Abstract
This paper outlines a theoretically driven approach to identifying strategic audiences for nonformal environmental education and communication efforts, and offers a rationale for determining message content for site-based interpretive programs aimed at modifying the behaviors of two strategic audiences—on-site visitors and local communities. The role each of these audiences might play in resource protection and examples of theoretically derived messages that might be used to influence their behavior are discussed. Drawing on the Theory of Reasoned Action and the Theory of Planned Behavior, a framework is outlined for designing effective environmental education and communication interventions for replacing and modifying problematic environmental behaviors in and adjacent to protected areas. Representative research issues pertaining to both the design and the evaluation of communication interventions are also presented.
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