Hyderabad – A new study by the Indian Institute of Management (IIM) Lucknow dives into how birdwatching, also known as avi-tourism, can encourage tourists to care more about the environment.
The research, featured in the journal Tourism Recreation Research, was led by Dr. Anirban Chakraborty, Associate Professor of Marketing at IIM Lucknow, along with Dr. Debankur Saha, Assistant Professor at IFMR Graduate Business School, Krea University.
The team focused on how close encounters with birds in their natural surroundings can leave a lasting emotional impact. These experiences often lead to feelings of joy, wonder, and connection with nature. That emotional connection, the study found, can motivate people to act in more environmentally responsible ways.
According to the research, simply going birdwatching isn’t enough. The quality of the experience matters. Well-trained guides, informative tours, and eco-conscious services all play a big role in shaping how tourists think and feel afterward.
Guides who can explain the delicate balance of local ecosystems help deepen the tourists’ understanding. Meanwhile, comfortable and green lodging options add to the overall positive experience.
To reach these insights, the researchers used the Stimulus-Organism-Response (SOR) framework. They gathered feedback from over 300 birdwatching tourists to build their model.
“India is home to more than 1,300 bird species, making up over 12% of the world’s bird population,” said Dr. Chakraborty. “This presents a huge opportunity for eco-friendly tourism.”
He added that as people seek more meaningful travel, avi-tourism could become a powerful tool for conservation. With the right approach, it can raise funds to protect vulnerable habitats while offering tourists a deeper understanding of nature.
Even if only a few tourists turn into long-term environmental advocates, the impact could be significant, the study notes.
The researchers believe their findings can help tourism operators create more impactful birdwatching experiences. At the same time, policymakers can use this knowledge to design smarter, greener tourism strategies.
By combining enjoyable travel with environmental education, India can promote a more sustainable tourism industry that benefits both people and the planet.
