This paper delves into the ethical dimensions and public perceptions surrounding dolphin tourism, both seeing them in the wild and in the marine park. Using a comprehensive analysis of social media data over seven years, we focus on dolphins as a central element of marine mammal tourism, investigating how digital narratives shape tourist attitudes and behaviours towards these intelligent creatures. Informed by a multi-method data analysis approach, this study reveals an “echo chamber” effect in social media, perpetuating selective exposure to information that aligns with visitor motivations: hedonism, relevance and reverence. The theoretical contributions of this research extend the existing literature on wildlife tourism by offering a deeper understanding of how public sentiments towards animals in tourism settings evolve and influence tourism practices. The finding underscores the need for informed, ethical communication strategies that consider the complex interplay of entertainment, education, and conservation in wildlife tourism.