How important is animal welfare communication in tourism?
Communicating about the welfare of animals working in tourism has become highly relevant at a time when consumers values are pushing towards more responsible consumption. A recent study that we conducted at the University of Lapland shows that 83% of tourists are concerned about the rights and treatment of animals in today’s society. At the same time, many tourists considered animal-based activities as an important reason for traveling to places like Lapland. Indeed, although many tourists feel that interaction with animals is an exciting experience, they are also concern about the treatment of animals in tourism. As a result, animal welfare is becoming a critical criterion used by tour operators to select their suppliers.
A guide for communicating animal welfare in tourism
Responsibility emphasizes the important role of communication in creating and maintaining transparent and open dialogues with customers and other stakeholders. We need such dialogues to foster ethical and socially responsible tourism practices. Therefore, we created a guide focusing on the ways of communicating and educating on animal welfare in tourism. The guide aims to help animal-based tourism companies evaluate and develop more comprehensive animal welfare communication strategies. It is also suitable for tour operators, DMOs and other business partners selling or promoting animal-based tourism services.
Although animal welfare communication is company-specific, there are questions that most companies struggle with. For instance, Which communication tools to use? What content to share in social media? Which information to put on the website? What information is relevant for the customers? Rather than being exhaustive, the guide offers some guidance on some of these crucial issues related to animal welfare communication. Furthermore, it helps companies increase the transparency of their operations and the visibility of the values shaping their animal welfare policies.
At its best, it provides a good starting point for an animal-based tourism company to reflect on their way of communicating their business philosophy and how they make it happen in practice. The guide is the outcome of our work in the project “Animals and responsible tourism: promoting business competitiveness through animal welfare”. The guide was written and assembled by Meike Witt from Exploring Iceland, Tarja Salmela and José-Carlos García-Rosell from the University of Lapland.
To access the guide click HERE
Text: J.C. García-Rosell