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  • Private conservation funding from wildlife tourism enterprises in sub-Saharan Africa: Conservation marketing beliefs and practices

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    BuckleyPUB6238.pdf (210.5Kb)
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    Accepted Manuscript (AM)
    Author(s)
    Buckley, Ralf
    Mossaz, Alexa
    Griffith University Author(s)
    Buckley, Ralf
    Year published
    2018
    Metadata
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    Abstract
    Conservation finance in many African countries relies heavily on tourism. Some commercial tourism companies provide substantial funding for private reserves, communal conservancies, and public protected areas, and for anti-poaching, breeding, and translocation programs. They also provide local employment, which generates community support for conservation. To generate funds, they must attract clients. This relies on marketing, which we analysed using staff interviews, marketing materials, and client comments. We found that they market: wildlife viewing opportunities first; luxury and exclusiveness second; and conservation ...
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    Conservation finance in many African countries relies heavily on tourism. Some commercial tourism companies provide substantial funding for private reserves, communal conservancies, and public protected areas, and for anti-poaching, breeding, and translocation programs. They also provide local employment, which generates community support for conservation. To generate funds, they must attract clients. This relies on marketing, which we analysed using staff interviews, marketing materials, and client comments. We found that they market: wildlife viewing opportunities first; luxury and exclusiveness second; and conservation projects third. They focus on flagship species such as the African big cats, and they market directly to tourists, and to specialist rather than generalist travel agents. In their view, conservation projects influence purchases significantly for some clients, but not for the majority, nor for travel agents. Therefore, maximum contributions to future conservation finance can be achieved through differential marketing to these two groups. Mainstream marketing is targeted at tourists who want the best wildlife viewing in the greatest comfort. Conservation marketing is targeted at tourists who purchase products that contribute to conservation. If these tourists were identified during marketing and booking, then conservation tourism enterprises could notify conservation trusts to seek donations.
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    Journal Title
    Biological Conservation
    Volume
    218
    DOI
    https://doi.org/10.1016/j.biocon.2017.12.001
    Copyright Statement
    © 2018 Elsevier. Licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International Licence which permits unrestricted, non-commercial use, distribution and reproduction in any medium, providing that the work is properly cited.
    Subject
    Environmental Sciences not elsewhere classified
    Environmental Sciences
    Biological Sciences
    Agricultural and Veterinary Sciences
    Publication URI
    http://hdl.handle.net/10072/379845
    Collection
    • Journal articles

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