conclusion that segmentation in the tourism
literature should be, and currently is, giving way to de-segmentation in both aspects:
supply and demand. Earlier theories concentrated on typologies of tourists as part of
the differentiation based on visiting experiences. But in the last few years a tendency
toward de-segmentation has been observed and this paper is an example of this
tendency. This paper uses the ‘hard’ to ‘soft’ classification while dealing with the
supply side (the sites), not only the demand market (the tourists).
It is practically impossible to draw clear boundaries and to distinguish between the
visitors to Agmon Lake and those to Upper Galilee. When dealing with the visitors
to the site itself, the ability to differentiate between the various segments becomes
even harder. Thus, it is impossible to apply clear-cut demographic or psychographic
information to these markets as this research shows that the visitors’ experiences and
preferences are mixed and varied and include nature, bird-watching, education and
leisure. For some it is merely an unspecified leisure activity, while for others it is
a journey with the specific intention of bird-watching. More than that – the journey
and the activities could change from visit to visit, according to the visitors’ travel
company and the season of the year.
The case study illustrates that it is time for the contemporary use of the terms
that label the ‘ecotourist’ as a specific kind of traveller and the ‘mass tourist’ as a
vacationer to be set aside and to adopt broader classifications. Any difference between
mass tourists and ecotourists is hard to discern. Tourists can rarely be distinguished
from ecotourists, especially if we are dealing with ‘soft’ ecotourists. Both kinds of
tourist are motivated to undergo various experiences, and multiple activities can exist
simultaneously at the site. Thus, the attitude of the different visitors varies markedly
among those at the same site and at the same time.
Conclusions
Ecotourism has been the subject of intense debate in recent years, with much of
the focus related to sustainability, management, supply-side issues and market seg-
mentation (White 1996). An important part of the equation has been missing, which
is the relationship in situ between all these aspects. The information obtained from
assessing market demands will be of value to resource managers, operators and des-
tination areas in their efforts to plan and manage a sustainable industry, and to match
the markets with appropriate products. Overall, the characteristics of current Israeli
tourists suggest that ecotourism and its niches, such as bird-watching, are spreading
to wider populations and that the characteristics of the experienced ecotourists are
being incorporated into mainstream markets. Thus, we conclude by saying that this
work has shown that the differences between mass tourism, ecotourism and special
niches, such as bird-watching, are narrowing. It is very hard, if at all, to be able to
distinguish between these tourisms both in theory and in practice while dealing with
the soft edges of ecotourism itself.
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Notes on Contributors
Noga Collins-Kreiner is a lecturer in the Department of Geography and Environ-
mental Studies at the University of Haifa, Haifa, Israel. She is also a member of the
Center for Tourism, Pilgrimage & Recreation Research at the University of Haifa. Her
main research interests are tourism development and management, religious tourism,
pilgrimage, social and cultural geography and ecotourism.
Yechezkel Israeli is the Head of the Department of Tourism and Hospitality Studies,
Kinneret College on the Sea of Galilee, Israel and a member of the Center for Tourism,
Pilgrimage & Recreation Research, University of Haifa, Haifa, Israel. Research ar-
eas of interest are tourism development, tourism management, site management,
transportation and tourism.
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Supporting an Integrated Soft Approach to

Article in Tourism Geographies · February 2010

Noga Collins Kreiner

TRAIL TOURISM View project

EuMIXFOR. European Mixed Forests: Integrating Scientific Knowledge in Sustainable Forest

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Supporting an Integrated Soft Approach to Ecotourism Development: The

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Supporting an Integrated Soft Approach

Key Words: Ecotourism, Agmon Lake, market segmentation, Hula, bird-watching

Résumé: Lac Agmon, Israël: soutien à une approche douce, intégrée du

Correspondence Address: Noga Collins-Kreiner, Department of Geography and Environmental Stud-

ISSN 1461-6688 Print/1470-1340 Online /10/01/00118–22

Mots-clés: Ecotourisme, lac Agmon, segmentation du marché, Hula, observation d’oiseaux

Zussamenfassung: Der Agmonsee in Israel: Unterstützung eines integrierten,

Stichwörter: Ökotourismus, Agmonsee, Marktsegmentierung, Hula, Ornithologie

The Supply Side: The Nature of Ecotourism

The Demand Side: Motives and Characteristics of Ecotourists

Bird-watching is a non-consumptive non-consuming leisure activity in which re-

The Agmon Lake in the Hula Valley

Figure 3. Hula Valley in the Great Rift Valley Flyway.

Figure 4. The Agmon Lake site in the Hula Valley.

two research population categories (visitors and non-visitors). Thus, it is possible to

The Characteristics of the Research Populations

Figure 5. Interviewee distribution according to age.

Figure 6. Interviewee distribution according to education level.

Figure 7. Interviewee distribution according to visitor profile.

family-orientated, due to perceiving the site as particularly suitable for a family

Figure 8. Interviewee distribution according to purpose of the visit.

Attitudes toward the Agmon Lake Tourism Product

Table 1. The willingness to pay of visitors and ‘non-visitors’

Figure 9. Interviewee distribution according to an interest in additional attractions.

be problematic. In addition, large numbers of visitors using these facilities constitute

Visitors and ‘Non-visitors’: Similarities and Differences

Discussion: De-segmentation of the Ecotourism Market

lines between conventional, soft nature-orientated travel and ecotourism.

is ‘technology orientated’ and interested in attractive gadgets (Reichel et al. 2008).

vehicles), as well as natural with artificial additions (such as developing a visitor

Administration Quarterly, 42, pp. 104–113.

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