Understanding heterogeneous preference of tourists for big game species: implications for conservation and management

Abstract

The 'Big Five' charismatic megafauna concept is considered key for financial competitiveness of protected areas in South Africa. However, this Western colonial concept is also leading to an underappreciation of wider biodiversity and the recovery of other endangered species. This study assessed the heterogeneity of tourist preferences for big game species in KwaZulu-Natal, South Africa, using a choice experiment approach, employing latent class modelling, in order to identify tourists' segments not necessarily drawn to the Big Five. The latent class segmentation identified two segments for both international and national tourists, largely defined by socio-economic characteristics. Less experienced and wealthier tourists were mostly interested in charismatic megafauna, while more experienced, but lower income tourists showed preferences for a broader range of species. Exploring viewing preferences in this way illustrates the potential to realign conservation businesses to achieve biodiversity conservation objectives. In the short term, managing protected areas for the Big Five and other favourite species will continue to deliver significant financial benefits to local stakeholders, but policy makers should consider using financial mechanisms to subsidize conservation actions for less charismatic species and develop the biodiversity base of safari tourism in South Africa.

The Big 5 and conservation

“…For example, first-time visitors want to see elephant, lion and rhinoceros species more than do those who have visited reserves before (Di Minin et al, 2013). Such information could allow us to fine-tune the tourist industry and tourist education better in South Africa, but should this be our key concern?…”

“…Sometimes small, non-viable populations of these target species are maintained for maximum economic return without regard for long-term conservation aims. Di Minin et al (2013) consider this to be 'conservation for ecotourism' as opposed to 'ecotourism for conservation'. Aside from simple economics, there are conservation reasons to focus on the Big 5: (1) lions Panthera leo and leopards Panthera pardus are top predators so their stable or increasing population sizes will likely signal healthy prey populations (Sergio et al, 2008); (2) elephants Loxodonta africana are a keystone species so their presence affects ecosystem structure and function (Owen-Smith, 1992); and (3) as elephants and both rhinoceros species (Diceros bicornis and Ceratotherium simum) are under tremendous poaching pressure (Douglas-Hamilton, 2009;Ferreira & Okita-Ouma, 2012), we have a moral responsibility to protect them and similarly to reduce the necessity of retaliatory lion killing.…”

“…Di Minin et al (2013) note that South Africans put disproportionate conservation effort into protecting the Big 5 and a few other charismatic species such as wild dogs Lycaon pictus. Sometimes small, non-viable populations of these target species are maintained for maximum economic return without regard for long-term conservation aims.…”

“…Furthermore, Big 5 members are management umbrella species in that 'if the population of one such species can be kept viable through safeguards and judicious interventions then it is hoped that populations of many sympatric species will maintain positive growth rates' (Caro, 2010). After teasing apart different sorts of visitors' perceptions of the Big 5 in South Africa, Di Minin et al (2013) discuss some implications of the popularity of this elite group of mammals.…”

Conservation marketing and education for less charismatic biodiversity and conservation businesses for sustainable development

“…In addition, the resources generated by ecotourism are often not shared equally with the people with whom biodiversity coexists (Adams et al, 2004). Yet, recent studies have highlighted how more experienced tourists are also interested in less charismatic biodiversity (Di Minin et al, 2013a). In addition, conservation businesses based on consumptive and non-consumptive use of biodiversity, may provide win-win strategies for biodiversity conservation and sustainable development (Di Minin et al, 2013b).…”