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Wild CapitalNature's Economic and Ecological Wealth$
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Barbara K. Jones

Print publication date: 2019

Print ISBN-13: 9781683401049

Published to Florida Scholarship Online: May 2020

DOI: 10.5744/florida/9781683401049.001.0001

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PRINTED FROM FLORIDA SCHOLARSHIP ONLINE (www.florida.universitypressscholarship.com). (c) Copyright University Press of Florida, 2022. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in FLASO for personal use.date: 27 May 2022

The Question of Charisma

The Question of Charisma

(p.68) 3 The Question of Charisma
Wild Capital

Barbara K. Jones

University Press of Florida

Charismatic fauna can play a critical role in how we navigate the challenges of natural resource preservation and conservation. Their highly relatable appeal makes them ideal candidates for conservation campaigns, branding, and marketing, while their easy identification is valuable for ecotourist experiences. The revenue generated from both ecotourism and conservation campaigns (donations indicate a willingness to pay) can help assign a recognized value to our natural world and all its natural capital, making conservation rather than development our economic choice. For many people, the plight of highly recognizable charismatic species embodies the biodiversity crisis, as relying on their appealing faces as proxies for habitat protection makes sense. Their presence has the potential to generate ecotourist dollars that can be used to preserve and protect ecosystems and habitats beyond their own terrains, creating an umbrella effect. The benefit of utilizing charismatic fauna as surrogates for larger ecological issues is how effectively these animals can be used to protect the landscapes and biodiversity of entire ecosystems.

Keywords:   Charismatic fauna, Willingness to pay, Preservation, Conservation, Umbrella effect, Branding, Marketing, Ecosystems

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