Ethical tourism consumption and animals

Animals in tourism -seminar

On June 12, 2017, we organized a seminar that brought together a group of experts to share knowledge and exchange experiences about the notion of responsible consumption in relation to animal-based tourism. Researcher Maria Pecoraro (University of Jyväskylä), Travel Writer and Editor Vicki Brown (Responsible Travel) and Professor Anu Valtonen (University of Lapland) were among the key note presenters. Also Minni Haanpää and Tarja Salmela from our research team presented preliminary findings of our ongoing studies. In this post, we want to offer an overview of the main arguments and ideas presented in the key notes.

Ethical consumption and animal welfare

In her key note, Maria Pecoraro focused on discussing ethical consumption in relation to animal welfare. She started her speech by drawing attention to the attitudes of Europeans towards animal welfare. Indeed, according to the Eurobarometer on Animal Welfare 2016, 89% of European citizens believes there should be EU legislation that oblige people to care for animals used for commercial purposes. Although the document focuses particularly on farm animals, it has also implications for animals used in tourism.

Pecoraro stressed that ethical consumption is a dynamic and contextual phenomenon, involving different meanings, values and ideologies.  She also drew attention to how producers and consumers may approach animal welfare differently. Producers may view it as an issue related to performance and productivity. For consumers, on the other hand, animal welfare may be more about empathy with the emotions and feelings of non-human animals.

 

Photo: Jaana Ojuva

 

Responsible tourism in practice

Vicki Brown stressed that the idea of “responsible travel” doesn’t refer to a niche market of ethical consumers. On contrary, it is mainstream, reaching a large consumer base. To make her point, she used the example of “Undercover Tourists” – a BBC TV show watched by millions of people in the UK. In the show, undercover wildlife activists travel to holiday destinations to investigate cases  of animal abuse. She also discussed how public interest in the impacts of tourism on society and animals is reflected in the success of  documentary films such as Gringo Trails, Black Fish, and Blood Lions.

Contemporary consumers are better informed, and expects their service providers to act responsibly. If their expectations are not met, they may express and share their dissatisfaction in social media spaces. Furthermore, responsibility requires collaborating not only with consumers, but also with different stakeholder such as non-governmental organizations and the media. To learn more about Vicki Brown’s experiences in the seminar and Rovaniemi, read the post “Responsible travel goes to the Arctic Circle”.

 

Photo: Jaana Ojuva

 

Ethics: the in- and outsiders

In her key note, Anu Valtonen offered an overview of consumer research focusing on human-animal relations. As she pointed out, most attention has been given to the relationship between humans and pets, farm animals and animals used in entertainment. In this discussions, moral reflections have revolved around the welfare and rights of animals as well as the ethics of hunting and fishing. So, large, charismatic and attractive animals (e.g. bears, lions, reindeer) have been at the spotlight of this debate. Which animals have been left out? What about mosquitoes and other insects?, Valtonen asked provocatively.

Despite the role of these small animals in society, they have been totally neglected when discussing human-animal relations. Even though they may have a huge impact on our daily consumption habits.  For example, in Lapland mosquitoes influence tourists and their activities. According to Valtonen, the study of animal-relations have been biased by western ideology that it is not shared by other societies. Indeed, she drew attention to the role play by insects in Asian societies. For example, Young-Sook Lee and colleagues showed in their study “Evidence for a South Korean Model of Ecotourism” how insects were seen as the main attraction in ecotourism sites in South Korea.

 

Photo: Jaana Ojuva

 

Encounters: Animals in tourism consumption

Minni Haanpää and Tarja Salmela pointed out that the target group of Finland “Modern Humanist” is more or less based on ethical consumerism. Ethical and value-driven consumption is particularly made explicit in human-animal encounters. Hence, there is a need to better understand who the ethical consumers are and what they expect from animal-based tourism service providers. The answer is not simple as ethical consumers are not an homogenus group. As Haanpää and Salmela stressed, ethical consumers have different roles, expectations and values. Their consumption doesn’t follow rational patterns, rather it is context dependent. For example, travel companion, destination and previous experiences can determine ethical consumption in a given time and space.

As a result, Haanpää and Salmela prefer to talk about perspectives on  ethical consumerism rather than types of ethical consumers. In their research on ethical consumerism in animal-based tourism services, they identified three perspectives: indifference towards animals, ethical treatment of animals and conscious rejection of animal-based services. These three perspectives determine the consumption or non-consumption of animal-based tourism services.

 

Photo: Jaana Ojuva

 

The seminar received positive feedback from the speakers and the audience. According to the audience, the seminar was useful for understanding the connection between animals and ethical consumption. In particular, the dialogue between industry representatives and academicians was seen as fruitful and rewarding.

 

Text: J.C. García-Rosell

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