Visitor satisfaction with WMAs: A case study from Oklahoma

Abstract

Analyzing visitor satisfaction has been an important practice for outdoor recreation managers, as satisfaction influences visitor behavior including the decision to visit in the future. This study analyzed visitors' level of satisfaction relative to their overall recreational experience at the last Oklahoma Wildlife Management Area (WMA) they visited. Satisfaction with WMA characteristics such as accessibility, facility availability and condition, scenery, abundance of wildlife, and a feeling of privacy and safety were also analyzed. To accomplish the study objective, WMA visitor surveys were administered among Oklahoma hunting and fishing license and conservation passport holders during the 2020–2021 hunting season. CUB (Covariates in a Uniform and shifted Binomial mixture) models were used to analyze the effects of visitors' characteristics on the level of satisfaction. Results suggested that compared to their non-consumptive counterparts, consumptive visitors (hunters and anglers) reported a higher level of satisfaction. In contrast, WMA visitors generally had lower satisfaction and seemed to express higher consternation about their privacy and safety than other aspects of visitations. This study demonstrates the applicability of a relatively new consumer preference model for analyzing visitor satisfaction within the outdoor recreation field. Furthermore, it provides valuable visitor satisfaction results to help management agencies analyze WMA visitation levels and determine the best management practices.