Using the Recreational Specialization Framework to Understand Visitors to the Great Salt Lake Bird Festival

	Speakers:
	Steven W. Burr Institute for Outdoor Recreation and Tourism Utah State University		David Scott Department of Recreation, Park and Tourism Sciences Texas A&M University
	Description: The recreational specialization framework is a potentially useful tool for understanding the characteristics of people who attend festivals and special events. In this study, we sought to determine the level of birding specialization among visitors to the Third Annual Great Salt Lake Bird Festival (GSLBF), and whether or not level of specialization was related to visitors' motives and satisfaction with the event. Findings from this study indicate the GSLBF attracts people who range markedly in terms of level of specialization. A small fraction of visitors can be described as being highly specialized or serious about birdwatching. Findings also revealed that the dimensions of specialization varied in terms of their relationship to visitors' motivations and satisfaction. Skill and commitment were related to these constructs but in very different ways. Commitment was positively related to birdwatching motives and event satisfaction. Although level of skill was not significantly related to either of the two dimensions of motivations, it was highly and negatively related to overall satisfaction. Overall, results show the recreational specialization framework can be used effectively to better understand visitors to a variety of festivals and events organized around one or more leisure activities. This understanding can help festival and special event organizers target specific segments of visitors with their marketing and promotion, develop appropriate program and activities, and increase visitor satisfaction, ensuring continued success in the future. Learning Objectives: Session participants will learn about the recreational specialization framework as a potentially useful tool for understanding the characteristics of people who attend festivals and special events. Session participants will understand how festival and special event organizers can target specific segments of visitors with their marketing and promotion, develop appropriate program and activities, and increase visitor satisfaction to such events. Delivery Methods: Delivery methods will include a Powerpoint presentation, along with dialog and discussion.