EFFECT OF SOCIAL GROUP, ACTIVITY, AND SPECIALIZATION ON RECREATION SUBSTITUTION DECISIONS

Substitutability refers to the extent to which one alternative recreation activity can effectively replace another in terms of its ability to produce desired experiences and benefits (e.g., recreation satisfaction). Past research into substitution has generally focused on developing typologies of substituable activities or on satisfactions obtained and needs fulfilled by activities. These have not, however, proven adequate in explaining substitution decisions. To better understand recreation substitution, we propose an approach that considers and evaluates several elements of recreation choice and their attributes in combination. Specifically, we examine substitutability in terms of differences in activity choice options, social group with which the preferred activity was to have been pursued, and level of specialization in the initially preferred activity. Data for this study were collected by using a mail survey (with a scenario) sent to a sample of recreational anglers. The instrument was designed as a 4 (specialization levels) x 4 (social groups) x 4 (alternative activities) factorial, which permitted identification of main and interaction effects due to these three independent variables. The dependent variable was the probability of substituting an alternative activity in place of the planned activity. Results showed significant main effects for the social group and activity treatments, but no significant main effect for the specialization treatment. Significant interaction effects were found between social group and alternative activity, between social group and specialization level, and between alternative activity and specialization level. Implications for future research are discussed, as are a number of issues concerning recreation substitution.