The role of shark ecotourism in conservation behaviour: evidence from Hawaii

Policies to conserve sharks have generally struggled to gain broad public support. Ecotourism programs have been suggested as a way to promote support for conservation by increasing participants' knowledge of ecology, fostering positive environmental attitudes, and driving increases in conservation behaviour. Yet the evidence is mixed, and some argue that its effectiveness is constrained by the "ceiling effect", i.e., people attracted to ecotourism programs are already environmentally minded, thus their participation does not result in meaningful conservation gains. Surveys of 547 tour participants in a cage free shark diving ecotourism program and 488 members of the general public were conducted in Hawaii to test whether the program resulted in conservation benefits or whether it was constrained by the ceiling effect. The results show evidence of the ceiling effect, suggesting that the program is attracting more environmentally minded participants. Despite this, tour participants reported a significant increase in knowledge regarding the ecological role of sharks and improved attitudes towards sharks after the tour compared to before. Critically, once responses from tour participants and the general public were pooled and previous engagement in conservation was controlled for, participation in the tour still had a significant positive effect on intentions to engage in shark conservation in the future, suggesting that the program does result in meaningful conservation gains. The usefulness of the information provided on the tour in addition to participants' age, gender, and satisfaction with the tour all played a role in determining its effectiveness as a conservation strategy