The Whale Watch Experience: Does an Interpretive Experience Lead to Behavior Change?

Interpretation, as a primary communication methodology, allows for visitors to natural and cultural resource-based areas to connect with the resource through providing information, conveying the significance of the resource... [ view full abstract ]

Interpretation, as a primary communication methodology, allows for visitors to natural and cultural resource-based areas to connect with the resource through providing information, conveying the significance of the resource and the rationale for conserving the resource, and enhancing the enjoyment of the experience (White et al., 2005). One of the preferred outcomes of interpretation is change whether it be attitudinal or behavioral (Ham, 2007). Few studies have documented the impact of interpretive naturalist-lead boat-based experiences on individuals. In a study of on-shore whale watchers in Oregon, Christenson, Needham, and Rowe (2009) looked at the influence of experience on value orientations and personal environmental behaviors. They found that those people with more viewing experiences had stronger biocentric beliefs and values which in turn influenced personal behavior. The findings from this study further the findings of other studies that have focused on the development of environmental values. Understanding the impact of the whale watching experience and environmental values on visitors is important for the interpretive naturalist not only in terms of enhancing the methodology for delivering conservation-based messages but also for creating a connection with a resource in the hope that it spurs future behavior changes. This study seeks to examine the impact of an interpretive-naturalist lead boat-based whale watching experience on an individual’s emotional and intellectual responses and behaviors. Between May 2015-August 2016, randomly selected individuals on 50 pre-selected whale watching trips out of Gloucester, Massachusetts were chosen to participate in pre-experience, post-experience, and follow-up surveys addressing the impacts of the trip on their knowledge of whales & whale behavior as well as on their own personal behaviors and attitudes. Individuals were asked to fill out the surveys by hand during the pre- and post-experience phases. Follow-up surveys were sent out via survey monkey one month after and one year after the initial experience. Interpretive speech data points were coded based upon the whale behaviors that were highlighted on a specific day to minimize survey bias. Results demonstrate that the whale watch experience provokes both emotional and intellectual responses in the participants and that those experiences may lead to behavior change.