Biologically-Respectful Tourism - LinkBC

Of interest was that one of the invasive species campaigns indicated use of zero communication tools or activities, accomplishing
the aim of the campaign through sole use of a handful of in‐house volunteers. Outside of this isolated project, others saw benefit in
widespread communication efforts ranging from three tools or activities to as many as thirty. The average number equated to
twelve tools or activities used in each campaign.
While it may be assumed that popularity may be a partial indicator of effectiveness, the true measure of the tool or activities’
effectiveness would be to judge its effectiveness in accomplishing the campaign objective. To this end the perceptions of
effectiveness became a barometer for this. The campaign managers were asked to rank the effectiveness of each tool and activity
used in the campaign with a five point Likert scale that ranged from very effective to very ineffective.
TABLE 7: PERCEIVED EFFECTIVENESS OF TOOLS AND ACTIVITIES USED DURING THE CAMPAIGN
Tool or Activity Selected # of Responses (N=33) Rating* score
Boat rally 1 1
Lecture or presentation 21 1.6
Word of mouth 29 1.7
Email newsletter 21 1.7
Public display 20 1.7
Workshop 16 1.7
Letter writing 15 1.7
Land purchase or acquisition 3 1.7
Television interviews 10 1.8
Festival 12 1.9
Website 25 2
Members meeting 20 2
Radio interviews 13 2
Social media 10 2
Rally 4 2
Press releases 28 2.1
Educational kits 10 2.1
Lobbying 22 2.2
Summit 4 2.2
Poster or flyer 20 2.3
Editorials 19 2.3
Ads in local newspapers 18 2.3
Media kits 7 2.3
Parade 5 2.4
Banners on streets 6 2.8
Radio ads 6 2.8
Door to door 5 2.8
Ads in magazines 5 3
Trade show or exhibition 6 3.2
Television ads 4 3.2
Ads in provincial newspapers 3 3.7
* The Rating Score is the weighted average calculated by dividing the sum of all weighted ratings by the number of total
responses.
Limitation: As some of the tools and activities were identified in the comments section, they were not ranked and are excluded from the weighted mean.
With the critical incident technique in mind, it was hoped that a significant number of highly effective and highly ineffective tools
and activities would be reported, and provide a better lens to view the perceived effectiveness of campaign strategy. This was not
the case, and the number of highly ineffective tools and activities identified was minimal. In order to adjust, ineffective strategy was
compiled against three rating choices (neutral, ineffective or very ineffective). The results are presented in figure 9 and broken by
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