For example, ‘adventure’ and
‘experiencing nature’ were the two most common answers selected by Sea Canoe passengers (64 and 63%, respectively) as reasons for choosing to participate in a sea kayaking trip. Further, the ‘importance of learning about the ecology and natural history of the area’ received the lowest average ranking among nine variables that tested the importance to tourists of various components of the kayaking daytrip. Despite the low pre-trip importance of seeking educational experiences, Sea Canoe customers gain both a bolstered geographical knowledge of the area and a heightened sense of environmental awareness and appreciation. For example, when asked whether the Sea Canoe daytrip made them more aware or concerned about the natural environment, 40% answered ‘definitely’ and another 41% selected ‘probably’. Intense and ongoing training ensures that the employees of Sea Canoe and Siam Safari receive extensive environmental education.