Kaae, Berit Charlotte.

This thesis explores a new approach to researching recreation choice behavior by combining methods from marketing research and natural resource management. By using psychographic segmentation and cluster analysis, lifestyle groups were defined. The influence of lifestyle on recreation choice behavior was then tested by cross-tabulations with other variables.

Statistical significance was found between lifestyle and activity choice, education level, use pattern in choice of sub-area and use of facilities in the area. Travel distance to the area varied among lifestyle groups. Nine other independent variables were tested in the same way. These were activity, age, education level, experience in activity, previous use of area, income, gender, children in household, and childhood visits to the area. While lifestyle seems to play a key role in choosing recreation activity, use pattern and environmental preferences were found to be more strongly influenced by activity. A complex pattern of interrelations were found and are illustrated in a path diagram.

The general hypothesis that lifestyle affects recreation choice behavior was supported although a number of more specific sub-hypotheses were disproved. Further research of the influence of lifestyle on recreation choice behavior may bring new insight and methods into the field. With the increasing importance of leisure activities in society, a better understanding of recreation choice behavior is needed to ensure managers, planners, and landscape architects can best provide for those needs.