A marketing approach to providing recreation experience opportunities for wildland visitors Public Deposited

http://ir.library.oregonstate.edu/concern/graduate_thesis_or_dissertations/f7623f98d

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  • The concept of marketing, with its primary focus on meeting customer needs, is being adopted by federal agencies such as the U.S. Forest Service who are in the business of providing, among other things, recreation opportunities for their visiting public. Although not a new concept, the notion of applying marketing to federal wildland recreation is a relatively new idea and not as yet well developed. This study presented experience-based recreation as a useful framework from which to develop a marketing approach to providing recreation opportunities. Market segmentation, a standard marketing technique, was used to identify specific user groups upon which to focus marketing efforts. Market segments were formed on the basis of visitor preferences for recreation experiences. These data were used as input to a recreation opportunity marketing plan. A sample of 1057 visitors to the Inyo National Forest (N.F.) were surveyed during the summer of 1989. Visitor experience preferences were measured using the psychological outcome items developed and tested by Driver and others. Cluster analysis was used to identify nine experience domains important to Inyo N.F. visitors. Visitors were cluster analyzed based on their preferences for the nine experience domains and those with similar preferences were grouped together. As a result, four distinct market segments or experience types were identified and further described according to socio-demographic and recreation participation descriptors. The final element of the study was to illustrate how information about the four experience-based visitor segments could be made part of a marketing plan designed to assist resource managers better meet the needs of their recreating visitors. A 5-step recreation opportunity marketing plan for the Inyo N.F. was presented that incorporated basic marketing principles and was designed to target visitors in the experience-based market segments.
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