Portrait of a Paddler: Profiling Michigan's Water Trail Users

Over the years, there has been an environmental movement nationwide, particularly in urban areas, with an increased attention on water health and greening cities with trees and open spaces. Public programs such as parks and recreation have long histories in making a conscious effort to better protect and improve environment quality and access. Water in urban areas is gaining attention particularly by non-motorized recreationists and public recreation providers by forming water or blue trails. Increased participation in water sports, such as canoeing and kayaking, has created a greater demand for recreation opportunities (Uunila & Currie, 1999). This research study profiles paddle participants who utilized urban water trails in the Detroit metropolitan area. The study was based on paddlers who use electronic or web-based information to stay connected to the paddling community and recreation opportunities. Listserv registrants were studied as a form of viral marketing. Facebook members were studied to understand the influence of social media on paddling activities and social connectivity. Paddlers who were on a Listserv were more likely to respond to the survey, on average to be over 50 years old, were more familiar with paddling programs sponsored by a local retail store, and were more likely to plan future day paddling trips by researching online, compared to Facebook members. This research showed electronic access to interested recreationists and Facebook members affords valuable communication and research opportunities. 1.0 INTRODUCTION As our living environments have become increasingly developed particularly in urban areas, the need for people to connect with nature is present. To accommodate the dramatic growth in outdoor recreation participation, federal, state, local government agencies, professional and individual organizations continue to develop programs of education, management, conservation and outdoor recreation programming (Jensen & Guthrie, 2006). In 2006, approximately 70 million people in the United States participated in recreational boating, including paddle sports such as canoeing and kayaking. The demand for canoeing and kayaking comprised the fastest-growing segment of the boating market (National Marine Manufacturers Association [NMMA], 2006). From 2005 to 2006, canoe sales in the United States increased by 23%, and kayak sales increased by 11%, while powerboat sales decreased by 5% (NMMA, 2006). This increase in demand will have economic, social, and environmental impacts for communities, particularly urban areas where residents and tourists seek opportunities to recreate outside in developed and natural environments (Godfrey & Clarke, 2000; English, Marcouiller & Cordell, 2000). The problem addressed by this research was to profile paddlers who use electronic or web-based information to stay connected to the paddling community and recreation opportunities. This group was of interest because of the growing influence of electronic marketing and social networks. We were also interested in assessing response rates of electronic populations of recreation users. Specifically, Listserv registrants of a recreation equipment retail store with a program and marketing department were studied as another form of viral marketing and social networking. Facebook members were studied to understand the influence of social media on paddling activities and social connectivity. 2.0 HOW THE STUDY WAS CONDUCTED Given the interest in studying paddlers who were also web users, two populations were identified to study. The web survey was the best option to reach the web user population. The study also had a small budget (less than $2,000) and web surveys are inexpensive to implement compared to mail or phone surveys. The survey was designed by MSU researchers (see Vogt, Knollenberg, Kim & Groth, 2011) and then shared with Riverside Kayak Connection (RKC), a retail recreation equipment store, a Sea Grant educator, and the River and Trails Planner in Michigan for the National Park Service; all partners in this study along with a regional greenways non-profit organization. In 2009, an initial study of paddler program participants was completed by the researchers and the mentioned partners. The programs varied in terms of expertise, paddle length, and day versus overnight were offered in a printed catalog and on-line, and heavily promoted through local park and recreation departments. Many questions that were asked in 2009 were replicated in the 2010 survey. New questions about the role and use of social networks and Listservs were developed. The survey instrument was created by MSU researchers and reviewed by the owner and managers of the retail paddling store (RKC) and a Sea Grant