Di Minin et al. (2013) show that, at least for big‐game watching in KwaZulu‐Natal in South Africa, wildlife tourists are not all the same. Different tourists want to see different wildlife species. Some want to see adult males; others want to see family groups. Some want to see everything in one place; others are prepared to travel. Previous studies at this level of detail have focused only on single species, such as polar bear Ursus maritimus (Lemelin, 2006).

A number of Di Minin et al.'s results confirm accepted beliefs in the wildlife tourism industry. For example, big cats are the key for almost all tourists; African wild dog Lycaon pictus are also important, especially in packs; and African buffalo Syncercus caffer are not in such demand as other Big Five species. Inexperienced tourists pursue the Big Five before anything else; whereas, more experienced tourists have wider interests. Some tourists are cash‐rich but time‐poor, whereas others are time‐rich but cash‐poor. Many South African domestic tourists are keen birders. Domestic tourists are older, on average, than international visitors. These results are not unexpected. Several results raise interesting questions. Few respondents picked the ‘neither’ option in the choice experiment. The authors recorded these as protest votes, and ignored them. Perhaps, however, this could simply reflect the range of prices included in the choice cards. If the uppermost price had been higher, then presumably, more of the respondents would have rejected it. So perhaps this may show that people value wildlife sightings more highly than anticipated?