Assessing the Efficacy of Communication Interventions for Shifting Public Perceptions of Park Benefits

B Weiler; Brent D Moyle; I D Wolf; K de Bie; M Torland

doi:10.1177/0047287516646472

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Assessing the Efficacy of Communication Interventions for Shifting Public Perceptions of Park Benefits

Journal article

Open access

Peer reviewed

Assessing the Efficacy of Communication Interventions for Shifting Public Perceptions of Park Benefits

B Weiler, Brent D Moyle, I D Wolf, K de Bie and M Torland

Journal of Travel Research, Vol.56(4), pp.468-481

2017

DOI: https://doi.org/10.1177/0047287516646472

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Abstract

benefit

national park

intervention

reposition

persuasion

public perception

One way national parks can sustain their societal relevance and ensure ongoing political and community support is through conscious and deliberate repositioning. This study investigates the potential for psychologically repositioning national parks using persuasive communication designed to shift public perceptions of the benefits of visitor experiences in parks. The experimental communication interventions were selected to target benefits where gaps were identified between the perceptions of park managers and the parks' constituent publics. Using a pre-post design on 1,055 respondents split evenly across two Australian states, the experiment revealed that the website and the video used as interventions were highly effective at improving public perceptions of park benefits. This was attributed to the persuasiveness of the website and the video, which respondents rated as having positive valence, as highly vivid and as credible. This research provides theoretically informed insights into the application of persuasive communication theory to psychologically reposition national parks. © 2016, © The Author(s) 2016.

Details

Title: Assessing the Efficacy of Communication Interventions for Shifting Public Perceptions of Park Benefits
Authors: B Weiler (Author) - Southern Cross University
Brent D Moyle (Author) - Southern Cross University
I D Wolf (Author) - University of New South Wales
K de Bie (Author) - University Melbourne
M Torland (Author) - Southern Cross University
Publication details: Journal of Travel Research, Vol.56(4), pp.468-481
Publisher: Sage Publications Inc.
Date published: 2017
DOI: 10.1177/0047287516646472
ISSN: 0047-2875
Copyright note: Copyright © 2017 Sage Publications Inc. Reprinted by permission of SAGE Publications. Weiler, B; Moyle, Brent D; Wolf, I D; de Bie, K; Torland, M, Assessing the Efficacy of Communication Interventions for Shifting Public Perceptions of Park Benefits, Journal of Travel Research (56:4) pp. 468-481.
Organisation Unit: University of the Sunshine Coast, Queensland; USC Business School - Legacy
Language: English
Record Identifier: 99450459102621
Output Type: Journal article

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