Public purpose recreation marketing data: public and public lands relationships in a 1999 study of Oregon and Washington

In 1999 a case study was conducted to test the application of a marketing approach to public land management. A region-wide revision in the existing fee program in the Pacific Northwest region of the Forest Service, specifically Oregon and Washington, provided an opportunity to test this application (Borrie et al. 2002). Telephone interviews were conducted with a random selection of residents in Oregon and Washington who lived in a household with a functional telephone. Questions were in the context of recreation fees on lands managed by the USDA Forest Service and included questions related to trust, commitment, social responsibility and support as well as opinions on funding sources and fee rates. This data publication includes data from the 1999 phone interviews as well as the marketing segmentation analysis data found in Borrie et al. 2002.
In the late 1990s, the USDA Forest Service launched a national experiment to test the application of marketing principles to programs and program development. A substantial amount of learning occurred as a team of scientists, planners, managers and marketing experts proceeded through the steps of marketing. The purpose of this project was to present some of that learning related to a chosen method of segmentation and market positioning for federal public land management, through a case study of the residents of Oregon and Washington.