Shaping Camper Behavior to Protect Wildlife: Effects of a Social Marketing Approach in National Parks

Wildlife seeking human food in campgrounds creates persistent management challenges in national parks. This study examined how a social marketing intervention, based on a behavior change model, influenced campers to responsibly manage food and other items that might attract wildlife. We made 5,458 observations of campsites across four national parks using a quasi-experimental design to compare behavior in treatment and control groups, in parks with wildlife-resistant boxes, and after a wildlife incident. Analyses determined that compliance was greater in the treatment areas of three out of four parks, underscoring the potential effectiveness of interventions that: (a) create opportunities for compliance using social and environmental cues, and (b) motivate visitors by aligning desired behaviors with their immediate experiences and goals. In the fourth park, campers within the treatment area who also received a “report card” had higher compliance than others within the treatment area, tepidly illustrating the potential effectiveness of receiving feedback. This study demonstrates the utility of real-world case studies to determine the potential effectiveness of social marketing interventions that promote responsible behaviors and reduce human-wildlife conflicts, offering a promising approach for natural resource managers to meet conservation goals while enhancing visitor experiences.