The integration of human dimensions with the environmental context: A study of polar bear observers in the Churchill Wildlife Management Area, Churchill, Manitoba

Past research concerning wildlife tourism has focused almost exclusively on its human dimensions and not considered the influence of the varying environmental contexts within which these tourists find themselves and the extent to which it affects their on-site experiences. Wildlife managers, especially managers of flagship species such as polar bears, can benefit from research seeking to gain a greater understanding of both the socio-psychological and socio-environmental dynamics involved in wildlife tourism. By adopting a perspective grounded in environmental sociology, the purpose of this study was to develop a greater understanding of the human dimensions of wildlife tourism by incorporating a consideration of the environmental context. Based in one specific resource management area (i.e., the Churchill Wildlife Management Area (CWMA) near Churchill, Manitoba), the study gathered data using self-administered questionnaires and on-site behavioural observations. Specifically, information was gathered on wildlife tourists' human dimensions such as demographics, psychographic variables (e.g., perceptions, values), and measures of specialization patterns (e.g., motivations, conservation involvement). The behavioural observations gathered information concerning the socio-environmental aspects (e.g., group dynamics, on-site stimuli) associated with each viewing experience while out on tundra vehicles to see the polar bears. In total, 917 usable questionnaires and observational data based on 264 hours of behavioural observations (i.e., from 48 separate tundra vehicle outings) were collected during the peak polar bear viewing season from October to November of 2002.; Findings revealed that, similar to other wildlife tourism destinations, polar bear viewers in the CWMA were generally older, well-educated, and relatively affluent. However, an examination of their motivations, wildlife values, pro-environmental behaviour, and specialization levels indicated variations among the individuals comprising the overall sample. Using cluster analysis to derive a typology of wildlife tourists based on selected psychographic indicators, some wildlife tourism archetypes (e.g., specialized wildlife tourists) appeared thereby supporting earlier typologies of wildlife tourists (Orams, 1999), but other types of polar bear viewers (e.g., general wildlife tourist) were revealed that appear to not particularly embody the ideals of ecotourism, nor were they exemplary models of wildlife tourism.; The on-site behavioural observations revealed a number of insights into temporal and spatial dimensions that confirmed the myriad of shifting images and experiences resulting from wildlife viewing excursions. In addition, these outings also reflect the dynamic social experience, as indicated by the varying group dynamics and/or rapport between group members and guides. The findings revealed that the total number of polar bears seen on the outing was the principal environmental factor influencing positive group dynamics. The importance of numbers of polar bears over their proximity or level of activity supports similar patterns also detected in other wildlife tourism studies (Davenport, Borrie, Freimund, & Manning, 2002; Hammitt & Wells, 1993).; Identifying the complex, diverse, overlapping, and often contradictory forces at play in wildlife tourism is an important component of any management approach. Detailed information on the wildlife viewing experience and factors associated with it allows agencies to better incorporate procedures that are sensitive to the needs and expectations of potential user segments and to more accurately anticipate how such segments might react to new interpretative strategies or management polices. As this study has demonstrated, focusing on the human dimensions of wildlife tourism and their relationship to the environmental context provides an opportunity for translating social science models into practical tools for resource manager...