5 THE ECOLOGICAL ATTITUDES OF VISITORS TO DUMFRIES &
5.6 Do visitors differ in their ecological orientation depending on the activities
Visitors travel to places for a variety of different reasons. Among these reasons is the desire to pursue a specific activity or a range of different activities in a destination which is usually different in many respects from the normal place of residence (UiTy, 2002).
It is the purpose of this section to discover the types of activities that visitors pursue and to determine whether there are any differences in visitor ecological orientation. This study embodies the search for nature-focused tomists or ecotourists - a segment consisting of visitors who are primarily motivated to travel in order to appreciate wildlife and natural elements of a host destination (Ceballos-Lascurain, 1996; Fennell, 1999; Swarbrooke and Horner, 1999; Wearing and Neil, 1999). VisitScotland (2004b) suggest that 1.9 million trips, or 17% of all trips to Scotland, involved an element of natuie engagement such as wildlife watching or nature study
as part of a wider holiday experience.'*'^ A smaller proportion of visitors (0.2 million trips, 2% of all holiday trips to Scotland) undertook a trip whose main purpose was nature study. Although some demographic information is available at the national level on these visitors (VisitScotland, 2004b) there has been no attempt to ascertain if nature-focused visitors differ from general rural visitors in terms of ecological orientation. Furthermore data on this segment are restricted to the national level and little is known about nature-focused visitors at the regional level. There is a danger that marketing the region as an ecotourism destination could impact negatively on the environment because of increased visitation to fragile sites, therefore it is important to detemine if those with a particular interest in nature (i.e. those most likely to respond to ecotourism marketing) have stronger environmental attitudes than general visitors. If nature-focused visitors are found to have stronger pro- ecological attitudes then negative impacts are reduced.
Visitors were asked to stipulate if they had come to the region to pursue a particular activity, and 54.2% indicated they had, with a variety of interests being given. Some of these specific activities included visiting heritage sites, art galleries, on business, cycling, fishing, hill-walking, photography and golf. The most frequently cited specific activity was bird-watching (24 visitors) followed by visiting nature reserves (7 visitors). These 31 visitors, which represent 29% of the total sample, were therefore classified as nature-focused visitors on the basis that they had come to the region to specifically participate in a nature-focused activity. The likely reason for this relatively high proportion of nature-focused visitors in the sample is due to the locations from which the questionnaires were distributed, with thi'ce of five questionnaire sites being attractions with nature-focused elements (Caerlaverock, Mull of Galloway, and Grey Mare’s Tail). However, it is not the purpose of the study to determine the market size of nature-focused tourists or ecotourists, but to compare their ecological orientation with other visitors to the region.
Species of particular appeal to nature-focused visitors include Spitsbergen barnacle geese, white fronted geese, whooper swans, passerines, various raptors such as peregrine falcons, red kites, golden eagles as well as woodland mammals such as red
deer, red squirrels and badgers. Other mammals of special interest to nature-focused visitors include otters and grey seals. The nationally rare natterjack toad (Btifo
calamita), which has its northern range limit situated in Dumfries & Galloway, was
also cited as a species of interest to nature-focused visitors. What seems apparent is that the region is particularly valued by nature-focused visitors for bird species and in particular the barnacle geese. While the most important bird habitats in the region have been commodified for the tourist gaze through the provision of visitor facilities such as bird hides and view points, opportunities still remain to develop more wildlife watching opportunities in relation to nationally threatened species such as red squiiTels, albeit with careful management. The region is particularly fortunate in that it supports around one quarter of the Scottish red squin el population.
Do nature-focused visitors to Dumfries & Galloway differ from other rural visitors in terms of ecological orientation? One might expect the answer to be yes since they have a specific interest in nature, and indeed this seems to be the case. The overall mean NEP score of nature-focused visitors was 4.19, higher than other visitors to the region (3.83). The difference between the two segments is statistically significant.'*^ It emerges that nature-focused visitors to Dumfries & Galloway hold stronger pro- ecological attitudes than other rural visitors across all four NEP subscales, with all being statistically significant except fragility of natme’s balance.'*^ Both nature- focused and general rural visitors share similar high pro-ecological views with regards to the fragility of nature’s balance. What these findings suggest is that visitors who come to the region for nature-focused activities are more likely to have high pro-ecological attitudes, however both these segments equally acknowledge that nature is delicate, easily upset and can be adversely affected by humans. Visitor activity would appear to be usable as an indicator of ecological orientation.
Visitors to the region engage in multiple piu'suits as shown in Figure 5.3. From a checklist, participants were asked to indicate which activities they would engage in whilst in the region.
One-Way ANOVA: mean NEP score of nature-focused visitors and other rural visitors (F = 9.590, df = \,p = 0.003).
One-Way ANOVA: mean NEP score of nature-focused visitors and other rural visitors; limits to growth (F == 2.777, df=l, p = 0.041); anti-anthropocentrism (F = 5.511, df^l, p = 0.003); rejeetion of exemptionalism (F = 13.422, df=l, p = 0.000).
Figure 5.3 Activities pursued by visitors to Dumfries & Galloway Hunting/shooting None Climbing G olf Fishing Water sports Long distance walking
Cycling Other Visit farm attractions
Nature photography Hill-walking
Short walk Visit historic/heritage sites
General sightseeing W ildlife watching/ nature study
Nature-focused visitor Other rural visitor
0 10 20 30 40 50 60 70
Number o f respondents (N = 107)
80 90 100
Surprisingly the most frequently recorded activity was wildlife watching/nature study which of course comprises all the nature-focused visitors but also over 60% of general rural visitors. Therefore, as well as encompassing a specialist segment defined by a specific motivation to visit the region for nature purposes, it is apparent that wildlife watching/ nature study is also pursued by a large proportion of general rural visitors.
General sightseeing is the second most frequently pursued activity for all visitors and the most practised general rural visitor activity. Less than half the nature-focused visitors took part in general sightseeing reaffirming their more focused reason for visiting the region. There are other activities that nature specialists enjoy including taking short walks, perhaps to reach sites of nature interest. The most conspicuous finding from Figure 5.3 is that general rural visitors tend to take part in a greater number of activities in comparison to nature-focused visitors. Conceivably reflecting their pro-ecological orientation, the nature-focused visitors did not engage in consumptive nature-based activities such as fishing, hunting and shooting, or sports such as golf.
This research is also interested in establishing if there are any statistically significant differences in the ecological orientation of all visitors who pursued nature-based
activities compared to those did not (Table 5.7). It has been shown that visitors with a specific interest in nature have statistically significant higher pro-ecological attitudes from general rural visitors; however this also seems to be the case with all visitors pursuing this activity even if they have not been classified as a nature- focused visitor. This indicates that general rural visitors who engage in wildlife watching or nature study have a higher pro-ecological orientation and can also be segmented from those who do not pur sue this activity. Further analysis using the sub scales indicate that those taking part in wildlife watching/nature-study have significantly higher pro-ecological attitudes in relation to limits to growth, rejection of exemptionalism and the fragility of nature’s balance, but express similar pro- ecological attitudes to those not taking part in this activity in relation to anti- anthropocentrism .
Table 5.7 shows no statistically significant difference in overall mean NEP score in relation to general sightseeing, however when scores are tested across the different sub-scales there is a difference. Those taking part in general sightseeing express lower pro-ecological attitudes than those who stated they do not take part in this activity in relation to rejection of exemptionalism but have similar attitudes with regards to the other NEP subscales. A similar situation is evident in relation to short walks where the overall mean NEP values are nearly but not quite statistically significant, but when tested over the sub-scales a statistically significant difference was revealed in relation to rejection of exemptionalism. However, this time those taking part in short walks expressed significantly higher pro-ecological attitudes than those who did not.
Table 5.7 Comparison of mean NEP scores across different activities
Mean NEP score (N) ANOVA Activity_____________________ Not pursued Pursued_____ £_
Wildlife watching/ nature study 3.64 (30) 4.06 (77) 0.000*
General sightseeing 4.03 (35) 3.90 (72) 0.269
Visit historic/heritage sites 3.90 (55) 3.99 (52) 0.417
Short walk 3.85 (60) 4.06 (47) 0.057**
Hill-walking 3.91 (69) 4.01 (38) 0.375
Nature photography 3.88 (85) 4.17 (22) 0.033*
Visit farm attractions 3.94 (94) 3.94 (13) 0.991
Other activity 3.92 (94) 4.07 (13) 0.369
Cycling 3.94 (96) 3.98 (11) 0.806
Long distance walking 3.96 (97) 3.79 (10) 0.377
Water sports 3.93 (101) 4.05 (6) 0.631 Fishing 3.94 (101) 3.89 (6) 0.827 Golf 3.96 (102) 3.56
(5)
0.113 Climbing 3,94 (104) 4.12(3)
0.576 blunting/ shooting 3.95 (106) 3.50 (1) 0.427 Average NEP = 3,94* Significant at the 95% confidence level ** Significant at the 90% confidence level
The table above informs us that there is a statistically significant difference in overall mean NEP scores between those engaging with nature photography and those who do not. In fact the highest mean NEP score of all activities are found within this category. While moderate proportions of nature-focused visitors also pursued this activity, and have boosted the mean NEP score, there still remains a significant difference between those pursuing nature photography and those who do not. Based on this finding it is justified to suggest that visitors pursuing nature photography are likely to have greater pro-ecological attitudes than those who do not. Maybe this result is expected, since to photograph elements of nature, one is likely to have an interest in ensuring the subject matter (nature) is preserved for future enjoyment. The main statistically significant difference in attitudes between those pursuing and not pursuing nature photography is also foimd within the limits to growth sub-scale. Although Table 5.7 shows that no other activities revealed differences in overall mean NEP scores, analysis using the sub-scales revealed one more significant difference in attitude. This was found in the anti-anthropocentrism sub-scale and is related to engaging in hunting/shooting. Although only one visitor indicated that they pursued this activity while in the region, and therefore one has to note extreme
caution with regards to the statistical analysis, it was interesting to find that this visitor did express a pro-anthi'opocentric attitude (EP subscale 4 = 2.00). This is the
nature of the ‘sport’, where animals are seen as being lower value than humans, and humans are meant to rule over nature.
What this section has revealed is that the specific activities which visitors come to the region to pursue can be used as a guide for pro-ecological orientation. Visitors who came to the region specifically for natui'c-fbcused activities express elevated pro-ecological attitudes in comparison to other rural visitors that can be attributed to an interest and concern for the environment. Consequently it would appear that Dumfries & Galloway does attract a segment of visitors which conform to the ecotourism stereotype by having pro-ecological attitudes and an interest in nature. This then can be exploited as a mechanism for marketing more effectively. But do they consider themselves to be ecotourlsts, and what do visitors think this concept represents?