#oldnews: Diffusion of pro-conservation behaviors and social media in wildlife tourism

ABSTRACT A proposed benefit of wildlife tourism is tourists’ participation in pro-conservation behaviors (PCB). Diffusion theory proposes that one’s perceived efficacy of a behavior will influence rates of behavior adoption. However, empirical data on factors that influence wildlife tourists’ perceived efficacy of PCB (PEPCB) are lacking. This study evaluated experiential elements’ influence on tourists’ PEPCB, and the role of social media as an emerging PCB. Data were collected from in situ and ex situ wildlife tourists (n= 475), presenting a systems-level view of wildlife tourism. Engagement with interpretation, attitudes, and past PCB performance did not influence PEPCB. Data suggests PEPCB are favorable and existing PCB are diffused throughout the wildlife tourism community. Data did support tourists’ use of social media as an emerging PCB, which is not widely diffused. Management recommendations for existing and future PCB are discussed.