The effects of environmental interpretation on visitors’ knowledge, attitudes and behavioural intentions at the Charmouth coastal area, in the U.K.

Abstract

This study examines the effectiveness of interpretation on visitors’ knowledge, attitudes, and behavioural intentions towards environmentalconservation at the Charmouth coastal area, in the U.K. In addition, the study explores how the interpretive experience influences pro-environmental behavioural intentions along with other various variables. A pre-/post-visit questionnaire survey was conducted on-site. Results indicate that interpretation is successful in enhancing visitors’ knowledge of the environmental issues and promoting their behavioural intention. The interpretive experiences of visitors facilitate only the specific attitude related to fossil collecting activities, but no overall attitude change. In terms of the effects of various factors on behavioural intention, attitudes are more influential than knowledge. The visitors’ background and experiences are also moderatelyrelated to behavioural intention.Therefore,this studysuggeststhat interpreter’s need to approach in a more holistic and integrated basis to develop effective interpretation practice in order to promote responsible environmental behaviour.