Resident cognitions associated with branding Thompson, Manitoba as the Wolf Capital of the World
2019; Taylor & Francis; Volume: 25; Issue: 1 Linguagem: Inglês
10.1080/10871209.2020.1683656
ISSN1533-158X
AutoresBonnie Bishop, Jerry J. Vaske, Alistair J. Bath,
Tópico(s)Place Attachment and Urban Studies
ResumoA nonprofit tourism organization, Spirit Way Inc., has been attempting to brand Thompson, Manitoba as the “Wolf Capital of the World” (WCOTW). Success of this initiative, however, requires local support. It was hypothesized that general attitude toward wolves mediates relationships between existence value of wolves and three behavioral intentions, including support. The relationship between existence value and attitude toward wolves was predicted to be positive. Positive relationships were also predicted between attitude and: (a) willingness to pay for the WCOTW, (b) support for the WCOTW, and (c) interest in visiting wolf exhibits/enclosures. Data were obtained from a self-administered questionnaire that was distributed to a random sample of Thompson residents (n = 389, response rate = 77%). Results indicated that attitude fully mediated relationships between existence value and the three behavioral intentions. Attitude was also positively related to each intention. Understanding concepts related to support for an initiative facilitates educational efforts.
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