The central values within ecotourism can be divided between two categories: humanitarian and ecological. The humanitarian side involves the people who are invested and affected by ecotourism—tourists, non-government organizations (NGOs), researchers, various industries, the local community, and many more. The ecological category consists of the environment and its associated species that are directly affected by the ecotourism.

The humanitarian values of ecotourism revolve around the individual groups of people who are highly impacted by the presence of ecotourism. The fundamentals promote education, understanding, and respect for all parties involved. Collaboration among the major stakeholders is also necessary for success and sustainability of the ecotourism project (Gossling 1999. Wight 1993). The long-term benefits to the affected parties should be an additional intrinsic humanitarian value (Wight 1993). This includes benefits to the company, the tourists, the researchers, and surrounding community, all of which should be equally important when establishing the value system of an ecotourism complex.

Children of Welverdiend, a South African village just outside of Kruger National Park. (Kneidel 2007)

The ecological values of ecotourism are prioritizing the preservation of quality habitat, species, and ecosystem functioning. Wight (1993) outlined several major fundamentals of ecotourism surrounding measures for design, development, implementation, and management of areas used for ecotourism. First, she stated that the implementation of the ecotourism location should not modify the traits of the area or compromise the quality of the habitat, by thoroughly understanding the limitations and sensitivity of the habitat (Wight 1993).  Though most ecotourism causes some negative effects, the valuation of the integrity and complexity of the ecosystem allows for ecotourism to conserve habitat effectively.

The degree these ecological fundamentals are implemented within the ecotourism enterprise can vary drastically. The implementation spans from passive to active ecotourism. Passive ecotourism aims for the enjoyment and appreciation for nature while minimizing human impact and maintaining its integrity (Oram 1995). Active ecotourism encourages an enjoyment of nature coupled with direct involvement in conservation and management to ensure longevity and maintain the systems integrity (Oram 1995). Figure 3 illustrates these two poles and the associated ecotourism actions.

Figure 3: The spectrum of passive to active ecotourism. Adapted from Miller and Kaae

In order for ecotourism of any degree to be successful, a concrete definition of the ecotourism implemented is necessary, as well as transparency within the company and precise indicators of success (Oram 1995). Creating a public value system and a procedure for evaluating progress within an ecotourism reserve is integral for success.