Dissertation Read Only

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Introduction:
This research is conducted in collaboration with the North Wales Wildlife Trust (NWWT). In recent
years applications for funding and grants needed to support NWWT’s ongoing conservation work
have become increasingly difficult to secure from both the government and private organisations.
Therefore, alternative methods of generating income for NWWT need to be explored. As North
Wales having an abundance of natural assets including wildlife and an established tourism market,
it makes sense for NWWT to utilise these existing assets to generate their required income through
wildlife tourism. NWWT currently protect, maintain and restore 720 hectares of land across 34
reserves, they rely heavily on grants and donations to carry out this work, and are currently only
generating small amounts of revenue independently. It is with this view that this research will focus
on understanding social and economic behaviours of local wildlife tourists, and the potential of
visitors at NWWT reserves to generate income for the Trust. This will be achieved through
quantitative and qualitative methods including surveys and semi-structured interviews. Semi
structured interviews will be undertaken with staff from NWWT to gain a better understanding of
their views as a stakeholder within the tourism industry. A survey with a local wildlife attraction will
also be used to quantify visitor information such as demographics, motivations, and average spend
at wildlife sites and attractions. This knowledge will then be used to create a ‘profile’ of wildlife
tourists that visit the North Wales area, and will subsequently discussed and evaluated to determine
the implications it may have for NWWT.
Wildlife tourism is usually considered to be a branch of nature tourism and eco-tourism. Nature
tourism can be defined as being the viewing of nature, mainly the observation and/or study of biotic
(living) and abiotic (non-living) components of the environment (Newsome et al, 2005). Wildlife
tourism is specifically concerned with viewing or encountering wildlife in a range of settings,
including captive, semi-captive, and wild. Additionally, wildlife tourism can be split into two
categories (Higginbottom, k. 2004):

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 Consumptive:
 Fishing
 Hunting
 Non-Consumptive:
 Viewing
 Photography
 Feeding
It is important to note that many literature sources do not specifically refer to ‘wildlife tourism’, but
rather use terms such as eco-tourism, rural tourism and nature-tourism which often cover (aspects
of) wildlife tourism, which is considered by many as a branch of eco/nature tourism. The research
carried out in this dissertation is mainly concerned with non-consumptive wildlife tourism as defined
by Higginbottom (2004), and is done in collaboration with the North Wales Wildlife Trust. There are
47 Wildlife trusts across the UK; each trust is an independent autonomous charity, whose prime
concern is the conservation of nature within its local area. All the wildlife trusts are part of the Royal
Society of Wildlife Trusts, who are a charity in their own right, but operate as an umbrella body for
the 47 wildlife trusts. The NWWT was founded in 1963, it currently maintains and cares for
approximately 34 nature reserves (across 6 branches) totalling around 720 hectares of land. The
NWWT’s focus is conserving habitats and species throughout the region, through engaging people
with their environment. It is becoming increasingly hard for organisations such as NWWT to
generate the funds needed to carry out their work. Many governments around the world are finding
the justification of public expenditure on parks and reserves increasingly problematic. As providing
financial support to such sites is seen to only benefit one segment of the population – the visitors.
Therefore, it is becoming more important for parks and reserves to become self-sufficient and
generate their own revenue through new strategies. This in itself presents new challenges as there
is statistical evidence between total direct income and number of visitors at reserves (Tye & Gordon,
1995). Sites which have more visitors are better financed, this is a self perpetuating loop; as better
financed reserves are better managed, and therefore attract more visitors. Research is therefore
needed to understand the wildlife tourism industry in North Wales in order for organisations to
independently generate much needed revenue. Findings of this research will have implications for
how NWWT themselves can create their own income.

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Literature Review
In order to set the context of this research I will firstly look into literature about the wider tourism
industry in Great Britain, then more specifically into wildlife tourism. Both national and international
markets within wildlife tourism will be explored, paying close attention to economic and social topics.
To understand how wildlife tourists can generate income for organisations such as NWWT, it is
important to know who wildlife tourists are in terms of their demographics, views and behaviours.
Comprehension of tourist expectations, motivations, and behaviours (such as patterns of spending)
is fundamental to organisations which are seeking to gain revenue from the wildlife tourism industry.
Once these factors are fully understood they can be utilised by organisations to create products
which are best suited to their target market, creating the potential for large economic opportunities
and rewards. This in turn will ensure the continual development and growth of the wildlife tourism
industry. In turn, people, wildlife, and the environment should experience an increase in the
associated benefits of having a thriving wildlife tourism industry.
Overview of the Tourism Industry in Great Britain
The Office for National Statistics (ONS) has published several reports on the economic value of the
tourism industry. The most recently available figures are for 2011. In Summary, 120.8 billion pounds
was spent by tourists in the UK: of which 43% was spent by UK residents on excursions without an
overnight stay, 20% was spent by UK residents enjoying an excursion followed by 1 night’s stay,
17% was spent by overseas residents on trips to the UK, and the remaining 20% was spent by UK
residents going on overseas trips.
Tourism Direct Gross Value Added (GVA) is a measure of the amount of ‘output’ from industries that
serve the tourism sector which is accounted for by expenditure and consumption by tourists. The
tourism directive GVA for the UK increased by 8% between 2008 and 2011 .Transport and travel
services generated the most output within the UK, followed by food and beverage services, and

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sports and recreational services. Tourism Direct GVA also increased in the accommodation sector
between 2008 and 2011, this was largely due to the increase in popularity of the ‘staycation’ where
people spend holidays within the UK rather than abroad. In a report by the ONS (2014); Wales
ranked first in 2011 in Tourism Direct GVA ratios (dividing the total demand by total supply in each
region), this shows that tourism is of strong economic importance in this region. Additionally,
Anglesey, Gwynedd, Conwy and Denbighshire where listed among the top 15 most important
tourism industries nationally (as well as others such as Blackpool and Cornwall).
During 2011 Wales attracted 879,000 international visitors spending £328 million. The Republic of
Ireland, France, Germany and USA were the four top generating countries for overseas tourism in
Wales. Of these, 42% of International visitors were on a holiday trip, 36% were visiting friends or
relatives and 16% were on business during 2011. In total there were approximately 10.6 million
overnight visitors to Wales spending nearly £ 2.1 billion.
International and National Wildlife Tourism
Internationally there are several countries which are at the forefront of nature tourism/eco-tourism;
Australia, Costa Rica, Tanzania, South Africa and New Zealand (Eagles, 2002). It can be assumed
that this largely due to the presence of large charismatic species, and the correct infrastructure and
management strategies needed to support a growing industry. Eagles (2002) suggest that the
success of wildlife tourism in these countries is down to influential government policies amongst
both the public and private sectors. These policies foster the development of nature-based tourism
through the provision of frameworks and policies. This has led to increase international visitations to
these countries, and the parks and reserves in these countries. Furthermore, it appears that nature-
tourism has created a circular phenomenon where increased visitation and education has led to the
desire for more parks and reserves, and thus more visitation and education.
On a national scale Scotland is perceived as being a premier wildlife tourism destination within the
United Kingdom, this mainly because it differentiates itself apart from other destinations through its

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unique landscapes and species. Habitats which can be seen in Scotland include mountains, lakes,
forests, lochs, lowland moors, coastlines, offshore islands, bogs and heaths. Charismatic species
found in Scotland include cetaceans, seals, otters, deer, birds of prey such as the osprey, seabirds,
inland birds, wading birds and ground nesting birds (Curtin, 2013). There are other destinations
within the UK which provide both unique habitats and species such as Norfolk, Yorkshire, and
Wales however they are not well marketed to the consumer, so receive less interest by international
and domestic visitors (ICRT,2010).
Wildlife Tourism in Wales
The Welsh Government publishes annual social research reports on behalf of Visit Wales; Visits to
Tourist Attractions in Wales 2012 and Visits to Tourist Attractions in Wales 2013. These reports
outline statistics on different attraction categories for 2013, 2012 and 2011. There are two
categories which could potentially fall under wildlife tourism; “country park, garden, other natural”
(CP) and “wildlife attraction” (WL).
2013 2012 2011
Country park, garden, other natural 2,888,432 3,544,959 4,970,812
Wildlife attraction 684,526 297,393 824,504
Total (p/a)= 3,572,958 3,842,352 5,795,316
Table 1

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A Quarterly review of visitor numbers to these two categories indicates that the periods April-June
and July-September have the most significant number of visitors compared to the rest of the year.
This coincides with the start of the British summer and school holidays. Simple calculations show
the average footfall for these ‘nature attractions’ (over six years) has been estimated at 4,093,198
visits. If the data from 2011 is removed due its ‘extreme’ values a more representative average can
be calculated; this is considered to be 3,752,774 visits per annum. Furthermore, the percentage
difference from the average can be calculated (see table below) this gives insight into the
‘performance’ of a given year compared to the average.
Type 2013 2012 2011 2010 2009 2008
Country park,
garden, other natural 2,888,432 3,544,959 4,970,812 3,373,271 3,611,371 3,327,095
Wildlife attraction 684,526 297,393 824,504 333,261 265,740 437,824
Total (p/a)=
3,572,958
3,842,352 5,795,316 3,706,532 3,877,111 3,764,919
incl.2011 ~-13% ~-6% ~+42% ~-9% ~-5% ~-8%
excl. 2011 ~-5% ~+2% ~+54% ~-2% ~+2% ~+0.5%
Table 2
0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
2013 2012 2011
Country park, garden, other
natural
Wildlife attraction
Graph 1

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The Visits to Tourist Attractions in Wales 2012 and 2013 list five nature reserves under CP. Nature
reserves within Wales had a total of 171,519 visits In 2012 which accounts for just over 4.5% of
potential ‘wildlife tourism’, and 173,830 visits in 2013 accounting 4.6% of wildlife tourism.
However this is a very small sample and is therefore unlikely to be representative of national visits
to reserves. The data from this report shows that Wales has a substantial demand for nature/wildlife
based tourism, it also shows that functional capacity of attractions is high.
Name of Reserve Hectares 2013 2012 2011
Conwy Nature
Reserve
TBC 76,649 72,837 88,996
Dingle Local
Nature Reserve
10 68,256 58,410 51,238
Gilfach Nature
Reserve & Visitor
Centre
165 1,982 1,786 N/A
Kenfig Nature
Reserve
700 12,165 20,877 24,002
RSPB Lake
Vyrnwy Nature
Reserve
TBC 14,778 17,609 N/A
Total(p/a)= 173,830 171,519
Table 3

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Wildlife tourism as part of Welsh economy
Wildlife is part of the environment, and the environment with all its natural resources contributes
significantly to economies. A study conducted by the Countryside Council for Wales and the
National Trust in 2001 estimated that the environment contributes 9% of total welsh GDP, supplying
approximately £8.8 billion worth of goods and services. Additionally, the environment accounted for
1 in 6 jobs in Wales equating to £1.8 billion in wages. The value of wildlife-based activity to the
Welsh economy was investigated by the Environment Agency Wales (2007), and the final report
found that there was a total output of £1,936 million with a direct output value of £1,426 million. The
report suggested that most of the output is linked to conservation management, hospitality, retail
and agricultural activities. Although many of these have an economically important role in terms of
the potential for ‘growth’ in wildlife-related economic activity, it is most likely the wildlife tourism
sector that plays the largest role. Increased development of the wildlife tourism sector could have
considerable ‘knock-on’ benefits, including increases in conservation activity and local employment,
particularly if it occurs in conjunction with investment in the protection and management of Wales’
natural (and wildlife) resources.
Wildlife Tourism as a Growing Market
There is compelling evidence that there is incremental growth within the nature tourism sector. The
World Tourism Organisation (UNWTO, 2006) places this growth as being up to 20% per annum.
Other literatures such as Curtin (2013) place this figure closer to 10%. This growth is likely to be
related to our increased awareness of environmental issues buffered by increased coverage by the
media. As our populations become more urbanised and people’s relationship with nature becomes
more diminished they are actively seeking trips that put them back in touch with nature and wildlife.
This has also led to a growing interest in wildlife conservation and subsidiary activities such as
gardening and wildlife photography (Curtin, 2013). Anticipated growth in this market will require a
strategic approach to its management. Tourism managers need to consider what wildlife tourism is,

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who wildlife tourists are and how different destinations can accommodate them. Although wildlife-
related activities may not be the sole purpose of a visit it provides a unique selling point for
attracting potential visitors .Effective management of this sector could potentially enhance the
existing domestic and international tourism product, as well as allow destinations to differentiate
themselves from others.
Harnessing the potential of wildlife tourism in North Wales
The success of a nature-based tourist location is dependent on two main factors; the quality of the
environment and the level of consumer service. Eagles (2002) suggest characteristics which are
important in driving this type of tourism includes; unique flora and fauna, diverse natural features,
and a diverse cultural heritage. Similarly, the ICRT (2010) believe the successful development of
the wildlife tourism industry in a particular area come down to a few key points:
 A variety of landscapes and habitats must be present and accessible
 A diversity of wildlife species over the four seasons is paramount , with one or more
charismatic species being present all of or part of the year
 A need for a few key sites with facilities, to attract the more casual wildlife viewer such as
young families
 The need for public and private sectors to form partnerships to provide ancillary services to
tourists and day visitors
 A management approach to future development that engages the public with wildlife
conservation
In addition to the above points a more business-like approach needs to be considered; a full
understanding of areas such as customer profile and expectations, product development, supply
and demand, management and marketing strategies will harness the potential of wildlife tourism. In
order for wildlife and environmental organisations to take a business-like approach to their

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operations they need to fully understand their market and product. A key figure for decision making
in businesses is product volume, it is therefore essential that data is thoroughly and effectively
gathered. If this is done correctly then the product can be sold in the right volumes at the right time
to the right market; capitalising on potential income. In order to achieve this many organisations
including those centred around reserves and parks may need to completely change their
management structure; by moving away from a government agency structure where there is a
hierarchical form of decisions making to a more parastatal management structure. Parastatals
function like corporations within government. This allows them to retain revenue from fees and
licences, retain any budget surplus at the end of the fiscal year, enforce pricing policies which better
reflect the cost of production, and allow for more flexible arrangements with corporate and non-profit
entities outside the government (Eagles, 2002).
Understanding the wildlife tourist profile and expectations
Before the development of a marketing programme aimed at consumers such as wildlife tourists can
be established. Wildlife tourism organisations should understand the typical customer in that market
–who are wildlife tourists? A profile should identify those characteristics that explain the similarities
and differences among consumers within every segment; this can include demographic and
psychographic variables (Taylor et al, 2013). Understanding the consumer and different market
segmentations should assist wildlife tourism organisations in marketing their products and
packages. Furthermore, to be able to deliver to the customer and gain a competitive advantage
organisations must understand their customer expectations – what do they want? These two
questions can only be achieved through research using quantitative and qualitative methods.

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Tourist Motivation
Consumers such as tourists generally make a decision to purchase a product either because they
‘need’ it or because they ‘want’ it. It is therefore crucial to make a distinction between the two; a
need can be described as something simple that is essential for survival such as food, drink, and
shelter. Alternatively, a need can be more complicated especially when considering psychological
needs such as the need for affection, recognition, respect and self esteem (Holloway, 2004). A want
is something that is not essential to survival but can be described as a luxury which can aid in
satisfying certain impulses and our self esteem. The two are not mutually exclusive; Maslow’s
Hierarchy (Johnson and Thomas, 1994; Holloway, 2004) can help in understanding tourist
motivations. His model theorises that there are different categories of needs, and that people must
satisfy more basic needs before an arousal occurs to satisfy higher level needs. The hierarchy
consists of five levels, at the bottom the most basic level ‘psychological needs’ must first be satisfied
before an individual can move on to the next levels which become more complex further up the
hierarchy; ‘safety needs’, ‘social needs’, ‘ego needs’, and finally ‘self-actualisation’. Following the
work of Maslow more recent models of tourist/travel motivation have been conceptualised by
Pearce; travel career ladder (TCL) and travel career patterns (TCP). The TCL theory is similar to
Maslow’s hierarchy and consists of five different levels organised on a ‘ladder’; relaxation needs,
safety needs, relationship needs, self-esteem needs and self-actualisation/ fulfilment needs which
people feel the urge to satisfy. Pearce in 1988 theorises in his book The Ulysses Factor, that
individuals have a travel career and that their motives change according to their life stage and
accumulated travel experiences; some people will ascend the ladder whilst others may remain at a
particular level (Woodside, 2008; Ryan, 1998). Although tourist travel motivation is a complex and
multidimensional construct, understanding tourists’ needs and wants is important when formulating
an effective and efficient marketing plan. Furthermore, it can have important implications for the
management and development of the tourism industry, especially in the areas of product/service
planning, marketing communication and visitor attraction and retention. Understanding tourist
motivation is key to creating a successful and sustainable wildlife tourism product that can provide

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social and economic benefits which can have a positive impact on tourists, locals, wildlife and the
environment.
Public willingness to pay for ecosystem services
An ecosystem is the interaction of living organisms and their environment including non-living
components such as air and water. In order to support human life; mankind must utilise aspects of
ecosystems such as water, food and medicines (Holden 2011). Boyd and Banzhaf (2006) define
ecosystem services as “components of nature, directly enjoyed, consumed, or used to yield human
well-being.” As human well-being relies so heavily on ecosystem services; continuing to use them
unsustainably would have negative consequences for the future. Maintaining and restoring
ecosystems and their services is essential to sustainable economic growth (such as that of the
nature tourism industry) and general human well-being. However, such maintenance and
restoration of the natural environment is costly and it therefore logical that the consumers of these
goods and services, such as tourists at reserves and parks should contribute to its upkeep.
Traditionally government funding has provided the revenue for National parks and reserves to carry
out restoration and maintenance. With a decrease in government funding for National parks and
reserves; it is becoming increasingly important for organisations such as NWWT to become ‘self-
funded’, and seek revenue from the tourism industry, sale of proceeds and external grants (White
and Lovett, 1999). With tourists being a primary ‘consumer’ of national parks and reserves many
management bodies are looking into creating additional income by introducing recreational levies.
This may cause some considerable resistance from the public, as access to such areas in the UK
has historically been free. It is therefore important that the public are involved in future decision-
making within the environmental sector, especially when they may be required to pay for natural
resources used for recreational purposes. Such consultation with the public is important in
accessing willingness and preference of payment, in order to secure the future of conservation.
White and Lovett (1999) conducted a study about public willingness to pay in the North York Moors

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National Park and found that highly valued habitats by visitors to the Park were heather moorland
and semi-natural broadleaved woodland, moorland primarily for recreation and woodland primarily
for nature conservation. Contingent valuation revealed that whilst some people thought that
increased revenue for the National Park should be raised by the Park itself by making more
productive use of the land, 97.9% of visitors said they would be prepared to contribute 50p
additional revenue towards annual maintenance in the 11 National Parks for nature conservation.
This proportion of people willing to pay considerably dropped when the payment amount was
increased and only 36.5% of visitors said they would be willing to pay £200 per annum. This study
shows that the majority of people are willing to pay for the maintenance of reserves and parks which
they use for recreational purposes, and that the challenge would be in agreeing and implementing a
price for such goods and services. Organisations involved with the provision of ecosystem services
would need to understand the market to be able to come up with an appropriate price value, and the
public would need to be thoroughly consulted through the process of any changes.
Benefits of Wildlife Tourism Industry
A growing wildlife tourism industry can have many benefits to people, wildlife and their habitats
(Curtin, 2008). Benefits include financial contribution which can aid conservation work, socio-
economic incentives, education, and psychological benefits from wildlife-human interactions.
Wildlife-based tourism activities can promote conservation values. For example, first hand
encounters with animals can create human empathy for them and make individuals more willing to
support their protection (Wilson and Tisdell, 2001). Additionally, Bird (2007) suggests that watching
wildlife can have a positive cognitive affect; such as increasing knowledge and awareness, curiosity,
pleasure, as well as a sense of privilege and amazement which can all contribute to a positive mood
over a long period of time. There are potential economic benefits of wildlife tourism; revenue
generated from wildlife tourism can be reinvested into research and conservation ensuring the
presence of wildlife and their habitats in the future. The local economy can reap the benefits of a

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thriving wildlife tourism industry; having a steady influx of wildlife enthusiasts can have positive
impacts on local businesses, especially those within the hospitality sector. With the wildlife tourism
industry growing at 10-20% per annum it should be able to support; (1) the continual growth,
development, and diversification of new products. (2) More employment opportunities. (3) Increase
the use of sustainable alternatives to mass tourism. (4) Justification and use of protected areas
(MacLellan, 1999; ICRT, 2010).
Impacts of Wildlife Tourism Industry
Although wildlife tourism can be beneficial to both people and the environment (as seen above)
there are many impacts associated with the activities surrounding the industry. Habitats and species
can be negatively impacted from the mere presence of humans; and these impacts are often site
and species specific. Anthropogenic activities can disrupt certain animal behaviours such as
foraging and feeding young, disturbance of parental behaviours, habitat alteration and food
provisioning. It is easy to see that wildlife tourism activities have the potential to destroy the
foundation of the industry itself. Therefore, it is essential that the industry is appropriately and
sustainably managed to reap the benefits related with the industry whilst mitigating any potential
impacts. To achieve this the following would need to be influenced; the amount and type of visitor
use, the location of visitor use, and visitor behaviour. As Curtin (2013) observes a great amount of
strategic thinking and decision making from key stakeholders would be needed within the tourism
industry, along with a thorough understanding of consumer motivation, expectations, and
behaviours .

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The Marketing mix
As previously stated, understanding tourist motivation at a local level is highly important in the
creation of products and packages, and how they are marketed to the consumer. In the case of
tourism it is unusual that one product will suit all consumers, it is therefore important for
stakeholders within the wildlife tourism industry to ensure that the optimal marketing mix is achieved
for their products. The marketing mix is defined by Kotler and Armstrong (1994) as “the set of
controllable, tactical marketing tools that the firm blends to produce the response it wants in the
target market”. There are four main elements to consider in the marketing mix known as the ‘4 Ps’;
product, price, promotion and place. Organisations should integrate these elements in order to
maximise the impact of their product and services on the customers, and to increase customers’
satisfaction (Analoui and Karami, 2003). The product is what is actually delivered to the consumer
and can be both tangible and intangible. NWWT products include their reserves which encompass a
range of habitats and wildlife, as well as activities which are run by their staff such as guided walks
and educational talks. Price refers to the amount of money which is paid by the consumer for goods
and services (such as ecosystem services provided by national parks and reserves), this could
include the price of membership at NWWT, or entrance fees to events and sites run by NWWT; it
can often impact on the decision of the consumer to buy the goods and services on offer, and the
consumer is usually looking to obtain the best value for money between a range of competitive
products. Place represents the point of sale and where it can be delivered through distribution
channels to the consumer, NWWT’s distribution channels are their website and office branches.
Promotion is considered at the avenues of communication between the seller and potential
customer, or rather how the consumer is persuaded to buy the goods and services. As described
above the marketing mix is consumer orientated, and as a result Kotler et al (1999) proposed that
the Four P’s should become the Four C’s to reflect this; customer value, cost, convenience and
communication. Customer value means the perceived benefits provided to meet the needs and
wants, quality of service received and the value for money delivered assessed against the
competition. Cost is the consumer-focused equivalent to price which is a supply-side decision; this

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is also assessed against the competition. Convenience refers to the ease of consumer access to
the products they buy. Communication refers to all avenues of dialogue between the producer and
customer not just sales persuasion (Fyall and Garrod, 2005). Regardless of whether an organisation
uses the 4 Ps or 4 Cs as their marketing tool it is clear that achieving a balance between the four
elements is key to effective marketing, and critical in gaining a competitive edge in the market place,
this can be illustrated using Bowman’s Strategy Clock (see figure 1).
Bowman’s Strategy Clock
As the tourism market is a customer focused industry with a great amount of competitors it is
important nature tourism businesses and organisations to consider its strategic position within the
market. Bowman’s Strategy Clock outlines eight competitive positions which business can take to
differentiate themselves from competitors in the marketplace. Two key factors in a business’
position on the clock is the perceived value of the product to the consumer, and the price of the
product. Businesses risk losing their market share if the
perceived value to the customer is low and the price of
the product is too high. Therefore, many business’
strategic position lie between one and five on Bowman’s
strategy clock, allowing sufficient differentiation in product
and price to gain a competitive edge in the market place.
Lovett (1999) saw a correlation in people’s willingness to
pay for access to national parks and price; with the proportion of people willing to pay reducing with
increasing price. For NWWT to gain a substantial market share of the wildlife tourism industry it
would be in their interest to place themselves between two and five on the clock. At these positions
the perceived value of the product to the consumer is high while the price is kept low. These
strategies will ensure a loyal customer base with high return visitations.
Figure 1

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Porter’s five forces
Porter’s five forces was created to understand the attractiveness and potential profitability of an
industry through understanding competitive forces which may act on it. Michael Porter suggested
that nature and intensity of competition within an industry was a result of interactions between five
key forces (Wilson and Gilligan, 2012):
1. Threat of new entrants
2. The power of buyers
3. The threat of substitutes
4. The extent of competitive rivalry
5. The power of suppliers
Porter’s model suggests that the stronger the force, the
more limiting it is to an organisation. A strong
competitive force can be regarded as a threat because it
restricts profits, while a weak competitive force is seen
as an opportunity (Hill, C and Jones, 2011). An attractive
industry will have little competitive rivalry, few threats of
substitutes and new entrants, and low bargaining power
amongst buyers and suppliers. An unattractive industry
will have a high amount of competitive rivalry,
substantial and continual threats from substitutes and new entrants, and suppliers and buyers will
hold a high bargaining power (Schermerhorn, 2009).If an organisation can understand the forces
which act on them they can develop a business-like strategy to reduce their vulnerability or take
advantage of the market place (Ahlstrom, D and Bruton,G,2009). Strategies which can be
implemented include; a differentiation strategy, a cost leadership strategy, and a focused strategy. A
differentiation strategy offers a product that is unique and different to the competition. A cost
Figure 2

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leadership strategy seeks to gain a competitive advantage by offering a product that operates at
lower costs. A focused strategy aims at offering a product to a specific market segment, with the
objective of serving its needs better than any other product on the market (Schermerhorn, 2009). A
focused strategy can take two forms; focused differentiation strategy and focused cost leadership
strategy, the former offering a specialised product to a specific market segment, the latter offering a
low cost product to a specific market segment. The wildlife tourism industry in North Wales could be
considered to be a very attractive industry as it small but growing up to 20% ,as stated by the
UNTWO (2006) and Curtin (2013). There is little competition in the local area, competition mostly
comes from places such as Scotland and Yorkshire, therefore limiting the power of buyers. There
are few business that operate in specifically or exclusively in wildlife tourism , and therefore
competitive rivalry is low. This could possibly allow for threat of substitutes and new entrants to be
problem, this would not be an initial problem but would potentially occur after the establishment of
wildlife tourism industry in the local area. Wildlife tourism operators would need to adapt a strategy
that suits their product, and be adaptive to changes in the market to stay ahead of the competition
and be successful in the future.
Methodology
As the objective of this research is to gather information on tourist social and economic behaviours
during their visit, two approaches will be used, with the view of accessing who wildlife tourists are
and whether they would be willing to pay for access to nature, such as on a NWWT reserve. Firstly
a survey will be undertaken to get an insight into the amount and type of people that visit wildlife
sites and attractions locally, as well as how much they spend during their visit and on what.
Secondly, a semi structured interview will be done in order to gain a better understanding of
NWWTs views on the tourism industry within the area. By using two approaches it is thought that
the data gathered will be able to answer the research question using different perspectives and
information, and therefore subsequent findings will be more representative than when using one
approach.

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Quantitative on site survey: Anglesey Sea Zoo
Quantitative research allows for data to be collected and then analysed statically. It can be
described as descriptive research used to gather factual information about what is happening in the
marketplace, when it’s happening, where it’s happening, how it’s happening and to whom
(Holloway, 2004). The emphasis of this research is on the sample size, representiveness of the
sample, and the answers of the respondents (Callingham, 2004). Quantitative research is good at
describing differences between respondents. However, the rigidity of the questions asked, means
this research method is unable to describe why these differences have occurred.
A survey composed of close-ended questions will be undertaken at Anglesey Sea Zoo to gather
numerical data from a sample population of wildlife tourists. Convenience sampling will be used in
order to gain the highest amount of respondents possible. Convenience sampling is a non-random
technique based on the judgement of the researcher, where a sample of the population is chosen
as they are readily available, nearby, or willing to participate (Black, 2011). In order to achieve the
sample size, collection of the survey participants will be undertaken at the entrance to the sites
inviting people to participate. This sampling technique is chosen due to cost and time restraints of
this research. The survey will consist of 12 questions which will be asked face-to-face with interview
time lasting approximately 3 minutes, the questions collect information on visitor demographics,
spending patterns, and categorical information about their wildlife experiences/views (full details of
the questionnaire can be seen in the appendix I).
Anglesey sea zoo is a wildlife attraction, and therefore the data which will be collected could be
considered biased as it may only collect data from a sample of the population that has visited the
attraction, and by default a segment of the population that is already interested in wildlife. However,
the information collected at this location will give insight into the existing wildlife tourist clientele in
the local and surrounding area.

20
Qualitative semi-structured interview Questionnaire with Rob Booth and Nia Jones from NWWT
Qualitative research focuses on the collection and interpretation of words rather than numbers.
Researchers using qualitative methods often become much more engaged with their informants
than with quantitative methods. This method is particularly useful in understanding people’s
patterns of behaviour, experiences and feelings (Holloway, 2004).
Benefits of qualitative research include flexibility and responsiveness to changing conditions in the
study area. It is particularly effective during interviews where open ended questions are used, as it
allows for the interviewer to adapt their questions in response to answers given by the interviewee
allowing for a more in-depth interview and richer findings (Callingham, 2004). Disadvantages of
qualitative research include the lack of ‘scientific methods’ which in turn often leads to the findings
of qualitative research being questioned and critiqued. However the nature of qualitative research
is appropriate when trying to understand different perspectives and opinions of a small sample size,
such as those within the wildlife tourism industry. Therefore, qualitative research and the way it
accesses views of the target population is often the catalyst for more in depth and representative
studies being carried out.
In order to gain a stakeholder perspective of Wildlife Tourism within North Wales, semi structured
interviews will be undertaken with Rob Booth the Living Landscapes officer, and Nia Jones the
Marine Awareness officer. The NWWT website states “Rob works in partnership with a wide range
of stakeholders to develop the Trust’s work with Living Landscapes. In particular he oversees and
co-ordinates the management of Trust nature reserves (including Gwaith Powdwr) and develops the
role of Trust nature reserves in Conwy and Gwynedd as key components of an ecological network.
He aims to encourage community members local to our nature reserves to become supporters of
the Wildlife Trust”. Nia Jones’ role is described as “increases local community awareness,
understanding and involvement in marine conservation issues. She does this through articles and
interviews to support various publicity campaigns; promoting community involvement in the delivery
of marine and coastal Local Biodiversity Action Plans; creating public support for national

21
campaigns such as WT’s Marine Bill Campaign, and Marine Week; assisting in the development of
awareness and education resources; managing and co-ordinating volunteers and volunteer
projects; and preparing applications for funding/grants”. Although it would be better to interview
senior representatives of NWWT as their perspectives would carry more weight; Rob’s and Nia’s
interviews should reflect the different roles they play in their respective fields of terrestrial and
marine ecology/conservation, producing different but complimentary data. The aim of both
interviews is to gain insight into the views and professional opinions of key staff at NWWT in regards
to the wildlife tourism industry in North Wales. Open ended questions will be used to gain this
information, allowing for a broader context of discussion. The questions are seen below:
1. How would you describe the typical visitor to your site/event?
2. What do you think is a strong motivator for their visit?
3. Do you think the public would be willing to pay for access to your sites? If so how would you
implement/collect? Could you see any resultant drawbacks/benefits of charging visitors?
4. Could you describe how you view the wildlife tourism industry in North Wales (Strengths/
Opportunities, and Threats/Weaknesses):
5. What in your opinion is the key to securing the future of a healthy wildlife tourism industry in
North Wales?
Results
Quantitative Questionnaire at Anglesey Sea zoo:
The survey was carried out on the 17th
of August 2014 at Anglesey Sea Zoo. 20 questionnaires
were printed, one of which was given to the Manager. After a short discussion with one of the staff it
was decided that the best place to survey the visitors would be the foyer just before the gift shop
and cafe, approximately half way round the site. A this point convenience sampling was used , and
passing visitors were asked if they would be interested in sparing 3 minutes of their time to answer

22
questions about wildlife tourism. It is important to note that people visited Anglesey Sea Zoo in
groups, and therefore one person filled out the questionnaire through consultation and on behalf of
the rest of the group. 19 questionnaires were successfully completed, this represents the views of
19 groups (respondents), in total information was gathered on the individuals within the groups,
representing the experiences and views of 64 people.
Most visitors at Anglesey Sea Zoo were part of a group, findings show that 100% of respondents
(19) travelled in groups, approximately 82% travelled in groups consisting of between three and five
people. Within the 19 groups there were a total of 64 individuals.
0
1
2
3
4
5
6
7
8
9
1 2 3 4 5 6 7 8 9
Responses
People per Group
How Many People are there in your
Party
0
2
4
6
8
10
12
14
Amount
Age groups
Ages of Visitors
Graph 2
Graph 3

23
Graph 3 shows that the majority of visitors were middle-aged independent adults between the ages
of twenty five and forty four, and young dependent children under the age of thirteen. Older people
were under represented with only three individuals over the age of fifty five.
Graph 4 shows that all respondents travelled to the site by car.
0
2
4
6
8
10
12
14
16
18
20
Walk Cycle Bus Train Car Motorcycle
Responses
Mode of Travel
Transport Used
Do you live locally
Yes
No
Graph 4
Graph 5

24
Approximately 95% of the respondents did not live locally. Below is a map of where respondents
reside, one respondent withheld information, therefore only eighteen locations are on the map.
The map was created using postcodes inputted into batchgeo. The map can be accessed at:
http://batchgeo.com/map/f1c08132aa0625b8117e7772a5c48ad5
Only two respondents lived within Wales itself. Sixteen respondents lived outside of Wales, fifteen
of which resided in England and one in Germany. The map shows a high density of locations in the
North West, with a clear belt of respondents living between the areas of Preston and Birmingham.
The belt is approximately 110 miles long and runs parallel to the M6. Eleven of the respondents
lived on this belt, representing 61%. Only three respondents lived in the south of England,
representing 17% of the population.
Map 1

25
The pie chart above shows that, 79% of respondents to the survey, stayed in accommodation
overnight that was not their own.
Findings show the range of different types of accommodation stayed in by the visitors overnight.
Fifteen of the nineteen groups stayed in accommodation that was not their own, which represents
79% of the population. Just over a third of all respondents stayed at a campsite. Self Catering and
hotel accommodation were also popular choices for overnight stays. Staying at a B&B or with
family/friends were the least common responses. Finally, zero respondents stayed at a hostel.
Staying in accomodation overnight that
is not your own
Yes
No
0
1
2
3
4
5
6
7
8
Responses
Accomodation Stayed in
Graph 5
Graph 6

26
The total spend on the 19 groups was £1555 across the five categories. Accommodation accounted
for around 42% (~£10.20 pp) of total respondent spend, followed by leisure activities at 21%(~£5.10
pp) and travel at 20%(~£4.85 pp), then food and drink at 16% (~£3.89 pp), and finally 1%
(~£0.24pp) of total spend was categorised as ‘other’. This is equal to around £82 per group, or an
average of £24.29 per person for the day.
74% of visitors considered their wildlife interests as casual, 16% had a serious/dedicated interest,
and 10% only had a passing interest in wildlife.
£318.00
£243.00
£653.00
£331.00
£10.00
Spending Patterns
Travel
Food & Drink
Accomodation
Leisure Activities
Other
Wildlife Interest
No interest
Passing interest
Casual interest
Serious/dedicated interest
Graph 7
Graph 8

27
Respondents were asked which statements they agreed with in regards to their visit to North Wales,
details can be seen in the Appendix.
Six statements were put forward and respondents were asked to select all statements that applied
to them. A total of 84 agreement statements were gathered, the number of agreements for each
category can be seen in the pie chart. Visitors agreed the reason for their visit to North Wales was
mostly for a traditional coastal trip and/or cultural and sightseeing trip, both categories had a total of
sixteen positive agreements, equating to 19% each. Wildlife watching and activities orientated
reasons for visiting North Wales both had a total of fifteen positive agreements, equal to 18% each,
making them the second most popular reasons for visitation. Countryside escapism and nostalgic
trips were the least agreed with statements, at thirteen (15%) and nine (11%) respectively.
Qualitative Semi-Structured Interview Questionnaires
Two separate interview questionnaires were conducted with Rob Booth and Nia Jones from NWWT;
the questionnaires were distributed via email on the 7th
of November 2014.
Rob’s responses to the interview questions can be seen below:
13
16
15
15
16
9
Agreement Statements
Countryside Escapism
Traditional Coastal Trip
Wildlife Watching
Activities Orientated
Cultural and Sightseeing
Nostalgic
Graph 9

28
1. How would you describe the typical visitor to your site/event? “This is a tough question, as it
depends on the site and / or event in question. A typical visitor to Gwaith Powdwr at the
moment is a local adult dog walker, sometimes with their kids. However, if it’s an event like a
bat or nightjar walk then it might be someone from further afield who’s travelled an hour and
is very interested in wildlife. Equally, if you look at other sites like Rhiwledyn (Little Orme),
the average visitor would probably be 40 – 70 years old, wanting to walk over the public
footpath to Angel or Penrhyn Bay for the exercise and the views. They would be mostly
local, but in the summer you get quite a few tourists in the area.”
2. What do you think is a strong motivator for their visit? “Factors would include exercise,
interest in wildlife, dog walking, accessibility, free of charge.”
“No, I don’t think they would be willing to pay. Most of our sites don’t have the infrastructure
(parking, toilets, café) or the consistent wildlife spectacle (e.g. a number of different bird
hides with year round views of unusual species) to justify payment and we don’t have the
staff available to collect money. However, we could acquire or develop a reserve with these
attributes. Cemlyn would be one possibility, but the main wildlife spectacle is restricted to the
spring / early summer tern colony. I would suggest a carpark with automated ticket machine
would be the best solution, staffing it is just very expensive.”
Opportunities, and Threats/Weaknesses):
“Strengths: big variety of habitats in a small area; accessible from the Midlands and North-
west cities of England; wide variety of accommodation; species diversity. Weaknesses: not
promoted enough; poor facilities on sites; lack of information; poorly funded conservation
organisations; weather. Opportunities: promotion; improve facilities (parking, toilets, paths,

29
hides, information); proper protection of key sites. Threats: climate change (wildlife will move
so existing sites may become worthless); urban development; pollution; competition.”
5. What in your opinion is the key to securing the future of a healthy wildlife tourism industry in
North Wales? “I would say it is government support through funding initiatives to help the
wildlife sector, e.g. promoting Wales as a wildlife destination much as Scotland does
successfully. If the public and government were better informed about how much wildlife
contributes to the economy then conservation and wildlife tourism would go up the political
agenda and get the recognition they deserve.”
Nia’s responses to the interview questions can be seen below:
1. How would you describe the typical visitor to your site/event? “My events differ quite a lot
based on what kind of event it is however I would say that typically, in an average summer
season of events, participants are families with primary school aged kids. Some local
however mostly visitors on holiday, generally camping/caravanning and quite a few have
their own caravans which are based up here and so visit the area regularly.”
2. What do you think is a strong motivator for their visit? “Visit to events I would say something
to do during the summer holidays.”
“Not applicable to me as I don’t have a site which I warden.”
Opportunities, and Threats/Weaknesses): “Strengths: The natural landscape and its

30
associated wildlife. Opportunities: To promote and market the area as a great place to enjoy
and see wildlife (can in some cases extend the tourist season).Threats: Industrialisation of
coastal waters, offshore wind farms and other marine renewable energies detract from the
perception of the sea and coastal environment as a “wild” place which is one of its main
attraction as tourist destination (This is my personal opinion). Weaknesses: Lack of
marketing of the opportunities that North Wales has to offer in terms of wildlife tourism. Lack
of consideration given to wildlife tourism in national tourism strategies.”
5. What in your opinion, is the key to securing the future of a healthy wildlife tourism industry in
North Wales? “Protection of the natural environment & better marketing on a strategic level.”
It is clear that the research findings from the two different approaches have gathered data which is
both informative and complimentary. The results will be examined and analysed in the next
chapter.
Discussion
In order to address the research question, and understand the social and economic behaviours of
wildlife tourists; firstly findings of the survey will be discussed, followed by a discussion about the
interviews conducted with NWWT. This will now be examined with reference to literature and similar
studies, to ascertain whether wildlife visitors could indeed provide revenue for NWWT.
The survey carried out Anglesey Sea Zoo gathered information on visitor demographics,
motivations and spending patterns.
Visitor Demographics (Profile):
Visitors to Anglesey Sea Zoo (ASZ) were primarily independent middle aged adults between the
ages of twenty five and forty four, and young children under thirteen years of age. Fredline (2001)
found that 56% of adult wildlife tourists were in this age bracket but had no data on children. Blake
et al (2010) found that 31% of overnight tourists and 22% of day visitors were part of this age
category, and young children accounted for 10% and 14% respectively. Figures show that the

31
majority of visitors travelled in groups, and these groups were primarily families consisting of three
to five members. The ICRT (2010) and Blake et al (2010) similarly found that most people visiting
wildlife destinations in Yorkshire were also part of a family group. The results also showed that all
respondents travelled to Anglesey Sea Zoo by car, and that 95% did not live locally, with the
majority of visitors coming from the North West of England, and only one respondent coming from
overseas. Statistics published by the ONS suggest that the British public are increasingly choosing
to spend their holiday within the UK, known as a ‘staycation’. This trend is likely to be a result of the
current economic climate (recession) and the reduction of disposable income, combined with an
increase in environmental awareness and extensive media coverage of environmental and
conservation issues (Curtin,2013). Furthermore, 79% of respondents stayed in accommodation
overnight that was not their own, with camping being the most common form of accommodation
being used. This suggests that people are willing to travel to North Wales for the purpose of wildlife
tourism, this is also evident in the statics published by Visit Wales who found that between 2008
and 2013 an average of 3,700,000 visits are made to wildlife tourism destinations specifically in
Wales; these destinations fall into two categories “country park, garden, other natural”(CP) and
“wildlife attraction”(WL). This is further backed by the results of the survey, as the majority of
visitors were not local but stayed overnight, suggesting there was strong motivation for choosing
North Wales (and ASZ) as a tourist destination. Additionally, visitors being able to travel long
distances and stay overnight suggests a certain amount of affluence regardless of the recession, as
they were able to fund a ‘staycation’. The collection of demographic data is important as it can give
insight into particular market segments, and therefore can be influential in marketing wildlife tourism
products. This research could have benefited by also collecting data on the gender of visitors and
their average house hold income so that more correlations could have been drawn upon. For
example; the type of accommodation could have been influenced by the amount of wealth in a
group, and having figures on gender could have allowed for further segmentation of the sector.
Motivations:

32
The majority of visitors described themselves as having a ‘casual interest’ in wildlife, and can be
described as exhibiting a keen interest in seeing wildlife whilst on holiday (Blake et al, 2010). The
survey complimented this with data collected from the agreement statements; with traditional
coastal, cultural and sightseeing, wildlife, and activities trips being common reasons for their
visitation. These types of trips are often spent outdoors, and tourists often come into contact with
wildlife as a result of the activities undertaken on these types of excursions. Additionally, results
show that camping is the most utilised form of overnight accommodation, and can itself be
considered an activity which allows people to experience the environment and its wildlife at close
quarters. This evidence implies that people are highly motivated to come to North Wales and
immerse themselves with all facets of the natural environment in order to fulfil a set of needs, such
as those described by Maslow’s Hierarchy. This reverberates observations made by Curtin (2013);
that as our populations become more urbanised, people’s relationship with nature becomes more
diminished, and as a result they are actively taking trips and holidays which put them back in touch
with nature and wildlife. This represent an opportunity for NWWT as these types of visitors may not
be familiar with the natural environment and could benefit from interpretation and guidance. Results
of the survey show that 61% of participants lived in a belt between Preston and Birmingham, the
locations are in urbanised areas running parallel to the M6, which is in keeping with Curtin’s
observation. Other reports such as that carried out by VisitBritain (2004) also found that the
opportunity to see wildlife was a prominent motivator for tourist travel. Literature sources put a great
deal of emphasis on the importance of understanding the motivations of tourists, and the similarities
and differences within each market segment, including travel decisions and choice of destination.
Pearce (1988) theorises that peoples motives for travel change according to their life stage and
accumulated travel experiences. For wildlife tourism to be harnessed to its full potential by
organisations within the industry, a comprehensive understanding of tourist motivations is essential
so that products can be developed and marketed correctly, and sold at the optimal price and volume
to suit the target population.

33
Spending patterns:
To begin to calculate the value of wildlife tourism in North Wales requires an understanding of
spending patterns of tourists and visitors to the area. Results of the survey at ASZ estimate that
tourists visiting wildlife attractions spend on average £24.29 per person. This estimate is
comparable to findings of other studies; the ICRT (2010) found the average spend associated with
wildlife tourism in Eastern Yorkshire was £52.82 per person, VisitEngland (2006) found the average
spend per person per leisure day trip was £25.02, and Yorkshire Wildlife Trust found that visitors to
their reserves spent on average £12.54 per head. Calculating the mean of these three sources
give an average of £30.13 per person per wildlife orientated trip, which is not too dissimilar to the
survey findings. The breakdown of visitor spend shows that the biggest expenditure made by
tourists was on accommodation at approximately £10.20 per person per day, followed by spending
on leisure activities at £5.10, travel at £4.85 (which would have solely been the cost of fuel as 100%
of visitors travelled by car), food and drink at £3.89, and ‘other’ only accounting for £0.24. It is
important to capture the spending patterns of wildlife tourists from a marketing perspective, so that
the correct marketing mix can be achieved ensuring maximum impact of products and services on
potential customers.
The semi-structured interviews collected perspectives and opinions of wildlife professionals, giving
important insight into the industry which cannot be collected using quantitative methods. Information
collected during the interview indicates that a typical visitor to wildlife sites/attractions in the local
area is dependent on the season and the site/event in question. However, during the summer which
is the peak season for wildlife tourism, the typical visitors are families with primary school aged
children. This is in keeping with other literature and the results of the survey carried out at ASZ. For
example, the ICRT (2010) found that 55% of visitors across three study sites in Yorkshire were ‘with
family’, and Blake et al (2010) found that 59% of overnight tourists and 63% of day visitors travelled
with family. The findings of the survey at ASZ complements this showing that most visitors were in
groups of three to five people , and the majority of people were middle aged adults or children under
the age of thirteen. It would have been beneficial to ask participants a categorical question on who

34
they were visiting with to highlight this further. However, looking at the raw data it is clear that most
visits were made by family groups.
During the interview apart from an interest in wildlife, accessibility was described as being a strong
motivator for tourists; with emphasis being on free admissions, and an ‘activity’ to do during the
summer holidays. This backs up the results of the survey as 100% of visitors had a degree of
interest in wildlife, with the majority categorising themselves as having a casual interest. The
agreement statements also suggest that visits to the area were related to taking part in ‘stimulating’
activities such as cultural/sightseeing, traditional coastal, activities orientated (walking, cycling,
canoeing etc) and wildlife watching. The time of year the survey was carried out in may have biased
the results, as it was in the middle of the summer holidays; it would therefore be advantageous to
survey people at other times of year. Conducting multiple surveys at different times of the year could
show if people’s motivations change; for example, during different seasons. Outside the summer
holidays visitor demographics could be completely different and this could affect visitor motivations.
The survey at ASZ showed that people over the age of fifty five were underrepresented, this in
theory could change to a much higher percentage at other times of year, and depending on where
these visitors are on their travel career ladder motivations for their travel could also change: further
studies would be needed to explore this. Due to the time constraints of this research only two
interviews were conducted (although ASZ were approached but did not respond),conducting a
variety of interviews with wildlife tourism stakeholders would have been more beneficial, as a variety
of perspectives could have been drawn upon giving a more balanced view of the wildlife tourism
industry. An awareness of tourist motivations is crucial when developing a market plan, and has
important implication for the management and development of wildlife tourism products and
packages. It is especially central to areas such as product/service planning, marketing
communication and visitor attraction/retention.
It is apparent that visitors are highly motivated to travel to this specific area of the UK over other
popular and thriving wildlife areas such as Scotland. This suggests that there is an existing market
for wildlife tourism in North Wales, although perhaps currently smaller and less well known than

35
other destinations. The stunning coastal and mountain landscapes of the area are most likely
responsible for this. With North Wales being home to a variety of habitats and species; it is
important to maintain, protect and restore all habitats which as a result of their vulnerability, could
be determinately affected by increasing visitor numbers. However, this level of attentiveness
requires revenue to be generated by organisations which manage our ecosystem services such as
NWWT, and with government and private grants becoming harder to secure, these organisations
must look for alternative income streams. One alternative could potentially be through the wildlife
tourism industry, and charging an entrance fee to visitors at sites and attractions. Rob booth at
NWWT was asked for his opinion on whether the public would be willing to pay for access to site; he
believed that the public would not be willing to pay for access to the NWWT sites in particular due to
their lack of facilities and year-round wildlife viewing opportunities. He also stated that collection of
payment would in itself present a challenge to NWWT, as they do not have the staff, and therefore
looking into an automated payment method such a ticket machine in a car park would be more
feasible. This does not concur with previous studies and literature. For example, White and Lovett
(1999) found that 97.9% of visitors to the North York Moors National Park would in fact be willing to
pay towards the parks maintenance, and that people’s willingness to pay had a direct relationship
with price, being that their willingness decreased with increasing prices. Therefore, the challenge
would be on setting an agreeable price where the optimum amount of revenue could be achieved
without compromising on the quality of products and services. This is important when considering
the market mix, as high prices could drive people away affecting visitor attraction and retention, and
low prices (although likely to attract visitors) may not be sufficient enough to cover the costs of
management and maintenance of wildlife sites and attractions. Achieving a balance is essential as
there is statistical evidence in between total direct income and visitor numbers (Tye & Gordon,
1995), this presents a paradigm where sites with more revenue are better managed, and better
managed sites attract more visitors. A barrier to setting and implementing an entrance fee for
wildlife sites and attractions, (especially those directly associated with the natural environment, such
as a NWWT reserve) is that access to these types of sites has historically been free in the UK.
Consequently, achieving an optimal price would require further market research and consultation

36
with stakeholders including the general public, so that proposed pricing policies would be met with
the least resistance allowing for the most success.
The NWWT staff were also asked about their views on the current wildlife tourism industry for North
Wales. Both interviewees agreed that its strength was down to a large variety of landscapes; which
encompasses a diversity of habitats and landscapes. Rob Booth also described the area as having
a range of different accommodation options, and being easily accessible from the Midlands and
North-West cities of England, this view highlight the findings of the survey that 61% of respondents
lived between Preston and Birmingham parallel to the M6. Opportunities were considered to be
improving facilities and promotion, this is linked to the paradigm described previously, and that
having improved facilities could potentially attract market segments previously unreached. For
example, the low visitor figures on people over the age of fifty five could be improved if they were
provided facilities such as toilets, and somewhere they could sit, eat, and warm up. Similarly
improved promotion could increase the amount of day and overnight visitations to the area by both
domestic and international tourists. This again links back to the visitor-revenue paradigm; increased
visitor numbers could considerably boost income revenue, increased revenue can positively impact
the wildlife tourism industry through better funding of areas such as management, education and
conservation. These opportunities also represent the current weaknesses of wildlife tourism in
North Wales; additionally Nia Jones suggests that the lack of consideration given to wildlife tourism
in national tourism strategies is another weakness. The purpose of these strategies is to; 1) provide
guidance to planning authorities to help secure growth in the visitor economy, 2) highlight future
opportunities for investment and development to all councils and other stakeholders, 3) promote
actions needed to support growth in a structured and consistent manner (VisitScotland). This lack of
consideration and backing by councils/government could potentially be stunting the growth of the
industry, and with the correct support wildlife tourism could have the potential to grow beyond the
10-20% figures stated by Curtin (2013) and UNTWO. Threats to the wildlife tourism industry include
climate change; a big change in the local climate could render key wildlife sites worthless as the
wildlife may move. Urban development, including the industrialisation of coastal waters could also

37
make the area less appealing as it detracts from the perception that the area is a ‘wild’ place.
Competition from other wildlife destination hotspots could also represent potential threat to the local
wildlife tourism industry. The success of wildlife tourism industry in North Wales is dependent on the
mitigation of these weaknesses and threats. The North Wales market needs to differentiate itself
from other wildlife destinations, and needs to employ the right strategies to gain a competitive edge,
such as those defined by Bowman’s strategy clock and Porter’s five forces. Furthermore, it is the
opinions of the staff at NWWT that the key to securing the future of a healthy wildlife tourism
industry locally is through government support and funding, including the promotion of North Wales
as a wildlife destination. In addition, better communication between the government and
stakeholders within the wildlife tourism industry could also highlight the economic importance of
wildlife, and move it up the political agenda by increasing the perceived value of wildlife tourism and
conservation.
Conclusion
Wildlife Tourism has the potential to significantly contribute to local incomes and employment, and is
a valuable resource for satisfying basic human wants and needs. Capturing and understanding
visitor motivations and spending patterns are important from an economic perspective. With this
knowledge wildlife tourism ‘operators’, such as NWWT, can capitalise on making products and
services which complement wildlife tourist wants and needs. Further research about visitor
motivations and expectations would be beneficial in order to establish a strategic plan for the
development of Wildlife Tourism in North Wales. Although, taking a market led approach would
significantly increase the economic impact of wildlife tourism, as tourists would feel a sense of
temptation and satisfaction at the goods and services on offer, increasing revenue through the
amount they spend, and importantly the likelihood of a return visit. The future and success of wildlife
tourism in North Wales is dependent on creating an appealing brand image, which can only be
achieved through; drawing from a variety of sectors, continual research, promotion and marketing,
and an adaptive management strategy.

38
Considerations and Recommendations
Although North Wales has unique landscapes similar to Scotland it is not well marketed to the
consumer and therefore receives less interest. Local stakeholders should therefore focus on two
main strategies: development of facilities, and increased marketing efforts. Wildlife sites in the area
are generally lacking in services and facilities and it would be advantageous to improve/develop
them as it would attract a larger range of visitors. Increasing public interest in local wildlife tourism
products through better marketing of existing attractions as well as proposed developments is vital.
In addition, an increase in marketing and promotion at national and local levels could significantly
increase visitation to the area. With current domestic visitors to North Wales primarily travelling
from the Midlands and the North-west of England, it would be logical to focus initial attention on this
area, promoting and securing North Wales as an accessible, affordable, and enjoyable wildlife
destination. Once North Wales has established itself as a reputable wildlife destination in these
geographical areas, efforts can be made to expand its reach. Effective marketing and promotion
efforts could achieve substantial revenue needed for the growth and development of the sector, and
this in turn has the potential to further increase visitations and revenue, which can be reinvested into
conservation and research ensuring the persistence of local habitats and wildlife in the future.
However, development and growth of the industry can have increased impacts on the environment
and it’s wildlife. It would be essential to the integrity of wildlife tourism and the habitats and species
the industry relies upon, to establish management techniques across the sector which mitigate
these impacts. Stipulating minimum requirements and standards of environmental safety and
awareness may be fundamental to the sustainability of the industry. It therefore could be necessary
to have an independent ‘body’ which develops, audits and maintains policies and standards across
the sector. Public and private sectors within the wildlife tourism industry would significantly benefit if
they worked co-operatively and collaboratively, forming partnerships. The sharing of knowledge and
skills has the potential to produce outstanding and unique products and packages. Establishment of
a local wildlife tourism centre and a focal website would be advantageous. Their purpose would be

39
to direct people around the area to locations which fit in with interests and needs, and provide
information on local products and services, as well as packaged holidays. Designing a voluntary
‘wildlife friendly’ scheme for local business to take part in, especially in the hospitality sector, could
open up new economic opportunities for businesses which are not associated with the wildlife
tourism industry. Members of this scheme would provide and loan basic tools and facilities to wildlife
tourists; for example, a boot drying room, wildlife identification books, maps, and binoculars. In
addition, they would also provide information on local wildlife sites and attractions, this would be a
two way partnership where wildlife sites and attractions promote and refer customers which are
seeking their services back to them.
Previously NWWT has focused on grants and donations as an income source. There is scope to
generate their own revenue from some strategic changes in their operations, products and services,
as well as the development of new ones. Attraction and retainement of visitors should be their
primary focus. This may require the provision of new products and services; initially the
development of basic facilities at reserves, with the possibility of creating a visitors centre at a
reserve in the future. Basic facilities should include; parking, bicycle racks, picnic benches, and
toilets. Development of parking spaces at reserves could present an opportunity to collect additional
income directly from visitors, and represent the first steps towards an independent and self-efficient
trust. This could simply be achieved through the implementation of a ticket machine at car parks,
this would be easy to install and maintain, and would not require additional staff to be employed.
NWWT should also identify and promote (charismatic) species which are present on their sites all
year round and seasonally, this will attract a range of visitors, and can be used to build a marketing
campaign on. Increased visitation at reserves will positively influence income for NWWT and other
local business. Therefore, NWWT should look into directly promoting the opportunity to see wildlife
in the area alongside existing attractions. This will rely on the formation of partnerships and
communication avenues with similar organisations, such as RSPB Conwy, Welsh Mountain Zoo,
Pilis Palas, and Treborth Botanic Gardens. In addition, a partnership with Bangor University (BU)
which own Treborth could also present a wealth of opportunities for both parties. BU has two

40
schools which could benefit from such a partnership; School of Biological Sciences, and School of
Environment, Natural Resources and Geography. Student of these schools often wish to take part in
work experience and volunteering in conservation and ecology; a partnership could facilitate their
career development as well provide NWWT with the ‘extra hands’ needed for their existing
conservation work, and future developments and projects. NWWT should also look into providing
wildlife orientated courses similar to those run by other Wildlife Trusts, these would be attractive to
students, graduates, wildlife enthusiasts and existing wildlife professionals. a partnership with BU
could provide them with the tools and facilities needed to run the courses, and it would provide an
additional source of income for NWWT.

41
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43
Appendix I
This is survey is for research purposes only; in conjunction with North Wales Wildlife Trust and Bangor
University. All information given is anonymous and confidential, and will not be passed on to third parties.
Have you heard of the Wildlife Trusts? Yes No
Are you a member of North Wales Wildlife Trust? Yes No
Are you a member of another Wildlife Trust? ______________________________
Have you been a visitor to this site/event previously? Yes No
Visitor Information:
Party information:
Travel Information:
Postcode: _ _ _ _ _ _
_
How many people are there in your party? Please Circle:
0 1 2 3 4 5 6 7
8
Please indicate the ages of People in your party:
filling in the brackets if multiple people are the same age. Eg. 3 Adults aged 25, 27, 32 would be noted as
25-34 [3]
Children:
<3 [ _ ] 4-8 [ _ ] 9-13 [ _ ] 14-17 [ _ ]
Adults:
18-24 [ _ ] 25-34 [ _ ] 35-44 [ _ ] 45-54 [ _ ] 55-64 [ _ ] 65-74 [ _ ]
75+ [ _ ]
Please indicate how you got to this
site/event:
Walk Cycle Bus
Train Car Motorcycle
Do you live locally?
Yes No
Are you staying in accommodation overnight that is not your
own?
Yes No
Please Indicate:
Campsite B&B Hotel Hostel
With Family/Friends

44
Agreement Statements
Please indicate whether you agree or disagree with the following statements in regards to your visit to the
North Wales area:
Countryside Escapism (incl. Coastal)
Did you visit this area to escape from a busy lifestyle?
-do you own a second home in this area?
Agree Disagree
Traditional Coastal Trip
Did you visit this area to specially enjoy the coastal landscape?
Wildlife Watching
Did you visit this area with the intention of seeing (or seeking out)
wildlife?
Activities Orientated
Did you visit this area to specifically take part in a physical/leisure
activity?
(Walking, cycling, canoeing, kayaking, sailing, climbing, boating,
fishing, shooting, etc)
Cultural and Sightseeing
Did you visit this area for its culture and/or sights?
(Festivals, castles, manor houses, museums, etc)
Nostalgic Trip
Did you visit this area because it held significant importance to a
pervious life stage/ memory?
How would you describe your interest in wildlife?
No Interest Passing interest Casual interest Serious/dedicated Interest
How much on average have you spent today? + Predicted Spend for
the rest of the day
On Travel: _ _ _._ _ + _ _ _._ _
On Food and Drink: _ _ _._ _ + _ _ _._ _
On Accommodation: _ _ _._ _ + _ _ _._ _
On Leisure Activities: _ _ _._ _ + _ _ _._ _
Other Please Specify: _ _ _._ _ + _ _ _._ _

45
Which of these Local Wildlife Sites and Attractions have you visited?
Pilis Palas
Anglesey Sea Zoo
Welsh Mountain Zoo
Puffin Island
RSPB Conwy
A NWWT Reserve ____________________
Snowdonia National Park (Area Of) _____________________

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