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Strategic Communication

Recent research by the STCRC in the area of strategic communication has been aimed at fostering recognition among protected area managers and tour operators that communication backed by good research can be used strategically and effectively to address onsite visitor management problems. Read more

Recent research by the STCRC in the area of strategic communication has been aimed at fostering recognition among protected area managers and tour operators that communication backed by good research can be used strategically and effectively to address onsite visitor management problems.

This research uses the Theory of Planned Behaviour (TPB) to guide the development of effective messages that can:

  • Identifying the salient beliefs of visitors underlying a particular target behaviour (e.g., littering);
  • Isolating a sub-set of these beliefs with optimal persuasion potential and
  • Targeting these beliefs in messages designed to increase compliance with the target behaviour.

The research indicates that interventions containing those messages can be effective in increasing compliance with the target behaviours.

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