Ecotourism in Portugal is taking hold especially inland, because of an exceptional set of landscapes, protected natural areas, many leisure ac-tivities, and an overwhelming cultural heritage, making this the ideal destination for the responsible traveller. In this sense, the present study, of an exploratory nature, aims to understand the determinants of tourists decision-making process in contexts of ecotourism in the Côa region. A conceptual model was proposed to study the relationship be-tween seven variables, whose results were discussed considering the existing literature. Based on the administration of 136 questionnaires, the data obtained allowed us to conclude that the image of tourist-hotel enterprises has a fundamental role in the experience and satisfac-tion of the tourist, with the need to improve the degree of affectivity in relation to the hotel units. The natural heritage is vital for tourism, for ecotourism, and it is necessary to protect it. The need for greater regu-lation of ecotourism and the promotion of support for the creation of these projects is highlighted.