As new forms of special interest tourism are developed and continue to expand, more traditional tourism activities, such as hunting, are in decline. Public perceptions about hunting have the potential to alter or cease some of these traditional tourism activities. Understanding resident perceptions of and support for hunting when it is a major tourism product for a destination is necessary to engender support for the activity and maintain its tourism profile and important economic contribution. A province-wide survey was conducted that examined residents’ attitudes and normative influences toward hunting as a tourism product. Results from over 1300 respondents suggested that residents have a slightly positive attitude toward hunting when it is for tourism and economic purposes. Although referent groups were less influential than residents’ attitudes in predicting support for hunting, businesses that benefit from hunting-based tourism were viewed as more influential than the tourists themselves. Results are discussed according to residents’ level of support for hunting (high, medium, low) and indicate the underlying beliefs that drive their respective attitudinal and social influences. Implications for marketing and communication are provided.