Segmentation of visitor perceptions and attitudes as a tool for informing management and targeted communication strategies in Coastal and Marine Protected Areas
La segmentation (typologisation) des perceptions et des attitudes des visiteurs comme outil d'information pour la gestion et les stratégies de communication ciblées dans les zones côtières et marines protégées
Résumé
Communication is a strategic management lever for promoting user knowledge, understanding, acceptance, support, and conservation-related pro-environmental behavior within Coastal and Marine Protected Areas (CMPAs). But while user segmentation is considered a traditional operational tool for targeting user audiences effectively within terrestrial protected areas, research also highlights a low level of concrete application to CMPAs. Based on Public Perceptions Research literature, this study explores a panel of eight theoretical variables that reflect the multidimensional character of recreationists’ perceptions of CMPAs and how the related results could inform appropriate CMPA communication strategies. Onsite face-to-face interviews with 1,000 users were conducted for seven recreational activities (hiking, surfing, scuba-diving, boating, sailing, kite-surfing, kayaking) across a total of ten local sites. Results revealed that despite sharing a common motivation for being in contact with nature, recreationists expressed diverse perceptions and attitudes toward CMPAs and management, which can be divided into five segments: “CMPA-Not-convinced” (31.3% of all recreationists), “CMPA-Local Conservator” (11.5%), “CMPA-Not-Responsible” (12.7%), “CMPA-Passers-by” (20.1%) and “CMPA-Convinced” (24.4%). Findings show the value of visitor segmentation as an operational tool to inform CMPA management and communication strategies in a context of low knowledge about visitor audiences.