Science as added value? Tourists’ perceptions of science-tourism practices in Antarctic deep-field tourism and implications for ambassadorship

This paper investigates the role of science-tourism practices in shaping tourists’ perceptions and ethical positioning within Antarctic deep-field tourism. Drawing on ethnographic fieldwork in East Antarctica and semi-structured interviews, the study examines how operators’ support for science influences tourists’ pre-trip decision-making, perceptions of legitimacy, and environmental responsibility. The findings reveal that support for scientific research contributes to both operational and moral legitimacy, enhancing trust in tour operators by signalling competence and reliability, while also providing ethical reassurance that helps tourists reconcile the tensions associated with visiting such a fragile and remote destination. However, these science-related practices rarely function as decisive factors in pre-trip decision-making. Instead, the niche nature of Antarctic deep-field tourism, characterised by limited alternatives, limits the role of ethical considerations in shaping decision-making when selecting operators. Science is therefore often perceived as an added value rather than a determining criterion. These findings highlight the importance of on-site engagement with science in order to foster awareness and effective ambassadorship. Overall, results contribute to a more nuanced understanding of the ethical landscape of Antarctic tourism.