Indian Institute of Management Lucknow Faculty research explores the consequences of the avi-tourism (bird watching) experience on tourists and whether it can be used to promote Environmentally Responsible Behaviour (ERB).
Published in the prestigious Tourism Recreation Research journal, in a paper co-authored by Dr. Anirban Chakraborty, Associate Professor, Marketing, IIM Lucknow and Dr. Debankur Saha, Assistant Professor, IFMR Graduate Business School, Krea University, the study investigates how birdwatching experiences create an immersive nature experience on individuals and motivates them to act in an environmentally conscious manner. The study is crucial for stakeholders to design policies that promote sustainability and environmental stewardship.
Key findings of the research include -
Birdwatching activities provide the opportunity to witness the splendour of avian species in their natural habitat, creating a lasting and memorable impact on tourists.
The sense of adventure in the serene natural settings, and the joy of spotting rare bird species contribute to an immediate sense of discovery, happiness, and contentment.
The positive emotional state makes people appreciate the value of the natural environment and gives a sense of moral obligation to preserve it for future generations.
The quality of the birdwatching experience (guidance, informativeness and service experience) is directly related to the strength of motivation for exhibiting ERB. Hence, well-educated guides capable of explaining the intricate interconnectedness of local ecosystems are crucial for delivering an impactful experience.
The availability of an eco-friendly, comfortable hospitality facility adds to the overall experience of the tourists.
To gather these findings, the research team used the Stimulus-Organism-Response (SOR) framework to develop a conceptual model and analyse the responses of more than 300 birdwatching tourists.
Speaking about the significance of this study, Prof. Anirban Chakraborty, said, “India is home to more than 1300 species of birds. This represents more than 12% of the world’s total bird diversity. Hence it offers tremendous potential for avi-tourism (bird-watching). The growing interest in experiential tourism can be leveraged to promote it. A sustainable, eco-friendly tapping of this potential will generate funds required for conservation of these often-neglected habitats. A well-designed avi-tourism encounter can be a transformative experience for the avi-tourists. It may foster in them appreciation of the complex eco-system and empathy towards the local communities. Even if a small fraction of such avi-tourists turn into environmental evangelists, the larger interest of the society will get served.”
The proposed framework offers a valuable guide for tourism operators to focus on improving tourist experiences, resulting in environmentally conscious tourists. Additionally, the insights can also be used by the policy makers to design tourism activities and policies that will promote environmental sustainability, ultimately contributing to society’s overall welfare.