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Promotion of Ecotourism Principles by Whale-Watching Companies' Marketing Efforts

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Abstract:

For the whale-watching industry to be managed according to ecotourism principles, it should focus on nature-based attractions, provide environmental education, and promote environmental, economic, and social sustainability. Using 62 whale-watching brochures from 1998, 2005, and 2010, the study analyzed how whale-watching companies on Vancouver Island, Canada, marketed their businesses in line with these three ecotourism principles. The results suggest that Vancouver Island whale-watching companies promote most ecotourism principles, primarily those orientated to nature-based attractions and environmental education, but more attention could be paid to sustainability. The total number of environmental education activities and environmental sustainability initiatives increased over time, but most individual variables addressing the ecotourism principles did not change over time.

Keywords: BROCHURES; CONSERVATION; ECOTOURISM; PRINCIPLES; SUSTAINABILITY; WHALE WATCHING

Document Type: Research Article

DOI: https://doi.org/10.3727/154427312X13491835451458

Publication date: 2012-10-01

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  • Tourism in Marine Environments is an interdisciplinary journal dealing with a variety of management issues in marine settings. It is a scientific journal that draws upon the expertise of academics and practitioners from various disciplines related to the marine environment, including tourism, marine science, geography, social sciences, psychology, environmental studies, economics, marketing, and many more.
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