More than three-quarters of Australians regard the Great Barrier Reef as part of their national identity even though many have never visited it, a new study has found.
Nearly half also believe the reef is the country's most inspiring icon, which is five times higher than the second rated, Uluru.
This is despite 56 per cent having never visited the reef, including seven per cent who never intend to see it, according to the research by James Cook University's Jeremy Goldberg.
"We expected people to care about the reef, but the strength of that connection was a revelation," he said.
"It seems that people see it as much more than just a reef, but think of it as part of the culture and protecting the reef may be part of what it means to be Australian."
The survey of 2002 people also found 89 per cent thought climate change was a threat to the reef and 54 per cent said they'd be personally affected if the ecosystem's health declined.
Queensland Tourism Industry Council CEO Daniel Gschwind said Australians who considered the reef part of their national identity but had not visited it were missing out.
"People sometimes disregard something that's close to them, maybe that's the case with the reef," he told AAP.
The research aimed to examine Australians' connection to the reef to help support management of the icon.
Mr Gschwind said Australians' passion for the reef had helped convince politicians about the importance of protecting it.
Key results from the JCU reef research:
- 77 per cent felt the Great Barrier Reef was part of their identity;
- 43 per cent listed it as the most inspiring Australian icon. Next best was Uluru with 8 per cent;
- 86 per cent are proud the reef is a World Heritage Area, and 81 per cent agreed it's the responsibility of all Australians to protect it;
- 89 per cent consider climate change a threat to the reef; and
- 44 per cent have visited the reef.