Determinants of the potential demand for whale watching in Loreto Bay National Park

Mexico's Federal Programme of Actions for the Conservation of the Blue Whale (PACE) (Balaenoptera musculus) prioritizes whale watching (WW) research in the Loreto Bay National Park due to the increase of this activity. The aim of this study was to investigate whether whale watchers’ socioeconomic characteristics, motivations, attitudes towards whale conservation, and boat crowding influence the potential demand for WW for both first visits and the willingness to return to Loreto Bay National Park. A total of 143 structured surveys were conducted during the 2014 winter season after WW boats had returned to port. Logit econometric models in STATA were used in this analysis. The results show that the first WW experience is determined significantly by gender, nationality, whether hotel activities are a motivation for travelling, and knowledge about whales. The willingness to return depends on gender, nationality, sun and beach beauty, plans for WW before leaving home, and attitudes towards whale conservation. The results show that the reported crowding of whale mothers and calves and the willingness to accept more boats is negatively related to the willingness to return. Management recommendations are to maintain the current legislation, continue with passive observation and optimize the number of trips and tourists per boat. Differences in the demand determinants and in the type of tourists for first and repeat visitors suggest the possibility of creating different market segments. A national programme for WW that considers WW diversity and conservation initiatives would enhance sustainable wildlife tourism as part of marine policies.