Not so demanding! Employing the Fuzzy-hybrid TOPSIS to explain (un)demanding whale-watcher behaviour

Abstract

Whale-watching is a significant economic activity in many regions worldwide. However, meeting whale-watchers’ expectations present sustainability challenges. This study analyses the demanding behaviour of whale-watchers using a Fuzzy-Hybrid TOPSIS method to empirically validate a ‘whale-watching (un)demanding behaviour’ synthetic index. This index predicts how socioeconomic and travel-related factors influence the level of demand placed on the activity. We assessed 19 ‘importance-items’ (i.e., key aspects of the whale-watching experience) identifying critical covariates that shape the synthetic index. Our fieldwork surveyed 490 travellers following whale-watching excursions in the Canary Islands, Madeira and the Azores. Findings indicate that undemanding behaviours are desirable in whale-watching. The feature of being ‘undemanding’ is present in tourists who consider the activity's educational content and responsible environmental management over close-up whale encounters. From a managerial perspective, the index serves as a decision-making tool to promote more responsible practices in the industry.