Pre-trip expectations and post-trip satisfaction with marine tour interpretation in Hawaii: Applying the norm activation model

ABSTRACT

This article examines environmental education by focusing on recreationist expectations for interpretation on marine tours, satisfaction with this interpretation and whether expectations were met, and how these perceptions correlate with components of the norm activation model. Recreationists surveyed before and after tours to Molokini, Hawaii (n = 439) had high pre-trip expectations for interpretation (e.g., about reefs, history), but satisfaction was lower and expectations for many recreationists were not met. Those who had their expectations met had higher problem awareness and ascribed more responsibility (i.e., norm activation) than those who did not, suggesting that interpretation is desired and may promote pro-environmental behavior.

KEYWORDS:

• expectations
• interpretation
• marine tourism
• norm activation
• satisfaction

Acknowledgments

The authors thank the operators who allowed data collection on their boats. The Executive Editor and two Consulting Editors are thanked for comments on earlier versions of this manuscript.

Funding

Support was provided by the Hawaii Department of Land and Natural Resources pursuant to National Oceanic and Atmospheric Administration Coral Reef Conservation Program awards NA06NOS4190101 and NA07NOS4190054.

Notes

1. Some researchers have advocated for providing an additional “do not know” or “no opinion” option, but recent research suggests this may be redundant because the majority of midpoint responses (e.g., “neither”) infer no opinion rather than opinion neutrality (Sturgis, Roberts, & Smith, 2014).

2. Ancillary analyses showed no statistical differences in expectations, satisfaction, awareness, and responsibility between first time and repeat visitors to Molokini on both smaller (t = .01 to .77, p = .441 to .993, r_pb = .01 to .08) and larger (t = .06 to 1.67, p = .096 to .949, r_pb = .01 to .09) boats.