To manage for more sustainable wildlife viewing tourism, a better understanding of tourists' behaviour that might disturb and negatively affect wildlife such as birds is needed. We conducted a qualitative case study of visitors to Hornøya, a protected bird cliff in Northern Norway. Behaviours with the potential to disturb seabirds at the site were explored using the theory of planned behaviour as a guiding framework. In-depth interviews and observations were used to explore why some visitors perform illegal or unwanted, potentially harmful behaviours, and to understand attitudes, social norms, and perceived behaviour control as influencing factors. The tourists visited Hornøya to experience seabirds in their natural surroundings, without causing harm. They were emotionally affected by the bird encounters, which may lead to thoughts and reflections about environmental challenges and nature protection. Visitors generally did not intend to disturb birds during these encounters. However, many visitors interpreted the birds' behaviour as meaning that they were not easily disturbed. Poorly developed social norms among visitors, in combination with limited presence of surveillance/guide personnel, and strong behavioural control among some visitors (willingness and ability to engage in illegal behaviour) led to occasional breaching of formal rules as well as incidents of inappropriate, potentially disturbing behaviour towards birds. Experienced wildlife photographers tended to show willingness and ability to engage in illegal behaviour more often than the two other segments.
Supplementary information: The online version contains supplementary material available at 10.1007/s10344-023-01678-y.
Keywords: Avitourism; Seabirds, Theory of planned behaviour; Wildlife disturbance.
© The Author(s) 2023.