Predicting Intentions to Return to a Nature Center after an Interpretive Special Event

Abstract

With the continued rise in screen media use and growing disconnect between youth and nature, the importance of community nature centers in providing natural experiences is increasingly recognized. Even so, many nature centers struggle to maintain public support and funds necessary for continued operations. One way for nature centers to engender public support and further their fundraising potential is through interpretive special events. This study seeks to understand whether (and how) interpretive outcomes of an interpretive special event relate to visitors’ intentions to return to a nature center in the future. The relationship between place attachment and intentions to return was also tested. Results show that affective interpretive outcomes, more than the program-specific outcomes or place attachment, had the strongest effects on intentions to return to the center. This finding was particularly true among new visitors to the nature center. Based on our findings, in addition to providing interpretive messages focused on specific resources, interpretive managers who are interested in increasing repeat visitation to their nature centers should consider placing an even higher priority on programs that create enjoyable and meaningful experiences for visitors.