A critical assessment of marine wildlife voluntourism in Southern Africa

Abstract

Marine wildlife tourism (MWT) is growing rapidly and is promoted as a sustainable activity that contributes to conservation. MWT, however, can also be considered as mass tourism that can be harmful to a destination and marine ecosystems. Volunteer tourism or voluntourism (VT) has become a popular alternative form of tourism compared to mass tourism. Southern Africa is a popular VT destination and offers a variety of opportunities for VT, especially marine wildlife voluntourism (MVT). MVT was developed to promote marine conservation and science while enjoying a coastal destination with its attractions. More people want to participate in MVT to support the protection of different wildlife and ecosystems, contribute to conservation issues, participate in scientific activities revolving around conservation, and increase their knowledge. MVT can have important effects on conservation, voluntourists, the local environment, community and economies, science, decision making and policy. However, there has been limited research on MVT in Southern Africa, specifically revolving around the structure of MVT. The primary goal of this study was to carry out a critical assessment of MVT in Southern Africa. This included an in-depth analysis of both demand and supply sides across selected types of MVT for comparative purposes. Through this assessment, this research contributed to the knowledge base regarding MVT in Southern Africa and globally. The goal of the study was realised by setting four objectives. The first two objectives were achieved through a literature analysis of MWT, VT and MVT (including a content analysis of web-based information concerning MVT). The third objective was achieved by assessing the structure of MVT in Southern Africa through a mixed-method research approach. MVT organisations were approached at three case study sites, South Africa, Mozambique and Madagascar. Between 25 June 2019 and 25 June 2020, structured questionnaire surveys and semi-structured interviews were used to collect data from the voluntourists at the case study sites. A total of 142 questionnaires were completed and 30 interviews were conducted with the voluntourists. An online structured questionnaire survey was used to collect data from

voluntourists internationally, to compare data with the case study sites. A total of 211 questionnaires were completed. Semi-structured interviews (n = 24) and a business model canvas were used to collect data from the staff at the case study sites. The data from the questionnaires were analysed using the software Tibco Statistica (Version 13.3, 2020) and the Statistical Package for the Social Sciences (SPSS Version 25, 2017) with extensions such as Analysis of Moment Structure (AMOS). The data obtained from the questionnaires were analysed using a variety of statistical analyses, and the data from the interviews were analysed via thematic analysis. The results showed that the voluntourists at the case studies and internationally were mostly similar. The business model canvas and key characteristics of the MVT organisations at the three case study sites were similar to the business model canvas of MVT analysed in the literature and the internet. Marine wildlife voluntourists were motivated to participate in MVT by ecocentric, personal development, personal well-being, and social values reasons. They had ecocentric and activities-related preferences. They had expectations towards overall programme quality, detailed information, and a quality destination. Their satisfaction with the MVT experience revolved around destination and interactions, information and education, and overall programme quality. Perceived ethical conduct of the MVT organisation was an important factor to the voluntourists. Post-experience attitudes included attitudes towards education, the environment, compliance and advocacy, volunteering, citizen science (CS), career choices, and paying for conservation. The voluntourists were clustered into young enthusiasts, mature voluntourists, neutral elders and satisfied elders. The results showed that MVT seemingly draws different clusters, each one of which represents a phase in what could be called a marine voluntourist’s path. Motivation to participate in MVT and expectations towards MVT were hypothesised to influence satisfaction with MVT, perceived ethical conduct of the MVT organisation, and the attitudes of voluntourists. Indeed, motivations and expectations positively influenced satisfaction, the perceived ethical conduct of the MVT organisation and attitudes. Both satisfaction and perceived ethical conduct of the MVT organisation partially mediated the relationship between motivations and attitudes, and expectations and attitudes. The determinants of satisfaction and attitude were explored with regression models. Overall, perceived ethical conduct of the MVT

organisation and motivations were significant positive determinants of satisfaction and attitude. Only one motivation factor had a negative influence on two attitude factors. The last objective was to use the information and outcomes of Objectives 1-3 to conclude, make the necessary recommendations and identify the contributions of this study. Recommendations included marketing and management as well as future research. The study provided various theoretical and practical contributions. Based on the critical assessment, new information was generated on the structure of MVT in Southern Africa, which is also generalisable. More research such as this would contribute to a better understanding of MVT in Southern Africa and globally, and guide its sustainable development.