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A Video Surveillance System to Monitor Breeding Colonies of Common Terns (Sterna Hirundo)

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Using a systematic approach to select flagship species for bird conservation.

Diogo Veríssimo¹, Tatiana Pongiluppi, Maria Cintia M Santos

¹Durrell Institute of Conservation and Ecology, University of Kent, Marlowe Building, University of Kent, Canterbury, Kent CT2 7NR, United Kingdom.

Conservation Biology : the Journal of the Society for Conservation Biology

|September 17, 2013

Summary

Selecting flagship species for conservation marketing requires understanding audience preferences. This study introduces a new, evidence-based method to identify species that resonate with the public, improving biodiversity conservation effectiveness.

Keywords:

Atlantic Forest Brasil Brazil choice experiments experimentos de selección latent-class model marketing mata Atlántica mercadeo modelo de clase latente vote voto

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Area of Science:

Conservation Science
Marketing
Environmental Economics

Background:

Flagship species campaigns are crucial for biodiversity conservation, but often lack audience consideration.
Species selection methods can be improved by integrating marketing and economic principles.

Purpose of the Study:

To develop and test a systematic, stakeholder-driven approach for selecting flagship species.
To identify key species attributes influencing public preference for conservation campaigns.
To segment audiences based on preferences and socioeconomic factors.

Main Methods:

Utilized choice experiments to determine species attribute importance.
Employed latent-class models for respondent segmentation.
Calculated a flagship species suitability score integrating preferences and ecological data.

Main Results:

Geographic distribution, population size, visibility, attractiveness, and captive survival influenced preference.
Audience preferences and prioritization of certain species traits varied significantly across different groups.
The study revealed discrepancies in species popularity rankings between different selection methods.

Conclusions:

A transparent, evidence-based approach can enhance stakeholder engagement in conservation marketing.
Tailoring flagship species selection to audience preferences can improve campaign effectiveness.
This method offers a refined strategy for selecting species that maximize conservation impact.