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Horses on trail rides: tourist expectations

ABSTRACT Equestrian tourism, of which trail riding is a significant component, is an important part of the global tourism industry. This article sheds light on the expectations of equestrian tourists regarding the horse on a trail ride. It is situated within the twin realisations of the importance of understanding tourist expectations for the success of tourism operations, and the sentient nature of horses. The paper is based on 26 semi-structured interviews conducted with tourists who participated in a horse trail ride (of single/part-day duration) in Otago, New Zealand in 2017. The interviews were analysed following a process of thematic analysis. The results show that equestrian tourists have different expectations about the trail horse. The majority of interviewees regarded the horse as a sentient being, and were eager to experience the animal and the ride. However, some identified the horse as simply a ‘means to an end’, a tool/object employed during the activity for the tourists’ benefit. Overall, the results show there is still work to be done to increase awareness of animal sentience among tourists and to ensure that operators successfully meet visitor expectations related to sentience in a manner that does not adversely affect the welfare of the horses.