"Sustainable but just on the edge" : assessing the sustainability of the commercial whale-watching industry in the Lower Bay of Fundy, New Brunswick, Canada

The principal contention of this study is that within the sustainability paradigm, there are factors which can be characterized as agents of strength (factors with a reinforcing effect on sustainability) or vulnerability (factors that inhibit sustainability or are indicators of a non-sustainable system). This paper aimed to ascertain the agents of strength and vulnerability within the commercial whale-watching industry in the lower Bay of Fundy, New Brunswick.

A research framework was developed based on the literature on the whale-watchng and wildlife-based tourism. The framework was used to assess the management, environmental and economic sustainability dimensions of the whale-watching industry in the aforementioned region based on data gathered from personal interviews with tour operators and self-administered questionnaires from the whale-watching customers.

Several factors were found to be positively reinforcing the industry, including: the consistency of the whale encounters and the high level of customer satisfaction. On the other hand, a number of variables were also identified as potential areas of vulnerability, such as: the present downturn in tourist visitation to the region and the need for an improved, consolidated marketing program.