Persuasion and Normative Influence in Commercial River Recreation

Abstract

This study reports the relative influence of certain significant others for commercial river trip customers on the New River Gorge, as well as conditions under which commercial guides most strongly influenced their customers' norms. Customer norms were measured through pre- and posttrip questionnaires and were compared to those of their river guides. Models present on trips were found to be significantly more influential in this study than definers not present. Maintenance of small parties, use of multiple channels of communication, and promotion of discussion about the norms were especially important predictors of influence. Implications for resource managers and interpreters are discussed.