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Resolving Barriers for Participation in Outfitted Trips

Resolving Barriers for Participation in Outfitted Trips. Duarte B. Morais, Ph.D. Acknowledgements. America Outdoors David Brown Pennsylvania State University Traci Zillifro Gyan Nyaupane Deborah Kerstetter. Purpose.  Non-participants Constraints  Participants Information sources

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Resolving Barriers for Participation in Outfitted Trips

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  1. Resolving Barriers for Participation in Outfitted Trips Duarte B. Morais, Ph.D.

  2. Acknowledgements America Outdoors David Brown Pennsylvania State University Traci Zillifro Gyan Nyaupane Deborah Kerstetter

  3. Purpose Non-participants • Constraints Participants • Information sources • Motivations • Decision making roles • Type of group

  4. 1st mailing 2nd mailing 3rd mailing 1 week 2 weeks 2 weeks 251 surveys received 121 surveys received 218 surveys received Methods Survey 8 pages / 4 sections Incentive for participation Population Outdoor enthusiasts 14 states, 157 individuals in each state(N=2,200)

  5. Sample • Sample – 590 usable surveys (30.6%) • 51.6% Females, 48.4% Males • Average age: 48.1 years old • 18.0% Managers, 13.6% Retired, 11.3% Sales, 7.9% Teacher • Income > $55k (71.3 %)

  6.  Non-participants Outdoor enthusiasts who did not participate in any of the activities • 59.2% of sample • 57.3% Females, 42.7% Males • Average age: 48.7 years old • 18.0% Managers, 14.0% Retired, 11.9% Sales • 79.9% Income > $55K • 94.5% Caucasian/white • 32.3% Suburbs, 18.7% Sml city, 15.9% Lg city, 14.1 % Rural • 52.9% College, 28.2% Graduate school, 18.7% High school

  7. Participation Rates Rafting Canoeing Horseback Southwest 19.3% 14.7% 4.6% Northwest 20.7% 25.4% 4.6% Southeast 20.5% 25.3% 3.8% Midwest 14.4% 26.8% 2.5% Northwest 9.9% 16.7% 3.9%

  8. Constraints Reasons why individuals do not participate in an activity despite being interested • Intrapersonal constraints • Stress, perceived skill, risk • Interpersonal constraints • Availability of friends or family • Structural constraints • Free time, family-life-cycle, monetary costs,

  9. Constraints – Results Rafting Canoeing Horseback Intrapersonal 2.58 2.31 2.53 * Interpersonal 2.84 2.92 2.99 Structural 3.15 2.89 3.09 * (1=not important, 5=very important) • Intrapersonal are least important – little control • Inter & Structural most important – more control • Canoeing is perceived as less threatening • Canoeing is perceived as less costly ($, time)

  10. Constraints – Implications • Offer trips with varying levels of challenge • Offer instruction programs • Educate about actual risks and exertion • Offer short options • Offer family fun trips • Do not use discounts to increase demand • Help customers educate others

  11.  Participants Outdoor enthusiasts who participated in each activity Rafting Canoeing Horseback Females 38.3% 39.3% 47.6% Occupation Mgt, Ret Mgt, Sales Mgt, Teach Income>$55k 85.9% 85.9% 71.4% Community Sub, LCt Sub, STw Sub, LCt

  12. Sources of Information Importance of sources of information about the outfitter Rafting Canoeing Horseback 1 Previous trips 4.0 4.0 3.9 2 Friends/family 3.9 4.0 3.7 3 Brochure 3.6 3.3 3.2 4 Internet 3.1 2.8 2.8 5 Newsletter/catalog 2.9 2.6 2.8 6 Tourism agency 2.6 2.5 2.5 7 Newspaper/magazine 2.4 2.3 2.8 (1=not important, 5=very important)

  13. Sources of Info – Implications • Encourage trial – experience is most important • Help customers become advocates – WOM advertising is very important • Merchandize with logo • Group information packet • Internet forums, postcards, digital pictures • Do not neglect brochures • Embrace Internet marketing • Use newsletters and catalogs for nurturing relationships with loyal customers

  14. Motivations Importance of motivation factors to take the trip • Self improvement Self confidence, who I am, feel independent, capable of doing • Escape life Physical exercise, release tensions, avoid responsibilities / clatter • Family fun • Do something with family, bring family closer

  15. Motivations – Results Rafting Canoeing Horseback Self improvement 2.86 2.58 3.03 Escape life 3.00 3.34 3.46 Family fun 3.53 3.96 3.54 (1=not important, 5=very important) • Family fun most important motivation • Self improvement least important motivation • Canoeing least Self improvement • Canoeing highest family fun

  16. Motivations - Implications • Develop family trips and promotions – social factors are important motivation • Benchmark canoeing outfitters in attracting families • Promotions for rafting and canoeing should focus on “overcoming challenges” (item level) • Promotions for horseback riding should focus on learning about one’s potential & escape (item level) • Excitement and independence are not important for horseback riders

  17. Decision-making Roles Level of involvement in decision- making roles preparing for the trip Rafting Canoeing Horseback Gathering info 43.5% 43.7% 44.2% Sharing info w/ group 42.3% 40.8% 42.5% Final purchase 52.0% 45.2% 65.4% Make reservations 48.7% 46.7% 55.4% Coordinating travel 43.7% 46.3% 55.4%

  18. D-M Roles - Results Do all customers collaborate in pre-trip decision-making roles? Frequency charts No K-means Cluster Analysis Three kinds of customers 40% low involvement 25% collaborative role 35% exclusive control

  19. D-M Roles – Implications • Not all customers/groups are the same! • Take charge leaders • Team work • Come along • Provide assistance to take charge leaders • Come alongs are good because of WOM and trials • Create communication system to work with teams

  20. Type of Group Motivations and behavior are closely related to type of social group Rafting Canoeing Horseback Spouse 56.8% 74.2% 61.5% Children 40.9% 47.0% 46.2% Friends 47.1% 50.0% 46.2% Business peers 13.8% 6.1% 0.0% Church groups 10.3% 7.6% 0.0% Tour groups 5.7% 1.5% 0.0% Youth groups 8.0% 4.5% 0.0%

  21. Type of Group - Results Motivations differences between family and non-family segment Rafting Canoeing Horseback Fam/NonF Fam/NonF Fam/NonF Self improvement 2.80 / 2.90 2.65 / 2.38 2.88 / 3.27 Escape life 3.02 / 2.97 3.49 / 2.92 3.38 / 3.60 Family fun 3.97 / 2.95 4.20 / 3.26 4.13 / 2.60 (1=not important, 5=very important) • Expected Vs observed don’t match!!!

  22. Type of Group – Implications • Target families – more than half of the participants belong to family segment • Rafting outfitters provide experiences attractive to everyone • Various types of groups • Small differences in motivations between Fam / Nonfam • Canoeing outfitters have been very successful in attracting families • Horseback outfitters attract non-family market by focusing on escape & self improvement

  23. Summary • Various factors are constraining the participation of the majority of outdoor enthusiasts • Educating about risks and physical challenge • Help overcome time and family constraints • Maximize own experience and WOM are most important sources of information • Encourage advocacy and trial • Social/family motivations are most important • Only for family segment • Various types of customers • Come alongs, team workers, take charge

  24. Resolving Barriers for Participation in Outfitted Trips Duarte B. Morais, Ph.D. The Pennsylvania State University 228 Mateer Building University Park, PA 16802-1307 dmorais@psu.edu (814) 865-5614

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