Skill level and normative evaluations among summer recreationists at alpine ski areas

Abstract

This article examines acceptability norms regarding use density reported by hikers and mountain bikers with varying skill levels. It was hypothesized that highly skilled recreationists would rate increasing use densities as less acceptable. In addition, it was predicted that as skill increases, normative agreement/consensus (crystallization) and importance (norm intensity) would increase. Data were obtained from surveys of hikers (n = 275) and mountain bikers (n = 125) at the Whistler Mountain ski area in British Columbia, Canada. Skill level was measured on a four‐point scale from “novice” to “expert.” Norms were measured by acceptability ratings of photographs containing increasing densities of hikers and mountain bikers. As predicted, when hikers’ skill level increased, acceptability of greater hiker densities decreased and norm crystallization and intensity increased. Conversely, no relationships were found between mountain bikers’ skill and their acceptability, agreement, and importance of mountain biker density. Possible explanations for these findings and implications for management and future research are discussed.