Humpback whale encounters: encouraging pro-environmental behaviours

The aim of this study was to investigate the impact of whale encounters on tourists' pro-environmental intentions, and possible influences of individual characteristics. Data were collected from whale watching/swim-with-whale experiences within Australia and the Kingdom of Tonga. Comparison of pre and post trip survey data (N = 267) indicated that engaging and reflecting during the experience was positively associated with pro-environmental intentions following the encounter. However, tourists who reportedly lacked mutualistic values, displayed a low awareness of consequences, or adopted non-nature-based tourism motivations were less likely to engage and reflect. Therefore, tour operators should aim to facilitate cognitive and affective processing during wildlife encounters, especially for groups that are less likely to engage as this could both increase experience satisfaction and the potential for attitude and behaviour change. Further exploration of these complex relationships and their application are recommended to maximize environmental protection efforts while minimizing the ecological impacts of wildlife tourism.