TY - JOUR
T1 - Using web and mobile technology to motivate pro-environmental action after a nature-based tourism experience
AU - Wheaton, Mele
AU - Ardoin, Nicole M.
AU - Hunt, Carter
AU - Schuh, Janel S.
AU - Kresse, Matthew
AU - Menke, Claire
AU - Durham, William
PY - 2016/4/2
Y1 - 2016/4/2
N2 - Nature-based tourism provides an ideal context for motivating pro-environmental action, as it draws travellers interested in the natural world and showcases unique, and often threatened, environments. This study examines efforts to motivate environmentally related behaviour in tourists' everyday lives using a technology-based intervention following an elephant seal viewing tour at California's Año Nuevo State Park. A total of 362 visitors completed pre-tour and post-tour surveys, with 94 visitors completing a final survey three months after the tour. We found that, although the intervention had little influence on conservation action overall, it was effective for a social media-related action. Post-tour conservation actions were significantly affected by emotional connection to wildlife during the tour and repeat visitation to either the same or another state park. We found that visitors' connectedness to nature increased during the three-hour tour, but returned to pre-visit levels three months later. Practical implications include that parks should encourage repeat visits, suggest an assortment of other experiences that support connecting to nature, and link their conservation messaging to visitors' close, personal, and emotional experiences with fauna. We suggest that one simple, yet effective, way to do this is through maintaining the visitor–park experience through a social media community.
AB - Nature-based tourism provides an ideal context for motivating pro-environmental action, as it draws travellers interested in the natural world and showcases unique, and often threatened, environments. This study examines efforts to motivate environmentally related behaviour in tourists' everyday lives using a technology-based intervention following an elephant seal viewing tour at California's Año Nuevo State Park. A total of 362 visitors completed pre-tour and post-tour surveys, with 94 visitors completing a final survey three months after the tour. We found that, although the intervention had little influence on conservation action overall, it was effective for a social media-related action. Post-tour conservation actions were significantly affected by emotional connection to wildlife during the tour and repeat visitation to either the same or another state park. We found that visitors' connectedness to nature increased during the three-hour tour, but returned to pre-visit levels three months later. Practical implications include that parks should encourage repeat visits, suggest an assortment of other experiences that support connecting to nature, and link their conservation messaging to visitors' close, personal, and emotional experiences with fauna. We suggest that one simple, yet effective, way to do this is through maintaining the visitor–park experience through a social media community.
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U2 - 10.1080/09669582.2015.1081600
DO - 10.1080/09669582.2015.1081600
M3 - Article
AN - SCOPUS:84949805158
VL - 24
SP - 594
EP - 615
JO - Journal of Sustainable Tourism
JF - Journal of Sustainable Tourism
SN - 0966-9582
IS - 4
ER -