Psychographic insights from a South Carolina protected area

An investigation of Francis Beidler Forest, South Carolina, was conducted to identify the psychographic characteristics of visitors. Results from 976 survey respondents revealed the expected dominance of venturers (35%) and near-venturers (54%), and additionally a small but distinctly centric third cluster (11%). Venturesomeness was associated with higher than expected levels of desired services and lower than expected risk tolerance, especially among older and female visitors who however were more likely to seek mental stimulation and learning. Venturesomeness was also associated with higher levels of education, strong site loyalty, ethical/environmentalist intentions, identification with ecotourism, and bird watching skills. However, willingness to engage in ‘higher investment’ activities such as volunteering, donating and paying a higher entry fee to help the site was not evident. The results indicate qualified support for Plog’s psychographic model within a relatively undeveloped protected area setting.

► Personality is supported as a predictor of destination choice. ► A reliable scale was developed to test for venturesome tendencies. ► Venturesomeness is positively associated with site loyalty and ethical/environmental sensitivity. ► Venturesomeness is positively associated with education and identification with ecotourism. ► Older and female venturers are more risk averse and mental stimulation-oriented.