Wildlife-based tourism currently represents one of the fastest growing travel sectors, expected to increase by at least 10% annually. The high demand for animal encounters is mostly caused by the soaring number of international tourist arrivals and the search by travellers for new and memorable experiences in contact with nature. Among travellers, millennials have gained particular importance in the tourism industry due to the high frequency of their journeys, the considerable amount of money spent and their quest for authentic and learning experiences while travelling. Therefore, this generation may contribute to the growing request for Wildlife-Tourist Attractions (WTAs) worldwide.
Due to the development of WTAs on a global scale, they are increasingly receiving huge criticism from animal welfare advocates because of their exploitation of the animals’ rights and poor welfare conditions. However, the alarming lack of knowledge about negative visitors’ impacts on the wildlife and about animal welfare assessment, along with the high percentage of excellent reviews on TripAdvisor, encourage tourists to indulge in wildlife encounters that are highly detrimental.
Due to the considerable share of millennials in tourism and the impact of culture on behaviour, only Western millennials have been considered for the purpose of this study. In connection with the aim of this thesis, the three following main research questions have been formulated:
RQ1. How important is good animal welfare for Western millennial travellers at WTAs?
RQ2. How does knowledge influence the behaviour of Western millennial visitors at WTAs?
RQ3. How do positive and negative reviews on TripAdvisor influence Western millennials to visit WTAs?
Table of Contents
1. INTRODUCTION
1.1 Background
1.2 Problem analysis
1.3 Research scope
1.4 Research goal
1.5 Research questions
1.6 Brief methodology
1.7 Thesis structure
2. CONTEXT ANALYSIS
2.1 Animals in tourism
2.1.1 Animals in captivity
2.1.2 Animals in the wild
2.1.3 The debate over the ethics of animal-based attractions
2.1.4 The global scale of Wildlife- Tourist Attractions (WTAs) with poor animal welfare
2.1.5 The importance of spreading knowledge
2.2 Millennials as travellers
2.2.1 Travel trends of the millennials
3. LITERATURE REVIEW
3.1 Millennials as travellers
3.2 The attitude- behaviour gap of consumers
3.2.1 Factors influencing the attitude – behaviour gap
3.3 Animal ethics in tourism
3.3.1 Animal welfare assessment
3.4 Gaps in existing literature
4. METHODOLOGY
4.1 The research goal
4.2 Research approach and design
4.3 Data collection
4.3.1 The sample
4.3.2 Content of the interviews
4.3.3 Interviews conduction
4.4 Data analysis
5. FINDINGS
5.1 The reasons to visit WTAs
5.1.1 The desire for a new and unique experience
5.1.2 Love for animals
5.1.3 The strong influence of reference groups
5.2 Reluctance to harm wildlife
5.2.1 Unwillingness of negative impacts on wildlife
5.2.2 The negative feelings on animal abuse
5.2.3 The need for reassurance at the WTA
5.3 Different perceptions on good animal welfare at WTAs
5.3.1 The absence of negative impacts in the wild
5.3.2 Friendliness as a synonym of good welfare
5.3.3 The importance of the number of people interacting with one animal
5.3.4 The importance of the type of animal
5.3.5 The influence of the country and the company type
5.4 The influence of knowledge on behaviour at WTAs
5.4.1 The limited usefulness of knowing animal welfare assessment
5.4.2 The limited usefulness of sharing animal welfare assessment on TripAdvisor
5.4.3 The aversion to visit a WTA with poor animal welfare
5.4.4 The importance of spreading knowledge
5.5 Factors interfering with knowledge when visiting WTAs
5.5.1 The strong desire to visit the WTA
5.5.2 The denial of negative impacts
5.5.3 The deception of the good physical appearance of the animal
5.5.4 The difficulty of leaving once at the WTA
5.5.5 The limited change made by one visitor
5.5.6 The importance of experiencing the WTA to judge animal welfare
5.6 The influence of reviews on TripAdvisor
5.6.1 The controversial views on TripAdvisor
5.6.2 The importance of the percentage of positive reviews
5.6.3 The high influence of negative reviews
6. DISCUSSION
6.1 Reflection on the research goal
6.2 The importance of good animal welfare
6.3 The influence of knowledge on behaviour
6.4 The influence of reviews on TripAdvisor
6.5 Limitations of the study
7. CONCLUSIONS AND RECOMMENDATIONS
7.1 Conclusion
7.2 Recommendations for future research
7.3 Recommendations for wildlife organizations
Objectives and Core Themes
This thesis examines the attitude-behaviour gaps among Western millennial travellers regarding their visits to Wildlife-Tourist Attractions (WTAs). It explores how knowledge concerning animal welfare and online review platforms like TripAdvisor influences their decision-making processes and whether increased awareness can effectively deter participation in detrimental animal-based tourism.
- The role of "attitude-behaviour gaps" in consumer decision-making.
- The influence of knowledge and awareness on animal welfare standards at WTAs.
- The impact of TripAdvisor reviews on millennial travel behaviour.
- The effectiveness of the "Five Freedoms" assessment approach.
- Barriers to ethical decision-making, such as egoism and reference group influence.
Excerpt from the book
5.5.1 The strong desire to visit the WTA
This sub- theme represents in its simplicity the essence of the reasons why people would still visit a WTA despite knowing that it might have negative impacts on the animals. In fact, if travellers truly want to experience a WTA because of the unique opportunity it represents, the welfare of animals will come second to this desire.
“Unconsciously I know somewhere but, of course, I forgot about it because the elephant park is so nice!” (V, Russia)
Y (Brazil) particularly pointed out visiting a tiger temple in Thailand despite knowing that this was detrimental on the wildlife, purely because she truly wanted to see these animals . This affirmation is supported by A (Germany/Indonesia), who openly admitted that she would still participate in dolphin interactions despite knowing it might harm the dolphins, simply because she would like to experience this at least once in her life.
Summary of Chapters
1. INTRODUCTION: This chapter introduces the thesis, covering the background of wildlife tourism, the problem analysis, research goals, research questions, and the structure of the study.
2. CONTEXT ANALYSIS: This section provides a detailed description of the context, focusing on the role of animals in tourism, ethical debates, the global scale of WTAs, and trends among millennials.
3. LITERATURE REVIEW: This chapter reviews theoretical frameworks regarding consumer behaviour, the "attitude-behaviour gap," and theories of animal ethics and welfare assessment.
4. METHODOLOGY: This section explains the qualitative research approach, including the use of semi-structured in-depth interviews, the sampling of 13 Western millennials, and the coding process used for data analysis.
5. FINDINGS: This chapter presents the results of the interviews, categorized into six major themes covering visitor motivations, perceptions of welfare, and the impact of knowledge and online reviews.
6. DISCUSSION: This chapter reflects on the research findings in comparison to existing literature, addressing the research questions and identifying the study's limitations.
7. CONCLUSIONS AND RECOMMENDATIONS: This final chapter provides concluding remarks and suggests practical recommendations for future academic research and for organizations protecting animal rights.
Keywords
Wildlife-Tourist Attractions, WTAs, Animal Welfare, Millennials, Attitude-Behaviour Gap, Knowledge, TripAdvisor, Sustainable Tourism, Five Freedoms, Animal Ethics, Tourism Management, Consumer Behaviour, Qualitative Research, Animal Conservation, Influencer Effect.
Frequently Asked Questions
What is the fundamental objective of this thesis?
The core objective is to analyze the attitude-behaviour gaps among Western millennials when visiting Wildlife-Tourist Attractions (WTAs) and to determine if the provision of knowledge and the reading of online reviews can influence their decisions to participate in potentially harmful activities.
Which demographic is the focus of this study?
The study specifically focuses on Western millennials (Generation Y), who are identified as a highly influential segment of the tourism industry with strong interests in both exploration and ethical concerns.
What theoretical framework is used to study the attitude-behaviour gap?
The thesis relies on the "Theory of Planned Behaviour" (TPB) by Ajzen and Fishbein, alongside Blake's "value-action gap" theory, to understand the discrepancies between what travellers believe is ethical and how they ultimately behave.
How was the primary research conducted?
The research employed a qualitative approach using semi-structured in-depth interviews with 13 Western millennials from eight different countries, supplemented by the analysis of images and sample reviews to capture personal perceptions.
What is the role of the "Five Freedoms" in this research?
The "Five Freedoms" approach is utilized as a framework for animal welfare assessment. The study investigates whether introducing this system to visitors acts as an effective tool to increase awareness and change behaviour.
How do TripAdvisor reviews influence millennial behaviour?
The study found that while TripAdvisor is used for general travel, it is less commonly used for WTAs. However, the influence of reviews is highly conditional, with negative reviews and visual evidence having a much stronger persuasive impact than positive commentary.
Does increased knowledge automatically change tourist behaviour?
Not necessarily. While knowledge is a vital influencer, the study reveals that factors such as the strong desire to experience a destination, the denial of negative impacts, and the perception of an animal's physical appearance often override prior knowledge.
What is the significance of "direct experience" in this study?
The study highlights that many visitors believe direct experience is the most reliable way to judge animal welfare, even if they lack the expertise to accurately assess animal stress or living conditions.
Are sanctuaries always perceived as ethical?
There is controversy among the interviewees; while many view them as positive, others suspect some sanctuaries operate merely as tourist attractions without transparent information, which causes doubt even among informed travellers.
What is the main recommendation for wildlife organizations?
The study recommends moving beyond purely informative content. It suggests utilizing social media, partnering with influencers, and creating in-person educational experiences or volunteering opportunities to establish stronger, more effective connections with millennial travellers.
- Quote paper
- Arianna Garzia (Author), 2018, The influence of knowledge on the visitors' behaviour at wildlife-tourist attractions. Can awareness hinder Western millennial travellers from visiting harmful wildlife-based attractions?, Munich, GRIN Verlag, https://www.grin.com/document/442655
