Integrating Social Marketing into Sustainable Resource Management at Padre Island National Seashore: An Attitude-Based Segmentation Approach

High demand for outdoor recreation and increasing diversity in outdoor recreation participants have imposed a great challenge on the National Park Service (NPS), which is tasked with the mission to provide open access for quality outdoor recreation and maintain the ecological integrity of the park system. In addition to management practices of education and restrictions, building a sense of natural resource stewardship among visitors may also facilitate the NPS ability to react to this challenge. The purpose of our study is to suggest a segmentation approach that is built on the social marketing framework and aimed at influencing visitor behaviors to support conservation. Attitude toward natural resource management, an indicator of natural resource stewardship, is used as the basis for segmenting park visitors. This segmentation approach is examined based on a survey of 987 visitors to the Padre Island National Seashore (PAIS) in Texas in 2003. Results of the K-means cluster analysis identify three visitor segments: Conservation-Oriented, Development-Oriented, and Status Quo visitors. This segmentation solution is verified using respondents’ socio-demographic backgrounds, use patterns, experience preferences, and attitudes toward a proposed regulation. Suggestions are provided to better target the three visitor segments and facilitate a sense of natural resource stewardship among them.     

Visitor Evaluations of Management Actions at a Highly Impacted Appalachian Trail Camping Area

Protected area management involves balancing environmental and social objectives. This is particularly difficult at high-use/high-impact recreation sites, because resource protection objectives may require substantial site management or visitor regulation. This study examined visitors’ reactions to both of these types of actions at Annapolis Rocks, Maryland, a popular Appalachian Trail camping area. We surveyed visitors before and after implementation of camping policies that included shifting camping to designated newly constructed campsites and prohibiting campfires. Survey results reveal that visitors were more satisfied with all social and environmental indicators after the changes were enacted. An Importance-Performance analysis also determined that management actions improved conditions for factors of greatest concern to campers prior to the changes. Posttreatment visitors were least satisfied with factors related to reduced freedom and to some characteristics of the constructed campsites. Although there was evidence of visitor displacement, the camping changes met management goals by protecting the camping area’s natural resources and improving social conditions.     

Common access tradition and wilderness management in Norway: A paradox for managers

Many European countries, including Norway, have a right of common access tradition toward wildland areas for recreational activity. The “right of any one to move freely over all wildlands except farm fields and gardens” can serve as a paradoxical barrier to managing wildland areas and users for outdoor recreation. This article discusses the apparent paradox between free access and management of wildland recreation, the underlying principles of both concepts, and proposes an integrative basis for how the two concepts can serve the same major goal—freedom of access and use of wildland recreation areas without disturbance to other users or the resource base. A Norwegian field study is presented with campfire data and management strategies to illustrate the integrative nature of common access and wilderness management principles for the managing of wildland recreation opportunities.     

Factors affecting overall satisfaction with a river recreation experience

Visitor satisfaction has been a consistently stated goal of outdoor recreation management. Recreation resource managers provide opportunities for the visiting public with the anticipation of satisfying the needs of the visitors. Management efforts are often evaluated in terms of visitor satisfaction. In the recent decade, a multiple satisfactions approach has been the primary research paradigm guiding visitor satisfaction research. This paradigm has focused primarily upon behavioral-type dimensions such as crowding, goal attainment, and resource impacts resulting from behavior. The purpose of this study was to examine the importance of a setting dimension relative to behavioral-type dimensions for explaining differences in visitor satisfaction. A sample of 895 river visitors were sent a questionnaire in the mail; 682 were returned for a 76.2% response rate. Regression analysis indicated the setting dimension was ranked as one of the most important dimensions for explaining differences in visitor satisfaction. Other dimensions considered included group behavior, perceived crowding, parking, past experience, encounters, use levels, and time waiting. Implications for management are discussed.     

Managing bog environments for recreational experiences

Bogs are of interest to outdoor recreationists, but little information exists concerning how recreation resource managers might manage these areas to enhance visitor benefits. This study evaluates bog visitor characteristics and experiences, visual preferences, and reasons for visiting. Implications for recreational resource management of bogs include the location and design of boardwalk trails and management of understory vegetation to meet the visual preferences and motives of bog visitors.     

Carrying capacity as "Informed Judgment": the values of science and the science of values

Contemporary park and wilderness carrying capacity frameworks rely on formulation of standards of quality, which are defined as minimum acceptable resource and social conditions. Formulation of standards of quality involves elements of both science and values, and both of these elements must be integrated into informed judgments on the part of park and wilderness managers. That is, managers must ultimately make value-based judgments about the maximum acceptable level of visitor-caused impacts to the resource base and the quality of the visitor experience. However, such judgments should be as informed as possible by scientific data on the relationships between visitor use and resulting impacts and the degree to which park and wilderness visitors and other interest groups judge such impacts to be acceptable. Such information represents the “values of science” to managing carrying capacity in parks and wilderness. A growing body of literature has begun to address the corresponding “science of values,” and how this type of information might be integrated in park and wilderness management. Visitor-based research has employed normative theory and techniques to explore the acceptability of a range of resource and social impacts related to visitor use, and findings from these studies are being integrated into a body of knowledge and applied in management decision-making. Conceptual and methodological extensions of the normative approach are currently being explored in a variety of park and wilderness contexts, and new theoretical and empirical approaches are being adapted to address trade-offs inherent in carrying capacity. In these ways, the science of values is progressing to meet the opportunities and challenges of the values of science to park and wilderness management. The concept of carrying capacity, along with the theoretical and methodological approaches described in this paper, can be extended to a large number of natural resource and environmental issues.     

Managing Recreational Trail Environments for Mountain Bike User Preferences

N  = 406), highlight some important issues concerning the design and management of wildland recreation environments that are primarily used for mountain biking. For example, bikers were found to significantly prefer water bars above all other tested soil erosion management techniques; trail erosion factors, including the presence of rocks, roots, and gullies, all added to biking experiences on average; trail design factors, such as the presence of turns, bumps, jumps, and obstacles, all added to biking experiences in general. These findings were used to address questions that resource managers should consider when striving to effectively manage wildland recreation areas primarily used for mountain biking.     

Effects of Place Identity,Place Dependence,and Experience-Use History on Perceptions of Recreation Impacts in a Natural Setting

It is generally accepted that recreation use in natural environments results in some degree of negative social and environmental impact. Environmental managers are tasked with mitigating the impact while providing beneficial recreation opportunities. Research on the factors that influence visitors' perceptions of environmental and social conditions is necessary to inform sound environmental management of protected natural areas. This study examines the effect of prior experience with the setting and two dimensions of place attachment (i.e., place identity and place dependence) on visitors' perceptions of three types of recreation impacts (i.e., depreciative behavior, environmental impacts, and recreation conflict). Principal components analysis, confirmatory factor analysis, and structural equation modeling were used to test the study hypotheses using data collected from 351 visitors through on-site questionnaires (response rate of 93 percent). The results show that prior experience exhibited a moderate and significant direct positive effect on place identity, place dependence, and visitors' perceptions of recreation impacts. Contrary to study hypotheses and prior research, neither place dependence nor place identity exhibited a significant effect on the dependent variables. The results show that prior experience causes visitors to be more sensitive to depreciative behaviors, environmental impacts, and recreation conflict. These findings raise concerns over potential visitor displacement and deterioration of site conditions. Implications for resource managers are discussed, which include education, modifying visitor use patterns, and site design strategies.     

Improving visitor management approaches for the changing preferences and behaviours of country park visitors in Hong Kong

This study identified the changing preferences of country park visitors in Hong Kong and the potential for such changes to have further negative impacts on the ecologically sensitive areas of country parks. A questionnaire was used to collect feedback from 644 country park visitors to understand their preferences and visitation patterns. To investigate visitors’ preferences and behaviours and to develop better visitor management strategies, the survey data were compared with studies conducted 20 years ago. The results showed that the most popular nature‐based activities of 20 years ago, namely, picnicking and barbecuing, have significantly declined in popularity, while other activities, namely, nature studies and nature photography, have surged in popularity in recent years. These changes in visitor preferences have directly increased the negative impacts of visitors on country parks as they dispersed away from the high intensity recreation zones to the ecological sensitive areas. This emerging group of country park visitors has not been fully considered in the existing approach to visitor management and may irreversibly impact the ecological value of country parks. In this study, visitor management in Hong Kong's country parks was reviewed based on these research findings, and potential improvements were suggested.     

Toward the Improvement of Trail Classification in National Parks Using the Recreation Opportunity Spectrum Approach

Trail settings in national parks are essential management tools for improving both ecological conservation efforts and the quality of visitor experiences. This study proposes a plan for the appropriate maintenance of trails in Chubusangaku National Park, Japan, based on the recreation opportunity spectrum (ROS) approach. First, we distributed 452 questionnaires to determine park visitors’ preferences for setting a trail (response rate = 68 %). Respondents’ preferences were then evaluated according to the following seven parameters: access, remoteness, naturalness, facilities and site management, social encounters, visitor impact, and visitor management. Using nonmetric multidimensional scaling and cluster analysis, the visitors were classified into seven groups. Last, we classified the actual trails according to the visitor questionnaire criteria to examine the discrepancy between visitors’ preferences and actual trail settings. The actual trail classification indicated that while most developed trails were located in accessible places, primitive trails were located in remote areas. However, interestingly, two visitor groups seemed to prefer a well-conserved natural environment and, simultaneously, easily accessible trails. This finding does not correspond to a premise of the ROS approach, which supposes that primitive trails should be located in remote areas without ready access. Based on this study’s results, we propose that creating trails, which afford visitors the opportunity to experience a well-conserved natural environment in accessible areas is a useful means to provide visitors with diverse recreation opportunities. The process of data collection and analysis in this study can be one approach to produce ROS maps for providing visitors with recreational opportunities of greater diversity and higher quality.     

Recreation conflict potential and management implications in the northern/central Black Forest Nature Park

This study explores conflict in recreational use of the Black Forest Nature Park (BFNP) by six different nature sports groups as a function of infrastructure, forest management and other users. A multi-step, methodological triangulation conflict model from US recreation management was applied and tested in the Park. Results from two groups, hikers and mountain bikers, are analysed in depth. The main conflict potentials were due to infrastructure and value conflicts. These were influenced by various visitor characteristics such as resource attachment, experiences, activity-style, expectations and motives. Results of quantitative data analysis were further interpreted by interviews with agency and group leaders. This methodological combination reveals a robust understanding of recreation conflict and management in the BFNP.     

Giving Voice to Wildlands Visitors: Selecting Indicators to Protect and Sustain Experiences in the Eastern Arctic of Nunavut

Many public land management agencies are committed to understanding and protecting recreation visitor experiences. Parks Canada is deeply committed to that objective for visitors to Canada’s National Parks. This 2004 study, informed by a 2003 qualitative study of visitor experiences and influences on those experiences at Auyuittuq National Park in Nunavut, worked to bring 50 potential elements of visitor experiences down to five articulated dimensions of the experience that is currently being received at this remote eastern arctic park. A hypothesized set of 17 influences on experiences, also reduced to just two factors with similar response patterns, and with some items that did not flow into the two factors, were used in a regression analysis to understand the relationship between experiences and factors of influence. A sample of 61.8% (84) of the total recreation visitor population 16 years of age or older was surveyed during deregistration after the trip. Knowledge about the dimensions of the experiences currently received and factors of influence on those experiences can be used to guide selection of indicators for describing objectives and prescribing monitoring protocol.     

The Effects of Local Ecological Knowledge, Minimum-Impact Knowledge, and Prior Experience on Visitor Perceptions of the Ecological Impacts of Backcountry Recreation

An on-site visitor survey instrument was developed to examine visitor perceptions of resource impacts resulting from backcountry hiking activities. The survey was conducted in the Bear Lake Corridor of Rocky Mountain National Park, CO and examined visitor characteristics that may influence visitor perceptions of specific resource conditions. Findings indicate that visitors are more perceptive of recreation-related resource impacts that are the result of undesirable behavior and, while visitors do perceive resource impacts, visitors tend to be more affected by crowding. Factors such as local ecological knowledge and knowledge of minimal-impact practices positively influence visitor perceptions of resource impacts. These findings support the use of visitor education on ecological knowledge and minimum-impact as a means of increasing visitor awareness of recreation impact issues.     

Rock climbers' attitudes toward management of climbing and the use of bolts

The purpose of this research was to verify that various segments of the rock climbing community have different attitudes toward resource management and to aid in the understanding of attitudinal differences that can affect rock-climbing management. Respondents were given an on-site questionnaire; 400 usable surveys were collected from 13 different locations in the United States. Respondents identified themselves according to the type of climbing they participated in (e.g., traditional climbing, sport climbing, and hybrid climbing). Factor analysis identified five usable factors: bolt placement/use, need for management, reservations about management, appropriateness of bolts, and climbers' self-perception. A repeated-measures analysis of variance identified significant differences among responses from traditional and sport climbers on four of the five scales used to measures attitudes. The variance among the climbing subgroups indicated that various climbing groups had significantly different attitudes toward management. All climbers surveyed had reservations about the management process. Results from the analysis indicated that climbers from all three groups (traditional, sport, and hybrid) felt that managers did not adequately understand the activity of climbing, climbers did not adequately understand the management process, climbing was not treated fairly in the management process in comparison to other activities, and climbing was micromanaged.     

Perceived Effects of Setting Attributes on Visitor Experiences in Wilderness: Variation with Situational Context and Visitor Characteristics

Understanding how setting attributes influence the nature of the visitor experience is crucial to effective recreation management. Highly influential attributes are useful indicators to monitor within a planning framework, such as Limits of Acceptable Change. This study sought to identify the setting attributes perceived to have the most profound effect on the ability to have “a real wilderness experience” and to assess the degree to which attribute importance varied with situational context and visitor characteristics. To this end, exiting hikers were surveyed at moderate and very high use trailheads in Alpine Lakes Wilderness, WA (USA), and Three Sisters Wilderness, OR (USA). They were asked about the degree to which encountering varying levels of different setting attributes would add to or detract from their experience. Attributes with the largest range of effect on experience, based on evaluations of different levels, were considered most important. The most influential attributes were litter and several types of campsite interaction—people walking through camp and number of other groups camping close by. The perceived importance of setting attributes did not vary much between wilderness locations with substantially different use levels, suggesting that conclusions are robust and generalizable across wilderness areas. There also was little difference in the perceptions of day and overnight visitors. In contrast, we found substantial variation in the perceived importance of setting attributes with variation in wilderness experience, knowledge, attachment, and motivation. Our results validate the emphasis of many wilderness management plans on indicators of social interaction, such as number of encounters.     

The role of population projections in environmental management

California and other regions in the United States are becoming more populated and ethnically diverse, and thus, ecological impacts on the wildland–urban interface are a significant policy concern. In a socioeconomic assessment focused on the geographic regions surrounding four national forests in southern California, population projections are being formulated to assist in the update of forest plans. In southern California, the projected trend of explosive population growth combined with increased ethnic and racial diversity indicates four challenges for environmental management. First, patterns of recreation use on wildlands are likely to change, and management of these areas will have to address new needs. Second, as land-management agencies face changing constituencies, new methods of soliciting public involvement from ethnic and racial groups will be necessary. Third, growth in the region is likely to encroach upon wildland areas, affecting water, air, open space, and endangered species. Fourth, in order to address all these concerns in a climate of declining budgets, resource management agencies need to strengthen collaborative relationships with other agencies in the region. How environmental managers approach these changes has widespread implications for the ecological sustainability of forests in southern California.     

Estimating the economic value of ice climbing in Hyalite Canyon: An application of travel cost count data models that account for excess zeros

Recently, the sport of ice climbing has seen a dramatic increase in popularity. This paper uses the travel cost method to estimate the demand for ice climbing in Hyalite Canyon, Montana, one of the premier ice climbing venues in North America. Access to Hyalite and other ice climbing destinations have been put at risk due to liability issues, public land management agendas, and winter road conditions. To this point, there has been no analysis on the economic benefits of ice climbing. In addition to the novel outdoor recreation application, this study applies econometric methods designed to deal with “excess zeros” in the data. Depending upon model specification, per person per trip values are estimated to be in the range of $76 to $135.     

Improving the Integration of Recreation Management with Management of Other Natural Resources by Applying Concepts of Scale from Ecology

In this article, we examine how issues of scale affect the integration of recreation management with the management of other natural resources on public lands. We present two theories used to address scale issues in ecology and explore how they can improve the two most widely applied recreation-planning frameworks. The theory of patch dynamics and hierarchy theory are applied to the recreation opportunity spectrum (ROS) and the limits of acceptable change (LAC) recreation-planning frameworks. These frameworks have been widely adopted internationally, and improving their ability to integrate with other aspects of natural resource management has significant social and conservation implications. We propose that incorporating ecologic criteria and scale concepts into these recreation-planning frameworks will improve the foundation for integrated land management by resolving issues of incongruent boundaries, mismatched scales, and multiple-scale analysis. Specifically, we argue that whereas the spatially explicit process of the ROS facilitates integrated decision making, its lack of ecologic criteria, broad extent, and large patch size decrease its usefulness for integration at finer scales. The LAC provides explicit considerations for weighing competing values, but measurement of recreation disturbances within an LAC analysis is often done at too fine a grain and at too narrow an extent for integration with other recreation and resource concerns. We suggest that planners should perform analysis at multiple scales when making management decisions that involve trade-offs among competing values. The United States Forest Service is used as an example to discuss how resource-management agencies can improve this integration.     

Identifying the motivations of environmental volunteers

The natural environment benefits greatly from the work of volunteers. However, little is known as to why people are willing to volunteer their time to such programs. The study participants were 401 volunteers from six natural resource organizations. The study identified and assessed motivations of volunteers within the conservation and natural resources arena. The results suggest that there are many volunteer motivations, although ‘helping the environment’ clearly emerged as most important. Second-tier motivations included ‘improving areas that volunteers use for their own recreation’, ‘expressing their values’, ‘learning about the natural environment’ and ‘socializing with people with similar interests’. Managers need to consider these motivations, developing programs in order to provide volunteers with an experience that meets their motivations. By developing programs with volunteer motivations in mind, managers will better be able to recruit and retain volunteers within their organizations.     

The Influence of Place Attachment and Experience Use History on Perceived Depreciative Visitor Behavior and Crowding in an Urban National Park

Research on recreational place attachment suggests that place identity, or the emotional/symbolic ties people have to places, and place dependence, which describes a functional attachment to a specific place, influence the perception of social and environmental site conditions. Recent research, however, has found that place attachment is not always a predictor of such perceptions. This study investigated the influence of place attachment and experience use history on the perception of depreciative visitor behavior, recreation impacts and crowding in an urban national park. In 2006, 605 on-site visitors to the heavily-used Viennese part of the Danube Floodplains National Park were asked about past experience, place attachment, perceptions of depreciative visitor behavior, crowding, changes in visitor numbers during the past ten years, and recreation impacts on wildlife. Confirmatory factor analysis confirmed the two dimensions of place attachment. Linear regression analyses found that place identity and place dependence were related to some perceived depreciative visitor behaviors and visitor number changes but not to crowding, while experience use history additionally related to perceived crowding. Visitors with higher place attachment and past experience were more sensitive to social and environmental site conditions. Management implications of the findings are discussed.