ABSTRACTThe advance of Internet technology worldwide has contributed to the growing impacts of online marketing of ecotourism destinations. Despite much discussion devoted to defining ecotourism conceptually, knowledge regarding how ecotourism is actually practiced and how it is marketed through the Internet is still lacking. The purpose of this study was to address these issues by exploring how ecotourism is marketed through the Internet. The online marketing messages of these ecologies also indicated that most of them only partially aligned with ecotourism principles. Recommendations are made regarding social marketing and eco labelling for online ecotourism marketing to better shape tourist expectations, attitudes and behaviours in ways that support the sustainable practices professed as ecotourism.