Willingness to engage in marine conservation through eDNA-informed citizen science on whale-watching platforms.

Marine biodiversity faces challenges due to climate change, pollution, and human activities. Conservation efforts are often constrained by limited resources and public disengagement. This study evaluates the potential benefits of incorporating environmental DNA (eDNA) sampling and citizen science into whale-watching tours to raise environmental awareness and promote marine conservation. A Likert-scale questionnaire evaluating attitudes, knowledge, and willingness to contribute to conservation through financial support, behavioral changes, and volunteering was administered to 224 participants across the Pelagos Sanctuary (Italy), the Azores (Portugal), and Skjálfandi Bay (Iceland). Environmental awareness, interest in environmental DNA (eDNA), and higher education levels were identified as significant predictors of willingness to pay (WTP). Conversely, higher ticket prices negatively impacted financial commitment. The majority of respondents reported an increased awareness of marine biodiversity and eDNA, along with a strong sense of personal responsibility toward marine protection. The study outlined various participant profiles, indicating how age, education, and ecotourism experience influence conservation attitudes. Specifically, younger individuals who are highly educated and have prior whale-watching experience were more inclined to provide financial support and engage in citizen science activities. These findings demonstrate that integrating citizen science-based activities and environmental DNA (eDNA) sampling, into whale-watching tours is an effective way to foster meaningful pro-environmental engagement. This model presents a scalable and cost-effective approach to enhancing public participation in marine conservation and biodiversity monitoring, with potential applications extending to broader marine governance and ecotourism settings.