Attitudes Towards the Environment and Ecotourism of Stakeholders in the UK Tourism Industry with Particular Reference to Ornithological Tour Operators

Abstract

The attitudes towards the environment in general and towards ecotourism in particular are assessed for several groups of stakeholders (including ornithological tour operators, members of a conservation group, and potential specialist and general ecotourists) in the UK tourism sector. The New Environmental Paradigm (NEP) scale is used to measure general attitude and an ecotourism scale (TES) used to measure specific attitudes. A simple model is proposed and tested linking general and specific attitudes to behaviour. All groups score highly on the NEP scale but the scores are lower on the TES scale. Not surprisingly, the conservation group scores most highly on both scales, and although the tour operators score highly on the NEP scale they have the lowest score on the TES scale. It is suggested that this represents a lack of willingness to adopt ecotourism principles if they interfere with business operations. Significant correlations were measured between the NEP and TES scales suggesting that general attitudes affect specific attitudes. No significant relationships were established between attitudes and stated or implied behaviour based on the tour operators' brochures. This again suggests that there is a reluctance to translate good intentions into practice. The ethical positions of the groups are discussed and implications for the tour operators addressed.