a b s t r a c tAddressing impacts from human activities requires the change of current practices. However, reaching a target audience about conservation issues and influencing their behaviour is not easy in a world where people are continually bombarded with information, and distractions are permanently available. Although not typically considered to be part of the conservation science toolbox, marketing techniques were designed in the commercial sector to identify and influence human preferences and behaviour by placing target audiences at the core of the marketing process. It thus seems reasonable that the same marketing principles and tools could and should be used to address pressing conservation issues. In this manuscript, we provide an introduction to the main objectives of marketing and illustrate how these can be applied to conservation and animal welfare issues. To that end we offer two examples: Project Ocean, where a major UK retailer joined forces with the Zoological Society of London to influence consumer behaviour around seafood; and Blackfish, which coupled social media with an award-winning documentary to create a discussion around the welfare of large cetaceans in captivity. Without the ability to influence human behaviour, a conservationists' role will likely be limited to that of describing the loss of biodiversity and the decline of the environment. We thus hope that conservation practitioners can embrace marketing as a fundamental component of the conservation toolbox.

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ABSTRACT. Conservation tourism is a rapidly growing subsector of ecotourism that engages paying volunteers as active participants in conservation projects. Once the preserve of charities, the sector now hosts a proliferation of private companies seeking to make money by selling international conservation work to tourists as a commodity. The commodification of conservation depends upon balancing the scientific legitimacy of projects against the need to offer desirable tourist experiences. Drawing on interviews with UK tour operators and their counterparts in South Africa who run the conservation projects, we explore the transnational geography of commercial conservation tourism, charting how scientific legitimacy is constructed and negotiated within the industry. Although conservation tourism makes trade-offs between scientific rigor and neoliberal market logic, it is a partial and plural process that resists simple categorization. We conclude by considering the difference that commodification makes to conservation science, and vice versa.

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