Reducing visitor car use in a protected area: a market segmentation approach to achieving behaviour change

Abstract

This research looks at how to reduce the transport related environmental burden of visitors while maintaining economic benefit using a market segmentation approach. There were three main aims of the research. Firstly to understand what might best predict a desired behaviour change (i.e. reduced visitor car use). Secondly to develop and test different marketing messages intended to influence a reduction in car use. Thirdly, to identify market segments which demonstrate both a high propensity towards a positive behavioural change and which have the highest contribution to the destination in economic terms. The theoretical basis of this work is Ajzen's Theory of Planned Behaviour (Ajzen, 1988) which underpins the conceptual framework used to predict behaviour and the second is a synthesis of persuasive communication theory, based significantly on the work of Cialdini (2007). The paper emphasises the importance of context in successful communication to influence behaviour. The paper also concludes that a market segmentation approach allows for specific target audiences who are most amenable to behavioural change and who have greatest economic impact to be identified. The approach was tested in the Lake District National Park (UK).

Sustainability marketing myopia

“…Persuasive communication works best when it articulates the benefits to the individual (Stanford, 2014), allowing the message to engage mainstream customers and not only those with sustainability values (Hedlund, 2011). The message should put the customer at the centre of the experience, even when these practices also create benefits for the business and society (Ottman, Stafford et al 2006;Rex and Baumann 2007;Griskevicius, Tybur et al 2010).…”

Greenhushing: the deliberate under communicating of sustainability practices by tourism businesses

“…In general, the messages promote active engagement on the part of the clients (85%), for example, "Come and enjoy the best of British design from locally made furniture to English fine furnishings". Where framing messages with a more personal tone and emphasising customer benefit is evident, this suggests that the businesses are targeting individuals with lower environmental affect (Grimmer & Woolley, 2014) because they do not wish to be constituted as preaching to their customers (Kim & Kim, 2014;Stanford, 2014).…”

Why destination visitor travel planning falls between the cracks

“…Tourism's emphasis on being welcoming also excludes many of the measures to discourage car use advocated in utility travel planning (Guiver, 2011a andSpeakman andTransport for Leisure Ltd, (2008a)). Businesses reliant on car-borne visitors can also be reluctant to introduce measures which they fear might discourage those visitors or reduce their spending (Speakman and Transport for Leisure Ltd, (2008a) and Stanford, 2013).…”

“…• What makes you Move (see Stanford, 2013), a project commissioned by Cumbria Tourism, Natural England and Friends of the Lake District, examining the visitor segments most likely to contribute to local spending without large carbon footprints and to identify the messages which might influence their travel behaviour,…”