Listening Outside the Park: Using Focus Groups to Build Community Relations and Foster Visitor Diversity University of Idaho Park Studies Unit

Background

1992 M.S. at the University of Idaho: Evaluating interpretive services

�  Observation �  Surveys �  Interviews �  Focus groups

1993 Machlis and Holmes, at the UI Park Studies Unit develop training packages for NPS on how to use focus groups to evaluate interpretive services.

Using principles of social science, the packages provided managers with tools to obtain sound, reliable, useful data.

Focus groups… �  are facilitated discussions about a specific topic, used to

learn about how people feel about that topic and to find a range of opinions across several groups

�  rely on interactions and discussions between participants

�  generate information about the subject of interest

�  are well suited for researching sensitive topics

�  are repeated 3 – 5 times, until no new information appears (the “saturation point” is reached)

The focus group approach has been widely adapted and proven beneficial in market, consumer, and social science research. Typically, six to twelve participants are invited to each focus group. The participants in each group can be diverse in demographic characteristics, but should be compatible enough to create a comfortable environment for open dialogue. In this environment the participants can freely express their opinions, ideas, and evaluations of a product, program, or service.

(Krueger & Casey, 2000)

�  A focus group is not a group meeting focused on a particular topic.

�  A focus group study is a planned series of focus groups on a particular topic, using the same questions

Conducting the study

�  Identify the research question (what do you want to know?)

�  Examples: �  What do visitors like about this exhibit? �  How would visitors prefer to learn about this subject? �  What are people’s opinions of this park policy? �  How does this ticketing system meet visitors’ needs? OUR RESEARCH QUESTION.....

Who is not visiting national parks, and why?

However, while over 279 million visitors reported visiting national parks in 2011, there is a segment of the American population whose low attendance raises the question of social equity as reflected in the diversity of the park visitor profile. This issue has been and continues to be problematic for park managers charged with fulfilling the NPS dual mission.

"National parks are the best idea we ever had. Absolutely American, absolutely democratic, they reflect us at our best rather than our worst.”

Wallace Stegner (1983)

In the post civil rights era of the late 20th century an important question arose and remains:

We conducted focus group studies of nonusers to: •Understand recreational behaviors, preferred recreational activities, and how the significance of outdoor settings vary between demographic groups; •Learn about the barriers that prevent certain populations from visiting a park; • Investigate how services and facilities at the park can help meet the recreation needs of the non-visiting community; • Explore ways a park can connect with its community.

Study Objectives

The populations and the parks

�  African Americans in Columbia SC - Congaree National Park (2011)

�  Hispanic/Latinos in Tucson, AZ - Saguaro National Park (2012)

�  Youth groups in Seattle, WA - Klondike Gold Rush NHP (2012)

�  African Americans, Asians, Hispanic/Latinos, Native Americans, and economically disadvantaged non-Hispanic Whites in SW Missouri – George Washington Carver NM (2013)

Conducting the study

�  Identify the research question (what do you want to know?)

�  Recruit participants �  Identify gatekeepers:

�  Churches �  Community center directors �  School principals �  Neighborhood organizations �  Friends groups �  College/university faculty, staff, students �  Volunteer organizations, clubs

Recruitment poster for focus groups in Columbia, SC

Recruitment flyer for focus groups in Seattle, WA

The importance of incentives or

Why would anyone want go to a focus group?

An incentive motivates people to participate. Think of them as “cheap insurance” given the higher cost of cancelling focus groups, or the entire study, due to non-attendance.

Examples: travel stipends, gift cards, catered meal, refreshments, free park pass, park gift

Not all focus groups require incentives, for example, park partners, special interest groups, park staff

Conducting the study

�  Identify the research question (what do you want to know?)

�  Recruit participants

�  Conduct the focus groups �  Simple tools �  Moderating �  Systematic procedures �  ASSURE ANONYMITY of focus group participants

(no names, no photos)

Conducting the study

�  Identify the research question (what do you want to know?)

�  Recruit participants

�  Conduct focus groups

�  Transcribe the recordings

�  Analyze the results

�  Report findings

Results Barriers to a Backyard National Park Case Study of African American Communities in Columbia SC �  November 11 – 16, 2011 �  80 individuals �  10 focus groups

Barriers to the Wilderness Next Door. Recreational Preferences and Behaviors of Hispanics in Tucson, AZ

�  February 25 – 29, 2012 �  43 individuals �  8 focus groups

National Park Service U.S. Department of the Interior

Natural Resource Stewardship and Science

Barriers to the Wilderness Next Door Recreational Preferences and Behaviors of Hispanics in Tucson, AZ - Revised Natural Resource Report NPS/NRSS/EQD/NRR—2013/614

National Park Service U.S. Department of the Interior

Natural Resource Stewardship and Science

Barriers to a Backyard National Park Case Study of African American Communities in Columbia, SC Natural Resource Report NPS/NRSS/EQD/NRR—2012/604

Yen Le, Nancy C. Holmes, Colleen Kulesza Visitor Services Project Park Studies Unit University of Idaho Moscow, ID 83844-1139

!

December 2012

U.S. Department of the Interior National Park Service Natural Resource Stewardship and Science Fort Collins, Colorado

To Be Titled....

Five distinct groups in Southwest Missouri

�  September 21 – 31, 2013

�  156 individuals

�  21 focus groups in three languages

Preferences: activities

Similarities

Being with family

Walking for pleasure

Differences Hispanics Enjoying nature Camping

African Americans Attending festivals Activities with church

Preferences: activities

What kinds of activities do you do for fun?

Fun for me is a lot of family events. Being from Hopkins and having a majority of family in Columbia it tends to be lots of family events in the spring or summer, lots barbeques. I have a family that likes to cook. Bob (Columbia)

We like to go to work on weekends, sometimes on Sundays when we want to relax in the afternoon. We go walking and we have a great time there in open areas, and that helps us to relax and it is healthy. Panchita (Tucson)

What kinds activities would you NOT do?

I would not go outdoor camping. I don’t like being in the woods. Camping is not safe, because of wildlife and animals. Thomas (Columbia)

[I would not] ride one of those three-wheeler, all-terrain things. To me they're dangerous and I don't like doing dangerous things. Rose (Tucson)

Preferences: recreation settings

and amenities

Preferences: recreation settings

and amenities

What facilities and services would you like to see available?

I typically like places with a clean area that is easily accessible for cooking out. I also enjoy areas where you can go fishing. As long as it’s clean and easily accessible. (Brenda, Columbia)

A place where you can visit with the family that has shade, like a ramada with barbeque grills. To spend the day in the fresh air. And playgrounds for the children, because there aren’t any there, right? So if there aren’t any, they should have them, so the children can play while the food is prepared. (Eva, Tucson)

When you think about a nice park area - when you first step up there you want to feel safe and you want to see some clearance. You don’t want to see a whole lot of wooded area. You want to see some clearance, you want to see roads, you want to see buildings. You want to feel safe when you are walking on the ground. (Cameron, Columbia)

Barriers: lack of awareness

Barriers: lack of awareness

I think what would keep a lot of people away is not knowing. So I’m thinking maybe more advertising, as in, letting people know what’s going on and when it’s going on. That would [explain] a lot of the reasons people just don’t go…. I think that not knowing is our biggest fear. We just don’t know.

Anabelle (Columbia)

When you first enter into Saguaro National Monument you're like, “Okay, what am I getting myself into?” You know, fear of the unknown.

Steven (Tucson)

There’s the perception is that it is Wild Kingdom out there and there is a perception that nothing has been done ahead of us, that there’s no trails and that we are going to a big swamp and there will be mosquitoes and frogs. That is the perception and that is what would prevent a lot of people from going there. George (Columbia)

Barriers: economic

constraints

Barriers: economic

constraints

In my community, because of the lack of transportation too. If they had a bus for us like on a weekend in a school and they took us to the park that would be fun. But yes, because of the lack of transportation, because my husband doesn’t always have a car; it is rare when he does have one.

Eva (Tucson)

Make it affordable. A lot of people down here, their incomes aren’t high, and they might have a lot of kids so make it affordable and make it good. A lot of the tourist place you go to, the stuff is just outrageous…. Andrea (Columbia)

Another reason is the cost to get in, and if it is a big family also. It depends on the cost, to go with all the family. Maybe, if they do charge, it would be good to have different prices - if it is for one person a certain price, if it is for all the family there could be a package, with a more reasonable price for the family. Graciela (Tucson)

Barriers: safety concerns

Barriers: safety concerns

The area is under-developed and I also think the animals and creatures and predators are running around free. I would be scared of getting attacked; say I get bit by a snake, is there a venom kit out here? Lane (Columbia)

There [should be] a station when you get bit by something or you are so tired, you want to go there and people can find you there. If there was some sort of an emergency contact button. Maybe that would be the only thing I would add to it.

Reggie (Tucson)

Emergency response teams. People who can help in case of medical emergencies. If someone’s out and it’s a hot day, they might get an asthma attack, and they’d want to contact 911. Those trails they don’t have anything. There’s no way to call anybody.

Leandra (Columbia)

Barriers: discrimination

Barriers: discrimination

I think it’s where they [the park] are focusing their attention. It’s going to sound off, a little bit, but it’s very focused toward the White community, to the northwest side, to the east side, and it’s not very focused on the south side to invite people from the south side to go to Saguaro National Park, that’s not huge. And thinking about Spanish commercials, I can’t think of anything in Spanish channels where they talk about doing those outside activities. I guess what I’m trying to say is that there’s not a big outreach towards the Hispanic community, or maybe I’m not aware of it.

Pilar (Tucson)

I think if they want to reach multi-cultural audiences, they need to have multicultural rangers. Because even if there’s more visibility, they get out on television, if you’re trying to reach African-Americans and you’re constantly showing me Caucasians and their perception of the park, I still don’t feel connected. If I see a Black ranger, then I’m thinking ‘ok, if they’re having fun out there, maybe there is something out there for me.’ Putting a different face on it for different groups, different ages. If you’re trying to reach younger people then you need younger rangers. Just so people can see themselves in the rangers out there.

Meredith (Columbia)

Four theories that explain differences in recreation behavior within minority groups,

and between minorities and Whites1

1. marginality 2. assimilation 3. subculture 4. discrimination

So what? Recommendations

Communication, communication, communication

Outreach Enhance park image

Field trips – actual and virtual

Ranger-in-classroom

Maintain a park presence at local events, festivals, etc.

Hire rangers from minority communities

Include images of diverse visitors and personnel in outreach media

Showcase park facilities: safe, clean, adequate, appropriate

Transportation Facilities

Provide transportation – cooperate with local public transportation entities

Provide clear directional signage

Find out what types of facilities your target audience wants/needs

Advertise your facilities

Education and interpretation

Special events

Program to attract target audience and encourage repeat visitation

Provide media and programming in multiple languages

Relate interpretive themes and messages to the target audience

Host fairs, special events, festivals, etc. and invite the local community

Send park ambassadors to events, to represent the park and get to know the local community

Establish “fee-free days” for locals

“Unintended” Outcomes

Beyond the results of the study itself, there are unquantifiable yet significant outcomes and benefits of doing a focus group study in the community outside the park

�  Positive public relations

�  New connections

�  Word-of-mouth snowball effect

�  Information and education – dispelling myths, correcting misinformation, opening doors

Planning a focus study

�  Define the research question(s)

�  Identify the target participant group

�  Prepare the question route – and pilot test

�  Develop a recruitment strategy �  Identify gatekeepers �  Prepare invitations, letters, posters

�  Obtain OMB approval

�  Select meeting places and prepare incentives

Focus group studies can help managers by...

�  Connecting with audiences For example:

�  What aspects of the park experience do park visitors find appealing, or unappealing?

�  What amenities would make a park visit more satisfying?

�  Reaching out to under-served populations and non-visitors to find out why they don't visit the park

�  Customer satisfaction and program outcomes For example:

�  What does the public like/dislike about the existing visitor center movie?

�  Is the intended message of a particular interpretive service being delivered?

�  What are visitors' opinions about the procedures at the entrance gate? What are visitors' opinions of park lodging?

�  Program and product development For example:

�  What do visitors find interesting about the exhibits under construction?

�  What are visitors' interests in topics and themes that could be presented in exhibits, movies, and talks at the interpretive center?

�  What should be included in the design of a new park brochure/newspaper/website?

�  Planning and goal setting For example:

�  How do local residents feel about up-coming changes to a particular park policy?

�  What do visitors think about the park's transportation system, and how could it be improved?

Thank you for coming! University of Idaho Park Studies Unit

psu.uidaho.edu ncholmes@uidaho.edu