Towards good animal-based tourism practices in Lapland

Launching the process of action and research

In August 2017, we started an action research (AR) process that aims to produce and disseminate good practices concerning animal welfare. The focus is mainly on sled dogs, reindeer and horses. To that end, we invited our project companies to engage in a dialogue with each other and other stakeholders. Indeed, we want to create a fertile ground for the development of future animal welfare monitoring practices for the tourism industry in Lapland. The AR process consists of a planning, acting, observing and reflecting phase that will be implemented between August 2017 and April 2018. We illustrate the AR process and multi-stakeholder dialogue in the images below.

 

Small workshops on sled dogs, reindeer and horses

As the first step of the AR process, we invited the project companies to join a small workshop to discuss about animal welfare in relation to their own operations. In total, we organized four small workshops during August-October 2017. We divided the workshops according to animal species. Indeed, two workshops focused on sled dogs, one on reindeer and one on horses. The workshops took place in Muonio, Rovaniemi and Kuusamo. The discussions in the workshops were guided by – but not limited to – three main themes: information sharing, monitoring and the link between employees’ well-being and animal welfare. We identified these themes during previous studies conducted in the project. We audio-recorded all meetings. Then, we carefully examined and summarized the discussions from the meetings into a report.

 

Photos: JC García-Rosell & Tarja Salmela

Large workshop with companies and external experts

As second step of the AR process, we organized a large workshop in Rovaniemi on October 21, 2017. We invited the project companies and and key stakeholder representatives to join us in the event. The aim of the large workshop was to discuss the outcomes of the small workshops and receive feedback from stakeholders with expertise in animal welfare and responsible tourism. Indeed, we counted with the participation of representatives of two international tourism companies: Meike Witt (Exploring Iceland) and Vicki Brown (Responsible Travel). Also Satu Raussi (The Finnish Centre for Animal Welfare) and Kati Pulli (Finnish Federation for Animal Welfare Associations) joined us to share their expertise on animal welfare. Finally, Mia Halmén (The Finnish Association for Fair Tourism) took part in the workshop as a responsible tourism expert. Before joining the workshop, these representatives read the report from the small workshops.

What next?

In the workshops, we were able to exchange ideas and views on how and what kind of practices should be developed for monitoring the welfare of sled dogs, reindeer and horses. In the next months, we will focus on developing a set of guidelines for animal welfare communication and questions for auditing animal welfare in tourism companies operating in Lapland. Furthermore, we will use these guidelines for performing animal welfare auditing simulations in some of the project companies. Meike Witt already helped us to develop questions for assessing the animal welfare practices of horse stables. We will keep reporting on the AR process. So stay tuned!

In the video below, Tarja Salmela and Meike Witt send some greetings and briefly tell about the work done so far.

 

 

Text: J.C. García-Rosell

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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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