Factors Influencing marine wildlife voluntourists’ satisfaction and post-experience attitudes: evidence from Southern Africa

ABSTRACT

Marine wildlife voluntourism (MVT) is a niche with potential that warrants research on the dynamics underpinning MVT experiences, to steer sustainable development. This study investigated influential factors in marine wildlife voluntourists’ satisfaction and post-experience attitudes, through structural equation modelling (SEM). Southern Africa was the location of the research, given its growing popularity as an MVT destination and its need for marine conservation efforts. From June 2019 to June 2020, a questionnaire survey was administered to 142 tourists at three MVT organisations in South Africa, Mozambique and Madagascar. SEM identified ecocentric motivations and the perceived ethical conduct of MVT organisations as positively influencing satisfaction and post-experience attitudes towards education, the environment, compliance and advocacy, volunteering, citizen science, career choices, and paying for conservation. This study emphasised the importance of coupling the right tourist mindset with ethical roundness to make MVT a successful form of tourism with multiple direct and indirect benefits.

KEYWORDS:

• Ecocentric motivations
• ethical conduct
• environmental awareness
• advocacy
• citizen science

Acknowledgements

The contribution of all voluntourists who participated in this study is greatly appreciated. Special thanks go to Enrico Gennari (Oceans Research Institute, Mossel Bay, South Africa), Angie Gullan (Dolphin Encountours Research Center, Ponta do Ouro, Mozambique), Carlo Cerrano (Reef Check Italia Onlus, Ancona, Italy), and Suria Ellis for their assistance. This study was funded by the Faculty of Economic and Management Sciences (FEMS) at the North-West University and the Vaal University of Technology in South Africa. The research was approved by the Research Ethics Committee of the Faculty of FEMS at the North-West University under the ethics code NWU-00767-19-A4. This paper reflects only the authors’ view. The funding bodies do not accept any liability whatsoever in this regard.

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Notes on contributors

Serena Lucrezi

Serena Lucrezi Serena Lucrezi works as Associate Professor at TREES at the North-West University, South Africa. She obtained a PhD in Environmental Studies at the University of the Sunshine Coast, QLD, Australia. Her work focuses on environmental impact assessments of human activities on coasts, human dimensions of marine-based activities including coastal and offshore tourism and recreation, marine governance and destination management. She has authored 50 scientific papers.

Charmaine Danielle Cilliers

Charmaine D Cilliers Charmaine Cilliers is a PhD candidate in Tourism Management at the North-West University, South Africa. Her research focus includes marine wildlife voluntourism in Southern Africa. She is a qualified Divemaster. She has presented at the 2022 ATLAS Conference, themed after “falling back in love with African Tourism”, as well as the 2022 Doctoral Colloquium organised by the University of Mauritius. She has authored one conference paper submitted to the 2022 ISCONTOUR Conference and two scientific papers.