An Examination of Yellowstone National Park Visitor Segments and Predictive Analysis of National Park Support

Summer 2015

Dear Yellowstone Visitor:

Thank you for participating in this study.

As you may recall you agreed to complete a second survey as you were leaving Yellowstone National Park earlier this summer. Only a few visitors were selected to complete this survey, so it is important that we hear from you soon. The survey should take about 15 minutes to complete and we have provided a postage paid envelope for your convenience.

Your participation is completely voluntary and your responses are anonymous. All responses will be reported in a summary form and will be used to improve future management plans concerning visitor experiences.

We appreciate your help.

Jake Jorgenson, Ph.D. Candidate Norma Nickerson, Ph.D., Director,

College of Forestry and Conservation Institute for Tourism & Recreation Research

University of Montana University of Montana

Paperwork Reduction Act Statement: The National Park Service is authorized by 16 U.S.C. 1a-7 to collect this information. We will use this information to evaluate visitor experiences at Yellowstone National Park. Your response is completely voluntary. Your name and contact information may have been requested and will be used for follow-up purposes only. When analysis of the questionnaire is completed, all names and contact information will be destroyed and will in no way be connected with the results of this survey. A Federal agency may not conduct or sponsor, and you are not required to respond to, a collection of information unless it displays a currently valid OMB Control Number.

We estimate that it will take about 15 minutes to complete this questionnaire. You may send comments concerning the burden estimates or any aspect of this information collection to: Jake Jorgenson, Ph.D. candidate, [email protected] (email), or Norma Nickerson, Principal Investigator, [email protected] (email).

Institute for Tourism & Recreation Research - 32 Campus Dr. #1234 - University of Montana - Missoula, MT 59812

OMB Control Number 1024-0224

Current Expiration Date 8/31/2014

2015 Yellowstone National Park Visitor Mail back Survey

The purpose of this study is to understand the experience of visitors at Yellowstone National Park and their level of park support. Please read the instructions carefully. We thank you for your participation and hope you enjoyed your visit to Yellowstone National Park. Please respond for yourself only, not your household.

Topic Area 1: VISITHIS1

1. Prior to your most recent trip, how many times have you visited Yellowstone National Park in your lifetime?

Topic Area 4: VISITHIS (variation) Questions 2-6 are not in the current pool of known questions. The questions will be used to provide a Geotourism respondent score to assess the respondent’s geotraveler tendencies and as a segmentation variable for park support.

2. When you travel, how likely are you to visit the following? (Please "x" only one response per line)

	Not at all likely	Unlikely	Somewhat unlikely	Neither likely or unlikely	Somewhat likely	Likely	Very likely
A national park
Historic sites
Museums
Cultural sites
Cultural events

3. When you travel, how likely are you to do the following? (Please "x" only one response per line)

	Not at all likely	Unlikely	Somewhat unlikely	Neither likely or unlikely	Somewhat likely	Likely	Very likely
Travel to a specific area for its scenic beauty
Stop at scenic overlooks
Search for scenic driving routes
Plan a vacation around the opportunity to enjoy scenic beauty

4. When you travel, how likely are you to seek out... (Please "x" only one response per line)

	Not at all likely	Unlikely	Somewhat unlikely	Neither likely or unlikely	Somewhat likely	Likely	Very likely
Locally owned Accommodations
Locally grown food
Locally made arts and crafts

5. In daily living, how likely are you to regularly...(Please "x" only one response per line)

	Not at all likely	Unlikely	Somewhat unlikely	Neither likely or unlikely	Somewhat likely	Likely	Very likely
Conserve energy
Conserve water
Purchase environmentally friendly products
Recycle

Topic Area 1: PART1 (Variation)

6. Have you contributed to the Yellowstone Park Foundation in your lifetime? (Please "x" only one)

Yes........................................... No ............................................ I don't know .............................

Topic Area 1: PART1

7. Are you currently a member of the Yellowstone Association? (Please "x" only one)

Yes........................................... No ............................................ I don't know .............................

Topic Area 3: ACT2

8. Please select one primary activity you prefer to do while in Yellowstone National Park. (Please "x" only one activity)

Scenic driving .........

Viewing geysers/geothermal

Hiking......................

Nature photography Wolf watching .........

Bear watching.........

Other wildlife watching .................

Fishing ....................

Nature study (e.g. geology, history, etc.).........................

Backcountry camping ..................

Car/RV camping ..... XC

skiing/snowshoeing

Canoeing/kayaking. Motorboating...........

Night sky viewing....

Visiting visitor centers ....................

Interpretive programs ................

Birding ....................

Taking guided tours Snowmobiling .........

Road bicycling ........ Snowcoach riding ...

Topic Area 4: PREF (variation) These questions will allow for assessment of the importance of a recreational activity in one’s life and will be used as a segmentation variable for park support.

9. In thinking about your PRIMARY Yellowstone National Park activity from question #8, rate your level of agreement to the following statements. (Please "x" only one response per line)

When I participate in my primary activity, I can really be myself.

I can tell a lot about a person by seeing them participate in my primary activity.

When I participate in my primary activity others see me the way I want them to see me.

My primary activity is important to me.

Participating in my primary activity is one of the most enjoyable things I do.

I find a lot of my life is organized around my primary activity.

Strongly

disagree Disagree Neutral Agree

Strongly agree

Topic Area 1: ECON7

10. On your most recent trip to Yellowstone National Park, what type of park entry pass did you purchase? (Please 'x' only one park pass)

I did not purchase a new pass/Already had pass............

Private, noncommercial vehicle 7-day pass ..................

Snowmobile/motorcycle 7-day pass .........................................

Bike/foot/snowcoach pass 7- day pass ..................................

Annual Yellowstone/Grand Teton pass ...............................

Annual "America the Beautiful" Interagency pass ....

Interagency Senior pass ......... Interagency Access pass ($0). Military Annual pass ($0).........

Topic Area 4: (variation). Questions 11 and 12 will be used to provide a “Park Support Score” that will be used to better understand how people support Yellowstone National Park now and into the future.

Infrequently

Frequently

11. How often have you done the following? (Please "x" only one response per line)

Share (talk about) your experiences in Yellowstone with others.

Bring new visitors to Yellowstone.

Become a member of the Yellowstone Association. Visit Yellowstone's Facebook page.

Volunteer your time with Yellowstone National Park. Spend nights in lodging inside Yellowstone.

Spend nights camping in Yellowstone. Contribute to the Yellowstone Park Foundation.

Spend nights in the gateway communities around

Yellowstone.

Very

Infrequently

Neutral

Very frequently

Somewhat likely

Somewhat unlikely

12. How likely in the future are you to...? (Please "x" only one response per line)

Very

Share (talk about) your experiences in Yellowstone with others.

Bring new visitors to Yellowstone.

Become a member of the Yellowstone Association. Visit Yellowstone's Facebook page.

Volunteer your time with Yellowstone National Park. Spend nights in lodging inside Yellowstone.

Spend nights camping in Yellowstone. Contribute to the Yellowstone Park Foundation.

Spend nights in the gateway communities around

Yellowstone.

unlikely

Neutral

Very likely

Topic Area 1: PA1

13. Please indicate your level of agreement or disagreement with each of the following statements. (Please "x" only one response per line)

Yellowstone National Park means a lot to me.

I am very attached to Yellowstone National Park. I identify strongly with Yellowstone National Park.

I do not have a special connection with Yellowstone National

Park.

I enjoy visiting Yellowstone National Park more than any other place.

I get more satisfaction out of visiting Yellowstone than any other place.

Visiting Yellowstone is more important than visiting any other place.

I am able to substitute other places for the type of experience I get in Yellowstone National Park.

Strongly

disagree Disagree Neutral Agree

Strongly agree

We are interested in your memories of a past experience or event at Yellowstone National Park.

Topic Area 4: PA (variation). Questions 14, 15, and 16 will provide anecdotal information about a memorable experience that will be used to assess the impact of a visitor’s experience in Yellowstone. Respondents will discuss an experience at Yellowstone and then assess their remembrance of that event.

14. Please describe the memory that first comes to mind of an experience or event at Yellowstone National Park.

Topic Area 4: PA (variation)

15. Now, please think about the memory you described above. Read each item below and carefully choose the answer that most closely reflects your opinion of the experience. (Please “x” only one response per line)

	Very infrequently	Infrequently	Somewhat infrequently	Neither frequently or infrequently	Somewhat frequently	Frequently	Very frequently
Since it happened, I have talked about this event…
Since it happened, I have thought about this event…
Since it happened, I have written about this event to others (e.g. email, Facebook, blog, letter, text)

	Extremely negative	Negative	Mildly negative	Neutral	Mildly positive	Positive	Extremely positive
As I recall them now, I would rate the emotions I experienced during the event as…

	Strongly disagree	Disagree	Mildly disagree	Neutral	Mildly agree	Agree	Strongly agree
As I remember the event, it comes to me as a coherent story or episode and not as an isolated fact, observation, or scene.
This memory is significant in my life because it imparts an important message for me or represents an anchor, critical juncture, or turning point.
This memory has consequences for my life because it influenced my behavior, thoughts, or feelings in noticeable ways.
As I remember the event, I can feel now the emotions I felt then.

Topic Area 1: GEND1

^{16. What is your gender?} Male........ Female ...

Topic Area 1: RES2

17. Are you a permanent resident or citizen of the United States? _{Yes.... No .....}

Topic Area 1: RES2

18. In what state/province/foreign country do you permanently reside? _________________________________

Topic Area 1: ED2

19. What is the highest level of formal education you have completed? (Please "x" only one.)

Less than high school .............

Some high school....................

High school diploma or equivalent ................................

Some college...........................

Associate's degree ..................

Bachelor's degree ...................

Master's degree....................... Ph.D., M.D., J.D. or equivalent

Topic Area 1: ECON1

20. Which category best describes your annual household income in U.S. dollars?

Less than $24,999...................

$25,000 to $49,999 ...............

$50,000 to $74,999 .................

$75,000 to $99,999 .................

$100,000 to $149,999 .............

$150,000 to $199,999 .............

More than $200,000....................

Topic Area 1: AGE3

21. What is your age? ______________

Topic Area 6: OPMGMT3

Please provide any additional comments that you wish to share in the space below.

Thank you very much for your participation.