Identifying beliefs underlying visitor behaviour: A comparative elicitation study based on the theory of planned behaviour

摘要: Abstract Applying Ajzen's (1991) theory of planned behaviour to inform a persuasive communication intervention involves number phases field research. While the initial belief elicitation phase is theoretically necessary all subsequent phases, it often undervalued due its formative nature. To assess importance phase, research was undertaken at two national parks identify beliefs underlying visitor use alternative transportations systems (ATS) that have been introduced reduce pressures created by growing vehicle numbers. Results indicate although visitors share some beliefs, others are site‐specific. Persuasive aimed encouraging ATS would therefore need potentially target different beliefs. The demonstrates critical first step in context this study, as cannot be intuited or assumed transferable among different...