Abstract
This interdisciplinary reception study uses qualitative visual research methods to elucidate the critical role of images and image production/circulation processes within Crystal River's manatee snorkel tourism industry. Visual content analysis of tourism business websites, Instagram pages, and on-site materials distills and decodes the dominant characteristics ascribed to the manatee and to the tour experience within this wildlife tourism niche. Using the resultant content analysis themes to inform questionnaire design, 23 semi-structured key employee informant interviews and 40+ semi-structured interviews and mini focus groups with tourists employing photo elicitation are qualitatively analyzed and interpreted. Findings reveal a distinct range of image preference patterns and tendencies, misrepresentations that generate erroneous expectations and misconceptions, and fault lines in the image production processes occurring during tours. The study offers recommendations for the improvementof image systems and their production processes to generate stronger pro-conservation attitudes, behaviors, and outcomes.