Behaviour change interventions to facilitate forest trail users' biosecurity compliance

• Published in: Journal of sustainable tourism Vol. 32; no. 6; pp. 1241 - 1262
• Main Authors: Aley, J. P., Espiner, S., MacDonald, E.
• Format: Journal Article
• Language: English
• Published: Clevedon Routledge 02.06.2024; Multilingual Matters Ltd
• Subjects: Behaviour change; Cleaning behavior; Compliance; Conservation; Conservation areas; Dieback; Diplomatic & consular services; Hygiene; kauri dieback; Messages; Natural resource management; Natural resources; Perception; phytophthora; Public awareness; Resource management; trail user; visitor messaging
• ISSN: 0966-9582; 1747-7646
• DOI: 10.1080/09669582.2023.2217365

Natural resource management can struggle with increased visitation that inadvertently deteriorates the environment. In Aotearoa New Zealand, visitors to kauri forests are spreading a lethal soil pathogen resulting in cultural and conservation risk. While public awareness of kauri dieback disease is growing, compliance at hygiene stations has not similarly increased. To overcome this apparent knowledge-behaviour gap, five interventions (ambassadors, normative messaging, watching eye effect, hazard perception, and pledge board) were evaluated for their impact on visitor compliance with footwear/equipment cleaning behaviour. Behavioural observations (n = 10,536) and intercept surveys (n = 3,061) were collected. Ambassadors resulted in increased compliance for both visitors and local trail users. The pledge board resulted in increased compliance for local trail users only and normative message increased compliance at one visitor site. Hazard perception and watching eye resulted in a decrease in compliance behaviour. This research demonstrates the need for careful assessment of interventions designed to mitigate the impacts of visitors to conservation areas. The success of the ambassador intervention, the pledge board for locals and, to a lesser extent, the normative message at one location, offer field-based empirical evidence supporting the use of social norms in communication approaches aimed at influencing visitor behaviour in natural resource settings.