The Relationship Between Information Use and Park Awareness: A Study of Urban Park Users

Authors

  • Injae Lee
  • Myron F. Floyd
  • Kimberly J. Shinew

Keywords:

Information use, urban parks, awareness, familiarity, marketing communications.

Abstract

Few studies have examined information search behavior in urban park settings. The purpose of this paper is to provide understanding of the relationships between information use and awareness in urban park situations. Data for the study were obtained from on-site surveys at six Chicago area parks during the spring and summer of 1996. A total of 807 park users were randomly contacted; 612 completed an interview resulting in a response rate of 76%. The study identified information sources used by urban park users. Generally, informal information sources (i.e., conversations with family and friends) and newspapers, among formal information sources, were used most frequently to obtain park related information. Results from one-way Multivariate Analysis of Variance (MANOVA) revealed types of information sources used varied across socio-demographic characteristics. Specifically, the relationship between ethnicity and use of information sources was strong. A significant relationship was also observed between level of awareness and use of information sources. Generally, a “high awareness” group used formal information sources (i.e., radio, TV, newspapers) less frequently, while a “low awareness” group used formal sources more frequently. Results indicated that individuals in the low awareness group were likely to be older, White, highly educated, and have higher incomes. The “high awareness” group members were likely to be African-American, less educated with lower incomes, and a family with young children. Based on the research findings, two important managerial implications for improving marketing and communications efficiency and effectiveness were suggested.

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Published

2002-01-18

Issue

Vol. 20 No. 1 (2002)

Section

Regular Papers

License

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