New research highlights the role of avi-tourism in promoting eco-conscious behavior among tourists
New Delhi, May 15 — A groundbreaking study by researchers from the Indian Institute of Management (IIM) Lucknow has shed light on the transformative impact of birdwatching on tourists, highlighting its potential as a tool to encourage environmentally-responsible behavior.
Published in the journal Tourism Recreation Research, the paper co-authored by Anirban Chakraborty, Associate Professor at IIM Lucknow, and Debankur Saha, Assistant Professor at IFMR Graduate Business School, Krea University, explores how birdwatching experiences can inspire sustainable actions and ecological awareness among tourists.
Research Framework and Key Findings
The researchers employed the Stimulus-Organism-Response (SOR) framework to build a conceptual model and analyzed responses from over 300 birdwatching tourists. The study found that observing birds in their natural habitats creates powerful, immersive experiences that leave a lasting impact on visitors. These experiences, in turn, significantly influence tourists' motivation to adopt environmentally-responsible behavior (ERB).The quality of the birdwatching experience — including factors such as guidance, informativeness, and service — plays a vital role in shaping this motivation. Well-informed and articulate guides who can effectively communicate the ecological significance of local habitats are essential for enriching the experience and deepening tourists’ environmental empathy.
India’s Avi-Tourism Potential
“India is home to over 1,300 species of birds, accounting for more than 12 per cent of the world’s bird diversity. This presents a vast untapped opportunity for avi-tourism,” said Chakraborty. He emphasized that with the rise in demand for experiential tourism, India is well-positioned to promote birdwatching as an eco-friendly travel segment that can also contribute to conservation efforts.Chakraborty added, “A well-designed avi-tourism encounter can be a transformative experience. It fosters appreciation of complex ecosystems and builds empathy towards local communities. Even if a small percentage of tourists become environmental evangelists, the societal benefits could be significant.”
Implications for Policy and Tourism
The study provides a practical framework for tourism operators and policymakers to enhance tourist experiences in ways that promote ecological stewardship. By focusing on the quality of service and interpretation provided during birdwatching tours, stakeholders can cultivate a generation of environmentally-conscious travelers.“These insights can aid policymakers in crafting tourism policies that align with environmental sustainability, ultimately supporting broader societal welfare,” Chakraborty concluded.
The research marks a crucial step in integrating eco-tourism with behavioral science, offering a model that not only promotes conservation but also enhances the overall tourism experience in India.