Tourism satisfaction and wildlife conservation in Kenya

Background/Question/Methods

We examined the tourism experience in Laikipia, Kenya using Q-methodology. A series of photographs and statements representing Laikipa’s wildlife, landscape features, cultural heritage, and a variety of service variables that may influence visitor satisfaction were Q sorted by a non-random sample of guides and managers of four nature-based tourism enterprises and visiting tourists. Using factor analyses, the data yielded 3 groups each describing a distinct visitor experience. We characterized these as “Ecotourist Experience,” “Comfortable Wildlife Experience,” and “Vacation Experience,” based on rankings of variables and respondent comments.

Results/Conclusions

The results identified wildlife and cultural resources of importance to Laikipia tourists as well as relative values of service quality attributes and ecotourism benefits. Among the top 3 attractions for tourists were lions, elephants and leopards. All of the “Big 5” animals ranked higher than the region’s rare wildlife species, such as Grevy’s zebra, Greater kudu and wild dogs. Educational aspects of ecotourism were not highly valued and information about local natural and cultural history was mainly disseminated by guides and managers. Findings suggest the importance of management actions to maintain threatened, but controversial, wildlife species such as lions and elephants, and promotion by guides of the region’s rare dryland species will contribute to tourism satisfaction. Promotion of ecotourism benefits, currently a focus of tourism enterprise websites, appeals mainly to only one type of tourist attracted to the region. Sustaining large mammals across the landscape makes the distribution of costs and benefits related to wildlife critical to tourism success.