Abstract

The UK wildlife outbound tourism sector is a relatively uncharted area of academic study both in terms of demand and supply. The purpose of this paper is first, to move towards a typology of British wildlife tour operators and their favoured destinations, and secondly, to introduce the relationship between satisfying the consumer and sustainable product/destination management. A systematic review of wildlife tourism brochures and in-depth interviews with key stakeholders indicate a gradual shift from a specialised market offering high involvement in a particular species (usually birds) to a more general market looking for an interesting, but pleasant and relaxing holiday based around a general interest in nature and the environment. Both markets coexist in a complex product and tourist spectrum with neither market being entirely inclusive. Instead there is a degree of movement between one and the other which has led to operators offering a wider range of products to suit the hard-core expert and the novice enthusiast. However, product development and satisfying the consumer implies some difficult management dilemmas such as the use of tape recordings, food provisioning and the constant search for new destinations to offer experienced tourists something different.