Beyond the message: Examining how engaging message mediums impact visitor displacement in emerald ash borer-treated woodlands

Abstract

A variety of factors, including aesthetics, can significantly influence a recreator’s decision to revisit or displace from a setting. Invasive species can significantly change an area’s appearance and, unless visitors are informed about and understand the change, discourage visitation (McFarlane & Watson, 2008; Müller and Job, 2009; Schneider et al., 2019). Moving beyond static signs, advanced communication technologies like augmented and virtual reality show promise to meaningfully engage visitors (Ahn et al., 2014; Petty & Cacioppo, 1986), increasing understanding of landscape changes and potentially retaining visitation. However, limited work addresses if and how such technologies significantly influence visitor behavior. To address this gap, four informational interventions about forest management treatments utilized in response to emerald ash borer (Agrilus planipennis) were tested. Informational interventions included photos with text, augmented reality (AR), virtual reality (VR), and a control group that received no treatment information. State park visitors were randomly assigned to interventions and indicated displacement intentions following intervention exposure. Displacement intentions in response to the treated landscapes ranged from 12-26%. A Chi-Square Test compared displacement intentions across informational interventions and found more engaging technologies changed displacement intentions in only one of the four management responses assessed. Future research with other outcomes and management topics will be useful to refine the utility of AR and VR in this realm.