Measuring birdwatchers preferences: A case for using online networks and mixed-mode surveys

This paper reports findings derived from a study of birdwatchers in the Azores. The subject was birdwatchersʹ preferences for given management actions designed to improve the attractiveness of bird watching sites. In the absence of official statistics on this market segment, use was made of a mixed-mode survey incorporating both on-site and off-site surveys and the use of on-line social networks and communications tools. The variable willingness-to-stay more time at the site was used as a welfare measure. It has the advantage that it can be used to demonstrate the significant returns of eco-tourism to local communities. Two findings emerge. First, tourists practicing wildlife viewing and nature-based activities are less worried about infrastructures and care more about biodiversity and habitat quality, and second, the research technique appears to be successful when surveying seasonal recreation communities that are small and socially cohesive.