Marine conservation tourism and the Giant Pacific Octopus: A SWOT analysis of two public engagement programs and the viability of a hybrid program at the Seattle Aquarium, Washington, USA

Abstract

Marine conservation requires financial and human capital to effectively function. Tourism activities can provide both, if done responsibly. Marine conservation tourism (MCT) concerns tourist activities involving the engagement with—and the study, protection, and restoration of—marine wildlife and their ecosystems. There are two models that are commonly used: commercial and non-commercial. However, a combined hybrid MCT model may be more effective. To evaluate this potential, SWOT (Strengths, Weaknesses, Opportunities and Threats) analysis was conducted on two representative programs at the Seattle Aquarium dedicated to the conservation of the iconic Giant Pacific Octopus (GPO). Octopus Survey Week is a non-commercial, research-focused program utilizing voluntary assistance of local divers. Octopus Week is a commercial program in which conservation goals are facilitated by visitor fees and donations from aquarium supporters. The study utilized a mixed-methods approach. Data collection (N=86) involved semi-structured interviews and focus groups. SWOT analysis was enhanced with (1) MECE (Mutually Exclusive and Collectively Exhaustive) framework to identify prominent factors or themes, and (2) TOWS (Threats, Opportunities, Weaknesses, and Strengths) analysis to suggest strategies relevant to the SWOT findings. Results show Octopus Survey Week program is viable but not well known. The Octopus Week program is also viable; there is an opportunity here for improvement. Importantly, interviewees would prefer a hybrid program. However, even a hybrid program would face logistical and temporal issues. To increase public interest and participation, it is recommended that the Seattle Aquarium connect them in a more proactive manner. Looking ahead, we hope the field of marine conservation tourism will expand as researchers develop new methods to improve conservation efforts.