IIM-Lucknow Research Explores Impact Of Birdwatching On Promoting Sustainable Tourism

Researchers at the Indian Institute of Management (IIM), Lucknow have studied the impact of bird-watching on tourists and whether it can be used to promote environmentally-responsible behaviour.

- Press Trust Of India

Published in the prestigious “Tourism Recreation Research” journal, a paper co-authored by Anirban Chakraborty, Associate Professor, IIM-Lucknow, and Debankur Saha, Assistant Professor, IFMR Graduate Business School, Krea University, investigates how birdwatching creates an immersive nature experience for individuals and motivates them to act in an environmentally-conscious manner.

According to officials, the study is crucial for stakeholders to design policies that promote sustainability and environmental stewardship. The research team used the Stimulus-Organism-Response (SOR) framework to develop a conceptual model and analyse the responses of more than 300 bird-watching tourists.