Fun, animal welfare or community development? Understanding young tourists’ preferences for a wildlife tourism package

Abstract

This paper explores the impact of young travellers’ value orientations on their choice for a wildlife tourism package. On the basis of existing literature, four different packages were designed: one mirroring the traditional offer of wildlife tourism as a hedonic experience; one enhancing the animal welfare aspect and intended to appeal to biospheric values; one enhancing the cultural and community development aspect and intended to appeal to altruistic values; and one combining both cultural and animal welfare aspects. Data were gathered on location in South Africa – one of world’s main wildlife tourism destinations.