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Title: Wildlife viewing: The impact of money-back guarantees
Authors: Kubo, Takahiro
Mieno, Taro
Kuriyama, Koichi
Author's alias: 久保, 雄広
三重野, 太郎
栗山, 浩一
Keywords: Conservation-tourism balance
Choice modelling
Ecotourism
Endangered species
Money-back guarantee
Sustainable tourism
Uncertainty
Wildlife tourism
Issue Date: Feb-2019
Publisher: Elsevier Ltd.
Journal title: Tourism Management
Volume: 70
Start page: 49
End page: 55
Abstract: Wildlife sightings are not always guaranteed. To address this risk, tour operators often offer a money-back guarantee as a refund mechanism. However, studies have overlooked the influences of such refund mechanisms on tourists' tour participation decisions and tourism revenue. We conducted choice experiments to examine the impact of such mechanisms using a case of Amami rabbit tourism in Japan. We found that the guarantee significantly influences the tourists’ decision-making and tour revenue. In particular, we found that the expected tourist participation rate and tour guide revenue vary drastically depending on the probability of the rabbit encounter. The maximum expected revenue from the tour with a 90% chance was about 20 times larger than that with a 10% chance. This indicates that conserving wildlife to maintain the sighting probability raises tour benefits, creating a win-win situation by balancing conservation and tourism development.
Rights: © 2018 The Author(s). Published by Elsevier Ltd. This is an open access article under the CC BY license (http://creativecommons.org/licenses/BY/4.0/).
URI: http://hdl.handle.net/2433/235732
DOI(Published Version): 10.1016/j.tourman.2018.06.010
Appears in Collections:Journal Articles

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