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Studying wildlife-oriented motivations is important for park design, citizen science projects, and avitourism. In previous work, motivations were modeled as social, achievement, and appreciation oriented components of wildlife-related motivations. The aims of this study were to test the components of this model with birdwatchers and to study any variation in motivations to participate in birdwatching in a European context. Data from birdwatchers were collected in German speaking countries and a total of 2,743 birdwatchers participated in this study (1,285 female, 1,446 male, 12 diverse). Exploratory factor analysis revealed a three-factor final solution with social, achievement, and enjoyment of nature factors as primary motivations, which supported the three-factor model of recreation motivations and can help to tailor programs, exhibitions, or guided tours according to birdwatcher motivations, and recruit people for conservation actions and citizen science programs.

Motivations for birdwatching: Support for a three-dimensional model