Depreciative tourist behaviour in a protected birdwatching site : a qualitative study of birdwatchers on Hornøya, Northern Norway

Wildlife watching tourism is a growing industry and can become eco-friendly if sufficient conservation measures are actively included in the operative tourism strategies. Research on visitor behaviour is necessary to evaluate and understand peoples’ behaviour towards wildlife. The focus of this case-study is birdwatching tourism in a protected nature reserve in Northern Norway. Qualitative methods have been used with The Theory of Planned Behaviour as a framework. The aim of the study is to understand visitor behaviour that may disturb the seabird on the island of Hornøya. The research is based on 48 interviews with 61 participants, in addition to participatory and systematic observations of tourists at the island. Interpretation of bird behaviour and the affective responses to the wildlife experience are identified as factors that influence unwanted visitor behaviour. Informants’ understandings of disturbance towards the seabirds are reflected in negative perceptions of inappropriate behaviour. However, most participants believe that the birds are not disturbed by tourists, or at least not easily disturbed. However, some variation exists, and some informants think that the birds are negatively affected to some extent. The social norms support that visitors express a responsibility for respecting the rules of the nature reserve. The findings also suggest that visitors performing intentional non-conforming behaviour have not internalised the social norm, it has not become a personal norm. The willingness among visitors for social sanctioning towards depreciative behaviour was relatively low, suggesting that stricter formal regulations may be more effective measures for reduced depreciative behaviour. The study also identifies persuasive communication through interpretive information as a management approach with potential of reducing inappropriate behaviour. Further, alternative tourism experiences of seabirds can lessen the pressure on birdlife on Hornøya, as well as creating new business opportunities