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دسته بندی:
مدیریت بازاریابی - Marketing Management
سال انتشار:
2020
عنوان انگلیسی مقاله:
Evaluation of interventions focused on reducing propeller scarring by recreational boaters in Florida, USA
ترجمه فارسی عنوان مقاله:
ارزیابی مداخلات متمرکز بر کاهش پروانه زخم توسط قایقران تفریحی در فلوریدا ، ایالات متحده
منبع:
Sciencedirect - Elsevier - Ocean and Coastal Management, 186 (2020) 105089. doi:10.1016/j.ocecoaman.2019.105089
نویسنده:
Savanna C. Barry a,b,c,*, Karissa N. Raskin d, Joy E. Hazell b,c, Maria C. Morera d, Paul F. Monaghan d
چکیده انگلیسی:
Propeller scarring by recreational vessels is a known threat to seagrass meadows in Florida. Despite decades of
awareness about the problem, there has been little meaningful progress in addressing this largely preventable
stressor. We consider it preventable because it rests on human behaviors, which can be changed by education,
technology, social norms, and policy. However, past attempts to address seagrass scarring have rarely been
evaluated for effectiveness. Thus, very little guidance exists for natural resource managers, educators, and policy
makers responsible for allocating limited resources toward effective interventions. Using a social marketing
approach, we deployed two separate interventions, one education-based and the other cue-based (navigational
aids) in Florida, USA. We measured boater behavior and attitudes before and after the interventions to assess the
relative effectiveness of each. Navigational aids elicited a clear behavioral improvement across a broad crosssection
of boaters, while minimal effects were observed for the educational intervention. However, analyses
suggest the recreational boating audience can be segmented by factors such as experience level to better target
educational messages in future seagrass protection efforts. These results will assist seagrass managers, educators,
advocates, policy makers, and boating industry stakeholders in deploying an efficient combination of approaches
to better address propeller scarring in Florida’s seagrass meadows.
Keywords: Community-based social marketing | Habitat protection | Environmental management | Coastal habitat | Coastal management | Boater education | Environmental awareness
قیمت: رایگان
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