The influence of activity importance and similarity on perception of recreation substitutes

This study examines how substitutes are selected for a fly‐angling and camping recreation activity. Results show that although people choose substitutes similar to their intended activity, the degree of similarity between substitute and original is unrelated to perceived quality of substitute. Also, both the quality of a substitute and the number of available substitutes are inversely related to the importance of an activity's attributes. The lack of a relationship between activity/substitute similarity and quality of the substitute poses problems for application of the substitutability concept.