IIM Lucknow research on birdwatching and economically responsible behaviour

Mumbai: The quality of the birdwatching experience - guidance, informativeness and service experience - is directly related to the strength of motivation for exhibiting Environmentally Responsible Behaviour (ERB), according to a new research by Indian Institute of Technology-Lucknow.

The research explores the consequences of the avi-tourism (bird watching) experience on tourists and whether it can be used to promote ERB.

The research paper co-authored by Dr Anirban Chakraborty, Associate Professor, Marketing, IIM Lucknow and Dr Debankur Saha, Assistant Professor, IFMR Graduate Business School, Krea University, Sri City, Andhra Pradesh, has been published in the prestigious Tourism Recreation Research journal.

The research team used the Stimulus-Organism-Response (SOR) framework to develop a conceptual model and analyse the responses of more than 300 birdwatching tourists.

“India is home to more than 1300 species of birds. This represents more than 12% of the world’s total bird diversity. Hence it offers tremendous potential for avi-tourism. The growing interest in experiential tourism can be leveraged to promote it,” said Prof Chakraborty.

“A sustainable, eco-friendly tapping of this potential will generate funds required for conservation of these often-neglected habitats. A well-designed avi-tourism encounter can be a transformative experience for the avi-tourists. It may foster in them appreciation of the complex eco-system and empathy towards the local communities.  Even if a small fraction of such avi-tourists turn into environmental evangelists, the larger interest of the society will get served,” he added. 

KEY FINDINGS:

• Birdwatching activities provide the opportunity to witness the splendour of avian species in their natural habitat, creating a lasting and memorable impact on tourists.

• The sense of adventure in the serene natural settings, and the joy of spotting rare bird species contribute to an immediate sense of discovery, happiness, and contentment.

• The positive emotional state makes people appreciate the value of the natural environment and gives a sense of moral obligation to preserve it for future generations.

• The quality of the birdwatching experience (guidance, informativeness and service experience) is directly related to the strength of motivation for exhibiting ERB. Hence, well-educated guides capable of explaining the intricate interconnectedness of local ecosystems are crucial for delivering an impactful experience.

• The availability of an eco-friendly, comfortable hospitality facility adds to the overall experience of the tourists.