Understanding wildlife tourism market segments: an Australian marine study

Abstract

It is very common to find discussions of wildlife tourism that begin with a statement about major growth in tourist demand for wildlife interaction opportunities. Typically these statements are supported by evidence based on participation in specific activities, typically whale or bird watching. Two of the limitations of such approaches is that they imply that all those who participate in a wildlife based tourist activity are primarily motivated by the wildlife and that they are a relatively homogeneous group. This paper will argue that participation and interest are not necessarily directly related and that wildlife tourism participants are not likely to be homogeneous groups. The argument will be supported by the results of a survey conducted with more than 2000 international and domestic visitors at a major coastal and marine tourism destination in Australia. The results suggested that at least two major groups of wildlife tourists can be defined and described. The paper will conclude with a discussion of the management implications of understanding the nature of wildlife tourism markets.