Value orientations toward coral reefs in recreation and tourism settings: a conceptual and measurement approach

This paper examines recreationist and tourist value orientations toward coral reefs (e.g. protection–use, biocentric-anthropocentric), tests a scale for measuring these orientations in recreation and tourism settings, groups individuals based on their orientations and examines demographic and activity differences among groups. Data were obtained from surveys of 2821 users at three coastal and marine sites in Hawai'i. Belief statements about reefs (e.g. “coral reefs have value whether humans are present or not”) were used to measure value orientations. Users agreed with protectionist and disagreed with use-oriented beliefs. Except for one statement (“humans should manage coral reefs so that humans benefit”), the scale provided a reliable and valid measure of value orientations toward reefs. Respondents were grouped into three subgroups (strong protection, moderate protection, mixed protection–use). The largest number of users had strong protectionist orientations toward reefs, and there was no group possessing only use orientations. There were no relationships between value orientations and site, age and residence. Females, snorkelers and sunbathers had stronger protectionist orientations, whereas most scuba divers and anglers had mixed orientations. Given that most respondents had protectionist orientations, efforts to conserve reefs would be supported, whereas activities with deleterious effects on reefs would not be widely supported.