Abstract

This research has been conducted taking the Algarve, in Portugal, as a case-study for bird-watching tourism in Europe. Using multiple indicators three subgroups of ‘casual’, ‘active’, and ‘experienced’ birders were distinguished through cluster analysis. Further analysis reveals significant differences in the motivation, behaviour and ‘career’ characteristics of casual and experienced birders. However, independent of specialisation level, birding tourists seem equally environmentally sensitive and are primarily motivated by the same activity-specific motivators such as the aesthetic qualities of birds and their diversity. In the light of these findings, this paper challenges some of the assumptions that underpin leisure specialisation research; particularly that with specialisation comes high-end bird-watching from people who are more keen on adopting pro-environmental behaviours.