In Italy, the reintroduction of the brown bear (Ursus arctos) has created conflicts with people because bears may damage livestock, crops, or honey farms. These damages-and their financial costs-are sometimes used as an argument by those who oppose the presence of this carnivore. Despite such damages, bears can provide economic benefits, such as attracting eco-tourists for bear-watching. The Advertising Value Equivalent was used to assess the value of the bears' appearances in newscasts and documentaries from 2011 to 2015. The marketing value of the bear as a promoter largely exceeds the amount of reimbursements for damages. This method can be used to highlight the economic benefit that the bear can produce for a destination and contribute to complex discussions with managers and stakeholders.
- Volume 27
- Issue 2
- Pages 110-121
- Publication Date 1 January 2017
- DOI 10.2192/ursu-d-16-00011.1
- File Size 386.97 KB
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