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ABSTRACT Flagship species are used to promote conservation and tourism. Africa's famous ‘Big five’ have become marketing flagships that fundraisers and tourism promoters emulate globally. Species can be selected systematically for marketing using characteristics such as colour, size or behaviour, but this approach can overlook unique animals or homogenise selections. Alternatively, polling the public can reveal existing preferences for animals directly. We used questionnaires with tourists in the Peruvian Amazon to identify existing biases for species and rank them for suitability for tourism and conservation marketing. Polling revealed several species that would not be considered good flagship candidates using systematic methods based on species characteristics. ‘Free listing’ tourists expressed preferences at inconsistent taxonomic levels. The response ‘monkeys’ (infraorder Simiiformes) was highest ranked, followed by ‘jaguar’ (Panthera onca), ‘Amazon dolphin’ (Inia geoffrensis), ‘sloths’ (suborder Folivora), and ‘caiman’ (subfamily Caimaninae) and ‘birds’ (class Aves). When ranking from a preselected shortlist, jaguar, Amazon dolphins and sloths (represented by Bradypus variegatus) remained popular, while vote splitting within higher taxonomic levels, in particular monkeys, made room for green‐winged macaw (Ara chloropterus) and anaconda (Eunectes murinus). When asked about their willingness to pay for excursions or donate to conservation, tourists were overwhelmingly more likely to quote larger figures for jaguars than any other species, but results for other species were more homogenous. Some popular taxonomic groups are diverse in Amazonia; up to 14 monkey species may be present at some sites Amazonia, alongside several hundred bird species. A Big five strategy obscures this diversity. Using physical characteristics as selection criteria underplays diversity and overlooks popular taxa—notably sloths for the Amazon. A strategy of polling the public to select popular species as flagships more directly identifies salient species for marketing and efficiently considers existing biases. However, diversity will trump a Big five approach in megadiverse areas.

Abstract In the Amazon Rainforest, the sustainability of hunting is difficult to model. Accurate sustainability models for hunting of mammal populations require a spatially explicit measure of hunting pressure. Because field‐based measures of hunting pressure are time and labor‐intensive, distance‐based proxies for hunting pressure are frequently used. In this study, we tested accuracy of distance‐based parameters in predicting measured hunting pressure obtained through interviews for a riverine community in the Peruvian Amazon. We examined the spatial accuracy of the interviews and investigated the minimum requirements for spatial assessment of hunting pressure based on interviews. Results illustrate that hunter‐reported animal kill locations were accurate to within a mean of 1 km. Interview effort results showed that approximately 4 months of interviews capturing at least 50% of hunts are necessary to obtain a complete measure of hunting pressure across the landscape. Generalized linear models identified a novel spatially explicit approach that explained 59% of the deviance in measured hunting pressure. Our model was based on distances from locations that are easily obtained through remotely sensed imagery, participatory mapping, and terrain characteristics, highlighting that biologically relevant and spatially explicit estimates of hunting pressure can be obtained without lengthy field‐based methods. Hunting pressure across a landscape can be accurately predicted from remote sensing, participatory mapping, and terrain characteristics.

Peru has 55 primate taxa (including all species and subspecies), a third of which are threatened. The major drivers of habitat loss, degradation and fragmentation are grazing, forestry, agriculture and transport infrastructure. Other activities such as hunting exacerbate these threats. We assessed the threats from degradation and fragmentation facing Peruvian primates to aid in the design and implementation of mitigation strategies. Through GIS-based mapping, statistical modeling and specialist assessments, we evaluated all primate taxa using the IUCN Conservation Measures Partnership Unified Classifications of Direct Threats across five categories (direct threats to primates, threats to habitat, causes of fragmentation, factors exacerbating fragmentation and threats to primates and habitats as a consequence of fragmentation), highlighting which were most common and most severe. Our results showed that all primate taxa were affected by degradation and fragmentation in Peru. The most common and severe direct threat was hunting, whereas housing and urban development, smallholder crop farming, smallholder grazing and large-scale logging were the most common and severe threats across the other categories. The families Cebidae and Atelidae face the highest overall threat. Our analysis showed that the current IUCN listing of Leontocebus leucogenys [LC] underestimates the true threat level this species faces and that Lagothrix lagothricha tschudii [DD] should be listed under one of the threat categories. In Peru, the need for mitigating the threat of habitat fragmentation is clear. To ensure the survival of Peru’s diverse primate taxa, forest connectivity needs to be maintained or recovered through the protection and restoration of key areas considering their biological and social needs.