Progress 11/13/01 to 09/30/11
Outputs
OUTPUTS: No work was done in this program area in FY18.
Impacts
(N/A)
Publications
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Progress 10/01/09 to 09/30/10
Outputs
OUTPUTS: PSW-RWU-4902 made some progress on the research problem area focused on improving communications for recreation and natural resource use. Topics researched this year include effective communication with diverse publics, communicating sustainability messages linked to value orientations, and communicating firesafe issues. The unit was invited to deliver a paper at the International Ecotourism Society meeting, representing an audience from over 30 different countries. PARTICIPANTS: Individuals who worked on the problem area for more than one month of time: Deborah Chavez as supervisory research social scientist, James Absher as a research social scientist, Patricia Winter as a research social scientist, David Olson as a social science analyst, and Elke Schuster as a social science technician. Partner Organizations: Claremont Graduate University, University of Georgia, University of Minnesota, Washington State University, and Utah State University. Training or professional development: An undergraduate student from the University of California at Riverside worked during the summer on contract that included work in this problem area, students at University of Georgia embarked on a study involving telephone interviews providing employment and training opportunities, and a graduate student from University of Utah co-authored the invited talk delivered to an international audience on sustainable ecotourism management. TARGET AUDIENCES: There is a wide range of target audiences for work in this problem area. These include resource managers and the general public. Managers are assisted through improved information on diverse audiences including pathways to getting information out. Providers of international ecotourism opportunities from several nations gained information concerning how to frame sustainability issues for a diverse audience. PROJECT MODIFICATIONS: None.
Impacts
Work in this area suggests the importance of understanding unique information sources and communication routes among diverse publics, including those managing or engaging in ecotourism, and communities concerned with firesafe messages.
Publications
- Paveglio, Travis; Carroll, Matthew S.; Absher, James D.; Norton, Todd. 2009. Just blowing smoke? Residents' social construction of communication about wildfire. Environmental Communication. 3(1): 76-94.
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Progress 10/01/08 to 09/30/09
Outputs
OUTPUTS: PSW-RWU-4902 made some progress on the research problem area focused on improving communications for recreation and natural resource use. Topics researched this year include effective communication with diverse publics, and communicating permit policy changes. The unit⿿s work has been integrated into a local public television effort, emphasizing the lessons learned about communication and information interests of minority publics. One reported publication was integrated into an online reading list for the Park Service, designed to aid development of parks and related outreach strategies. PARTICIPANTS: Individuals who worked on the problem area for more than one month of time: Deborah Chavez as supervisory research social scientist, James Absher as a research social scientist, Patricia Winter as a research social scientist, David Olson as a social science analyst, and Elke Schuster as a social science technician. Partner Organizations: Claremont Graduate University, Pennsylvania State University, Sam Houston State University, and Western College of Medicine. Training or professional development: An undergraduate student from the University of California at Riverside works during summer months on all four of the unit's research problem areas. J. Skendarian, a student at Claremont Graduate University, co-authored one of the publications in this area and gained valuable literature review, research, and writing experience. TARGET AUDIENCES: There is a wide range of target audiences for work in this problem area. These include resource managers and the general public. Managers are assisted through improved information on diverse audiences including pathways to getting information out. Ethnic media is demonstrated as an important outlet for this type of communication. Publics benefit through communications that better meet their needs and interests. Outfitters and guides share in these benefits through an improved permit policy guide. PROJECT MODIFICATIONS: None to report.
Impacts
Work in this area suggests the importance of understanding unique information sources and communication routes among diverse publics, along with the value of incorporating ethnic media and key contacts into any communication plan serving ethnically and racially diverse communities.
Publications
- Burns, Robert; Meybin, Jessie; Graefe, Alan; Absher, James; Frayer, Charles; Heilman, Michael 2009. Addressing federal recreation special use permit policy changes with national visitor use monitoring data. In: Rethinking protected areas in a changing world. Program and abstracts of the 2009 George Wright Society Biennial Conference on Parks, Protected Areas, and Cultural Sites, Portland, OR, March 2-6, p. 39.
- Crano, William; Quist, Ryan; Winter, Patricia L. 2008. Forest visitation, media consumption, and diverse publics: lessons for outreach. In: Chavez, Deborah J.; Winter, Patricia L.; Absher, James D., eds. Recreation visitor research: studies of diversity. Gen Tech. Rep. PSW-GTR-210. Albany, CA: U.S. Department of Agriculture, Forest Service, Pacific Southwest Research Station. p. 177 ⿿ 194.
- Winter, Patricia L.; Skenderian, Jessica; Crano, William 2008. Routes to communication about outdoor recreation with diverse publics: what we know about media. In: Chavez, Deborah J.; Winter, Patricia L.; Absher, James D., eds. Recreation visitor research: studies of diversity. Gen Tech. Rep. PSW-GTR-210. Albany, CA: U.S. Department of Agriculture, Forest Service, Pacific Southwest Research Station. p. 195 ⿿ 204.
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Progress 10/01/07 to 09/30/08
Outputs
OUTPUTS: PSW-RWU-4902 made some progress on the research problem is focused on improving communications for recreation and natural resource use. Topics researched this year include effective signage considerations, communications needed postfire, and symbolic meanings associated with wildland fire communications. The unit was asked to provide information from signage research for assistance in creating signs for use around giant Sequoia. In addition, the unit's work on signage was presented at the 2007 Leisure Research Symposium as part of the National Recreation and Park Association Congress. The unit provided assistance to Chino Hills State Park on visitor center user survey and on interpretive planning. Research on communication needed postfire supports the use of site visits for local support. The symbolic meanings research was reported at the Human Dimensions of Wildland Fire Conference in Fort Collins, Colorado. PARTICIPANTS: Individuals who worked on the problem area for more than one month of time: James Absher as a research social scientist Patricia Winter as a research social scientist Dave Olson as a social science analyst Partner Organizations: Oregon State University Washington State University Northern Research Station Training or professional development: An undergraduate student from the University of California at Riverside works a few hours per week on all four of the unit's research problem areas. TARGET AUDIENCES: There is a wide range of target audiences for work in this problem area. These include resource managers and the general public. Both groups can benefit from knowledge gained about communications that need to occur after wildfires. The work suggests public contact, especially through tours of affected areas, is most beneficial to agency members and the public. In addition, both groups gain from knowledge on effective communications on signage. PROJECT MODIFICATIONS: Nothing significant to report during this reporting period.
Impacts
Work in this area suggests the value of site visits with local community leaders in post-fire communications
Publications
- Carroll, M.; Paveglio, T.; Absher, J. 2008. Just blowing smoke Residents symbolic meanings of Wildland fire communications. In Extended Abstracts from the Human Dimensions of Wildland Fire Conference, 10/23-25, 2007, Fort Collins, Colorado, S. McCaffrey, P. Woodward, M. Robinson, compilers. International Association of Wildland Fire.
- Toman, E. L.; Shindler, B.; Absher, J.; McCaffrey, S. 2008. Postfire communications: The influence of site visits on local support. Journal of Forestry 116(1) [January/February]: 25-30.
- Winter, P. L. 2007. Understanding effective and counterproductive norms in signage. Abstracts, 2007 Leisure Research Symposium, National Recreation and Park Association Congress, Indianapolis, IN, 9-25-9/28, p. 94-96.
- Winter, P. L. 2008. Park signs and visitor behavior: a research summary. Park Science. 31(1). www.nature.nps.gov/Park Science.
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Progress 10/01/06 to 09/30/07
Outputs
PSW-RWU-4902 researchers have made significant progress on the research problem area focused on improving communications for recreation and natural resource use. One General Technical Report article provided a review and synthesis of recent findings applicable to recreation management. Topical coverage included persuasive communications, communication modes, information sources, effectiveness of signs, and ethnic diversity issues. Another paper presented research on effective communication about wildland fire issues and showed how homeowners can be persuaded to comply with FireWise recommendations, especially through the use of new and personally relevant information. A journal aritlce emphasized the importance of good communications with local communities especially in the immediate post-fire period.
Impacts
These findings are of great interest for natural resource management application, providing assistance to managers making choices about communication, interpretation, and signage content and design. This research gives guidance to managers so that they can be more assured that their public communications fit the needs of diverse urban publics; and focus on personally relevant and effective messages.
Publications
- Absher, J. D.; Vaske, J. J.; Bright, A. D.; Don Carlos, A. 2006. Effective communication about wildfire management along the Colorado front range. In: Proceedings of the third international fire ecology and management congress [DVD, track 2, community wildfire management]. San Diego, CA. 5 p.
- Taylor, J. G.; Gillette, S. C.; Hodgson, R. W.; Downing, J. L.; Burns, M. R.; Chavez, D. J.; Hogan, J. T. 2007. Informing the network: improving communication with interface communities during wildland fire. Human Ecology Review. 14(2): 192-205.
- Winter, P. L. 2007. Communicating with recreation visitors: a brief synthesis of findings. In: Kruger, L. E., Mazza, R., Lawrence, K., eds. Proceedings: national workshop on recreation research and management. Gen. Tech. Rep. PNW-GTR-698. Portland, OR: U.S. Department of Agriculture, Forest Service, Pacific Northwest Research Station: 149-156.
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Progress 10/01/05 to 09/30/06
Outputs
PSW-RWU-4902 made significant progress on the research problem area focused on improving communications for recreation and natural resource use. One journal article focused on communication and environmental education challenges and actions for urban populations proximate to natural areas. Challenges include intense recreation use, public safey issues, and complex information strategies. Research points to the need for good communication plans that address urban population needs including the use of multiple languages, interpersonal communications, and methods to take information directly to urban publics. Two accomplishments were featured in a technology and development publication. One of these reported on a study of interpretive trail effectiveness, demonstrating the importance of using signs that are interactive, brief in content, colorful, and/or has something unique to offer from other signs. These signs were recalled more acurately by visitors than signs
without these attributes. The other accomplishment, also appearing in the technology and development newsletter along with a journal article, highlighted the superior effectiveness of messages in signs that present the 'don't' of behavior in contrast to the 'do' or those that present the actions of others. Another journal article presents similar findings from research in an alternate location, affirming these findings as well as presenting the power of social norms in influencing human behaviors.
Impacts
These findings are of great interest for natural resource management application, providing clear assistance to managers making choices about communication, interpretation, and signage content and design. Research points to the need for managers to consider shifting communication and education stratgies to fit the needs of diverse urban publics; focusing on interactive, brief and colorful messages in signs; and choosing normative messages that are most effective in signage.
Publications
- Absher, J.; Ward, C.; Faike, J. 2006. Interpretive trail effectiveness. Technology and Development: Making a Difference. Issue 4. U.S. Department of Agriculture; 10.
- Chavez, D.J. 2005. Natural areas and urban populations: communication and environmental education challenges and actions in outdoor recreation. Journal of Forestry 103(8): 407-410.
- Cialdini, R.B.; Demaine, L.J.; Sagarin, B.J.; Barrett, D.W.; Rhoads, K.; Winter, P. L. 2006. Managing social norms for persuasive impact. Social Influence 1(1): 3-15.
- Winter, P.L. 2006. What is the best wording to use on signs? The impact of normative message types on off-trail hiking. Journal of Interpretation Research 11(1): 35-52.
- Winter, P.L. 2006. Normative messages in recreation signage. Technology and Development: Making a Difference. Issue 4. U.S. Department of Agriculture; 4.
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Progress 10/01/04 to 09/30/05
Outputs
Significant progress was made this year towards the examination of environmentally responsible behaviors in recreation settings, and management routes towards increasing responsible actions. A study conducted at Sequoia and Kings Canyon National Parks focused on an application of the focus theory of normative conduct, via the testing of normative messages in signs to discourage off-trail hiking. Results of this onsite experiment suggest that Injunctive-Proscriptive messages, or those that present a polite and brief admonition against the undesirable action were the most effective in deterring off-trail use. In comparison, the Descriptive-Proscriptive message, which presented the undesirable behavior as the norm, was associated with the highest levels of off-trail use when compared with all other messages tested. Additional influences on off-trail use beyond signage were observed in this study.
Impacts
The benefit of developing and evaluating various approaches to fostering greater environmentally responsible actions in recreation settings is demonstrated. Natural resource managers are given insight into the most effective message selection for signs. Results are valuable in the sustainable management of recreational uses, and protecting resources in the most effective means possible based on science.
Publications
- Winter, P.L. 2005. Using injunctive and descriptive normative messages to evoke desirable action. (Abstract). 113th Convention of the American Psychological Association; 2005 August 18-21; Washington, D.C. Available at http://forms.apa.org/convention/viewabstract.
- Winter, P.L. 2005. The impact of normative message types on depreciative activities. Investigator's Annual Report. Available: science.nature.nps.gov/research. 2 p.
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Progress 10/01/03 to 09/30/04
Outputs
Significant progress was reported this year addressing improved communications for recreation and natural resource use. In the area of interpretive services a field experiment was conducted that measured outcomes of a naturalist-led, fee-based canoe program. Results indicated that the naturalist not only increased visitors' appreciation of the resource, but also enhanced their perceptions of Forest Service fee policies. Another study evaluated the overall effectiveness of non-personal interpretive services at a popular interpretive site. The focus was on signage and message delivery. Results show that conveying memorable conservation messages was best accomplished with interactive, short, and or colorful signage. Another pair of studies addressed information needs and international symbols. One focused on visitors to a Forest Service visitor center. Results showed that visitors preferred interpretive information via signs along trails, naturalists led walks, and
brochures in that order, and that gender, age and prior visits significantly affected orientation and education information needs. The comprehension of 20 international symbols was evaluated in a two-forest recreationist survey. Results showed that 11 were well understood, three moderately understood and six were misunderstood. Future work should clarify and strengthen the use of international symbols. Finally, a book chapter presented a review of communication research. Results show that testing the effects of information programs has not been a particularly prominent area of research in resource-based recreation and that most of the research that has been done is largely descriptive in nature with limited theoretical development.
Impacts
Studies aimed at improved communications for recreation and natural resource use revealed specific suggestions and techniques to improve both message delivery and signage. Other results showed the importance of understanding communication needs across diverse user groups and suggested areas for further applied communication theory development.
Publications
- Absher, J.D., Ward, C.J., Martin, S.R., Faike, J., St. Michel, M. 2004. Interpretive services effectiveness at Lake Tahoe Basin Management Unit. Poster. Second biennial conference on Tahoe environmental concerns; 2004 May 17-19; South Lake Tahoe, NV.
- Absher, J.D.; Bright, A.D. 2004. Communication research in outdoor recreation and natural resources management. In Manfredo, M.J.; Vaske, J.J.; Bruyere, B.L.; Field, D.R. and Brown, P.J., eds. Society and Natural Resources: A summary of knowledge. Jefferson, MO: Modern Litho, 117-126.
- Absher, J.D.; Thapa, B.; Graefe, A.R.; Kyle, G.T. 2004. Information needs and communication theory at Mono Basin Visitor Center. In: Tierney, P.T., Chavez, D.J. (technical coordinators). Proceedings of the fourth social aspects and recreation research symposium; 2004 February 4-6; San Francisco, CA. San Francisco: San Francisco State University: 58-64.
- Chavez, D.J.; Knap, N.E.; McCollum, D.G. 2004. Assessing national forest visitors' comprehension of international symbols for communicating outdoor recreation messages. Journal of Park and Recreation Administration 22, 3, 1-21.
- Morgan, M.; Absher, J.; Whipple, R. 2003. The benefits of naturalist-led interpretive programs: Implications for user fees. Journal of Interpretation Research 8,1, 41-54.
- Widner, C.J.; Martin, S.R.; Absher, J. 2003. An evaluation of the effectiveness of interpretive services at Lake Tahoe Basin Management Unit. In Covel, J., ed.; Sinclair, P., Dennis, S. and Dennis, S., associate eds. 2003 Interpretive sourcebook, Proceedings of the national interpreters workshop; 2003 November 11-15; Sparks, NV. Fort Collins, CO: National Association for Interpretation: 119-120.
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Progress 10/01/02 to 09/30/03
Outputs
Significant progress was made in this problem area, addressing the need for a better understanding of, and improved knowledge about, communication. One study examined the content and timing of information services in order to serve visitor needs better. Results indicate that information needs of campground users prior to arrival is generally functional in nature and can be provided with maps, brochures or websites. Onsite information is often functional and activity related, including regulatory information and available walks or programs. A second study examined visitors' knowledge level about key resource issues, and their self-perception about how knowledgeable they really are. Results show that visitors had a fairly accurate perception of their knowledge level and that it was more accurate when personal safety was involved (bears) than another natural history topic (Sequoias). A third study examined how site managers might develop and use small-scale visitor
surveys for interpretive planning. Results revealed the strengths and weaknesses of this 'boot-strapping' approach: Such surveys can give a quick, accurate and low-cost snapshot of important conditions, but they also often suffered from methodological and implementation issues, and often would have benefited greatly from some outside help and intra-agency communication. Finally, a comparative study of recent visitor communication studies found that strategic communication with visitors is important. Recent advances in the application of communication theory and information use form the basis for higher levels of visitor satisfaction, better targeting of visitor needs and fewer on-site problems.
Impacts
Research on communication with visitors is assisting both resource managers and social scientists by providing more information on how, why and how to effectively communicate with diverse visitors and thereby affect natural resource management. Results suggest specific theoretical and methodological improvements, and assist resource managers' efforts to evaluate current information-related programs and plan for future improvements.
Publications
- Absher, E.M.; Absher, J.D. 2002. Small-scale, applied research to guide interpretive planning. In Paris, R. S. (ed). 2002 interpretive sourcebook, proceedings of the national interpreters workshops; 2002 November 12-16; Virginia Beach, VA. Fort Collins, CO: National Association for Interpretation, p. 102-103.
- Absher, J.D.; Graefe, A.R. 2002. Communicating with visitors: Results from studies in the U.S. Book of abstracts. Global challenges of parks and protected area management, international symposium on society and resource management; 2002 October 10-13; La Maddalena, Sardinia, Italy; University of Sassari and Colorado State University; p. 3-4.
- James, K.; Absher, J.D. 2002. Do visitors know how much they don't know? In: Paris, R. S., ed. 2002 interpretive sourcebook, proceedings of the national interpreters workshops; 2002 November 12-16; Virginia Beach, VA. Fort Collins, CO: National Association for Interpretation, p. 87-88.
- James, K.; Absher, J.D. 2002. Information services: Content and timing to meet visitor needs. In: Paris, R. S., ed. 2002 interpretive sourcebook, proceedings of the national interpreters workshops; 2002 November 12-16; Virginia Beach, VA. Fort Collins, CO: National Association for Interpretation, p. 97-98.
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Progress 10/01/01 to 09/30/02
Outputs
Significant progress was made addressing the need for a better understanding of and improved knowledge about communication. One bilingually administered study examined the efficacy of international symbols for racially and ethnically diverse audiences. Of the 20 symbols tested, only eight were correctly identified by 75 percent or more of the respondents. Thus, to better communicate and deliver service, public land managers will need to alter these international symbols. Second, a study examined the information needs and communication behaviors of summer visitors. Personal contact with rangers and staff was preferred, and about one-third to one-half reported using various print media (brochures, maps, etc.). Least used were websites or mass media. Measurements by way of newly created uses and gratifications scales also showed that visitors want orientation, reassurance, and educational messages. Finally, a comparative study of ethnic groups in southern California
forests showed that all types of information sources were commonly used by Whites than by Hispanics or others. Minority groups also differed across the uses and gratifications scales, with Hispanics attributing more importance to instrumental uses. Different preferences were found among minority groups for how or when to obtain needed information, leading to suggestions about how managers might communicate more effectively with people of color.
Impacts
(N/A)
Publications
- Absher, J.D.; Thapa, B.; Graefe, A.R. 2002. Assessing information needs and communication behaviors of National Forest summer visitors. In: Todd, S., compiler/editor. Proceedings of the 2001 northeastern recreation research symposium; 2001 April 1-3; Bolton Landing, NY. Newtown Square, PA: Northeastern Research Station, Forest Service, U.S. Department of Agriculture; 43-48.
- Chavez, D.J. 2002. Communicating with the public: The use of international symbols. In: Conference proceedings, Hawaii international conference on social sciences; 2002 June 11-15; Honolulu, HI. Honolulu: University of Hawaii: 879-887.
- Thapa, B.; Graefe, A.R.; Absher, J.D. 2002. Information needs and search behaviors: A comparative study of ethnic groups in the Angeles and San Bernardino National Forests, California. Leisure Sciences 24(1): 89-107.
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