Under the Influence with Terry O'Reilly: Episode Summary – "Last Chance Tourism"
Podcast Information:
- Title: Under the Influence with Terry O'Reilly
- Host: Terry O’Reilly
- Network: Apostrophe Podcast Network
- Episode: Last Chance Tourism
- Release Date: January 18, 2025
Introduction to Last Chance Tourism
In this compelling episode of Under the Influence, host Terry O'Reilly delves into the intriguing phenomenon of last chance tourism, a burgeoning trend where travelers flock to destinations threatened by environmental degradation or other forms of decline, with the belief that they might not have another opportunity to experience these locations. O'Reilly masterfully connects this trend to broader themes in marketing, human psychology, and conservation.
Anecdote on Marlon Brando and “The Freshman”
O'Reilly begins with an engaging story from his earlier work. He recounts collaborating with actor Alan Arkin on a commercial, where he shared his admiration for the comedy "The In-Laws," noting that Marlon Brando also favored the film. Arkin (00:02) shares a humorous interaction with Brando, highlighting the legendary actor's lack of humor despite his professed admiration.
- Quote: “He [Brando] went on and on about how much he loved The In-Laws. But I detected no sense of humor in Brando whatsoever.” (00:02)
O'Reilly then transitions to discussing the film "The Freshman," a dark comedy featuring Brando spoofing his iconic role from The Godfather. The plot centers around the Mafia Lord Carmine Sabatini, played by Brando, who runs the Fabulous Gourmet Club, an illicit establishment serving endangered species. The film’s humor arises from Brando’s parody of Vito Corleone, blending organized crime with absurdity.
Exploring Last Chance Tourism
O'Reilly defines last chance tourism as a marketing strategy where destinations nearing the brink of disappearance are promoted as must-visit locations before they vanish. This approach leverages loss aversion—a psychological concept where the fear of losing something is more motivating than the prospect of gain.
Key Psychological Drivers:
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Loss Aversion: People are more motivated to act to prevent loss than to achieve equivalent gains.
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Sense of Urgency: Creating a time-sensitive appeal encourages immediate action.
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Quote: “At its core, it's based on the concept of loss aversion... people are twice as likely to book a trip to see a destination that is in danger of vanishing.” (15:13)
Case Studies of Last Chance Tourism
1. Churchill, Manitoba – Polar Bear Capital
Churchill has reinvented itself from a military hub to a premier destination for polar bear tourism. Positioned on the migratory path of polar bears, the town attracts thousands of tourists annually, generating approximately $7 million in economic activity.
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Economic Impact: High-ticket tours ranging from $3,000 to $25,000 per tourist.
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Environmental Concerns: Polar bear populations are declining due to climate change, reducing sea ice for hunting, and habitat destruction from the oil and gas industry.
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Quote: “The polar bear population has dropped by more than 27% between 2016 and 2021.” (07:45)
2. Athabasca Glacier – Canadian Rockies
Part of the Columbia Icefield, the Athabasca Glacier is retreating rapidly due to rising temperatures and increased wildfires, which darken the ice and accelerate melting.
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Tourism Appeal: Visitors can traverse the glacier via specialized snow coaches.
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Future Projections: Scientists estimate the glacier could disappear by century’s end, reinforcing its status as a last chance destination.
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Quote: “Satellite imagery shows the glacier is retreating about 5 to 10 centimeters a day.” (09:30)
3. Mer de Glace – French Alps
France’s largest glacier attracts half a million visitors each year. Continuous shrinkage necessitates infrastructural adaptations like new lifts and murals to accommodate decreasing ice levels.
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Tourism Adaptations: Installation of new steps and lifts as the glacier recedes.
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Impact: Increased tourism driven by the urgency to witness the glacier before it disappears.
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Quote: “Since 1988, the glacier has shrunk so much that 600 steps had to be installed.” (15:13)
4. Galapagos Islands – Biodiversity Hotspot
Known for unique species, the Galapagos faces threats from invasive species, overfishing, and climate change. With over 250,000 tourists annually, sustainable ecotourism is being promoted to fund conservation while mitigating environmental impact.
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Economic and Environmental Balance: Tourism revenue supports conservation, but over-tourism risks further degradation.
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Quote: “The Galapagos is more profitable if left intact... making its 400 billion trees worth more alive than dead.” (19:50)
5. Northwest Passage – Arctic Exploration
Climate change has made the Northwest Passage navigable, leading to a surge in luxury expedition cruises. Ships like the Crystal Serenity and Seabourn Venture offer exclusive Arctic experiences, capitalizing on historical explorations like Sir John Franklin’s doomed expedition.
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Tourism Growth: 44% increase in ships sailing the passage from 2013 to 2019.
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Unique Offerings: Submarine excursions, glacier hikes, and visits to indigenous communities.
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Quote: “Smaller ships, which hold fewer than 200 passengers, can now navigate narrow Arctic waterways.” (15:13)
6. Amazon Rainforest – Ecotourism vs. Deforestation
The Amazon draws millions for its unparalleled biodiversity. Sustainable ecotourism is emerging as a lucrative alternative to destructive industries like cattle ranching and illegal logging, potentially preserving the rainforest through economic incentives.
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Economic Strategy: Cultivating profitable bioeconomy industries to replace harmful practices.
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Conservation Outcome: Ecotourism generates $8.2 billion for Brazil’s economy, promoting the rainforest’s preservation.
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Quote: “Brazil is trying to referee a long standing battle between industries that exploit the rainforest's riches and the Environmentalists.” (19:50)
7. Great Barrier Reef – Sustainable Tourism Initiatives
Australia’s Great Barrier Reef employs innovative marketing to boost tourism while funding preservation. Partnerships offer incentives for tourists to engage in reef conservation, blending travel with environmental stewardship.
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Tourism Techniques: Multi-level incentive systems rewarding educational engagement and active participation in reef protection.
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Protected Areas: Only 7% of the reef is open to tourism, ensuring minimal environmental impact.
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Quote: “The basic principle is the more people know, the more people will care.” (19:50)
8. Iconic Man-Made Landmarks at Risk
Structures like the Statue of Liberty, Taj Mahal, and Egyptian Pyramids face threats from rising sea levels and pollution. These destinations are marketed as urgent visits to witness these cultural treasures before they succumb to environmental changes.
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Marketing Focus: Emphasizing the impending loss to motivate tourism.
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Paradox: While tourism funds preservation, it may also accelerate the degradation of these sites.
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Quote: “Their stories trigger loss avoidance, persuading millions to travel to vulnerable destinations.” (19:50)
Psychological and Marketing Insights
O'Reilly explores the psychological underpinnings of last chance tourism, primarily focusing on loss aversion and scarcity, which are powerful motivators in consumer behavior. These principles explain why limited-time offers and the fear of missing out (FOMO) are so effective in driving tourism to endangered locations.
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Scarcity Effect: Limited availability increases perceived value, making destinations more desirable.
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Urgency Creation: Encouraging immediate action to capitalize on fleeting opportunities.
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Quote: “Scarcity increases perceived value; loss aversion marketing contains a sense of urgency.” (19:50)
The Paradox of Conservation and Tourism
A central theme of the episode is the paradox inherent in last chance tourism: while tourism revenue can fund conservation efforts and research, the influx of tourists may simultaneously exacerbate environmental degradation through increased carbon emissions and ecosystem strain.
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Debate: Can tourism sustainably support conservation without causing further harm?
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Balance Required: Developing strategies that maximize conservation funding while minimizing environmental impact.
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Quote: “Tourism revenue often funds conservation projects, but it might also speed up the very destruction it seeks to prevent.” (19:50)
Concluding Thoughts
Terry O'Reilly wraps up the episode by emphasizing the critical decision-making required in the tourism industry to navigate the delicate balance between economic benefits and environmental sustainability. He posits that the future success of tourism will hinge on innovative approaches that prioritize conservation while accommodating the desires of travelers.
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Final Insight: The ultimate challenge lies in leveraging tourism as a force for preservation without triggering the very decline it aims to exploit.
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Quote: “It might be our last chance to end Last Chance tourism.” (19:50)
Behind the Scenes and Production Notes
The episode was recorded in the Terrestream Airstream mobile recording studio with production led by Debbie O'Reilly and Chief Sound Engineer Jeff Devine. The research was conducted by Angus Merry, and the theme music was composed by Casey Pick, Jeremiah Pick, and James Aten Gauden. The podcast is powered by Acast, ensuring high-quality production and distribution.
Additional Content
At the end of the episode, as a fun fact, Danielle from CBS Newfoundland shares an interesting tidbit about grolar bears (hybrids of polar and grizzly bears), highlighting ongoing changes in wildlife due to environmental shifts.
Notable Quotes Summary
- Alan Arkin on Marlon Brando’s Humor: “He [Brando] went on and on about how much he loved The In-Laws. But I detected no sense of humor in Brando whatsoever.” (00:02)
- Loss Aversion Concept: “At its core, it's based on the concept of loss aversion... people are twice as likely to book a trip to see a destination that is in danger of vanishing.” (15:13)
- Polar Bear Population Decline: “The polar bear population has dropped by more than 27% between 2016 and 2021.” (07:45)
- Glacier Retreat Rate: “Satellite imagery shows the glacier is retreating about 5 to 10 centimeters a day.” (09:30)
- Economic Impact of Amazon Ecotourism: “Brazil is trying to referee a long standing battle between industries that exploit the rainforest's riches and the Environmentalists.” (19:50)
- Tourism vs. Conservation Paradox: “Tourism revenue often funds conservation projects, but it might also speed up the very destruction it seeks to prevent.” (19:50)
Final Thoughts
This episode of Under the Influence offers a nuanced exploration of last chance tourism, blending storytelling with critical analysis of marketing strategies and environmental impacts. Terry O'Reilly effectively engages listeners by presenting real-world examples, integrating psychological theories, and highlighting the complex interplay between tourism and conservation. For anyone interested in marketing, environmental studies, or travel, this episode provides invaluable insights into one of the most pressing trends of our time.