Impact of a Responsible Recreation Trail Ambassador Program on Visitor Experiences and Behavioral Intentions.

This article evaluates the effectiveness of the Grand County Trail Ambassador (GCTA) Program in southeastern Utah, a partnership between county government and federal land management, designed to promote Leave No Trace (LNT) principles and reduce recreation-related environmental and social impacts. Using a quasi-experimental design and an adapted Theory of Planned Behavior (TPB) model incorporating visitor recreation motivations, the study found that Trail Ambassadors positively influenced visitor experiences and increased behavioral intentions to stay on designated trails and carry out litter, though they had no significant effect on intentions to prepare for hazards or carry sufficient water. Visitor motivations such as physical fitness and nature appreciation were linked to some behavioral intentions, particularly carrying water, while risk-taking motivations negatively influenced intentions to stay on trails and carry out litter. The findings suggest that paid, trained Trail Ambassadors can effectively enhance visitor stewardship behaviors and experiences in high-use public lands, offering a model for regional governments and land managers facing increased visitation and limited resources.