For love or for money? Investigating the impact of an ecotourism programme on local residents' assigned values towards sea turtles

This study adopts an ‘assigned values’ conceptual model to explain the formation of values and behaviours related to sea turtles at an ecotourism project in Brazil. For over 25 years, the Brazilian Sea Turtle Conservation Programme (TAMAR) has used ecotourism to protect sea turtles in the fishing village of Praia do Forte. The village beaches are prime nesting sites for endangered marine turtles, traditionally harvested on a regular basis, despite federal bans. Seventy-seven residents, including 25 TAMAR workers, were interviewed. Results indicate an overall support for TAMAR, turtle conservation, and implementation of ecotourism initiatives. Both TAMAR workers and non-workers were equally likely to support turtle conservation for the economic role that turtles play in the local economy, with variations in perceptions about their intrinsic or ecological values. Changes in use and values are positive indicators that education and economic benefits from ecotourism can generate support for conservation. Howe...