A Comparative Study of Beliefs, Attitudes, and Values Among Hunters, Wildlife Viewers, and Other Outdoor Recreationists

A mail survey ( n = 395) assessed perceived benefits of outdoor recreation activities. Based on the theory of planned behavior, the study revealed that hunters, wildlife viewers, and other outdoor recreationists differ greatly in terms of their beliefs about the outcomes of these behaviors and in terms of their attitudes, subjective norms, and perceptions of behavioral control, as well as wildlife-related values and values to life in general. Preferred activities were perceived as producing more desirable outcomes than less preferred activities, and they were associated with more favorable attitudes, subjective norms, and perceptions of control. They also reflected broad value orientations to wildlife and to life in general. These findings suggest that some activities are better suited than others to produce desired benefits for different types of individuals, and that outdoor recreationists need to be served in different ways to optimize the benefits they derive.

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