Scientific Literature: Searchable Database

In 2003, a survey was conducted to assess the awareness of the general public of whale-watching opportunities in Scotland and to assess the potential domestic market for whale-watching activities. Fifty-four percent of respondents took holidays in Scotland, and two thirds stated that opportunities to watch wildlife were an important motivational factor for them having holidays in Scotland. Although the US was the country thought by the majority as a primary whale-watching location, Scotland featured second. Over half were aware of whale-watching opportunities in Scotland, although only a third were aware of specific locations. The most commonly cited whale-watching location was the Moray Firth. Only 7.7% of the respondents had actually been whale watching, although more than half the respondents said that they would be interested in going on a whale-watching trip in Scotland. Eighty-five percent of survey respondents thought that the Scottish Tourist Board could do more to promote whale watching in Scotland and television advertising was considered to be the most effective means of such promotion. This study indicated that there was a relatively large potential domestic market for whale watching in Scotland that is, as yet, untapped.