The study investigates whether integrating environmental DNA (eDNA) sampling and citizen science into whale-watching tours can enhance public engagement in marine conservation. Using a Likert-scale questionnaire with 224 participants in Italy, the Azores and Iceland, it assesses attitudes, knowledge and willingness to support conservation through donations, behaviour change and volunteering. Environmental awareness, interest in eDNA and higher education significantly increase willingness to pay, while higher ticket prices reduce it; most respondents report greater awareness of marine biodiversity, eDNA and personal responsibility after the tour, with younger, well-educated and experienced whale-watchers most inclined to contribute and participate. Overall, the results show that eDNA-based citizen science activities on whale-watching platforms offer a scalable, cost-effective way to foster pro-environmental engagement and support marine conservation and biodiversity monitoring.
