Voluntary environmental programs at an alpine ski area: Visitor perceptions, attachment, value orientations, and specialization

This article examines visitor perceptions of voluntary environmental programs (VEPs) at the Mt. Bachelor ski area in Oregon, USA by examining what they know about VEPs, how these programs influence motivations to visit this area currently and in the future, and how place attachment, value orientations, and specialization influence these motivations and knowledge associated with VEPs. Data from an onsite survey of skiers and snowboarders (n = 429, 89.7% response rate) showed that few were knowledgeable of VEPs at this ski area or motivated to visit on their current trip because of these programs, but many intended to visit more often in the future if this area increases and promotes its VEPs. Respondents who were motivated to visit because of VEPs were more attached to this area and biocentric or environmentally oriented. Those who are likely to visit more often in the future if VEPs at this area increase were also more biocentric. Visitors who were knowledgeable about VEPs at this ski area were more biocentric, specialized in their activity, and attached to this area. Implications for management and future research are discussed.