Stakeholder Perceptions of Potential Flagship Species for the Sacred Groves of the North Western Ghats, India

Flagship species are often key in marketing ecotourism. Such flagships, however,

are frequently perceived differently by local communities and tourists, which could

undermine the function of flagships in conservation. This article investigated the

differences between locals’ and tourists’ perceptions about potential bird and tree

flagships in sacred groves in the north Western Ghats, India, by surveying 154 villagers

and 148 tourists. Tourists generally appreciated aesthetic value, but villagers

had species-specific views that incorporate use, cultural, and aesthetic values of these

species. The results imply that the views of tourists potentially complement the existing

values of these species for villagers by promoting ecotourism. Our results suggest the

importance of considering both tourists’ and locals’ perspectives if conservationists aim

to promote ecotourism using flagships, and if they are to harness the support of local

communities and strive for both biological and social sustainability.