Visitor outcomes from dark sky tourism: a case study of the Jasper Dark Sky Festival

Abstract

ABSTRACT Dark sky tourism is a growing, but under-studied sector of ecotourism. While some research has examined the economic impacts, regional sustainability, and management of dark sky tourism, researchers know little about tourist experiences and outcomes. This study seeks to determine visitor outcomes (satisfaction, learning, attitudes, and behavior changes) among participants at the Jasper Dark Sky Festival in Alberta, Canada. Visitors were middle-aged, balanced between genders, traveled an average of 430 km, and were primarily urban-based. Most were first-time visitors, were present 2 or more days, and attended over 5 festival events. Respondents reported high satisfaction levels, due to the low cost and diversity of events, and welcoming nature of the community, presenters, and volunteers. Respondents reported many areas of learning, particularly about the night sky and night animals. Respondents had very positive attitudes about protecting dark skies, but only 42% planned to change any behaviors to protect dark skies. Study results will help festival organizers design dark sky tourism events to optimize visitor outcomes. In particular, festival organizers can address some barriers to behavioral change, such as stressing the value of dark skies and providing information about how to reduce light pollution.