Lucky 13: conservation implications of broadening “Big 5” flagship species recognition in East Africa

Abstract

ABSTRACTSustainable tourism experiences seek to inspire tourists to perform behaviors that enhance the environment on site and at home. In sustainable wildlife tourism, flagship species are used as icons to attract attention for conservation initiatives. Parks and protected areas also rely on flagship species to attract visitation. Expected tourist responses from the use of flagship species include raising concern and stimulating pro-conservation behaviors. However, flagship-based ecotourism has been criticized for not delivering expected conservation benefits for species of interest or biodiversity, and having negative impacts for wildlife on site. Using interactional theory as a framework, this study investigated the potential of the African “Big 5”, and eight other commonly observed African species, to stimulate an emotional connection and intention to perform species and biodiversity oriented conservation behaviors. Data were obtained from 416 tourists at Kilimanjaro Airport and analyzed with structural equation modeling. Tourists reported a connection to all 13 species, and this connection was strongly predictive of species and biodiversity oriented behavioral intentions. No differences were observed between the traditional “Big 5” and additional species. Results suggest that species beyond the “Big 5” may be effective flagship species for African parks and protected areas and the associated tourism industry.