Abstract
This study examines the satisfaction and sustainability concerns of whale-watching tourists by analysing user-generated content (UGC) on social media. A satisfaction model was developed and estimated utilising an ordered probit analysis with UGC data from TripAdvisor over the last 13 years that includes a specific whale-watching lexicon. The model addresses most of the physical, human, environmental, experiential, and operational aspects of the activity, including consumers’ feelings and sustainability concerns. The significance of the variables in the model was proven with the available empirical data. The findings provide a comprehensive description of the underpinnings of whale watchers’ preferences and concerns. The evidence reveals compelling social trends towards higher sustainability concerns influencing satisfaction, providing valuable information for the industry and its decision-makers for understanding preferences for sustainability in whale-watching tourism.
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