Wildlife Tourism
ZHANG Qingfang, XU Honggang
Sustainable wildlife tourism can be achieved by protecting endangered species while maintaining high tourist satisfaction and ensuring meaningful tourist experience. As a deep emotional experience, the sense of awe can create vivid memory for tourists and enrich their meaningful experience. It also inspires deeper concern and respect for specific and even all wildlife species encountered. Therefore, ensuring tourists’ awe experience tend to be an important part of the sustainable development of wildlife tourism, which deserves more attentions from researchers. Rather than making a ground-breaking innovation, this study attempts to give some descriptive understanding of the 4 dimensions under awe experience: sense of time, connection, vastness, and accommodation. Taking elephant tourism in Sri Lanka as an example, three cases including Udawalawe National Park, Elephant Transit Home, and Pinnewala Elephant Orphanage were chosen to conduct quantitative research. Methods such as independent sample T-test and one-way ANOVA were used to analyze the mean differences of awe experience among groups of tourists with different demographic characteristics or travel behavior characteristics. The results show that most tourists have strong awe experience, but there are certain differences among tourists. In general, women, middle-aged people, tourists with higher education or a specific cultural connection to elephants are more likely to experience higher sense of awe. The sense of vastness and accommodation experienced by Asian tourists, especially those from Sri Lanka and India, is significantly higher than that of tourists from the West. And the sense of accommodation experienced by tourists visiting Pinnewala Elephant Orphanage is significantly higher than that of tourists visiting Elephant Transit Home.