The paper presents the results of an on-line research based on a sample of tourists attending an Italian travelers’ association (CTS). The aim of the research was to analyze the behavior and the motivations of these tourists, to discuss the dimensions and the characteristics of two relevant segments of the tourist demand: ecotourism and responsible tourism. The hypothesis is that these kind of demand exists and it is relevant, allowing tourist destinations to build appropriate supply and marketing strategies in order to restart their life cycle, and to compete with the big corporate organizations through differentiation-based strategies.
