Predicting intention to participate in outdoor recreation programs from behavioral variables

Abstract

This study aimed to investigate the degree to which specific behavioral variables can predict future intentions to participate in outdoor recreational programs. One hundred and eighty seven (N=187) individuals (98 men and 89 women) from 19 to 40 years of age (M=26.6, SD=6.6) took part in an outdoor recreation program including lake canoeing /kayaking, orienteering, and archery activities. Information was collected about participants' perception of service quality, satisfaction, motives fulfillment, and future behavioral intentions. Perceived service quality was measured by Parasuramant et al's (1988) scale, satisfaction was measured by Oliver's (1980) scale, motives fulfillment was measured by a three-items scale, and behavioral intentions were measured by Ajzen's (1988) scale. Positive correlations existed between all variables of the study. The results indicated that service quality predicted very low amount of variance in future behavioral intentions. In contrast, customer satisfaction and motives fulfillment variables appeared to be effective marketing tools for predicting participation in outdoor recreational programs. The implications of these results for the management of outdoor recreational market are discussed.