1024-0224 Cumberland Island - Transportation Study

National Park Service U.S. Department of the Interior Social Science Program

Programmatic Approval for NPS-Sponsored Public Surveys

1.

Project Title:

Visitor Services Project (VSP) Survey for Transportation Services at Cumberland Island National Seashore (CUIS)

Submission Date

08/22/2012

2.

Abstract:

We will use an onsite survey to collect information from visitors at Cumberland Island National Seashore (CUIS). A survey including performance measures (as required by Public Law 108-447, 2004) will be used to monitor and report performance evaluation of the CUIS Transitional Visitor Transportation System (TVTS). The survey will evaluate: Visitor satisfaction with Lands and Legacy Tour Visitor satisfaction with South End Shuttle Service Visitor satisfaction with other services/facilities offered by CUIS Visitor opinion about TVTS fee The results will be used to provide information to improve customer satisfaction and guidelines for future transportation planning.

(not to exceed 150 words)

3.

Principal Investigator Contact Information

First Name:

Margaret

Last Name:

Littlejohn

Title:

NPS Visitor Services Project (VSP) Director

Affiliation:

NPS Visitor Services Project, PSU, College of Natural Resources, University of Idaho

Street Address:

6th & Line Streets, Room 17B

City:

Moscow

State:

ID

Zip code:

83844-1139

Phone:

208-885-7863

Fax:

208-885-4261

Email:

[email protected]

4.

Park or Program Liaison Contact Information

First Name:

Maggie

Last Name:

Tyler

Title:

Chief of Interpretation and Education

Park:

Cumberland Island National Seashore

Park Office/Division:

Interpretation and Visitor Services

Street Address:

101 Wheeler Street

City:

St. Marys

State:

GA

Zip code:

31558

Phone:

912-882-4336 ext 257

Fax:

912-882-6284

Email:

[email protected]

Project Information

5.

Park(s) For Which Research is to be Conducted:

Cumberland Island National Seashore

6.

Survey Dates:

9/8/12

to

11/1/12

7.

Type of Information Collection Instrument (Check ALL that Apply)

Mail-Back Questionnaire

 On-Site Questionnaire

 Face-to-Face Interview

 Telephone Survey

 Focus Groups

 Other (explain)

8.

Survey Justification: (Use as much space as needed; if necessary include additional explanation on a separate page.)

Social science research in support of park planning and management is mandated in the NPS Management Policies 2006 (Section 8.11.1, “Social Science Studies”). The NPS pursues a policy that facilitates social science studies in support of the NPS mission to protect resources and enhance the enjoyment of present and future generations (National Park Service Act of 1916, 38 Stat 535, 16 USC 1, et seq.). NPS policy mandates that social science research will be used to provide an understanding of park visitors, the non-visiting public, gateway communities and regions, and human interactions with park resources. Such studies are needed to provide a scientific basis for park planning, development. On February 14, 2011 Cumberland Island National Seashore (CUIS) received approval to implement a new Alternative Transportation System referred to as CUIS’s Transitional Visitor Transportation System (TVTS) and Transportation Fee. CUIS’s Transitional Visitor Transportation System (TVTS) currently include two main services (1) The Lands and Legacies Tour is a motorized tour of the North End of the island. The tour is guided by park staff, typically lasts five to six hours, and includes visits to both natural and cultural sites. This is a fee-service, with the current charge $15/adult and $12 for senior citizens and children under 12. (2) The South End Shuttle Service is a free, unscheduled shuttle that runs in a 3-mile loop from Dungeness Dock to Dungeness Ruins and Sea Camp on the south end of Cumberland Island. The shuttle has a maximum capacity of 6 passengers. There are no designated stops along the way and visitors can get on and off the shuttle whenever a seat is available. CUIS has never had a visitor study to evaluate the performance and customer satisfaction of TVTS and has very limited information on visitors and their overall experiences. Current visitor activities and services are based on the staff’s anecdotal information about what customers want. Park managers have requested a systematic study to collect information about visitor perception, experience and demographic. The study results will be used to prepare the new transportation plan, improve interpretive services and to better meeting visitors’ needs throughout the park. Study findings will be used as follows: • To evaluate the two current transportation services: The Lands and Legacies Tour and the South End Shuttle Service • To provide information needed to improve the TVTS • To manage interpretive and educational programs that match visitor interests and needs. • To provide information for Resource Management and regional transportation planning staff to determine appropriate pricing for the services. • To provide services that visitors are interested in that could enhance their visit experience The two on-site questionnaires used in this study are designed to collect data from visitors, including demographics, trip/visit characteristics, activities, evaluation of park services/facilities. For the purposes of this study we have chosen to especially target the Lands and Legacies Tour and the South End Shuttle Service to understand the visitor’s perceptions of park experiences, and their opinions on park management. Park visitors will be randomly selected to participate in the studies as they enter the park during a 2-month period from September 8 through November 1, 2012.

9.

Survey Methodology: (Use as much space as needed; if necessary include additional explanation on a separate page.)

Respondent Universe: The respondent universe for the will be all recreational visitors, age 16 and older, who visit the park and/or those who participated in the Lands and Legacies tour. Sampling Plan/Procedures: A random sample of all visitors to CUIS (at least 16 years old) will be approached at 2 different on-site locations. Lands and Legacies survey: Once the tour is completed visitors typically have approximately 45 minutes before scheduled departure of the ferry’s return to the mainland. A random sample of tour participants (every nth group) will be approached at the end of their tour during this 45 minute waiting period. Only one Individual in each party with the nearest birthday will be selected and asked to complete the survey. Approximately 200 Lands and Legacies surveys will be distributed during the survey period. General survey: Every 5th visitor will be intercepted at the general waiting area for the ferry service. If a group is encountered, the nearest birthday method will be used to randomize the survey participants. Approximately 1,150 questionnaires will be distributed during the survey period. Each interviewer will receive 1-1/2 hours of training on how to conduct interviews. This training will cover every aspect of interviewing, including conducting the interviews using sampling intervals, avoiding sampling bias, and how to handle all types of interviewing situations, including safety of the visitor and the interviewer. Quality control will be ensured by monitoring interviewers in the field, and by checking their paperwork at the end of each day of surveying. Instrument Administration: The drop-off/pick up method will be used as the most suitable method for collecting surveys (Dillman et al. 2008). The selected visitors will be asked if they to participate in the survey. All selected individuals will be asked their age, zip code, and whether this is their first visit to CUIS, gender will be observed and recorded. The information will be recorded in a survey log for non-response bias checking. Those who agreeing to participate in the survey, will receive instructions to complete the survey and where to return the instrument to designated lock-box locations (one on the island, one on the ferry and one at the visitor center). The Lands and Legacies survey will contain 24 questions and General survey will contain 21 questions in an easy-to-read format. Since the questionnaire will be completed onsite, follow up procedures will not be used. Expected Response Rate/Confidence Levels: A total of 1,350 visitors (1,150 general survey and 200 Lands and Legacies Tour) will be contacted during the sampling period. Based on our experience with drop-off/pick-up method, the response rate is expected to be approximately 70%, which results in 945 complete questionnaires for both surveys. The number of refusals will be recorded and reported in a survey log, and will be used in calculating the response rate. Based on the survey sample size, there will be 95% confidence that the survey findings will be accurate to within 3% points for Lands and Legacies audience and 5%points for the General survey. The proposed sample size will be adequate for bivariate comparisons and will allow for possible comparisons between study sites and more sophisticated multivariate analysis. For dichotomous response variables, estimates will be accurate within the margins of error and confidence intervals will be somewhat larger for questions with more than two response categories.

Number of Initial Contacts

Expected Response Rate

Expected Number of Responses

Margin of Error +/- %

Lands and Legacies

200

70%

140

3

General

1,150

70%

805

5

Strategies for dealing with potential non-response bias: We will test for non-response bias using the information obtained during the initial on-site contact with all selected participants. The surveyors will ask the following questions and record information on a survey log. 1) Is this your first time visiting CUIS? 2) What is your age? 3) What is your zip code? 4) Gender of the participant will be observed and recorded We will compare survey respondents and non-respondents to determine if there is a non-response bias. Description of any pre-testing and peer review of the methods and/or instrument (recommended): The questionnaire format and questions have been used in 243 previous VSP survey instruments. The questions in this survey are taken from the currently approved list of questions in NPS Pool of Known Questions (OMB 1024-0224; Current Expirations Date: 8-31-2014). The satisfaction scales are based on previous research by Sudman & Bradburn (1982) and Wittick & Bayer (1994). Willingness-to-pay scale was developed from a study by Few et al. (2003). The questions and their variations were reviewed by NPS managers, Regional staff, Federal Transit Agency staff and university professors. A group of college students (n=9) was used to test the survey instruments and estimate burden hours. Internal and external review comments have been incorporated in the final survey instrument.

10		Burden Estimates:					We plan to approach 1,350 individuals during the sampling period n=1350). The initial contact is to obtain verbal confirmation that the individuals are willing to participate in the survey. For all selected individuals we will ask 3 questions to determine non-response bias. The initial contact and response bias checking will take approximately 2 minutes to complete (1,350x2 minutes= 45 hours). With 70% expected response rate, we estimate that a total of 140 Lands and Legacies surveys and 805 general surveys will be completed. For Lands and Legacies survey it is estimated that it will take 15 minutes to complete (140x15 minutes = 35 hours). For the General survey it will take approximately 10 minutes to complete (805x10 minutes = 134 hours). The total burden for this collection is estimated to be 214 hours.
			Total Number of Initial Contacts				1,350	Estimated Time (mins.) to Complete Initial Contact	2	Estimated Burden Hours	45
			Lands and Legacy tour				140	Time to complete and return surveys	15	Estimated Burden Hours	35
			General survey				805	Time to complete and return surveys	10	Estimated Burden Hours	134
				Total Burden								214
	11.				Reporting Plan:	The study results will be presented in an internal agency report for NPS managers. Response frequencies will be tabulated and measures of central tendency computed (e.g., mean, median, mode, as appropriate). The report will be archived with the NPS Social Science Program for inclusion in the Social Science Studies Collection and will also be posted on the Park Studies Unit VSP website at: http:/psu.uidaho.edu/vsp.reports.htm. Hard copies will be available upon request.

REFERENCES CITED

Dillman, Don A.; J. D. Smyth; L.M, Christian. (2008) Internet, Mail, and Mixed-Mode Surveys: The Tailored Design Method

Frew, E. J., Whynes, D. K. and Wolstenholme, J. L. (2003). Eliciting Willingness to Pay: Comparing Closed-Ended with Open-Ended and Payment Scale Formats. Medical Decision Making. 23: 150-159

Sudman, S. and Bradburn, N. M. (1982). Asking Questions: A Practical Guide to Questionnaire Design. San Francisco: Jossey-Bass,

Wittink, D. R. and Bayer L. R. (1994). The Measurement Imperative. Marketing Research , 6: 14-22.

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