ABSTRACT

Depreciative park visitor behaviors in protected areas can alter the relationship between humans, wildlife, and ecosystems and provide new opportunities for pathogens to cause illness in people. We created communication interventions that illustrate to park visitors the impact of off-trail walking, dogs off-leash, and littering. We aimed to uncover reasons behind park visitor decision-making and to compare differences in responses between messaging treatments. Our study in Great Falls Park (Potomac, MD) exposed 1207 park visitors to one of three messaging treatments: a choice-based digital simulation, a video, or a booklet. Participants either experienced or observed the role of park visitor behaviors in disease transmission to humans. All participants answered Likert-type questions that gauged their perceptions of the link between humans, animals, and disease. Participants in simulation and video treatments also ranked reasons for non-compliant behaviors. We compared changes in Likert scores by Kruskal-Wallis and Dunn's tests, and compared rank data with Chi square analysis. Key findings suggest that participants selected reasons for non-compliant behaviors that aligned with their “self-interests.” This study applies a social marketing lens to a One Health problem and demonstrates the need for educational interventions that employ game-based learning to convey associations between human and wildlife health.

摘要

保护区内公园游客的贬值行为会改变人类、野生动物和生态系统之间的关系，并为病原体引起人类疾病提供新的机会。我们创建了交流干预措施，向公园游客展示了越野行走、狗不拴绳和乱扔垃圾的影响。我们旨在揭示公园游客决策背后的原因，并比较消息处理之间响应的差异。我们在大瀑布公园（马里兰州波托马克）的研究向 1207 名公园游客展示了三种消息传递处理中的一种：基于选择的数字模拟、视频或小册子。参与者体验或观察了公园游客行为在疾病向人类传播中的作用。所有参与者都回答了李克特式的问题，这些问题衡量了他们对人类、动物、和疾病。模拟和视频治疗的参与者也对不合规行为的原因进行了排名。我们通过 Kruskal-Wallis 和 Dunn 检验比较了李克特分数的变化，并将秩数据与卡方分析进行了比较。主要发现表明，参与者选择了与其“自身利益”相一致的不合规行为的原因。本研究将社会营销视角应用于 One Health 问题，并证明需要采用基于游戏的学习来传达人类与野生动物健康之间的联系的教育干预措施。主要发现表明，参与者选择了与其“自身利益”相一致的不合规行为的原因。本研究将社会营销视角应用于 One Health 问题，并证明需要采用基于游戏的学习来传达人类与野生动物健康之间的联系的教育干预措施。主要发现表明，参与者选择了与其“自身利益”相一致的不合规行为的原因。本研究将社会营销视角应用于 One Health 问题，并证明需要采用基于游戏的学习来传达人类与野生动物健康之间的联系的教育干预措施。