Communicating conservation: a content analysis of cetacean based tour operator websites

Research output: Contribution to conferencePaperpeer-review


Tourism activities involving cetaceans have gained popularity , with 2009 estimates that activities such as “whale watching [attract] approximately 13 million people in 119 different countries generating US$2.1 billion” (O’Connor , Campbell, Cortez, & Knowles, 2009). The term whale watching is used throughout this paper to describe watching of all wild cetaceans (e.g. whales, dolphins, porpoises). The low - cost entry for small operators to enter the whale watching market makes it an attractive segment to take advantage of. As such, growth of whale watching in developing countries doubled in a decade ( Mustika, Birtles, Everingham & Marsh, 2013), and is predicted to account for at least half of future growth within the industry (Mustika, Welters, Ryan, D’Lima, Sorongon - Yap, Jutapruet & Peter, 2016) .
Original languageEnglish
Number of pages5
Publication statusPublished - 6 Sept 2017
Event7th Advances in Tourism Marketing (ATMC) Conference - Casablanca, Morocco
Duration: 6 Sept 20179 Sept 2017


Conference7th Advances in Tourism Marketing (ATMC) Conference
Abbreviated titleATMC 2017
Internet address


  • tourism
  • cetacean based tourism
  • whale watching
  • wildlife tourism


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