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Across the globe, millions of animals are utilized in the tourism industry every year. The complexities involved in animal tourism, and the conflicting interests of stakeholders, has led to travel and tourism companies forming partnerships with animal welfare organizations. In this paper, we postulate that these partnerships not be taken at face value as an advance toward animal justice. Additionally, we suggest that while animal advocacy groups show strong potential for instigating behavioral change by engaging directly with the tourism industry, they must consider alignment of values to avoid appropriation of their brand image for the purpose of corporate greenwashing and welfare-washing. In this study, we propose a method for measuring the efficacy of these emergent collaborations between animal advocacy organizations and tourism industry – the Animal Advocacy & Tourism Partnership Framework designed to identify new sustainable partnership opportunities and to evaluate the effectiveness of pre-existing ones.
Kline et al. (Mon,) studied this question.