Designing interventions for responsible tourist–wildlife encounters: Application of the COM-B Model, Theoretical Domains Framework and Behaviour Change Wheel

This study develops interventions that could facilitate responsible tourist behaviours around wildlife. Guided by the Capability, Opportunity, Motivation, and Behaviour (COM-B) Model and Theoretical Domains Framework (TDF), qualitative research using interviews ( n = 36) was conducted amongst tourists who encountered kea ( Nestor notabilis ), a native and endangered bird species in Aotearoa New Zealand. Findings revealed that responsible behaviours (non-feeding and watching) are shaped by tourists' psychological capability, pro-wildlife social norms, self-efficacy, attitudes towards irresponsible wildlife practices (e.g., feeding), and conservation goals. However, the absence of social influences, curiosity, opportunistic goals, and problematic beliefs about wildlife feeding, amongst others, could serve as barriers to more responsible behaviours. These insights were used to develop interventions in conjunction with the Behaviour Change Wheel (BCW). Implications for theory-use in social marketing research for wildlife tourism, as well as responsible tourist behaviours, are offered.