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  • How Tourist Preference and Satisfaction Can Contribute to Improved Welfare Standards at Elephant Tourism Venues in Thailand

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    Author(s)
    Flower, Emily K
    Burns, Georgette Leah
    Jones, Darryl N
    Griffith University Author(s)
    Jones, Darryl N.
    Burns, Georgette Leah L.
    Year published
    2021
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    Abstract
    Consumer satisfaction and preference can be integral in influencing and solidifying change in user-driven industries such as tourism. High satisfaction rates are imperative to the continual success of a venue as satisfaction determines the likelihood of repeat business and positive recommendations to friends, family and online review forums. Tourist preference for ecocentric tourism venues, over anthropocentric ones, appears to be increasing in elephant tourism venues (ETVs) in Thailand. To explore this, we visited twelve ETVs in Chiang Mai, Thailand, and compared the preferences and satisfaction of tourists who visited ...
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    Consumer satisfaction and preference can be integral in influencing and solidifying change in user-driven industries such as tourism. High satisfaction rates are imperative to the continual success of a venue as satisfaction determines the likelihood of repeat business and positive recommendations to friends, family and online review forums. Tourist preference for ecocentric tourism venues, over anthropocentric ones, appears to be increasing in elephant tourism venues (ETVs) in Thailand. To explore this, we visited twelve ETVs in Chiang Mai, Thailand, and compared the preferences and satisfaction of tourists who visited riding and non-riding venues toward the use of captive elephants in an entertainment setting. We found that tourists visited riding and non-riding ETVs for similar reasons, primarily due to recommendations from friends and reviews, and because the venue had a good reputation. Tourist preference for higher welfare standards was observed at venues where participants directly observed poor treatment of the elephants. Tourist satisfaction may be impacted by higher elephant welfare standards; therefore, tourists have the ability to influence the elephant tourism industry by demanding better living conditions for elephants and only financially supporting ETVs with higher welfare standards.
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    Journal Title
    Animals
    Volume
    11
    Issue
    4
    DOI
    https://doi.org/10.3390/ani11041094
    Copyright Statement
    © 2021 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
    Subject
    Environmental management
    Animal welfare
    Zoology
    Animal production
    Publication URI
    http://hdl.handle.net/10072/403673
    Collection
    • Journal articles

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