Using the COM-B model to explore the reasons people attended SeaWorld San Diego between 2015 and 2019

The documentary Blackfish raised public awareness of captive cetacean welfare and concerns over attractions exhibiting orcas. Yet despite this, a substantial number of people still visit these facilities. To understand the drivers behind visiting facilities with captive orcas, an online survey was developed using human behaviour change science targeting adult visitors to SeaWorld™ San Diego between 2015-2019. This facility was specifically chosen because there are also opportunities to visit wild orcas in this area. The survey incorporated closed questions, Likert scale statements derived from the COM-B model, and free-text boxes giving respondents the opportunity to explain their answers. The survey yielded 335 complete datasets. The findings were analysed as they related to capability, opportunity, and motivation. The majority of respondents were from the USA, and 55% of respondents had one or more children in their household. Many respondents expressed their desire to relive their childhood experiences at SeaWorld with their own children. Respondents seemed aware of the body of evidence that cetacean welfare was not optimal in captivity but felt that the orcas were looked after as well as they could be by facility staff. Reflective motivation, psychological capability, and physical and social opportunity all played a role in visitor attendance.