Tourists’ (ir)responsible behaviors around wildlife in Aotearoa New Zealand: an application of values-beliefs-norms theory and capability-opportunity-motivation and behavior model

This research underscores the prevailing impacts of tourists on endangered wildlife and seeks to improve responsible behaviors during wildlife encounters. Using values-beliefs-norms (VBN) theory and the Capability-Opportunity-Motivation and Behavior (COM-B) model, we assess the drivers of tourists’ (ir)responsible behaviors with kea (Nestor notabilis) – a nationally endangered bird in Aotearoa New Zealand. A sequential mixed methods design uncovered drivers of tourists’ (international and domestic) (ir)responsible behaviors with kea in Study 1 - the qualitative phase. In this phase, interviews with 36 visitors with varying wildlife value orientations revealed responsible tourist behaviors performed around kea. Strong beliefs around consequences and the ascription of personal responsibilities to protect kea indicate tourists’ pro-wildlife orientations. Building on this phase, a survey (Study 2) was designed and administered to a sample of 426 domestic and 1212 international visitors (N = 1638). Results from a two-step cluster analysis identified three clusters of visitors that were different in their VBNs and COM-Bs. Implications for wildlife management and application of COM-B in tourism studies are offered.