ABSTRACT
Observing wildlife is one of the major travel motives of tourists and plays an important role in their destination selection process. Tourists like to view non-captured animals in a typical natural setting rather than view the captured animals. Further, a few tourists and travel agents are vocally against the viewing of captured animals. As a result the demand for pure wildlife tourism is growing rapidly, as is competition among wildlife destinations, and destinations are required to have proper and sustainable marketing practices to secure competitive advantage in this situation. This chapter is based on the marketing practices of wildlife tourism destinations, including travel motives, market segmentations, targeting and positioning, marketing, and promotional strategies. The study is mainly based on secondary information, but is supported by empirical evidence from Sri Lanka.
“Wildlife tourism also comes under the leisure category.…”
