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Charismatic species are the main attractor of ecotourists to protected areas, but this narrow interest leads to under-appreciation of other biodiversity as well as cultural values of protected areas. Many protected areas with high conservation value, but little funding, lack charismatic species. Exploring tourists' preferences alternative to charismatic species may help identify ecotourism markets that are more likely to support such areas. We used a choice experiment and latent class model to explore tourists' heterogeneous preference for biodiversity and biodiversity-related activities in South African national parks. We found that tourists' preferences were not restricted to charismatic species, but extended to less charismatic biodiversity, as well as to landscapes. In addition, biodiversity-related activities, such as camping and game drives, the sense of wilderness attached to the place tourists were visiting and accessibility of protected areas, also affected tourists' preferences. Particularly, domestic tourists, as well as more experienced international tourists, were more likely to support initiatives that promote a broader biodiversity experience than charismatic species alone, and were prepared to travel longer distances to do so. Our results reveal new opportunities to promote and support biodiversity conservation at sites where only less charismatic biodiversity is present. In addition, our results may help inform land-use planning based on public preferences for biodiversity conservation, incorporating sense of place. [ABSTRACT FROM AUTHOR]

The ' Big Five' charismatic megafauna concept is considered key for financial competitiveness of protected areas in South Africa. However, this Western colonial concept is also leading to an underappreciation of wider biodiversity and the recovery of other endangered species. This study assessed the heterogeneity of tourist preferences for big game species in Kwa Zulu- Natal, South Africa, using a choice experiment approach, employing latent class modelling, in order to identify tourists' segments not necessarily drawn to the Big Five. The latent class segmentation identified two segments for both international and national tourists, largely defined by socio-economic characteristics. Less experienced and wealthier tourists were mostly interested in charismatic megafauna, while more experienced, but lower income tourists showed preferences for a broader range of species. Exploring viewing preferences in this way illustrates the potential to realign conservation businesses to achieve biodiversity conservation objectives. In the short term, managing protected areas for the Big Five and other favourite species will continue to deliver significant financial benefits to local stakeholders, but policy makers should consider using financial mechanisms to subsidize conservation actions for less charismatic species and develop the biodiversity base of safari tourism in South Africa. [ABSTRACT FROM AUTHOR]