Understanding the Bird Watching Tourism Market in Queensland, Australia

This study explores the diversity of characteristics of birdwatchers from the perspective of recreation specialisation. Using the visitor survey data from birdwatchers in Queensland, Australia, three cluster groups were identified including casual birdwatchers, intermediate birdwatchers and active/ committed birdwatchers. This study found that significant differences existed among three specialisation levels in terms of the appeal of particular bird species, size of tour groups, bird-related travel experiences, and preferences for destination attributes. The study indicated that the specialised birdwatchers were highly involved in birdwatching activities, interested in endemic birds and bird trails while general birdwatchers tended to combine birdwatching with other tourism activities and require good interpretation and other tourism facilities. The present research provides insights into the development of appropriate tourism products and relevant facilities which match the benefits and preferences being sought by both general and specialist birdwatching target markets.