Wildlife tourism can act as an incentive for the conservation of marine species and habitats. One of the most important outcomes can be a change in the views of participants towards target species and their habitats that may promote more conservation-oriented actions. While a handful of studies have documented the wildlife value orientations (WVOs) of tourists participating in marine wildlife tourism, no studies have explored the WVOs of locals working in tourism. However, it is equally important to understand the WVOs of locals working in community-based tourism, and whether these are linked with changes in locals’ attitudes and behaviours towards marine wildlife and the ocean. This paper assesses the WVOs of locals working in community-based whale shark tourism at four sites in the Philippines, and explores the relationship between WVOs and conservation attitudes and behaviours using a mixed methods approach with a total of 114 structured interviews. Three WVO groups were identified (mixed utilitarian-protectionist, moderate protectionist, and high protectionist) suggesting a WVO continuum. Those respondents with more protectionist views reported more conservation outcomes, including changes in attitudes and behaviours to protect whale sharks. Further, respondents who worked in tourism had more protectionist views than those from a failed tourism site indicating that tourism can change communities by helping locals value their marine resources and incentivizing protection of those resources.
