Information Sources and Risk Recreation: The Case of Whitewater Kayakers

Authors

  • Michael A. Schuett

Keywords:

Information search, search behavior, risk recreation, adventure recreation, whitewater kayaking.

Abstract

The importance of information search has been explored extensively within the consumer behavior literature. Few published studies, however, have been done examining the information sources used by participants in parks and recreation, and no studies have been done within adventure recreation. This exploratory study investigated the importance of information sources used by whitewater kay akers. Results of the study show that the most important sources used for trip planning include past experience, friends, whitewater clubs, professional outfitters, and outdoor stores. In predicting the use of each source, multiple regression analysis showed that education, frequency of participation, and skill level were the most frequent predictors for information sources. For the resource managers, the implications from this research can be applied to the implementation of more effective information dissemination procedures. In the private sector, market segmentation research for advertising/promotions could lead to more effectively targeted information sources for specific groups by sociodemographics, frequency of participation, and skill level. Additional research should explore changes of information sources over time, the uses of information sources in other risk recreation activities, and a more complete user prof!le for risk recreation information sources.

Published

1993-01-04

Issue

Section

Regular Papers