Millions of travelers share their experiences trough social media. Data generated online can take various forms (e.g. comments, reviews, blog posts, tweets, pictures, videos and vlogs). This type of data is usually referred to as user-generated content or traveller-generated content.
If we consider the amount of user-generated content, social media becomes a valuable source of information for understanding consumer values. As a growing public discussion, animal welfare in tourism is well-represented in social media.
We identified 208 reviews in TripAdvisor and 113 pictures and 30 videos in other social media channels. As a result, we can position TripAdvisor as one of the leading social media channels for discussions about animal-based tourism in Lapland. Tourists write the reviews to share their experience and often comment on the quality of life of working animals in Lapland.
Animal welfare in the spotlight
Animal welfare was the largest topic of discussion identified in the study. We identified a total of 331 comments related to the welfare of animals such as sled dogs and reindeer. Nevertheless, we should stress that most comments focused on sled dogs. We found out that discussions on animal welfare focused on a wide range of issues related to the life and treatment of animals. For example, we identified discussions revolving around issues such as care, health, work, chains, animal facilities, ethics and the retirement of animals.
With our study, we show that tourists using animal-based tourism services pay a lot of attention to different aspects of animal welfare. Although we can see a general interest in how animals are treated, tourists were also concerned about their working conditions and their future retirement. Tourists, who were more concerned about animal welfare, contacted the companies directly. Indeed, they did careful online research before booking the service.
If you want to know more about the study, you are warmly welcome to read the full report HERE.
Studying the views of Lapland tourists on animal welfare
During June 2016 and February 2017, we conducted a study aiming to explore the attitudes of Lapland tourists towards animals and animal-based tourism. To that end , we use a semi-structured survey based on cluster sampling. Data collection took place in Rovaniemi and mostly in the premises of the Rovaniemi Airport. We focused mainly on the departures of charter flights. In that way, we were able to get a representative sample of the tourists coming from the most important target markets of Lapland. We selected the respondents randomly. We conducted the survey in six different languages: Finnish, English, German, Russian and Mandarin. A total of 601 tourists from more than 20 different countries participated in the survey. The study was part of the project “Animal welfare in tourism services”.
How important animals are to Lapland tourists?
We found out that animals play an important role in attracting people to Lapland. Indeed, 68% of the tourists surveyed said that animal-based tourism activities were an important reason for visiting Lapland. We also found out that 83% of the tourists were concerned about the rights and treatment of animals in today’s society. This finding is consistent with the results of the Eurobarometer on animal welfare 2016. According to it, 89% of European citizens believe that there should be an EU-legislation that obliges people to care for animals used for commercial purposes. The majority of tourism considered that animals should not be maltreated under any circumstances. Only few respondents saw animals as tourism objects that should be always visible and easy to photograph.
In addition, we found out that the staff and marketing channels of animal-based tourism companies play a important role in providing information about animal welfare. Also the respondents stressed the role of local tourism information offices in communicating about animal welfare. If you are interested in reading more about the study, you can access the full report HERE. Although we can say that the majority of Lapland tourists are concern about the welfare of animals working in tourism, we could identify a group of customers that are particularly concerned about the issue. We call this group “ethical consumers”. We have conducted interviews with them to study their values and how they influence their tourism consumption. In addition, we have conducted a social media analysis focusing on animal welfare in Lapland tourism. We will publish these studies in the coming months.
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)
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.
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 Aamulehti (Finnish newspaper). The article “Animals have enormous value in tourism” was written by José-Carlos García-Rosell and Tarja Salmela and published in Finnish in the June 11, 2017. The article was triggered by our reflections after participating in the Finnish Human-Animal Studies seminar “Valuable Animal” organized by the Finnish Society for Human−Animal Studies in April 2017.
In the article, we draw attention to the value of animals for the tourism industry. For example, we draw attention to the fact that the brand of many destinations are based on animals such as a bull (Spain), reindeer (Finland), panda (China) and Kangaroo (Australia). Also tourism companies used animals as part of their brand value. Moreover, animals play an essential role in the travel experiences of many tourists. A trip to Africa are usually associated to a safari. Similarly, when thinking of Iceland, one think of whale watching or horseback riding.
Tourists are not indifferent to the treatment of animal used in tourism. More and more tourists are interested in the well-being of the animals they get in touch with. Indeed, Animal welfare is a growing concern in the tourism industry. Global tourism companies like TUI and TripAdvisor have already taken these concerns seriously and are working towards better animal welfare practices in the tourism industry.
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.
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!
This post and the video below are based on the article “Literature Review: Animals as part of Tourism” – an outcome of the project “Animal Welfare in Tourism Services”. The article was published in Finnish in the Finnish Journal of Tourism Research. The study was conducted by Mikko Äijälä, JC García-Rosell and Minni Haanpää. “The main objectives of the literature review was to gain a better understanding of human-animal encounters in tourism studies.”
Animals in Tourism
Animals play a key role in the creation of tourism and leisure experiences. They have become icons and symbols of destinations around the world. Tourism is another significant industry that has turned animals into organizational resources to achieve economic goals. It is not surprising that concern for animal rights and welfare has been growing among tourism scholars and the public in general. From this perspective, tourism offers an excellent empirical context for the theoretical problematization of human-animal encounters.
Searching for animal-related tourism studies
We conducted a search in a data based called Hospitality & Tourism Complete in order to identify tourism and hospitality studies focusing on animals. To that end, we used the search word “animal*”. We were able to identified a total number of 77 relevant articles. We complemented this sample of articles with other literature sources (e.g. books, dissertations). We found out that most of the studies were published between 2000 and 2016.
Three main research perspectives
Through the review, we determined that human-animal encounters in tourism studies have been discussed from three major perspectives:
Ethical perspective: This perspective deals with the moral deliberation about the use of animals in tourism. Three ethical theories are highlighted: Eco-centrism, utilitarianism (animal welfare) and animal rights.
Consumer perspective: This perspective approaches animals from the point of view of tourists. This stream of literature focuses on the attitudes towards animals, the role of animals in creating tourism experiences and the educational value of animal encounters.
Management perspectives: This perspective focuses on the management of spaces inhabited by animals (e.g. zoos, national parks, wildlife areas). It also draws attention to the coordination of different activities (e.g. hunting, bird watching, hiking) within the same physical space.
In general, most studies have focused on evaluating the role of animals in the production of different tourism experiences, as well as their rights and welfare in relation to the work they perform. These studies were located in Asia, Africa and Australia. Zoos and wildlife have also been a popular research focus. Few studies have examined animal agency as a part of human-animal tourism encounters. Also few attention has been given to the animal-based activities in a Nordic context.
This is the fifth webinar of the project “Animals and Responsible Tourism”. In the webinar Tarja and Mikko tell about the last updates of the first phase of the project (work package 1, certifications), which is coming to an end. Then, Minni and Tarja offer an overview of the work ahead in the second phase of the project (work package 2), which will focus on consumer values in relation to the use of animals in tourism.
This is the fourth webinar of the project “Animals and Responsible Tourism”. In the webinar Tarja and Mikko talk about the value of animal welfare certifications for animals, tourism companies and tourists. The webinar is based on preliminary results from a series of interviews conducted with representatives of certified tourism companies. The webinar was broadcasted from the banks of the frozen Kemijoki river in the city of Rovaniemi, Finland on November 30, 2016.
Next webinar will be on December 15, 2016 at 1pm (EET)!