Running Head: ANALYZING CHARACTERISTICS OF RESPONSIBLE TOURISM AT NATURAL EVENTS: A
CASE STUDY ON THE ADAMS RIVER SALMON RUN

Analyzing Characteristics of Responsible Tourism at Natural Events: A Case Study on the
Adams River Salmon Run
Fauve Q. Garson
Thompson Rivers University

Running Head: ANALYZING CHARACTERISTICS OF RESPONSIBLE TOURISM AT NATURAL EVENTS: A
CASE STUDY ON THE ADAMS RIVER SALMON RUN

Abstract
Responsible tourism is defined as tourism that minimizes negative social, economic and
environmental impacts. This form of tourism was conceptualized in Cape Town in 2002 and
resulted in the creation of the Cape Town Declaration on Responsible Tourism, which focuses on
the creation of optimal places for people to live and for tourists to visit. While tourism has
numerous positive impacts, it is also capable of damaging communities and environments while
adding to issues such as pollution, resource depletion and land degradation. These issues present
the risk of devastating impacts such as last chance tourism, changing environments or cultures,
disappearing destinations and endangered species. While studies have been conducted on
tourist’s behaviour and their willingness to partake in sustainable tourism, little research has been
undertaken regarding whether natural events can be promoters of responsible tourism and
responsible tourist behaviour with a specific focus on the environmental sustainability aspects.
Using the Cape Town Declaration on Responsible Tourism as a guideline, and the
Transtheoretical Model, more commonly known as the Changes of Behaviour Model, as a
framework, this research seeks to use an exploratory case study approach using mixed methods
to evaluate the motivations of natural event attendees at the Salute to the Sockeye festival held at
Ts’utswecw Provincial Park in Squilax, British Columbia, Canada. This research will integrate a
review of secondary literature, an analysis of visitor survey questionnaires gathered from the
2018 festival by international researchers, and will involve interviews with key stakeholders. The
main purpose of the research is to assess whether natural events can act as a catalyst for
responsible tourism and tourist behaviour. My research will aim to understand how natural
events such as the Adams River Salmon Run can promote more responsible behaviour by visitors
from a demand perspective, while also gathering information from local residents about the

Running Head: ANALYZING CHARACTERISTICS OF RESPONSIBLE TOURISM AT NATURAL EVENTS: A
CASE STUDY ON THE ADAMS RIVER SALMON RUN

festival from a supply perspective in order to determine whether responsible tourism is part of
their festival management goals.
Key words: responsible tourism, natural events, tourist behaviour, event tourism, sustainable
tourism

Running Head: ANALYZING CHARACTERISTICS OF RESPONSIBLE TOURISM AT NATURAL EVENTS: A
CASE STUDY ON THE ADAMS RIVER SALMON RUN

Table of Contents
Introduction ............................................................................................................................... 2
Literature Review ....................................................................................................................... 3
Methodology............................................................................................................................. 12
Survey Analysis ................................................................................................................... 14
Stakeholder Interview Design............................................................................................. 14
Interview Analysis ............................................................................................................... 14
Ethics ................................................................................................................................... 15
Results ...................................................................................................................................... 15
Analysis .................................................................................................................................... 19
Conclusion ............................................................................................................................... 19
Recommendations .................................................................................................................... 20
Limitations ............................................................................................................................... 21
Contributions to Research........................................................................................................ 22
Future Research ...................................................................................................................... 22
Acknowledgments .................................................................................................................... 23
References ................................................................................................................................ 24
Appendix A............................................................................................................................... 26
Appendix B............................................................................................................................... 31

List of Figures
Figure 1: Perceptions of Responsible Tourism at the Adams River ..................................... 14
Figure 2: Perceptions of Responsible Tourism Before Attending the Salmon Run ............. 14
Figure 3: Event Attendees Perception of Themselves as Responsible Tourists at the Run.. 14
Figure 4: Stakeholder Interview Analysis .............................................................................. 14

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Running Head: ANALYZING CHARACTERISTICS OF RESPONSIBLE TOURISM AT NATURAL EVENTS: A
CASE STUDY ON THE ADAMS RIVER SALMON RUN

Introduction
Although tourism has numerous positive impacts such as boosting local and global economies, it
also has the potential to destroy communities, cultures and species while adding to pre-existing
issues such as pollution, resource depletion and land degradation as well. Responsible tourism
aims to minimize negative social, economic and environmental impacts while creating optimal
places for people to live and visit (Cape Town Declaration on Responsible Tourism, 2002, p. 4).
This form of tourism was conceptualized in Cape Town in 2002 and resulted in the creation of
the Cape Town Declaration on Responsible Tourism (Cape Town Declaration on Responsible
Tourism, 2002). This exploratory case study at the Adams River Salmon Run, located at
Tsútswecw Provincial Park in British Columbia, Canada, seeks to determine whether natural
events can act as a catalyst for responsible tourism in today’s fast-changing environment.
The Adams River Salmon Run, North America’s largest natural salmon run, has been
said to attract thousands of visitors each year (Kruger, Saayman & Hull 2018, p. 3). Every four
years, there is an increase in the number of fish that return from the ocean to spawn on the park
grounds (Kruger, Saayman & Hull, 2018, p. 3). During this time, the park operates the Salute to
the Sockeye Festival, a celebration held for the returning fish, hosted by stakeholders including,
but not limited to, the Adams River Salmon Society, BC Parks and the Little Shuswap Indian
Band. During the three weeks of festival operations, the park offers a number of additional
amenities such as local, non-profit food vendors, artisan booths, interpretive guides, ceremonies
and themed events.
In 2014, Dr. John Hull and Dr. Martinette Kruger conducted a visitor survey to gain
insights on the visitor typology including their motives for attending the event, their attitudes and
their behaviours. The survey was divided into a number of sections addressing general

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Running Head: ANALYZING CHARACTERISTICS OF RESPONSIBLE TOURISM AT NATURAL EVENTS: A
CASE STUDY ON THE ADAMS RIVER SALMON RUN

demographics of attendees, who the attendee was travelling with, how long they’d be staying in
the area and their motivations behind visiting the salmon run. In 2018, at the next dominant, or
quadrennial run, a similar survey was distributed. However, this version of the survey included
an additional section pertaining to responsible tourism and tourist behaviours. The section aimed
to measure the attendees level of responsible tourism prior to visiting the salmon run, their
responsible behaviour while attending the event and then provided attendees with the opportunity
to qualitatively express details about their behaviour while attending the event. The questions
prompted them to determine their willingness to pay an increased fee for conservation, their
lasting impression of the event and to express whether they considered their behaviour to be
responsible during their visit. In addition, I conducted a total of three local stakeholder
interviews with representatives from BC Parks, The Adams River Salmon Society and The Little
Shuswap Indian Band.
This report will provide a summary of the research conducted for my UREAP project. The first
section will provide a literature review. The next will explain the methods and research approach
that I adopted as part of the study. The results of my research will then be presented in the
following section, followed by the analysis section which will integrate results with the literature
review. Finally, my conclusions and recommendations will be presented.
Literature Review
The Adams River Salmon Run, a natural event which occurs annually through the months of
September and October, has been said to attract thousands of visitors each season to the Shuswap
Region of British Columbia, Canada (Kruger, Saayman & Hull, 2018, p. 3). Although tourism
has been recognized as a means to achieving community development, there is a call for further
research to investigate how event tourism can play a role in encouraging responsible tourism

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Running Head: ANALYZING CHARACTERISTICS OF RESPONSIBLE TOURISM AT NATURAL EVENTS: A
CASE STUDY ON THE ADAMS RIVER SALMON RUN

specifically (Mair & Laing, 2013, p. 2). Kruger, Saayman & Hull (2018) also acknowledge the
fact that different attendees will possess a number of diverse motives for witnessing natural
events and will, therefore, have different expectations of their natural event experiences (p. 3).
These varied expectations can lead to different displayed behaviour, thus calling for research
regarding the attraction and selection of a proper target market for natural events and the
conception of new ideas concerning the most efficient way to convert passive tourists to
responsible ones. Budneau (2007) believes that there is a possible gap between the
environmental attitudes of tourists and their choices (p. 499) This would explain why negative
impacts occur at destinations, such as the disturbances of biodiversity habitats or the overuse of
the natural space in ecosystems (Budneau, 2007, p. 500). Natural events, such as the Northern
Lights or the Adams River Salmon Run, are extremely fragile by nature, therefore, tourism,
which operates on the physical environment and often interacts with such events must ensure it is
operating as responsibly as possible in order to ensure environmental sustainability. These
concerns suggest a need for further research and should be considered when analyzing event
attendees at natural events such as the Adams River Salmon Run.
Current literature pertaining to tourist behaviour has pointed to the positive outcomes
resulting from various educational tools. Hughes (2013) notes that on site interpretation such as
signs, talks and exhibits can enhance the visitor’s knowledge, understanding and appreciation of
the natural world, and in turn prompt them to think about long-term impacts of their, and others,
actions (p. 43). This is particularly important at natural events such as whale migrations, where
human impacts can be detrimental to an ecosystem’s wellbeing. Budneau (2007) supports
informational aids at events as well and believes that internal barriers preventing attendees from
choosing responsible tourism comes from a lack of knowledge and ability to understand the

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Running Head: ANALYZING CHARACTERISTICS OF RESPONSIBLE TOURISM AT NATURAL EVENTS: A
CASE STUDY ON THE ADAMS RIVER SALMON RUN

consequences of their choices and habits (p. 503). Hines, Hungerford & Tomera (2010) agree
that knowledge is an important element in tourist’s environmental consciousness and state that
an increased level of environmental knowledge results in a higher likelihood that tourists will
engage in responsible environmental behaviour (p. 3). These authors also believe the connection
between attitude, behaviour and one’s locus of control plays a factor in environmental
responsibility (Hines, Hungerford & Tomera, 2010, p. 4). As Budneau (2007) states, a thorough
understanding of how attitudes, personalities and lifestyles influence tourist’s choices will
support the development of tourism and will reflect the willingness to behave in a responsible
way (p. 504). Budneau’s (2007) study found that the low level of tourists engaging in sustainable
tourism indicates a need to understand the barriers that prevent tourists from acting in a
responsible manner (p. 504). It is also noted by several authors that there is a gap between
behavioral intentions and actual behaviours. Budneau’s (2007) study found 70-80% of tourists
stated that they were highly concerned about the eco-social components of their holidays, but
only 10% converted this concern to action when making a decision (p. 502). Similarly, Hughes
(2013) found that stated intentions to engage in conservation rarely manifest as actual behaviour
(p. 43). Hughes (2013) suggests that there are a number of barriers to adopting conservation
habits (p. 46). For example, tourists are more likely to engage in conservation if it requires little
effort and may be discouraged if the activities are more difficult than anticipated (Hughes, 2013,
p.45). This is why continuing to investigate what influences tourist’s decisions to act, and then
providing the right tools for change, is a critical further step in responsible tourism research.
Natural events have been defined as events that occur in a specific place at a specific time
lasting from a few seconds to a few weeks and are not organized by humans (Kruger, Saayman
& Hull, 2018, p. 3). These events can be classified as earth, sky, animal, bird, plant and water

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Running Head: ANALYZING CHARACTERISTICS OF RESPONSIBLE TOURISM AT NATURAL EVENTS: A
CASE STUDY ON THE ADAMS RIVER SALMON RUN

events, such as the Adams River Salmon Run (Kruger, Saayman & Hull, 2018, p. 3). Kruger,
Saayman & Hull’s (2018) study found four motivational factors; lifestyle and extraordinariness,
education and photography, unique experience and escape and annual commitment and social
interaction (p.13). The majority of these are noted to be push factors, meaning the attendee was
motivated to attend by internal factors (Kruger, Saayman & Hull, 2018, p 13.). Due to the
millions of tourist’s these events attract, it is critical to understand the type of tourist that attends
natural events in order to customize them to protect the physical environment. Recognizing that
people attending these events are likely in different stages of behaviour change allows event
organizers to focus their attention on people in one particular stage of behaviour change, or a
number of different stages depending on what is best for the particular event (Mair & Laing,
2013, p. 24). Attracting the proper crowd comes from analyzing the attendees and their needs
and implementing developments that encourage responsible behaviour. Kruger, Saayman &
Hull’s (2018) research during the 2014 Salmon Run derived a number of suggestions for
improvements at the Adams River Salmon Run, including improving the current interpretation
centre as well as the use of scanning barcodes to access information (p. 7). Although, suggestions
such as these could help encourage responsible behaviour, collecting further data on the
behaviours of attendees at natural events could present even more suggestions for improvement
that could then stimulate attendees to act more responsibly on site. In order to steer tourist’s
choices and behaviours toward sustainable patterns, researchers must learn more about tourist
profiles and their environmental knowledge (Budneau, 2007, p. 503).
Very few research studies have attempted to use existing frameworks to analyze how an
event can promote and facilitate behaviour change amongst event attendees (Mair & Laing, 2013,
p.2). Analyzing tourist behaviour at natural events is a critical step in uncovering both barriers

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Running Head: ANALYZING CHARACTERISTICS OF RESPONSIBLE TOURISM AT NATURAL EVENTS: A
CASE STUDY ON THE ADAMS RIVER SALMON RUN

and instigators of responsible tourism. Mair & Laing (2013) suggest an existing framework, the
Transtheoretical Model, commonly used in the psychology discipline, and has been analyzed
very minimally in a tourism context (p. 5). This model uses 5 stages, pre-contemplation,
contemplation, preparation, action and maintenance, to analyze how individuals adapt voluntary
changes in their lives (Mair & Laing, 2013, p. 5). These stages allow us to understand when
shifts in attitude and behaviour occur. In conjunction with this model, there are 10 processes
referred to as the “engines of change” which allow us to understand how the shifts in behaviour
occur (Mair & Laing, 2013, p. 5). Once the individual’s level of behaviour is measured using this
model, Mair & Laing (2013) suggest that further studies are conducted to determine how events
can support individuals through the process of change, as events typically serve as a way of
“sparking” one’s desire to participate in responsible behaviour, but do not necessarily encourage
them to adopt a lifestyle change reflecting this (p. 7).
Responsible tourism has been described as tourism that seeks to maximize positive
benefits and minimize negative ones (Cape Town Declaration on Responsible Tourism, 2002, p.
4). In particular, environmental responsibility, one of the pillars of responsible tourism, considers
the volume and type of tourism that the environment can support and respects the integrity of
vulnerable ecosystems and protected areas as well (Cape Town Declaration on Responsible
Tourism, 2002, p. 4). Identifying the tourist typology and whether they hold an understanding of
responsible tourism definitions such as these continues to be a concern. As Goodwin (2003)
points out, passive and uncritical tourists tend to frequently outnumber active and enlightened
ones (p. 272). Although, in the UNWTO’s publication, Tourism and the Sustainable
Development Goals (2018) it is recognized that there is evidence of an emerging ‘more
responsible tourist’ that demands tourism products and services geared toward environmental

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Running Head: ANALYZING CHARACTERISTICS OF RESPONSIBLE TOURISM AT NATURAL EVENTS: A
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protection which also benefits local communities (p. 15). Furthermore, Goodwin’s (2003)
research on responsible tourism found that companies which had adopted responsible tourism
policies said that they had adopted them in order to properly educate their travellers (p. 281).
Goodwin (2003) also believes that one of the main drivers of responsible tourism is the
aspiration to feel good (p. 273). If event organizers can attract responsible tourists or convert
indifferent tourists into conscious, aware ones, then responsible tourism would be more easily
achievable. This way, tourists are encouraged to get out of their comfortable routines and meet
local people, eat at local restaurants, buy souvenirs from locals and understand first-hand how
their holiday can make a difference in a community (Goodwin, 2008, p. 273). This can also help
clarify the needs of both tourist and host. As Goodwin (2003) acknowledges, a number of
tourists want to interact with locals but don’t feel they have the guidance to do so and get the
most from their holidays (p. 274). Another barrier in need of consideration stems from Aall’s
(2014) observation of tourists and how, while travelling, people often take time off from their
environmentally conscious attitudes and strive for luxury (p. 2576). In contrast, Aall (2014)
proposes another theory in which tourists use their leisure time to open to new impressions and
may adapt to changes and new ways of living more easily (p. 2577). These changes could very
well include environmentally conscious habits which may later transfer into everyday life (Aall,
2014, p. 2577).
Furthermore, responsible tourism research has been increasingly accompanied by the
notion of sustainable tourism (Mihalic, 2014, p. 2). According to Mihalic (2014) sustainable
tourism has little practical application as it is often used as a public relations tool to address
criticisms of tourism impacts as opposed to changing inappropriate behaviours (p. 2).
Unfortunately, sustainable tourism has been said to provide change to the industry at an

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Running Head: ANALYZING CHARACTERISTICS OF RESPONSIBLE TOURISM AT NATURAL EVENTS: A
CASE STUDY ON THE ADAMS RIVER SALMON RUN

alarmingly slow rate, therefore, Mihalic (2014) suggests a marriage of the terms responsible
tourism and sustainable tourism to provide the term ‘responsustable’, where both responsibility
and sustainability are addressed in the industry (p. 2). Although responsible tourism has been
questioned by some authors in regards to its broad context, Mihalic (2014) states that responsible
tourism is when questions of ethical and moral responsibility are brought forward and
behavioural action takes place to solve such discrepancies (p. 4). In addition, Mihalic (2014)
points out that the action required for change pertains to all that are involved in the planning,
delivery and consumption of tourism and that the focus should be on industry workers as much
as the tourists themselves (p. 4). This absence of environmental social ethics, awareness and
human ignorance is what can lead to severe environmental damage (Mihalic, 2014, p. 6). Due to
environmental goods being public goods as well, the lack of ownership often results in overuse
and pollution (Mihalic, 2014, p. 6). As a result, sustainability is often only promoted if profitable
(Mihalic, 2014, p. 8). Ironically, in order to gain revenue, there must be a high number of tourists
at a destination which then results in higher pressure on the environment (Belsoy, Korir & Yego,
2012, p. 65). Commodifying land and species can result in dramatic changes to the environment
that are often not evident until it is too late (Belsoy, Korir & Yego, 2012, p. 65). Other tourism
activities can also lead to negative impacts such as a strong resentment from local indigenous
people and degradation of animal habitats due to the commotion created by tourists ((Belsoy,
Korir & Yego, 2012, p. 69-70). Additionally, tourism has the potential to foster a phenomenon
known as the tragedy of the commons, where individuals self-interest takes priority as opposed
to the collective interest of all when using the land (Hardin, 1968).
Mair & Laing’s (2012) research on the greening of music festivals suggests festivals have
the potential to promote sustainable behaviour. Their belief is that the continuation of research

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Running Head: ANALYZING CHARACTERISTICS OF RESPONSIBLE TOURISM AT NATURAL EVENTS: A
CASE STUDY ON THE ADAMS RIVER SALMON RUN

may lead to events playing a greater role in both tourist and event organizer’s responsible
behaviour in the future (Mair & Laing, 2012, p. 3). Their study sought to identify barriers and
drivers of sustainable behaviour and to identify how attendees values might reflect their decision
process. The results found that positive benefits can come from greening festivals, however, the
authors admit that due to small sample sizes, and the focus being on music related festivals, that
there is a need to explore how sustainability can be implemented at other types of events (Mair &
Laing, 2012, p.27). This could be investigated by analyzing tourism related actors such as
industry managers, employees, host communities and tourists, and whether they can develop a
sense of ethical and moral responsibility that extends beyond self-interest (Bramwell, Lane,
McCabe, Mosedale & Scarles, 2008, p. 253). Similarly, Andersson & Getz (2008) suggest a
focus on stakeholder engagement and management at festivals as a key means of achieving
environmental sustainability. To feel secure about the future, a festival must have powerful,
committed stakeholders with an abundance of resources (Andersson & Getz, 2008, p. 211-216).
Alternatively, Collins & Cooper’s (2017) study suggests the use of environmental
evaluation tools to achieve sustainability. These authors believe there is a lack of research
investigating how festivals and events might begin to reduce negative environmental impacts and
suggests considering the contribution that an Ecological Footprint management tool could
provide (Collins & Cooper, 2017, p. 149). This type of tool considers environmental
consequences that occur on site as well as those that occur beyond the festival site (Collins &
Cooper, 2017, p. 150). It also holds the power to identify where the largest impacts occur, which
is beneficial as the results can then be communicated to festival visitors, encouraging them to
reflect on the link between their consumption and the environmental impacts globally and locally
(Collins & Cooper, 2017, p. 159). Bramwell, Lane, McCabe, Mosedale & Scarles (2008) believe

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that studying the ethical values, attitudes and behaviour of such actors can identify potential
“green consumers” who have the ability to act as agents of change (p. 253). Furqan, Mat Som &
Hussin (2010) define green tourism as travel to destinations where the flora, fauna and cultural
heritage are the primary attractions and note that it is an important component of sustainable
tourism (p. 66). Green tourism offers tourists the opportunity to experience local culture and
rural life as well as enjoy their holidays with a clear conscience (Furqan, Mat Som & Hussin,
2010, p. 70-73). However, as the UNWTO’s publication, Tourism and the Sustainable
Development Goals (2018) points out, it is important to mainstream the issue of resilience in
tourism planning as opposed to solely focusing on sustainability (p. 15). Resiliency has been
described as successful adaption in the presence of risk or diversity (Wall, 2018, p. 395) Building
resiliency allows destinations to prepare to withstand catastrophic events, both manmade and
natural, and to bounce back from them quickly and stronger than before. However, few tourism
destinations are grounded in resiliency thinking (Wall, 2018, p. 395-396).
There is an undeniable growing sector of the tourism industry that demands responsible
tourism. With today’s rapidly changing environments, it is critical that tourism professionals and
organizations shift to consider their operations environmental sustainability and overall
responsibility within the industry. Consumers will certainly experience the difference in these
types of holidays for themselves and will likely realize how life enhancing community and
environmental engagement can be (Goodwin, 2003, p. 283). Natural events present potential
risks to the fragile environments in which they operate. Sadly, despite popular belief, the reality
of tourism development is that we simply cannot continue to grow at the pace we do while
simultaneously achieving environmental regrowth (Aall, 2014, p. 2577). A study is called for to
fill this gap and to determine whether there are responsible tourists already attending these events,

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or whether there is an opportunity for visitors to experience the “spark” that will result in
responsible behaviour change. This research aims to fill that gap by increasing our understanding
of what type of visitor is attending the Adams River Salmon Run, and what the opportunities are
to retain and promote more responsible tourism and responsible tourist behaviour. Drastic
changes are occurring globally in the realm of tourism and the environment. Now is the time for
studies that address the severity of human impacts on our landscape and challenge the traditional
ways which we mitigate such impacts.
Methodology
This section will present the methods that were used to answer my research question. The section
is divided into three sections that will present my study design, my data collection and my data
analysis. Both qualitative and quantitative data were collected through an exploratory case study
approach during this study. A secondary data set from on-site survey collection was used to
reveal insights from a demand point of view. After, a primary data set was collected from
stakeholder interviews to provide insights from a supply perspective.
Study Design
This study took a hermeneutic approach with mixed methods. I adopted an exploratory case
study in order to investigate an emerging, particular phenomenon. I organized this project into
two phases. The first phase allowed me to analyze the secondary data provided by the festival
questionnaire and gain an understanding of visitor demand, while the second phase of
stakeholder interviews provided insights from a supply management perspective.
Data Collection
The secondary data set was collected at the festival and then analyzed by an international
research team in Potchefstroom, South Africa. I then took that data and analyzed it in the context

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of my project by identifying behaviours that led them to self-identify as responsible or
irresponsible while attending the festival. I then conducted the stakeholder interviews. This
consisted of three face to face interviews, one with a stakeholder from BC Parks, the Little
Shuswap Indian Band and the Adams River Salmon Society. One was conducted through a
Skype call in the comfort of the respondents home, and the other two in their offices at their
place of work. The interviews were These interviews were recorded using a tape recorder and
then stored on a password secure Mac computer. The interviews were then transcribed manually.
The interviews were conducted during March and April of 2019. Each interview was roughly 30
minutes in length and was conducted at a comfortable and private location of the participants
choosing. Each interviewee verbally agreed to be recorded and signed a consent form stating
their approval in being recorded and the information being used in my final report. Each
interviewee was informed they could withdraw from the process at any time and received a
transcript for review within a week of the interview.
Data Analysis
The primary data set was analyzed using an Excel spreadsheet for keywords and manually
analyzed for reoccurring and contrasting themes.

Ethics
The ethical approval for this study was permitted by the Thompson Rivers University Research
Ethics Board (TRUREB). An online application was completed through the research department
and reviewed by my faculty supervisor, Dr. John S. Hull, for approval to move forward with the
interview process. Revisions were requested and accepted on February 21st, 2019 (Appendix B).

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Survey Analysis
Stakeholder Interview Design
The stakeholder interviews were designed to explore 5 major themes. Questions were organized
into sections pertaining to the respondents organization, their views on tourist behaviours, the
environmental sustainability at the event, their opinions about natural events, and finally, their
vision for the future of the event. Three local stakeholders were chosen for the interview process;
a member of The Adams River Salmon Society, a representative from BC Parks and an
individual associated with The Little Shuswap Indian Band. These individuals were chosen to
provide insights from at least one of the three pillars of the triple bottom line. BC Parks provided
an environmental perspective, The Adams River Salmon Society an economic outlook and the
Little Shuswap Indian Band a cultural view.

Interview Analysis
The interviews provided a number of rich insights into responsible tourism at the Adams River
Salmon Run. There were both overlapping as well as contradicting opinions that occurred (Fig.
4). This framework was generated after cross-comparing each stakeholder’s response to the
interview questions asked. The focus on contradicting and overlapping opinions was chosen in
order to identify areas of disagreement as well as agreement amongst stakeholders. This then
allowed for strategy when developing my recommendations section as it aided in identifying
weaknesses and strengths at the festival. The insights at the top of the table were the most
frequently discussed with the least discussed toward the bottom of the table.
Figure 4: Stakeholder Interview Analysis

Contradicting Opinions

Overlapping Opinions

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The level of responsibility in tourists

Education for adults & locals

Severity of returning run sizes

Language barriers

The level of Indigenous involvement

Do not believe tourists affect the salmon’s
well-being

The amount of volunteers present

Issues with fisherman
Tourist’s ability to identify irresponsible
behaviour
Admitted room for improvement

Results
The secondary data set used for this project derived from survey collection at the Adams River
which was conducted in October of 2018. 409 surveys were collected by a group of volunteers
over the course of 10 days during peak visitation at The Salute to the Sockeye Festival. This data
set was then processed by a group of researchers at one of Thompson Rivers University’s
partnering universities, North-West University, in Potchefstroom, South Africa. A final report as
well as an organized Excel file containing the data was sent to the author for specific analysis.
The section “E: Perceptions of Responsible Tourism” was the survey section used to support this
research. The transtheoretical model, a model of behaviour change commonly used in the
psychology field, was used to place respondents in one of 5 stages of behaviour change. The
stages, pre-contemplation, contemplation, preparation, action and maintenance, are applied to the
attendees likert scale responses to determine their stage. This model is often referred to as the
‘Stages of Change’ model, as it suggests that individuals move through five stages while
adopting voluntary changes in their life (Mair & Laing, 2013, p.5). The pre-contemplation stage

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suggests attendees are unaware there are any issues present and are not considering changing
their behaviour (Mair & Laing, 2013, p. 5). The contemplation stage occurs when attendees are
motivated or persuaded to adapt pro-environmental behaviour (Mair & Laing, 2013, p. 5). The
preparation stage occurs when individuals begin taking steps to make changes in their behaviour,
while the action and maintenance stages are the final stages which occur when desired behaviour
is being performed, but encouragement is still presently needed for the continuation of such
behaviour (Mair & Laing, 2013, p. 5). The survey results revealed that overall, the majority of
Adams River Salmon Run attendees are currently in the action stage of the Transtheoretical
Model. As seen below in Fig. 1, when asked to respond on a scale from 1-5 about the importance
of their behaviour at the event, respondents averaged between 3.71 and 4.27. This result suggests
tourists are between the preparation and action stages and are either in the process of shifting
their behaviour to responsible tourism, or are already actively participating in it.
Figure 1: Perceptions of Responsible Tourism at the Adams River

In addition, respondents were asked to indicate their level of knowledge pertaining to the Adams
River Salmon Run and its operations prior to their visit. The results indicated that attendees were
in the action stage due to their awareness of the salmon lifecycle and their natural environment.
However, participants were matched to the contemplation and preparation stages when asked
about their knowledge of the local Indigenous culture. This suggests that although many

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respondents were aware of their behaviour, there is room to encourage attendees to adapt their
behaviour to reflect even more responsible practices, such as interacting with the local culture.

Figure 2: Perceptions of Responsible Tourism Before Attending the Salmon Run

The survey results also indicated that 96% of participants considered their behavior to reflect
responsible tourism while attending the salmon run. Only 4% responded that their actions could
have been more responsible. Carpooling, remaining an appropriate distance from the river banks
and staying on designated trails were some of the comments that were made regarding why
attendees believed their behaviour could improve.

Figure 3: Event Attendees Perception of Themselves as Responsible Tourists at the Run

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The interview results strongly suggest that the Adams River Salmon Run can act as a catalyst for
responsible tourism and responsible tourist behaviours. Evidence that event attendees experience
a shift in behaviour or actively involve themselves in responsible behaviour when visiting the
salmon run was present through each of the stakeholder interviews.
INTERVIEW #1
“...you’re going to get people to the event who maybe don’t recycle or compost at home...but
when you explain to them what we’re doing here, they’ll do it…”
“...to the people who do go [to the event], it is quite moving and I think it motivates people to
protect them [the salmon] having seen it”
INTERVIEW #2
“...once you explain to a lot of tourists that sockeye get stressed out like people too, they tend to
say ‘oh okay. Sorry for that, I didn’t know that’...I find the tourists, once they learn it, they
usually follow it”
“…when we would tell the adults something, they would always be the ones to say ‘well, I’ve
lived here for 40 years or 30 years’ but then the kids would say, ‘but Dad, we learned this in
school, too. I told you not to do it’…”
INTERVIEW #3
“…they [the tourists] are coming to us as park rangers on site and saying ‘hey how come people
are walking in the river? We understand that there’s eggs in the river. They’re probably crushing
them!’…”
“…somebody throws, let’s say, a rock in the river or a stick to get the fish to move to get part of
it on a video. They’re basically called out right away by the majority of the people standing close
to them…there’s a lot of self-regulation going on at the river”

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Clearly, there is a level of responsibility and awareness present at the Salute to the
Sockeye Festival. This event involves the local culture, the support of local businesses and relies
on the well-being of the natural environment. The three pillars of sustainability are operating
actively in and around the park and due to stakeholder efforts, the event also appears to create
better places for people to live and visit. Through education and appropriate infrastructure, this
event has created an optimal space to encourage tourists to practice ethical behaviours.

Analysis
Each question from the qualitative interviews were cross-compared. This process revealed major
reoccurring themes as well as conflicting points of view. The discrepancies highlighted the
obvious gaps that could create disagreements amongst stakeholders, while the agreed upon
insights clarified areas that are working well or in need of improvement. Ultimately, the
interviews revealed that all three stakeholders collectively agree that tourism is not the dominant
factor affecting the salmon’s wellbeing or the environmental sustainability of the event.
Conclusion
It appears that the Adams River Salmon Run has immense potential to encourage visitors to
adopt voluntary responsible behaviours. Although this study cannot determine whether the
salmon run will in fact convert passive tourists to enlightened ones without a longitudinal study,
there is evidence from the 2018 visitor survey and the 2019 stakeholder interviews that with
proper implementations and encouragement, the run can have a positive impact on responsible
tourism. In addition, all three interviewees stated they did not believe that the salmon’s wellbeing was affected by tourism activities. Therefore, this event certainly has the potential to act as

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a catalyst for responsible tourism and tourist behaviour with the correct and continued
adjustments to its current operations.
Recommendations
In order to shift visitor’s behaviour to reflect responsible tourism practices, event organizers
must implement a variety of convenient and/or easy to use tools on site. Signage in different
languages would be a benefit to Tsútswecw Provincial Park as it would aid with the language
barriers present between the event hosts and the international visitor population. Mandarin and
German signage in particular would be beneficial as these are two of the largest markets
attending the Salute to the Sockeye Festival (Kruger & Hull, 2019). Another recommendation
that has the potential to eliminate communication barriers would be to target Thompson Rivers
University for international volunteers. Many students are eager to gain volunteer hours for their
programs, and international volunteers who have the ability to speak multiple languages could
serve as a valuable asset at the run.
In addition, the festival organizers should consider investing resources in a stronger
media presence. In today’s day and age, there are very few people, never mind travellers, who do
not have access to a smart device of some sort. If the Salute to the Sockeye Festival had an app
that allowed visitors to take self-guided tours of the park in multiple languages with educational
stops highlighting responsible behaviour, it could help with spreading education as well as the
language barriers. For example, one stop could convey information about the Secwepemc culture
and another could explain details about the local flora and fauna. An app would also provide
visitors with the means to leave instant feedback about their experiences, giving the Adams
River Salmon Society access to the attendee’s recommendations as well as what they enjoyed.
Furthermore, an app could provide a link to a hotline number or website, similar to the ones

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available for wildfires, where visitors could report any unethical behaviour they witnessed to the
Adams River Salmon Society so they could monitor ongoing issues which might occur. There
are a number of free app developing platforms available for creation, and again, a Thompson
Rivers University student could potentially aid in the start-up of this project as a volunteer with
proper targeting and selection.
Similarly, event organizers could consider investing in audio recorders for self-guided
tours. That way the tourists that are interested in a more in depth experience can rent an audio
tape at the interpretive centre and guide themselves much like the current system at popular
museums. In addition, it would be wise to consider implementing donation boxes at the entrance
of the park as the survey revealed the majority of people attending would be willing to spend
more to aid in salmon conservation. A donation box with information about where the funding
would go and how it would help conserve the salmon’s natural spawning grounds while
continuing to operate as a tourist attraction could potentially bring in extra funding to implement
some of these other suggestions.
Limitations
A major restriction in this study was the language barrier present at the run. Collecting surveys
was difficult due to the international attendance. In addition, survey collection was also limited
because many attendees were under the age of 18, which was against the ethics requirement in
this study. The length of the survey was also a barrier in data collection. Many attendees inquired
about a take home or online survey, but were not willing to wait to fill out a survey three pages
in length. Visitor willingness and actuality was also a limitation. Studies have shown that survey
respondents are more likely to answer according to how they would like to behave, not
necessarily how they’ll actually behave (Goodwin, 2003, p. 277-278).

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The interviews were also limited in the amount that were collected? Due to the scope of
this project, only three stakeholder interviews were conducted. It would be beneficial to branch
out to other key stakeholders such as the Department of Fisheries and Oceans Canada for
insights regarding the fish and their ecosystem, a local business owner to gain in depth local
economic perspectives and a long-term repeat visitor for insights on the festival logistics and
how the event has changed over the years. Lastly, funding and volunteers at the event are a
limitation to achieving responsible tourism. In order to implement appropriate adjustments, there
should be a call for more resources and manpower.
Contributions to Research
This research will provide local stakeholders with an assessment of the level of responsible
tourism operating at the festival. These stakeholders include The Adams River Salmon Society,
The Department of Fisheries and Oceans Canada, The Little Shuswap Indian Band, BC Parks,
Thompson Rivers University and North West University. This paper will also provide future
researchers with a global case study highlighting the best practices for responsible tourism at
natural events as well as the areas that require improvement.
Future Research
It’s critical to facilitate visitor experiences like what is offered at the Adam’s River Salmon Run
as it allows the tourism industry to organically encourage ethical behaviour while educating
visitors in a fun, experiential way about how to protect the natural and socio-cultural
environment. The implications of this study can go beyond the Adams River to other natural
events and protected areas that rely on responsible visitation to remain resilient despite human
contact. This research provides a platform for further studies to investigate specific tools and the

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impacts that tourism can have in other areas of responsible tourism such as the effects on host
economies.
Acknowledgments
The author of this paper would like to thank Associate Professor at Thompson Rivers University,
Dr. John S. Hull as well as Dr. Martinette Kruger from North West University. A thank you is
also extended to the Adams River Salmon Society, BC Parks and The Little Shuswap Indian
Band for the support and cooperation in the collaboration of this research.

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References
Aall, C. (2014). Sustainable Tourism in Practice: promoting or Perverting the Quest for a
Sustainable Development? 6 2562-2583.
Andersson, T. & Getz, D. (2008). Stakeholder Management Strategies of Festivals. Journal of
Convention & Event Tourism. 9(3) 199-220.
Belsoy, J., Korir, J. & Yego, J. (2012). Environmental Impacts of Tourism in Protected Areas.
Journal of Environment and Earth Science. 2(10) 64-73.
Bramwell, B., Lane, B., McCabe, S., Mosedale, J. & Scarles, C. (2008). Research Perspectives
on Responsible Tourism. Journal of Sustainable Tourism. 16(3) 253-257
Budeanu, A. (2007). Sustainable tourist behaviour – a discussion of opportunities for change.
International Journal of Consumer Studies. 31(5) 499-508.
Cape Town Declaration on Responsible Tourism. (2002). Retrieved February 8th 2019 from
https://responsibletourismpartnership.org/cape-town-declaration-on-responsible-tourism/
Collins, A. & Cooper, C. (2017). Measuring and managing the environmental impact of festivals:
the contribution of the ecological footprint. Journal of Sustainable Tourism. 25(1) 148162.
Furqan, A., Mat Som A. & Hussin, R. (2010). Promoting Green Tourism for Future
Sustainability. Theoretical and Empirical Researches in Urban Management. 5(8) 64-74.
Goodwin, H. & Francis, J. (2003). Ethical and responsible tourism: Consumer trends in the UK.
Journal of Vacation Marketing 9(3) 271-284.
Hardin, G. (1968). The Tragedy of the Commons. Science. 162 243-1248.

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Hines, Hungerford & Tomera (2010). Analysis and Synthesis of Research on Responsible
Environmental Behavior: A Meta-Analysis. Journal of Environmental Education. 18(2)
1-8.
Hughes K. (2013). Measuring the impact of viewing wildlife: do positive intentions equate to
long-term changes in conservation behaviour? Journal of Sustainable Tourism. 21(1) 4259.
Kruger, M., Saayman, M. & Hull, J.S. (2018). A motivation-based typology for natural event
attendees. Journal of Policy Research in Tourism, Leisure and Events.
Mair, J. & Laing, J. (2013). ‘Encouraging Pro-Environmental Behaviour: The Role of
Sustainability Focused Events’. Journal of Sustainable Tourism 21(8) 1113-1128.
Mair, J. & Laing, J. (2012). The greening of music festivals: Motivations, barriers and outcomes.
Applying the Mair and Jago Model. Journal of Sustainable Tourism 20 (5) 683-700.
Mihalic, T. (2014). Sustainable-responsible tourism discourse – Towards ‘responsusutable’
tourism. Journal of Cleaner Production. Retrieved February 8th, 2019 from
http://dx.doi.org/10.1016/j.jclepro.2014.12.062
Wall, G. (2018). Beyond sustainable development. Tourism Recreation Research. 43(3) 390-399.
World Tourism Organization and Organization of American States (2018), Tourism and the
Sustainable Development Goals – Good Practices in the Americas, UNWTO, Madrid,
DOI: https://doi.org/10.18111/9789284419685

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Appendix A

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Located on the Tk’emlups te Secwepemc territory within the unceded traditional lands of
Secwepmecul’ecw (Secwepemc Nation)

“Analyzing Characteristics of Responsible Tourism at Natural Events: A Case Study on the
Adams River Salmon Run”
CONSENT FORM
I agree to participate in the interview conducted by Fauve Garson-Stewart, an undergraduate
researcher in the Faculty of Adventure, Culinary Arts and Tourism Management at Thompson
Rivers University in Kamloops, British Columbia.
This study’s title is “Analyzing Characteristics of Responsible Tourism at Natural Events: A
Case Study on the Adams River Salmon Run”. The purpose of this research is to determine
whether natural events, such as the Adams River Salmon Run can be used as a catalyst for
responsible tourist behaviour. Three interviews are being conducted with local stakeholders to
gather opinions and insights on the event from a supply perspective. The results of this study will
benefit stakeholders and provide an opportunity to identify future suggestions for the event.
The interview will take approximately 45 minutes to complete. I understand that all information
provided and discussed will remain confidential. Your name, and the name of your organization,
will not be mentioned in the study. Instead, your name will be assigned a number and any other
personal information will be deidentified. When the transcription is completed, a copy will be
available for your review to verify the accuracy of the information. When the final report is
finished, you will have access to it through download on the university’s website.
This interview will be recorded and then transcribed with your permission. The digital recording
and transcript will be stored in a locked cabinet at the university in a professor’s secured office
and destroyed after five years. If I am not comfortable being recorded, the interviewer will
instead take notes during the interview process. Should I feel uncomfortable during the
interview for any reason, I can withdraw at any time. All notes and recordings will be destroyed
if I choose to withdraw.
If you have any questions or concerns please do not hesitate to contact Fauve Garson-Stewart,
TRU undergraduate researcher, at 250-682-0880, or Dr. John Hull, Associate Professor TRU, at
250-852-7638. For further questions regarding the ethics of this study please contact the Chair of
TRU’s Ethics Board at 250-828-5000.
I permit the interviewer to audiotape the interview:

YES

NO

PARTICIPANT’S NAME: __________________________________________
SIGNATURE: ____________________________________________________
DATE: __________________________________________________________

STUDENT RESEARCHER’S NAME: ______________________________________
SIGNATURE: __________________________________________________________
DATE: ________________________________________________________________

FACULTY SUPERVISOR’S NAME: ______________________________________
SIGNATURE: __________________________________________________________
DATE: ________________________________________________________________

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Located on the Tk’emlups te Secwepemc territory within the unceded traditional lands of
Secwepmecul’ecw (Secwepemc Nation)

“Analyzing Characteristics of Responsible Tourism at Natural Events: A Case Study on the
Adams River Salmon Run”
Dear Participant,
My name is Fauve Garson-Stewart and I am an undergraduate researcher at Thompson Rivers
University in the faculty of Adventure, Culinary Arts and Tourism Management. My study is
titled, “Analyzing Characteristics of Responsible Tourism at Natural Events: A Case Study on the
Adams River Salmon Run”. My research’s purpose seeks to understand whether natural events
can act as catalyst for responsible tourist behaviour. The results of this study are beneficial as
they will provide information pertaining to the attitudes and behaviours of event attendees as
well as provide suggestions for the future sustainability of the event based on the results.
The interview will take no more than one hour and will provide you with the opportunity to
convey your personal perspective on the topics discussed relating to the research. All responses
will be confidential and any personal information will be deidentified. There will also be the
opportunity for you to withdraw from this study at any point during the research process. Your
name and your organization will not be mentioned in the final reports.
The questions asked will range in topics regarding your association, the visitors, the
environment and natural events. They will be open ended in order to gain an understanding of
your professional experiences and opinions.
Your participation in this study is greatly appreciated. If you have any questions, please do not
hesitate to contact me at 250-682-0880 or at fauvegarson@gmail.com.
QUESTIONNAIRE
Organizational:
QUESTION 1
Please tell me about your organization and what its connection is to the Adams River Salmon
Run?
QUESTION 2
How long have you personally been involved in the Adams River Salmon Run and what has been
your primary role?

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Tourist related:
QUESTION 3
How would you define responsible tourist behaviour at the Adams River?
QUESTION 4
Do you believe tourists act responsibly while attending the event?
QUESTION 5
Are you concerned about the influx of tourists that the Adams River has seen over the last few
dominant runs?
QUESTION 6
If this event continues to grow in size, what would you suggest is the best course of action to
manage the growing numbers of people?
QUESTION 7
Do you feel that the event, as a tourist attraction, is harming the well-being of the salmon and
their lifecycle?
Environmental sustainability:
QUESTION 8
Are you concerned with the low number of returning fish this year?
QUESTION 9
Do you feel the low number of fish returning is linked to tourism, whether at the Adams River
or elsewhere along their journey? (For example, commercial fishing).
QUESTION 10:
What are your concerns regarding the environmental sustainability of this natural event?
QUESTION 11
Ts’utswecw Provincial Park has implemented a number of sustainable initiatives such as waste
organizing bins and biodegradable cups, plates and cutlery. In your opinion, are there other
sustainable initiatives that could be operating at the park during peak visitation times?
QUESTION 12
What do you believe are the most effective ways to convert environmentally indifferent
tourists to enlightened ones?
Natural Events:
QUESTION 13
Do you believe event attendees are educated about how their behaviour can affect a natural
event?

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Prompt:
If no, what do you suggest is an appropriate way to encourage a deeper level of
understanding?
QUESTION 14
Do you believe there is a need to influence visitor’s behaviour to reflect more positive practices
while attending a natural event such as the Adams River Salmon Run?
And if so, what does that look like to you? What partners/stakeholders would be
involved? What resources needed?
QUESTION 15
What do you believe are the barriers, if any, that restrict individuals from acting
environmentally responsible while visiting a natural event?
Future & Closing:
QUESTION 16
What would you like the Adams River Salmon Run to look like in the future? What is your vision
for this natural event over the next 10 years?
QUESTION 17
Do you have any other comments or remarks regarding responsible tourism or environmental
sustainability at the Adams River Salmon Run?

Thank you for your time and support with this research, I would be happy to provide you with a
copy of the transcript of this interview for your review upon completion.

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Appendix B

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