Wolves have been symbolized negatively throughout history (e.g., mystical powers, lone wolf, big bad wolf in fairy tales). In an effort to reverse these negative stereotypes, Spirit Way Inc., a non-profit tourism organization,... [ view full abstract ]
Wolves have been symbolized negatively throughout history (e.g., mystical powers, lone wolf, big bad wolf in fairy tales). In an effort to reverse these negative stereotypes, Spirit Way Inc., a non-profit tourism organization, has been attempting to position Thompson, Manitoba, Canada as the “Wolf Capital of the World.” The long-term success of such an initiative, however, requires the support of local residents. We explored three predictors of local support for the wolf capital initiative. We hypothesized that support for the initiative would increase among those who: (a) were willing to financially support the initiative, (b) willing to participate in wolf-related activities, and (c) valued the existence value of wolves in the area. Data were obtained from a self-administered questionnaire that was distributed to a random sample of Thompson residents (n = 389, response rate = 77%). Support for the initiative was measured with seven items (e.g., Becoming the “Wolf Capital of the World” would be beneficial to Thompson, Wolves can generate economic opportunities for local residents). The Cronbach’s alpha for this index was .91. Financial support was operationalized with three variables that asked about respondents’ willingness to donate money or use tax dollars to support Thompson becoming the wolf capital (Cronbach’s alpha = .85). Willingness to participate in wolf-related activities was measured with three variables (e.g., attend educational activities, visit a wolf enclosure) (alpha = .76). Existence value was measured with four indicators (e.g., wolves have a right to exist in the Thompson area) (Cronbach’s alpha = .75). Regression analysis supported all three hypotheses. The best predictor of support was existence value (beta = .371, p < .001), followed by willingness to provide financial support (beta = .286, p < .001), and willingness to participate in wolf-related activities (beta = .258, p < .001). Taken together, these three predictors explained 53% of the variance in the support index. Understanding what affects support for an initiative provides a foundation for educational efforts and helps to inform decisions regarding the future of wolves, wolf management, and the success of the “Wolf Capital of the World” initiative in Thompson, Manitoba.
