A recent study conducted by the Indian Institute of Management Lucknow and IFMR Graduate Business School, reveals that birdwatching or avitourism, can encourage tourists to embrace environmentally-responsible behaviours. Published in Tourism Recreation Research, the study highlights immersive experiences with India’s vast bird diversity. These encounters spark awe and joy and also create a stronger bond with nature. Ultimately, this fosters greater conservation awareness.
A powerful tool for environmental awareness
Led by Dr. Anirban Chakraborty of IIM Lucknow, the research surveyed over 300 birdwatchers and found that eco-friendly hospitality, knowledgeable guides, and immersive storytelling, significantly enhance tourists’ emotional connection to natural spaces. This emotional bond, in turn, encourages environmentally responsible behaviour (ERB), such as conservation support and sustainable travel choices.
Dr. Chakraborty noted that India is home to over 1,300 bird species, making it a significant destination for avian tourism. He emphasised that with the right approach, birdwatching has the potential to serve as a powerful tool for raising environmental awareness and promoting sustainable tourism.
The study urges tourism operators and policymakers to craft experiences that blend enjoyment with environmental education, turning meaningful travel into a force for conservation as well.
