Date of Award

2020

Document Type

Doctoral Thesis

Degree Name

Doctor of Philosophy

Department

Hotel, Culinary Arts & Tourism

First Advisor

Dr Sophie Price

Second Advisor

Dr Richard Thorn

Abstract

The Irish countryside has become a hotspot for outdoor recreation and activity tourism. Despite the many positive impacts of these activities, adverse impacts on wildlife, the environment and farming practices are an unfortunate consequence of irresponsible behaviour. Although not all negative impacts can be mitigated by behaving responsibly, user education has been identified as crucial to reducing negative impacts and ensuring the environmental, and hence the economic, sustainability of both activity tourism and recreation. The development of effective programmes aimed at behavioural change requires a thorough investigation of the target audience and how they interact with the natural environment. This study addresses the current dearth of research regarding the attitudes and behaviours of outdoor recreationists and activity tourists in Ireland towards the natural environment. It aims to investigate how behavioural change has been achieved in a range of parallel contexts and identify the combination of factors necessary to effect positive change. This PhD research is a combination of four sequential methodological stages. A quantitative survey of recreationists was conducted first, followed by two rounds of semi-structured interviews with experts in outdoor recreation, tourism and behavioural change. The culmination of the data analysis enabled the researcher to design a theoretical framework for behavioural change. Aspects of this framework have been applied and tested in a pilot intervention in the form of a workshop. The findings of this research suggest that attitude is an essential aspect of behavioural intention, however previously understated factors such as place attachment, knowledge, social identity and trust are important factors in the design of behavioural interventions. There is evidence to support the use of theory in behavioural change, yet caution is needed on its application and evaluation. Effective communication, active learning and post-testing are effective tools in the implementation and evaluation of interventions. The researcher has developed a framework illustrating the factors necessary to achieve behavioural change in the context of outdoor recreation. The theoretical framework will aid in the design of future interventions aiming to induce long-term behavioural change. The research outcomes will contribute significantly to the development of effective policy and educational strategies influencing behavioural change and thus contribute to the protection of our natural environment for future generations.

Access Level

info:eu-repo/semantics/openAccess

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