Applying the Theory of Recreation Specialization to Better Understand Recreationists’ Preferences for Value-Added Service Development

Abstract

This study examined recreationists’ preferences for the development of value-added recreation products and services using the theory of recreation specialization. A choice modeling method was employed to evaluate the value-added products and services in the for-hire fishing boat industry. Data were collected through a mail survey using Florida saltwater fishing license holders as a study population. Study results indicated that anglers were interested in experiencing new attributes of boat fishing trips besides traditionally fishing-oriented aspects. Further, the results also provided evidence that heterogeneous preferences existed by level of recreation specialization. Study findings generally supported the proposition that as anglers become more involved in fishing activity, their focus expands from activity-specific to activity-general fishing experiences; thus, high specialization anglers likely attach high importance to nonfishing attributes. Managerial implications pertaining to the development of effective recreation products and services are discussed.

Keywords:

• choice modeling
• product development
• recreation specialization
• recreational fishing

Acknowledgments

This project was funded by the Ocean Conservancy. However, the statements, findings, conclusions, and recommendations are those of the authors and do not necessarily reflect the views of these funding agencies. We thank Chris Dorsett, Steve Holland and Seong Ok Lyu for their invaluable help with study designs and data collection. We also thank Geoff Lacher and anonymous reviewers for their constructive comments.