Attitude Changes as a Result of Exposure to Interpretive Messages

Authors

  • Ted T. Cable
  • Douglas M. Knudson
  • Edward Udd
  • David J. Stewart

Keywords:

attitudes, interpretation, program evaluation, forestry, public relations.

Abstract

The purpose of this research is to document changes in attitudes as a result of expospre to interpretive messages, thereby gaining insight into the benefits received by agencies that use interpretation as a management tool. Fishbein's value expectancy model was used to measure attitudes of entering and exiting visitors at the Petawawa National Forestry Institute's Visitor Center. Mean attitude scores of exiting visitors were more favorable (from the agency perspective) than scores for entering visitors for five of the seven topics dealt with in 1982. In 1983, exiting scores were more favorable for three out of the four topics. The application of this method as an evaluation tool and policy considerations are discussed.?

Published

1987-01-04

Issue

Section

Regular Papers