An analysis of attitudes towards the comprehensive Everglades Restoration Plan using market segmentation

Abstract

Manipulation of water systems in south Florida have created hundreds of miles of canals, dams, and other diversions. These efforts significantly altered the region?s hydrology and introduced unanticipated changes into the ecosystem. In 2000, the Comprehensive Everglades Restoration Plan (CERP) was authorized to restore, protect, and preserve these wetlands. Because CERP is the product of negotiated compromise between divergent interests, public outreach and involvement serves an important role. Using data collected from a telephone survey of south Florida residents (n = 1,806), four segments were derived to assist managers understand the public?s support of the restoration plan. Results show that most respondents (n = 984) had no awareness of the plan. Differing demographic and psychographic profiles of segments suggest that varied communication strategies are necessary to promote CERP to each subgroup. Using marketing principles, a prioritization schema is constructed to assist managers communicate with the public.

Parent Publication

• Proceedings of the 2005 Northeastern Recreation Research Symposium

Citation

Bransford, Jeffrey J.; Bixler, Robert D.; Hammitt, William E. 2006. An analysis of attitudes towards the comprehensive Everglades Restoration Plan using market segmentation. In: Peden, John G.; Schuster, Rudy M., comps., eds. Proceedings of the 2005 northeastern recreation research symposium; 2005 April 10-12; Bolton Landing, NY. Gen. Tech. Rep. NE-341. Newtown Square, PA: U.S. Forest Service, Northeastern Research Station: 296-302.