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    Picking up litter: an application of theory-based communication to influence tourist behaviour in protected areas.

    Access Status
    Fulltext not available
    Authors
    Brown, T.
    Ham, S.
    Hughes, Michael
    Date
    2010
    Type
    Journal Article
    
    Metadata
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    Citation
    Brown, Terry and Ham, Sam and Hughes, Michael. 2010. Picking up litter: an application of theory-based communication to influence tourist behaviour in protected areas. Journal of Sustainable Tourism. 18 (7): pp. 879-900.
    Source Title
    Journal of Sustainable Tourism
    DOI
    10.1080/09669581003721281
    ISSN
    0966-9582
    School
    Centre for Research and Graduate Studies-Humanities
    URI
    http://hdl.handle.net/20.500.11937/16839
    Collection
    • Curtin Research Publications
    Abstract

    Tourism to protected areas worldwide has increased rapidly, prompting management agencies to seek enhanced visitor management including communication aimed at influencing tourists' behaviour to reduce impacts and strengthen conservation viability. Research has shown that the greatest success in influencing visitors' actions comes from understanding what they think about a particular behaviour. This notion was investigated in this study in Mt Field National Park, Tasmania, using the theory of planned behaviour and the elaboration likelihood model of persuasion in a three-stage research process to design specific persuasive messages that were then evaluated for their impact on visitors' beliefs, attitude and behaviour. Of four salient beliefs found through survey, one offered much promise. Two experimental treatments based on that belief resulted in a 15%-20% increase in litter pickup compared with a control condition, and were also found to positively affect targeted beliefs and attitudes relating to this pro-environmental behaviour. Potential benefits include cost savings on litter collection for the park, fewer detrimental impacts on wildlife and less aesthetic degradation. Conclusions are drawn about the efficacy of a theory-based approach to influencing problem visitor behaviours in protected areas and the nature of the cognitive process which might be involved.

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