Data of expectation and satisfaction questionnaires about whale watching activity

This study examines the alignment between whale-watching (WW) experiences and tourist expectations in three North Atlantic destinations. As marine wildlife tourism, above all whale watching, gains popularity, it is vital to strike the right balance between tourist satisfaction and ecological conservation. Whale watching is now a global tourist trend, with locations like the Canary Islands and the Azores rapidly becoming prime spots for these activities. These locations attract a significant number of tourists with varying recreational interests and diverse perceptions of each destination and its natural resources.

While often marketed as sustainable tourism, the ecological impacts of whale watching are a matter of concern, especially in the region of Macaronesia, where cetaceans are under increased exposure to commercial and recreational vessels. These factors contribute to changing dynamics in stakeholder perceptions and in the management of marine resources.

The findings here highlight how perceptions and images of whale watching evolve and how these changes influence stakeholder behavior and preferences. Evolving whale-watching practices may reinforce or diminish conservation and environmental education images. By addressing the balance between tourist satisfaction, operational guidelines and conservation efforts, this research aims to promote more sustainable practices in marine wildlife tourism, ensuring ecological integrity and enriching experiences for visitors.