Within the concept of sustainable development, ecotourism has emerged as a
special form of tourism aimed at preserving and protecting natural and
cultural resources, but also at contributing to the well?being of the local
community. Although today the importance of ecotourism is recognized
worldwide, there are countries that, despite their natural wealth and
potential, have failed to popularize ecotourism. Considering that Serbia is
one of them, the main goal of this research was to reveal ecotourism
constraints and reasons which prevent domestic tourists from visiting
eco?destination. In addition, the study aimed to determine how well the
respondents are informed and familiar with the concept of ecotourism. To
achieve that, the survey was conducted among 379 participants, residents of
Serbia in September 2019. The constraining scale has been created, and by
applying exploratory factor analysis, four factors have been singled out
(Fears, Lack of resources, Lack of information, and Disadvantages of the
tourism product). The findings showed that the biggest constraint preventing
domestic tourists from visiting eco?destinations is inadequate waste
disposal at such sites. It has also been found that the respondents are
highly constrained by the lack of information, time, and money. The results
also reveal the degree to which other factors contribute to non?visits to
eco destinations, but also which of them do not have a key impact on
tourists' decision to avoid such locations. The paper additionally discusses
the potential impact of a lack of ecotourism knowledge on the respondents'
answers regarding ecotourism constraints in Serbia.