Purpose The purpose of this paper is to postulate that the technique of Importance-Performance Analysis (IPA) is currently underutilised in visitor management studies reported in the peer-reviewed marine wildlife tourism (MWT) research literature. Further, this paper provides insight into how IPA could inform future research and management of tourism experiences at marine wildlife destinations. Design/methodology/approach This paper synthesises learning gained from the natural area tourism and recreation literature that report the application of IPA in MWT and insights from a recent study at the Dolphin Discovery Centre in Bunbury, Western Australia. Findings Although currently underutilized in MWT research, IPA is a relatively straightforward, easy to interpret, and, if correctly applied, a powerful tool that managers and researchers can employ to investigate and enhance visitor satisfaction in the short-term and for longer-term sustainability of the industry through visitor-informed tourism management. Originality/value Having identified the opportunity to enhance visitor experiences, site management and target species welfare through increased IPA research, this review provides a plain language introduction to the application of IPA and direct access to comprehensible academic discourses and exemplars for the technique. Moreover, in light of increasing tourism demand, IPA can assist in determining management options for the future.

The first two decades of the 21st-century have seen the emergence of the modern citizen science movement, increased demand for niche eco and wildlife tourism experiences, and the willingness of people to voluntarily share information and photographs online. To varying extents, the rapid growth of these three phenomena has been driven by the availability of portable smart devices, access to the Web 2.0 internet from almost anywhere on the planet, and the development of applications and services, including social media/networking sites (SNSs). In addition, the number of peer-reviewed publications that explore how text and images shared on SNSs can be data-mined for academic research has surged in recent years. This systematic quantitative review has two goals. The first goal is to provide an oversight of how the photographs that ecotourists share online are contributing to wildlife tourism research. The second goal is to promote the emerging photovoice technique as a theoretical context for social research based on the photographs and comments that ecotourists share on SNSs. From the perspectives of community benefits, conservation behaviours, and environmental education, there are many similarities between authentic ecotourism experiences and quality ecological citizen science programs. Much of the literature regarding the theory and practice of citizen science reports on the difficulties of attracting, training, motivating and retaining community members. The synthesis of this review is that crowdsourcing wildlife and tourism data from comments and photographs that ecotourists share on SNSs is a credible method of research that provides a self-replenishing pool of citizen scientists.

This pilot study explores the potential of using a citizen science approach for sourcing volunteered geographic information via social media to research wildlife tourism interactions with endangered Borneo Pygmy Elephants on the lower Kinabatangan River in Sabah, Malaysia. Such information is critical if the lower Kinabatangan region is to achieve the United Nations Sustainable Development Goals through a sustainable tourism industry based around viewing the pygmy elephants. Guests and guides from the Sukau Rainforest Lodge were encouraged to become close-range remote sensors by sharing geotagged photographs of pygmy elephant sightings on Flickr. A ten week on-ground trail generated 247 photographs shared by 17 individual contributors with approximately two-thirds (65%) of photographs being georeferenced for the time and location of the elephant sighting. Plotting those sighting to explore the vegetation matrix (i.e. remnant forest or oil palm plantation) showed almost three-quarter (73%) of the sightings occurred within 1 km of an oil palm plantation. Of greater concern is that one in two sightings (50%) along the river occurred within the 500 m of an oil palm planation, which is inside the riparian buffer that the Sabah Government recommended for conservation of the elephants in their Lower Kinabatangan range. This study therefore demonstrates proof of concept for this research method and its further application at the nexus of wildlife conservation and sustainable ecotourism research.

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