Place attachment, recreational activities, and travel intent under changing climate conditions

Abstract

ABSTRACTGlobally, climate is changing and will likely alter where and when visitors decide to travel. This study looks at how visitors’ attachment to Mount Desert Island (MDI), Maine, affects their intended future visitation under changing climate conditions. Additionally, this research explores the relationship between recreational activities visitors participate in and their attachment to the destination. Visitors were identified on-site and asked to complete an online survey (n = 416). Segmentation analysis was used to group visitors by their level of attachment to the destination: high (27%), medium (49%), and low (24%). Results indicated that those with a high level of place attachment participated in more recreational activities during their trip, although only some activities elicited significant differences. Additionally, those with high attachment said they were less likely to be deterred from visiting MDI in the future under potentially negative changing environmental conditions. Results indicate that under changing conditions, visitors’ place attachment influences future visitation intent. It is easier to retain visitors than attract new ones, so destinations (including gateway communities) would benefit from developing strategies that enhances visitor place attachment to capitalize on repeat visitation and increase long-term economic sustainability.