An interview-based cognitive analysis of stakeholder perceptions of whale watching in Puget Sound, Washington

Thesis (Master's)--University of Washington, 2016-06

Since 1986, when the commercial whaling moratorium was established, whale watching has become a prominent tourism industry. Accompanying this increase in the industry is the conflict between different stakeholders on the best management practices, protection guidelines and business plans that should be incorporated in whale watching. As whale watching in Puget Sound, Washington becomes increasingly important to the local economy and tourists alike, an understanding of such stakeholder perceptions will be an important part of the management process. This paper analyzes stakeholder perceptions of whale watching in Puget Sound through the use of open-ended, elite interviews and cognitive testing. ‘Perceptions’ include stakeholder understanding, behavior and preference as it relates to whale watching. Historically, surveys have been used to gather information of this type. This research is designed to examine a new method for gaining this knowledge. Interviews were conducted with 18 stakeholders that represent two key sectors within the whale watching industry: environmental groups and tour operators. The cognitive testing technique of a pile sort was used to gauge perceptions. During the pile sort, subjects were asked to sort a set of 25 terms into piles of their choosing based on the relationships they perceive between the terms. Based on the terms sorted with the term ‘whale watching’ and similarities between different data sets from individuals, a general understanding of each group’s overall perception of whale watching was developed. The cognitive test was accompanied by a brief, open-ended interview. Results show that both groups strongly associate whale watching with recreation. Additionally, while a majority of the respondents, regardless of their associated subject group, related whale watching with the ideas of ‘work’ or ‘career,’ those in the environmental field were more likely to associate it with conservation based activities, such as cleaning up a beach, as well as recreational activities, such as ‘spear fishing’. Tour operators more strongly associated whale watching with recreation, and less prominently associated it with environmental activities. These resultant findings have potential to impact communication, resource use, and cultural value in the whale watching industry, while increasing cooperation and understanding among industry stakeholders. The results could be of considerable help to future management of Puget Sound whale watching, and whale watching worldwide. Additionally, the success of the pile sort method will allow for its use in future similar studies in a broad range of fields