A Model For Assessing The Effects of Communication on Recreationists

Abstract

This study proposes a model of persuasion for evaluating informational techniques used in recreation management. The model focuses on the communication response process and factors which influence this process. Behavior change is proposed to be a function of message elaboration which is measured using three variables; number of thoughts generated, acquisition of new beliefs, and changes in old beliefs. Factors theorized to affect this process include amount of past knowledge regarding a message topic, direct experience related to the topic, personal involvement in the topic, role in social group, perception of source credibility and need for cognition. A study of the effects of brochures on wilderness users was used to test the model. On-site interviews and mailback questionnaires were used to obtain measures of these concepts. Results of path analysis provide support for the persuasion process proposed. Two factors, prior knowledge and source credibility, were found to have a direct effect on the persuasion process. Prior knowledge was influenced by, and mediated the effects of, direct experience and topic involvement. Explanations for a negative relationship between past knowledge and elaboration are offered. Managerial implications of these findings suggest the importance of recognizing the knowledge level of visitors for whom information is being developed.