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 birdwatching on tourists and whether it can be used to promote environmentally-responsible behaviour.

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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.