Research highlights how immersive avi-tourism experiences can inspire eco-conscious actions, offering a sustainable model for tourism and conservation in India.
A groundbreaking study by faculty from the Indian Institute of Management Lucknow (IIM Lucknow) sheds light on the transformative power of birdwatching (avi-tourism) and its potential to inspire environmentally responsible behaviour (ERB) among tourists. The research, recently published in the prestigious Tourism Recreation Research journal, was co-authored by Dr. Anirban Chakraborty, Associate Professor of Marketing at IIM Lucknow, and Dr. Debankur Saha, Assistant Professor at IFMR GSB, Krea University.
The study delves into how immersive birdwatching experiences in natural settings can evoke strong emotional responses, leading individuals to adopt sustainable and conservation-focused behaviours. With India hosting over 1,300 bird species—more than 12% of the world’s avian diversity—the country holds immense potential to emerge as a global hub for eco-friendly avi-tourism.
Key Insights from the Research:
- Birdwatching fosters a deep emotional connection with nature, offering joy, contentment, and a sense of wonder.
- Experiencing rare avian species in their natural habitats instills a moral obligation to preserve the environment.
- The overall quality of the birdwatching experience—guided tours, educational insights, and eco-conscious hospitality—significantly influences tourists’ motivation to act responsibly.
- Educated and insightful guides play a pivotal role in enhancing the ecological awareness of participants.
- Sustainable infrastructure and eco-lodging amplify the positive impact of avi-tourism.
The researchers employed the Stimulus-Organism-Response (SOR) framework to analyse data from over 300 birdwatching tourists, providing a robust model to understand how nature-based tourism can shape behaviour.
Prof. Anirban Chakraborty emphasized, “Birdwatching has the power to be more than a leisure activity. When designed thoughtfully, it can cultivate appreciation for biodiversity, generate funds for conservation, and turn tourists into environmental ambassadors.”
This study offers valuable insights for tourism operators, policymakers, and conservationists. By designing emotionally enriching and informative avi-tourism experiences, stakeholders can not only boost tourism but also contribute to long-term environmental sustainability.
For more information, visit IIM Lucknow or read the full research article on Tourism Recreation Research.