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Wildlife viewing: The impact of money-back guarantees

Kubo, Takahiro, Mieno, Taro, Kuriyama, Koichi (2018) Wildlife viewing: The impact of money-back guarantees. Tourism Management, 70 . pp. 49-55. ISSN 0261-5177. (doi:10.1016/j.tourman.2018.06.010) (KAR id:80496)

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.

Item Type: Article
DOI/Identification number: 10.1016/j.tourman.2018.06.010
Additional information: Unmapped bibliographic data: DA - 2019/02/01/ [EPrints field already has value set] JO - Tourism Management [Field not mapped to EPrints]
Uncontrolled keywords: Conservation-tourism balance, Choice modelling, Ecotourism, Endangered species, Money-back guarantee, Sustainable tourism, Uncertainty, Wildlife tourism
Subjects: H Social Sciences
H Social Sciences > HB Economic Theory
Divisions: Faculties > Social Sciences > School of Anthropology and Conservation > DICE (Durrell Institute of Conservation and Ecology)
Depositing User: Takahiro Kubo
Date Deposited: 31 Mar 2020 18:30 UTC
Last Modified: 01 Apr 2020 16:19 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/80496 (The current URI for this page, for reference purposes)
Kubo, Takahiro: https://orcid.org/0000-0002-4832-5539
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