Understanding motivations towards captive-marine mammal tourism

Abstract

This research study entails to explore individual’s motivations towards captive marine mammal tourism. In recent times, the captive marine mammal industry has experienced a rise in both its level of prominence and concurrent controversy. This has prompted the development of the purpose statement for this qualitative study; it aims to identify people’s driving push and pull factors to either visit or avoid such tourist attractions. In order to delve into the research problem at hand, this lengthy essay undertakes an examination of the primary factors that drive individuals to engage in or refrain from participating in captive marine mammal tourism; comparing and contrasting the perspectives of visitors and non-visitors; and evaluating the level of awareness or denial among spectators regarding the welfare of animals. Finally, it also aims to comprehend the impact of (social) media on the opinions and motivations of individuals. To address these research questions, the researcher has utilised a qualitative methodology involving semi-structured interviews, and subsequently analysed the data through a process of theming and coding. The primary findings of the study for attending such attractions were observing the animals first-hand, gaining a deeper understanding of marine mammals, entertainment value, and quality time. On the other hand, the main findings for avoiding such tourist destinations were ethical concerns, conflicting interests, and social media influence, along with other variables. The study also offers recommendations for prospective research in this field, based on the outcomes of this study, including a comparative study on the effectiveness of the existing different alternative experiences to captive marine mammal shows, and exploring the reasons behind the rising popularity of whale and dolphin captivity attractions in Asia, encompassing an analysis of cultural attitudes and potential variations between Eastern and Western cultures.