The article introduces both projects and the work done by the University of Lapland and the Lapland University of Applied Sciences on animal welfare in tourism. In the article, Mia Sivula draws attention to two important issues surrounding the animal welfare discussion in tourism: customer education and an animal-center perspective.
As stated in the article, tourists are usually not familiar with the animals working in Lapland tourism. Indeed, most visitors are unaware of the living conditions and needs of animals such as huskies and reindeer. As a result, there is a need to educate visitors on the animals they may interact with during their visit. As Miia Merkku explains, they have to teach tourists reindeer manners as they teach human manners to reindeer. In fact, a better awareness of the animals may lead to greater welfare and tourist experiences.
An animal-center perspective
In order to guarantee the well-being of the animals, it is is important that service provider put animals first. Customer should not always be king when it comes to animal-based tourism services. For example, Miia Merkku has many times said no to the request from customers to get inside the reindeer fence. As she explains, the fence area is the reindeer home and where they can just be among themselves. They have a right to their own private sphere. Also for Päivi Hiukka the well-being of their dogs come first and she expects the same attitude from their customers.
Text: JC García-Rosell (based on the article written by Mia Sivula)
At the beginning of November, we helped organize a seminar focusing on well-being at work in tourism. Animal tourism work was included in the seminar programme (in Finnish). We cannot neglect animals when discussing well-being in relation to tourism work. Indeed, tourism work is performed by both people and animals. As David Fennell (2012) explains, animals perform different form of labor (e.g. pulling, carrying) that contributes to tourism experiences in unique settings. Furthermore, in our project, we have identified a clear relationship between the well-being of workers and animals laboring in animal-based tourism firms. The animal welfare presentations in the seminar were giving by Mikko Äijälä, Outi Kähkönen and Miia Merkku from Arctic Reindeer. The presentation can be found here.
Animal tourism work in Lapland
Tourism work in Lapland touches the lives of thousands of humans and animals. In fact, many of the services sold to tourists are based on animals such as huskies, reindeer and horses among other species. In Particular, huskies and reindeer are popular among international tourists. Sled dog and reindeer safaris are usually among the top 10 things to do in Lapland. Last year sled dog safaris overcame snow mobile safaris as the most popular winter activity. Snow mobiles were on the top since its introduction in the late 1980s. Now sled dog safaris are in and growing very fast.
The organization and execution of these safaris demand trained staff who knows how to work with the animals. In Lapland, there are around 2000 tourism workers working directly with animals. The work may included safari guiding, feeding, taking care of the animals as well as their shelters. As a result, the lives of these workers and animals are closely interrelated. We have estimated the number of animal working in tourism to be around ten thousand. Approximately 70 per cent of them are huskies and 15 per cent reindeer. These two animal species work mainly in the winter season. Animal welfare is one of the issues that need to be considered in a fast growing Lapland tourism industry.
The concept of animal work
Kendra Coulter just published a book called “Animals, Work and the Promise of Interdisciplinary Solidarity”. She uses the concept of animal work as framework to critically evaluate the work done with, by and for animals. In the book, Kendra challenges the reader to reflect on work involving animals and its implications for both human and animal well-being. In particular, she draws attention to the connections and differences between work performed by people and animals. Although we recognize that human and animal workers are connected, their situation is not similar. For example, animal workers do not have a choice about what they do and where they work. Also, as Kendra points out, laws and policies are in place to better protect people at work. There is lack of legal infrastructure for governing animals’ working lives. If you are interested in human-animal labor relations, this book should be part of your book shelf collection.
The conference track on animals and tourism invited discussions on the interaction between people and animals in tourism settings. As such, it aimed to draw attention to the growth of animal-based tourism activities, the spectrum of tourists’ perceptions of animal attractions and examples of poor and good practice.
There were six presentations in the track. Three of them were delivered by Animal Tourism Finland researchers. Indeed, Tarja Salmela, Mikko ÄijäläandJ.C. García-Rosell presented a paper titled “Insights into the Certification of Animal Welfare in Tourism”. The presentation was based on the results presented in the report “Quality Monitoring Practices in Animal-Based Tourism”. In his presentation “Animal Agency in Tourism: Sled dogs in Finnish Lapland”, Mikko Äijälä discussed the role and agency of sled dogs in a tourism context. J.C. García-Rosell and Prof. Philip Hancock (Essex Business School) presented a paper titled “Christmas Tourism and the Cultivation and Symbolism of Lapland’s Reindeer”. The paper offers some reflections on the emergence of the Lapland reindeer as an economic resource, both as a carnally appropriated raw material, and as a mythical beast of Christmas folklore.
Prof. Susanna Curtin presented a paper titled “Morally torn but aesthetically persuaded: Why zoos are still attractive”. Her presentation drew attention to the current attitudes of tourists towards animal-based attractions such as zoos and marine parks. Rie Usui (Hiroshima University) delivered a presentation called “Investigating animal ethics and wildlife management issues at a nature-based tourism setting”. Her presentations offers moral reflections on current wildlife management practices implemented in Yakushima Island, Japan. Also Clare Jenkinson (ABTA Senior Destinations & Sustainability Manager) took part in the track by given a presentation on ABTA policies and actions concerning animal-based tourism. If you would like to read more about the presentations included in the track, please check out the conference proceedings.
Sustainability in practice: TUI and ABTA
In the conference, there was also a track focusing on practical implementation of sustainability. TUI and ABTA were two of the tourism organizations represented in this track. Clare Jenkinson (Senior Destinations & Sustainability Manager, ABTA) offered an overview of the work done by ABTA concerning sustainability issues. She also emphasized the role of partnerships with destination governments in promoting more sustainable practices. Similarly, Jane Ashton (Director of Sustainable Development, TUI)talked about how TUI is tackling sustainability in a globalized tourism industry. She drew especial attention to TUI sustainability strategy for 2020 “Better Holidays, Better World” and how it has been driven by company values, investors, consumers and other stakeholders.
Visit to ABTA
After the conference, Animal Tourism Finland headed to London to meet Hugh Felton (Senior Sustainable Tourism Executive) and Clare Jenkinson (Senior Destinations & Sustainability Manager) at the ABTA headquarters. The meeting was an excellent opportunity for sharing experiences on animal-based tourism. Indeed, we were able not only to tell about our work in Lapland, but also to familiarize ourselves with ABTA’s initiatives. One of them is The Global Welfare Guidance for Animals in Tourism, which are available to ABTA Members and their suppliers. So, if your company is doing business with an ABTA member, you can have access to these guidelines. You just have to ask your ABTA client to make them available to you.
The ABTA Animal welfare guidelines consist of six manuals which provide a set of minimum requirements designed to assist in improving animal welfare as well as phasing out poor practice. For animal-based tourism companies in Lapland, the manuals focusing on working animals and wildlife viewing are the most interesting ones. For example, the manual on working animals includes some welfare criteria for sled dogs. Through the animal welfare guidelines, ABTA aims to make sure that animals used in tourism are treated humanely, with respect and in accordance with transparent and robust animal welfare standards.
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.
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”.
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.
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.
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.
In the video below, Ranua Zoo’s Curator Mari Heikkilä tells briefly about EAZA membership, its benefits and how it contributes to animal welfare. She also discusses the challenge of measuring and assessing animal welfare in practice. Finally, she explains what other animal welfare certifications could learn from EAZA.
Insights into quality certifications including animal welfare criteria
One of the objectives of the project “Animals and Responsible Tourism” was to examine quality standards including animal welfare criteria. To that end, we conducted an evaluation of a wide range of both national and international certifications and quality labels. Furthermore, we interviewed five certified animal-based tourism service providers. The service providers interviewed operate in Canada, Iceland, Finland and Sweden. They offer services such as whale watching, dog sledding and horseback riding. The study helps understand how animal welfare is considered in existing tourism quality standards. It also offers insights into the benefits of these standards for the operation of animal-based tourism companies. The results of the study can be found in the report “Quality monitoring practices in animal-based tourism” (see below).
In the video below, Tarja Salmela-Leppänen offers an overview of the content and main highlights of the report. The video is meant to serve as an introduction to the report.
We have been looking for experts to collaborate with our research team and the tourism companies involved in the project “Animals and Responsible Tourism”. Together with animal welfare and responsible tourism experts, we will focus on the development of criteria for the ethical treatment of animals used in tourism in the Arctic region. We are doing this in close collaboration with the project “Animal Welfare in Tourism Services”. We will invite a selected group of experts to join workshops, meet the project companies, and engage in knowledge exchange about animal welfare in relation to responsible tourism. This group of experts will definitely complement our tourism research expertise and help us to work towards the project objectives. Furthermore, responsible tourism experts with practical experience will provide valuable insights into the value of animals in today’s tourism industry.
The Finnish Association for Fair Tourism
We were delighted to connect with Tytti McVeigh and Mia Halmén from the Finnish Association for Fair Tourism (FAFT). As a non-profit organization (NGO), FAFT takes a broad, global perspective on fair tourism. In so doing, it aims to promote responsible tourism by fostering dialogues about ethical choices when traveling. Moreover, FAFT aims to educate travelers and tourism operators about the principles of fair tourism. With FAFT’s expertise, we are able to gain further insights into the current recognition of animal welfare in global tourism. FAFT can also help us to identify existing challenges and opportunities for the development of ethical and quality criteria for animal-based tourism services. Indeed, FAFT has been involved in the development of eco-certifications.
The Finnish Centre for Animal Welfare
As representatives of The Finnish Centre for Animal Welfare (EHK in Finnish), Satu Raussi and Tiina Kauppinen are part of a network of animal welfare specialists in Finland. The Centre is funded by the Ministry of Agriculture and Forestry in Finland. EHK aims to improve and safeguard the welfare of animals through active stakeholder collaboration. The expertise of EHK, which is highly valuable for our project, is based on scientific research and knowledge. Indeed, Tiina and Satu can help us to understand animal welfare in general and in relation to tourism. In particular, we found their expertise to be essential for the development of criteria for the ethical treatment of animals in tourism. You can watch Satu’s and Tiina’s greetings in our post November 16, 2016.
Animal Welfare consultants
Essi Wallenius works as an animal welfare consultant. Her expertise is in quality monitoring, auditing and communication of animal welfare. Essi holds a broad working experience in animal welfare. She has work in research, public offices and project consulting services related especially to welfare of livestock. In addition to her animal welfare expertise, Essi also has a wealth of experience in animal welfare communication. Indeed, Essi holds knowledge in responsible communication and marketing related to animal welfare. This knowledge is relevant for the development animal welfare communication strategies in the tourism industry.
We are really looking forward to starting our collaboration!
Text: Tarja Salmela-Leppänen, Mikko Äijälä & José-Carlos García-Rosell
What kind of moral, economic and cultural values are related to other animals than humans? How do the values given to animals influence the way they are treated? These questions were addressed in the Finnish Human-Animal Studies seminar “Valuable Animal”. The seminar is organized every year by the Finnish Society for Human−Animal Studies – a society promoting research on human−animal relations in social sciences and humanities in Finland. The seminar was held in the House of Science and Letters in Helsinki on April 24th and 25th. It invited researchers across Finland to discuss the value of animals in contemporary society. The abstracts of the seminar are available here (in Finnish). Animal Tourism Finland was there to present findings from studies conducted in the projects “Animals and Responsible Tourism” and “Animal Welfare and Tourism Services”.
Seminar key notes
Animal welfare in the market
Minna Kaljonenfrom the Finnish Environment Institute started the seminar with a key note focusing on the evaluation practices of animal welfare in the marketplace. Although the focus was on farm animals, her speech reflected some of the practices used to evaluate the welfare of animals working in tourism. Kaljonen argued that animal welfare cannot be considered as ‘singular’ and its evaluation as straight-forward. Indeed, animal welfare is evaluated differently in different types of markets. Furthermore, she stressed that to understand and enhance animal welfare in consumer markets we must turn towards the market to explore it instead of simply criticizing it.
Emotions, attention and affective animal ethics
The second day of the seminar started with philosopher Elisa Aaltola’s key note on emotions, attention and affective animal ethics. In her speech, she drew attention to animal ethics as a discussion dominated by the rational tradition. The affective turn, which has been recognized in multiple fields of study, challenges rational thinking by stressing the role of emotions – such as anger, guilt, fear and disgust – in moral philosophy. Together with cultural stereotypes, which influence the way we related to other animals, emotions form the basis for intuition and moral deliberation. At the same time, she explained how attentiveness provides a means to declare to ourselves, and to others, what emotions we wish to enhance. In fact, affective moral agency offers an opportunity to promote empathy towards all types of animals.
Animal Tourism Finland’s presentations
Next a short overview of the presentations delivered by the Animal Tourism Finland research team.
[Humananimal] – disrupting the boundaries
Tarja Salmela-Leppänen gave a presentation titled “[Humananimal] – disrupting the boundaries (and the potential within)”. In the presentation, she drew attention to the deep, moral problem in the creation of an exclusionary boundary between human and non-human animals. She also stressed the vastly unrecognized agency of more-than-human animals in organizational inquiry. This boundary has led to neglecting non-human organizational members or even reducing them to mere economic resources. This boundary has far-reaching consequences as it shapes the way more-than-human animals are treated and considered in society. With the help of a visual presentation, Salmela-Leppänen gave room for the recognition of the animality within us. By acknowledging humans as animals, she questioned premises that may justify the privilege of one type of animal over other.
The value of animals in Lapland tourism
Mikko Äijälä, JC García-Rosell and Maria Hakkarainen presented “The Value of Animals in Lapland Tourism”. The presentation offered preliminary findings from interviews conducted with animal-based tourism companies and destination marketing organizations in Lapland. The study shows that the value of animals is discussed in relation to different tourism practices such as animal care, customer safety, animal welfare expertise, the law and tourism marketing. In addition, the value of animals is stressed when companies compare their animal welfare practices to the practices of other companies or destinations. By viewing animals as individuals, certain types of values are attached to them. In general, the presentation showed how intrinsic and instrumental values are emphasized in talks about animals used in tourism.
As a whole, we think that the conference provided a valuable opportunity to network with researches across Finland with expertise in societal animal studies. The Animal Tourism Finland research team is eagerly waiting to participate in the first international Human-Animal Studies conference to be held in Turku, Finland in 2018. In the video below, Salmela-Leppänen offers a brief overview of the seminar.
Text: Tarja Salmela-Leppänen and José-Carlos Garcia-Rosell
In this post, we provide access to an article referring to the project “Animal and Responsible Tourism” and its sister project “Animal Welfare in Tourism Services” in Koiramme– a dog magazine published by the Finnish Kennel Club. The article was written by Antti J. Leinonen and published in Finnish in the April numero, 2017. The article is based on interviews with members of both projects, the owners of Arctic Borealis husky farm and a veterinarian working for the Lapland Regional State Administrative Agency (Aluehallintovirasto).
The article titled “Tourism Boom doesn’t come at the expense of huskies’ welfare” draws attention to the importance of sled dogs and their welfare in a growing tourism industry in Lapland. In particular, huskies are very popular among tourists. As the number of tourists grows so will the number of sled dogs. It is not surprising that many husky farms have doubled their turnover during the last winter season. Animal welfare is an issue of global concern. Large tourism companies like TripAdvisor and TUI have recently taken concrete steps to address these concerns. Husky companies in Lapland know that the welfare of their animals is essential in both operational and strategic terms. The interest in animal welfare is not an issue that only concerns western tourists, but also tourist from rapidly growing markets such as China and Singapore. Tourists’ concerns about animal welfare are for real and will not go away.
To get access to the whole article (in Finnish), just click on the English title above.
Buy products made by fairly paid workers. Take the vegan challenge. Buy green energy. These calls for ethical consumption are growing louder and becoming more prominent in wealthy societies around the world. Ethical consumption can be defined as the practice of purchasing products and services produced in a way that minimizes social and environmental damages. At the same time, it refers to the act of avoiding products and services deemed to have a negative impact on society or the natural environment.
According to Dr. Maria Pecoraro from the University of Jyväskylä, ethical consumption embraces a variety of consumption tendencies related to global ecological and social concerns and values. Indeed, the themes related to ethical deliberations of consumption vary from human and animal rights to environmental issues. Furthermore, it is a way to question consumption-oriented lifestyle in general.
The target group of Visit Finland’s marketing activities consists of people who have traveled a lot and are looking for unique experiences. This target group is known as “modern humanist”. Travelers belonging to this category appreciate quality of life, nature and responsibility. In this view, it seems that the consumption practices of modern humanists are driven by personal values, beliefs and life-views. In fact, we can see a clear connection between modern humanists and ethical consumption.
Who are the ethical consumers?
According to Visit Finland, modern humanists come from countries such as Great Britain, Germany, Italy, France, USA and China. But do we know what are their values and beliefs? What role do these values play in their daily consumption practices? What are their attitudes towards animal-based tourism activities? We will address these questions in a video-ethnographic study conducted in close collaboration with our project partner Associate Professor Joonas Rokka from EMLYON Business School. In the study, we will not focus on modern humanists in general, but look at modern humanists who consider themselves as ethical consumers. To that end, we will focus on four countries, USA, Great Britain, France and China.
Fieldwork just started!
With a beautiful Spring weather, we launched the video-ethnographic fieldwork in April. On April 5, we were in Hetta Huskies and on April 6, we visited Harriniva in Fell Lapland. During our visit, we took part in husky and reindeer safaris. On April 8, we visited Northern Gate Safaris in Rovaniemi. We have conducted several interviews and observed production and consumption practices in the respective companies. We collected data mainly through video. During the next months, we will continue the fieldwork in different locations. So stay tuned for more updates!