Factors influencing attitudes among all-terrain vehicle users on the island portion of the province of Newfoundland and Labrador, Canada

This study examined the underlying factors that influence the attitudes of ATV users toward the recreation environment. Data were collected through a quantitative survey of 600 residents of the Burin Peninsula on the island of Newfoundland. Multiple regression analysis was used to assess how the attitudes of ATV users are affected by specific beliefs about the environmental and social impacts of the activity, social influences, length and frequency of participation, socio-demographic circumstances, and whether ATV use is motivated by recreational or subsistence goals. Seven variables explained 41% of the total variance in attitudes. Results showed that the attitudes of ATV users were primarily driven by beliefs about the environmental and social outcomes of the activity, type of ATV use, social involvement in the ATV-related activities, frequency of participation, and whether they reside in a rural or urban area. Findings support the belief–attitude relationship and suggest that efforts to predict ATV behavior must focus on cognitions, social influences, and type and frequency of participation rather than on external factors such as socio-demographic indicators and length of participation.Management implicationsThe findings of this research can assist resource managers in developing motorized recreation policies that not only satisfy the needs of a broader spectrum of ATV users, but also support conservation objectives. The following aspects should be considered:
• In the planning phase, management should consider replacing traditional public meetings with focus group sessions and quantitative surveys which were effective in uncovering a more nuanced range of attitudes among ATV users.
• In the implementation phase, managers must be cautious not to implement overly-restrictive regulations or all-out bans which could have a detrimental effect on the vast majority of compliant riders.
• In the management phase, managers should be aware that ATV enthusiasts have a significant knowledge gap about the environmental impact of the activity. This represents an opportunity for managers to initiate targeted communication campaigns to educate participants on the potential impacts of the activity.
• The results of this research call attention to the socio-economic and cultural importance of ATV riding.