LUCKNOW: Indian Institute of Management LucknowFaculty research explores the consequences of the avi-tourism (bird watching) experience on tourists and whether it can be used to promote Environmentally Responsible Behaviour (ERB).
Published in the prestigious Tourism Recreation Research journal,in a paper co-authored by Dr. Anirban Chakraborty, Associate Professor, Marketing, IIM Lucknow and Dr.DebankurSaha, Assistant Professor, IFMR Graduate Business School, Krea University, the study investigateshow birdwatching experiences create an immersive nature experience on individuals and motivates them to act in an environmentally conscious manner. Thestudy is crucial for stakeholders to design policies that promote sustainability and environmental stewardship.
Key findings of the research include –
- Birdwatching activities provide the opportunity towitness the splendour of avian species in their natural habitat, creating a lasting and memorable impact on tourists.
- The sense of adventure in the serene natural settings, and the joy of spotting rare bird species contribute to an immediate sense of discovery, happiness, and contentment.
- The positive emotional state makes people appreciate the value of the natural environment and gives a sense of moral obligation to preserve it for future generations.
- The quality of the birdwatching experience (guidance, informativeness and service experience) is directly related to the strength of motivation for exhibiting ERB. Hence, well-educated guides capable of explaining the intricate interconnectedness of local ecosystems are crucial for delivering an impactful experience.
- The availability of an eco-friendly, comfortable hospitality facility adds to the overall experience of the tourists.
To gather these findings, the research team used the Stimulus-Organism-Response (SOR) framework to develop a conceptual model and analyse the responses of more than 300 birdwatching tourists.
Speaking about the significance of this study, Prof. Anirban Chakraborty, said,“India is home to more than 1300 species of birds. This represents more than 12% of the world’s total bird diversity. Hence it offers tremendous potential for avi-tourism (bird-watching). The growing interest in experiential tourism can be leveraged to promote it. A sustainable, eco-friendly tapping of this potential will generate funds required for conservation of these often-neglected habitats. A well-designed avi-tourism encounter can be a transformative experience for the avi-tourists. It mayfoster in them appreciation of the complex eco-system and empathy towards the local communities. Even if a small fraction of such avi-tourists turn into environmental evangelists, the larger interest of the society will get served.”
The proposed framework offers a valuable guide for tourism operators to focus on improving tourist experiences, resulting in environmentally conscious tourists. Additionally, the insights can also be used by the policy makers to design tourism activities and policies that will promote environmental sustainability, ultimately contributing to society’s overall welfare.
Indian Institute of Management Lucknow, established in 1984, is the fourth in the prestigious IIM family of management schools to be established in India after IIM Calcutta, IIM Ahmedabad, and IIM Bangalore. In 2005, IIM Lucknow expanded its area of influence in the realm of management education by becoming the first IIM to set up a satellite campus exclusively for Executive Education at NOIDA in Delhi NCR region.
IIM Lucknow is accredited by AACSB and AMBA while its EQUIS Accreditation is ongoing. The institute features in the prestigious FT -100 Top Global Business schools for both the 2-year Flagship PGP program and One-year IPMX Program. It is also consistently ranked amongst top business schools in the NIRF Rankings. IIM Lucknow was the first IIM to start a 2-year full time MBA program in Sustainable Management 10 years back. It also has a long-standing full-time MBA program in Agri Business Management.
Throughout its last 40 years’ journey IIML has touched millions of lives through its academic programs, executive education programs, research, and consulting. The centres for excellence at IIM Lucknow including the Centre for Public Policy, Centre for Food and Agribusiness Management, Centre for Business Sustainability, Centre for Marketing in Emerging Economies, to name a few, regularly carry out evidence-based research and interventions in public policy and management practice. Faculty of IIM Lucknow also feature in top 2% of global scientists for research output and impact.
The alumni of IIM Lucknow now occupy top positions in the world of business, public policy and in several other fields.
Situated in a city known for its cultural heritage, the campus is spread over more than 190 acres of beautifully landscaped area. With its foundation in the city of “Tehzeeb”, IIM Lucknow inculcates human values and professional ethics in the students to help them make a positive impact not just on the nation but on a global platform. IIM Lucknow has an ideal setup conducive to learning, accessibility and excellence.
