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Title: Do tourists value responsible sustainability in whale-watching tourism? Exploring sustainability and consumption preferences
Authors: Suárez Rojas, Chaitanya 
González Hernández, Matías M. 
León, Carmelo J. 
UNESCO Clasification: 531290 Economía sectorial: turismo
Keywords: Consumer Preferences
Discrete Choice Experiment
Latent Class Model
Social Responsibility
Sustainability, et al
Issue Date: 2021
Project: Red Macaronésica de transferencia de conocimientos y tecnologías interregional y multidisciplinar para proteger, vigilar y monitorizar los cetáceos y el medio marino, y analizar y explotar de forma sostenible la actividad turística asociada 
Fomento de la actividad ecoturística de whale watching como modelo de desarrollo económico sostenible mediante la protección y conservación de las poblaciones de cetáceos y su puesta en valor como patrimonio natural de la Macaronesia 
Journal: Journal of Sustainable Tourism 
Abstract: Whale watching has long been marketed as a whale conservation-oriented form of sustainable tourism. However, inappropriate management practices are endangering whales, the marine environment, and the tourist experience. This situation highlights the need for more responsible and sustainable actions to reconcile whale protection with the various demands of tourists. This paper analyses consumers’ preferences for socially responsible and green solutions for sustainable whale-watching management in tourism. A discrete choice experiment and a latent class segmentation are utilised to evaluate heterogeneity in tourists’ preferences regarding the implementation of various measures of responsible sustainability by the whale-watching firm. Results show that there are two groups of tourists with different preferences and economic values for sustainability policies: sustainability-oriented (34.96%) and consumption-oriented tourists (65.04%). The group of sustainability-oriented tourists have a greater preference for full corporate social responsibility and technologically innovative solutions for locating whale populations, thereby reducing the ecological and environmental impacts. The group of consumption-oriented tourists is more in line with traditional preferences, focusing on the enjoyment of the whale-watching experience through the effective management of crowding effects. Although the sustainability-oriented tourist segment has a smaller market share, the results suggest that there is market potential for increasing responsible sustainability practices in the whale-watching tourism activity.
ISSN: 0966-9582
DOI: 10.1080/09669582.2021.1999966
Source: Journal of Sustainable Tourism [ISSN 0966-9582], (Enero 2021)
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