Abstract: Among many species of fish, sharks are distinctive in the Chinese cultural environment due to the tradition of consuming shark-based products in countries inhabited by ethnic Chinese. Offering dishes based on shark meat to guests was traditionally perceived as a sign of hospitality and was thought to bring happiness, health, and wealth. Currently, the attitude towards the use of these species in Taiwan is changing; increasingly, many people decide to actively protect them. Consequently, numerous educational campaigns on sharks have been launched, followed by growing demand for tourist services related to sharks, especially watching these animals in their natural habitat.

The goal of this study is to analyze the unique conditions for the development of shark-related ecosystem services in Taiwan, especially ecotourism. The key variables analyzed are the rising level of environmental awareness, support by formal and informal institutions, and the contributions of role models for sustainable business. The paper presents a case study of a company offering shark diving, the social and institutional conditions for its operations, and their consequences for various stakeholders. Research methods applied in this paper include a case study supported by document analysis as well as individual interviews. The results show that Taiwan has favorable conditions to develop this niche market and shape a new ecosystem service from an ancient tradition. However, there are still major social challenges to overcome.

Keywords: sharks, ecotourism, marine tourism, embeddedness, environmental awareness

Introduction

Taiwanese society is a melting pot of different cultures. Its history involves a rich heritage of native aborigines, migrations from various continents (Europe, Asia, the Americas), and the influence of well-known faiths and schools of thought such as Confucianism or Buddhism. All these factors have shaped modern Taiwanese society in its attitudes toward the most pressing societal problems. One of them is a shift towards green consumption.

The concept of green consumption, which prioritizes responsibility for the environment, emerged in Western countries at the end of the 20th century. Taiwan is in an exceptional cultural position, as it lies at the intersection of Western and Eastern cultural circles. Similarly, the idea of green consumption attracts a growing number of Taiwanese citizens.