Semester

Fall

Date of Graduation

2023

Document Type

Thesis

Degree Type

MS

College

Davis College of Agriculture, Natural Resources and Design

Department

Recreation, Parks and Tourism Resources

Committee Chair

Chad Pierskalla

Committee Member

Jinyang Deng

Committee Member

David Smaldone

Abstract

Understanding market segments in forest-based tourism and their dynamics is integral for the tourism industry's ability to adapt and thrive in the ever-evolving market. The purpose of this research is to determine how recreation participation changed over a five-year period in the George Washington and Jefferson National Forests before and during the COVID-19 global pandemic. Data were collected via the National Visitor Use Monitoring (NVUM) surveys in fiscal years 2016 and 2021. NVUM surveys are on-site exit interview surveys that produce descriptive information about forest visitors. NVUM utilizes a stratified random sampling methodology that captures data across different use levels, and site types (Day Use Developed Sites, Overnight Use Developed Sites, General Forest Areas, and Wilderness Sites). This study encompasses a data collection period of on-site exit interviews from October 1 to September 30 of FY 2016 and FY 2021. A two-step cluster analysis of 20 activity participation variables (binary data) was conducted with 5 clusters specified. The clusters include Purely Biking, Fishing and Hunting Package, Hiking in Nature, and Purely Hiking. Changes in demographics, nights away from home, overall satisfaction, and trip spending were examined for each market segment. Market winners and losers were identified to assist recreation and tourism managers in mitigating external events in tourism market.

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