Study finds whale sounds stir tourists' desire to do more for the environment

Each winter, thousands of people flock to Queensland's Sunshine Coast to witness the annual migration of humpback whales.

But new research from the University of the Sunshine Coast suggests the experience is not just visually striking — it also shapes how people think, feel and behave.

Researchers joined whale-watching and swim-with-whales tours off Mooloolaba for the past three seasons, inviting participants to focus on what they could hear and see.

Participants were interviewed and completed surveys capturing their emotional responses and attitudes toward the marine environment.

The sounds they were exposed to included natural whale vocalisations, tail and fin slaps, blows and breaches, as well as pre-recorded underwater audio played through onboard speakers.

Lead researcher Vikki Schaffer said the team wanted to understand how the sounds affected emotional engagement and conservation intent. 

"Emotionally, participants said the sounds made them feel happy, excited, very humble, in awe and calm," Dr Schaffer said.

The study found that experiences of awe — often triggered by hearing whales rather than just seeing them — had a strong link to "pro-environmental intent".

That included intentions to recycle more, reduce waste or support ocean conservation efforts.

"Tourism is often framed as a visual experience," Dr Schaffer said.

"But our other senses — particularly sound — play a key role in shaping how we connect to places, spaces and species."

Sound and science

The peer-reviewed study combined visitor surveys with acoustic data collected using hydrophones on Sunreef vessels, a tourism operator based at Mooloolaba.

Participants were divided into groups exposed to either natural whale sounds or pre-recorded whale vocalisations.

Both groups reported strong feelings of awe.

Dr Schaffer said the findings showed how significant natural soundscapes could be in shaping meaningful, even transformational, visitor experiences.

She said it also reinforced a need to protect underwater acoustic environments from noise pollution caused by boats and human activity.

"Sound is a natural resource that's often overlooked," Dr Schaffer said. 

"It's critical to both marine life and to human connection with the ocean."

Tool for tourism

Sunreef manager John Fell said the research had become a valuable asset for the business and the broader marine tourism industry.

"Immersive tourism is all about capturing the imagination and igniting the senses," Mr Fell said.

"That's what creates powerful, lasting experiences for our guests."

He said the findings reinforced how environmental education and emotional engagement could go hand-in-hand.

"That connection often leads to action."

Beyond the whales

Dr Schaffer said the findings aligned with global efforts to use sustainable tourism as a driver for conservation and education.

The study contributed to a growing field of research exploring how emotions such as awe could influence people's behaviour long after their travel experience ended.

With whale numbers rising and demand for ecotourism growing, Dr Schaffer hoped the insights would help shape how future tours were designed — not just for entertainment, but for long-term impact.

"We want people to walk away not just with a photo but with a mindset that supports protecting our oceans," she said.