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Despite the progression of animal welfare within the tourism literature and the industry itself, a significant change in public behaviour remains to be seen. Anthropocentric views of animals as objects are still widespread. This paper proposes a new approach to engaging the public in ethical behaviours by meeting visitors where they are in terms of their values and priorities. Drawing on Susan Wolf’s work, we propose a realistic line of attack to ethics that offers an opportunity for researchers and advocates to think more critically about the many ways that people might relate to morality, particularly regarding animals encountered in travel. We suggest that this approach may serve to better the lives of the animals by appealing to tourists’ nuanced ethical stances regarding animals.

Morality on holiday: inspiring ethical behaviour in animal-based tourism through non-moral values