Sharks, tourism and conservation: a test of causative and mediating effects on scuba divers’ attitude

Abstract

Sharks play an important ecological role and support economies worldwide but are globally threatened by a series of impacts. Shark-based tourism is a potential tool to conserve sharks and raise awareness of their value. However, research is required to untangle the complexity of factors potentially determining favourable opinions of shark-based tourism and shark conservation. This study investigated the influence of perceived shark uniqueness, shark relatability, shark knowledge, and attitude towards shark framing on attitudes towards shark-based tourism and shark conservation among recreational scuba divers in Southern Africa. This region hosts a diversity of sharks and provides different opportunities to interact with sharks. A questionnaire survey was administered to 294 divers at three locations in South Africa and Mozambique in 2021 and 2022. Structural equation modelling and multiple regressions were used to analyse the data. The results showed that perceived shark uniqueness, shark relatability and shark knowledge positively influenced attitude towards shark-based tourism, while attitude towards shark framing mediated the influence of these factors on attitude towards shark conservation. Diving experience positively influenced attitudes. Recommendations are advanced to endorse further engagement in shark support, through efforts from information to shark interactions and destination branding to increase pride in sharks.