Ethical Content of Pictures of Animals in Tourism Promotion

Based on the animal ethics approaches of utilitarianism, animal rights and eco-feminism, this study reflects on the inclusion of animals in the tourism experience, more specifically, the use of promotional pictures of animals. The aim is to identify how the conceptualization of animals can be understood in relation to various animal ethics approaches and the local culture. An empirical case-study from northern Norway is investigated. The results show that the inclusion of animals in the tourism experience is based on different conceptualizations of animals. Some pictures show little or no concern for the animals, whereas other pictures indicate conceptualizations that are in line with one or more of the approaches to animal ethics. The results suggest that animal-based tourism may have limits in terms of offering a tourism experience that can be qualified as authentic in relation to the local culture. The results also suggest other limits of animal-based tourism, as regards education for critical thinking and ethical treatment of animals.