Volunteer tourism as an alternative to mass tourism has grown significantly since the 1970s, sparking research interest in the subject. However, there is little research that has examined future potential volunteer tourists' various perceptions, needs and wants. The purpose of this study was to understand how and in what way various potential volunteer tourists' beliefs, including attitudes, subjective norms, self-efficacy and motivation, influence their future intended participation in a volunteer tourism experience using the revised theory of planned behavior. Moreover, the potential moderating effect of past volunteer tourism experience was examined as well. The study collected 291 usable responses from potential volunteer tourists who were active members of volunteer tourism organizations. The study used second order confirmatory factor analysis, structural equation modeling and hierarchical multiple regression analysis to test study hypotheses. The study also used meta-analysis to examine the effect size of the predicting variables and compared it with that of previous tourism research. The results of structural equation modeling indicated that two constructs, both attitudes and subjective norms, appeared to be statistically significant, while self-efficacy and motivation were not statistically significant in predicting potential volunteer tourists' intended participation. Hierarchical multiple regression analysis found a moderating effect of past volunteer tourism experience on motivation toward intended participation in a negative direction. In addition, the motivation factor "altruism" moderated in a negative direction. Meta-analysis found a large effect of attitudes, a medium effect of subjective norms, and a small effect of self-efficacy in relation to intended participation. In conclusion, the results did not validate the theory of planned behavior in the context of volunteer tourism research. Interestingly, the theory of reasoned action was found to be validated. Implications for volunteer tourism providers and organizations are also discussed. / Ph. D.

This research investigated the decision process surrounding the self-regulated learning of new uses of existing technology. With firms investing up to 50% of their capital budgets on information technology (in excess of 1 trillion dollars in aggregate), understanding what factors motivate or inhibit more encompassing use of technology is of practical concern (Bowen 1986; Nambisan et al. 1999; Mahmood et a. 2001). I introduced a dynamic element to the technology adoption/acceptance literature by using a framework based upon deferral option theory. This framework allows for the decision to learn a new use of technology to occur over time. I found that potential users chose to defer learning new uses of technology even when usefulness was evident and ease of learning was not prohibitive. Further, an additional benefit to using the deferral option framework was its inclusion of both rewards and penalties; I found that not only do potential users consider what can be gained by learning, but also what can be lost by trying to learn and failing. In addition to using a framework premised on deferral option theory, I investigated the properties of time pressure and subjective norms on the decision to learn new uses of technology. As time pressure offered a possible alternate explanation for why potential users defer learning, I controlled for it experimentally and determined that time pressure did affect deferral choice. Further, as subjective norms have had limited success as a predictor of intent to use technology in prior literature, I investigated the separate pieces of the theoretical construct, referent group perceptions and the motivation to comply with those perceptions. By manipulating environment between work and play settings, different motivational sources were enacted by the potential users. Specifically, I found that when potential users were externally motivated subjective norms did influence deferral, and when internally motivated, subjective norms did not influence a potential user??s decision to defer learning a new use of technology.

In today’s economy, organizational knowledge is a fundamental factor for remaining competitive and managing intellectual capital. Knowledge Management aims to improve organizational performance by designing the work environment with necessary tools. Yet, significant amount of knowledge resides within the people in different forms such as experience or abilities. Transferring individual knowledge within members or into organizational repositories is so difficult. Knowledge sharing only occurs under certain circumstances: People share knowledge when they believe it is beneficial for them, when they feel safe and secure, and when they trust. Since knowledge is power, and brings respect to its bearer, knowledge sharing needs suitable environment. In this context, this study investigates intention to knowledge sharing among forensics in the Turkish National Police (TNP) and the factors -such as perceived organizational justice, organizational citizenship behaviors, subjective norms, and attitudes toward knowledge sharing- affecting their intentions. The researcher utilized a model developed from Ajzen and Fishbein’s (1975; 1980) theory of reasoned action (TRA). To test this model, a self-administered questionnaire survey was administered in Turkey In order to analyze the quantitative data; SPSS version 19 was used for all preliminary analyses and LISREL 8.8 was used for Regression Analysis and Path Analysis The fit of the data to this proposed model was not adequate. However, 7 of the 8 hypotheses supported.

Many studies have observed the involvement of stakeholders in farm to school (FTS) programming to further understand their role, yet no study had previously assessed the role of Utah farmers in FTS programming. As a result, the purpose of this research was to describe Utah farmers' role in FTS programming and their interest in institutional marketing of local foods. The researcher sent an online descriptive survey to 5,470 farmers belonging to the Utah Farm Bureau. The survey used Dillman's Tailored Design Method. Of the 184 survey responses received, 143 surveys were usable. The theory of planned behavior was the theoretical framework for the study. Respondents reported a positive attitude toward FTS programming, although a majority (83.6%) had not participated. They indicated that building relationships with community members and increasing awareness of local food were top benefits associated with FTS programming. Top barriers to participating in FTS programming included a lack of information about schools seeking to purchase local products and restriction of growing seasons. Respondents indicated that they intended to host farm tours for students and food service personnel. Their training and resource needs related to FTS programming included small business assistance. Demographics characteristics revealed a majority of respondents were male and had more than 22 years of farming experience. The subjective norm and perceived behavioral control components of the theory of planned behavior statistically predicted the intention of respondents to participate in farm to school programming. Theory components, including attitude, accounted for 67.2% of the variance in intention to participate in FTS programming. These findings suggest other influences contributed to the intention of respondents to participate in FTS programming. One future research recommendation for FTS programming includes conducting similar studies with different groups of farmers. The researcher recommends continued use of the theory of planned behavior as a theoretical framework for studies assessing involvement in FTS programming. Variables not included in this study may discover further influences on farmers' intention to participate in FTS programming. One recommendation is to increase outreach and marketing to farmers who may be interested in FTS programming.

Today’s youth have been exposed to more gambling-related media than previous generations, and they have grown up in an era in which states not only sanction but also run and promote gambling enterprises. Social Learning Theory proposes that one can develop new attitudes or expectancies about a specific behavior by watching others engage in that behavior, and that the media is one avenue through which one can develop new expectancies (Bandura, 2001). In addition, the Theory of Reasoned Action proposes that one’s behaviors are influenced directly by both subjective norms and attitudes (Fishbein and Ajzen, 1975). A mixed methods explanatory design was used to test a modified version of the Theory of Reasoned Action in which subjective norms and gambling-related media were hypothesized to have an effect on gambling behaviors directly and indirectly through both positive and negative expectancies. Structural Equation Modeling was used to test the hypotheses, and semi-standardized interviews were used to help explain the results of the quantitative analyses and provide a richer and more accurate interpretation of the data. The hypothesized model was partially supported: the model was a good fit with the female college student data, accounting for 27.8% of variance in female student gambling behaviors, and it fit the male college student data reasonably well, accounting for 35.2% of variance in male student gambling behaviors. Results indicated that perceived subjective norms were more important for female college students. Results also indicated that exposure to gambling-related media has a direct positive association with both male and female college student gambling behaviors, and that exposure to gambling-related media has an indirect, positive association with male college student behaviors through positive expectancies. However, exposure to gambling-related media is not associated with positive expectancies about gambling for female college students. Data from the qualitative interviews supported the findings from the qualitative analyses and provided some clues about the progression from non-problematic to problematic behaviors, which may inform future research in this area.

In public relations, minority public relations practitioners are feeling left behind by the profession (Ford & Appelbaum, 2005). Where do top executives stand on employment diversity within their organizations? An online survey of 20 top executives of small-sized public relations agencies explored how top executives’ perceptions of and normative beliefs about diversity practices were related to their future engagement in diversity practices at work. Based on the theory of reasoned action, this explanatory study found that executives’ perceptions of peer endorsement of diversity were associated with greater intention of organizational engagement in diversity practices. Neither perceived benefits of nor perceived concerns about diversity were related to future engagement. Recommendations for contacting this hard-to-reach audience, as well as suggestions for promoting diversity practices among top executives, were discussed.

This study sought to investigate solitude as a phenomenon. People’s affinity for solitude and the antecedents of affinity for solitude were of crucial interest to the study because affinity for solitude has been considered a strong determinant of solitude behavior. Based on the review of existing solitude studies, major constructs believed to comprise an empirical model were theoretically and operationally defined: affinity for solitude, general attitudes toward solitude, subjective norms, perceived control, extraversion, intended solitude behavior, and actual solitude behavior. The relationships among latent factors were hypothesized for empirical tests. A questionnaire was designed to measure the above constructs. Several items were based on previous studies although several items were developed by the investigator. A total of 395 college students, 162 male and 233 female students completed an online survey in exchange for extra credit. Preliminary analysis indicated the internal consistency of the battery of measurement scales used in this study were highly reliable; the measurement test also provided empirical evidence of the construct validity of the developed measures. A test of the hypothesized model of people’s affinity for solitude revealed that there were well-defined path relationships between latent factors with a good fit between the measures and the sample data. Findings revealed that general attitudes toward solitude and subjective norms positively contributed to affinity for solitude; while extraversion negatively influenced affinity for solitude. Affinity for solitude effectively predicted intended solitude behavior and actual solitude behavior. Additionally, the study found that subjective norms and general attitudes toward solitude also significantly predicted intended solitude behavior. A model of people’s affinity for solitude and solitude behavior allowed us to analytically view the latent social and cognitive factors that significantly inform people’s affinity for solitude and their solitude behavior. This study is valuable in two ways. First, theoretical and empirical approaches derived from this current study suggest ways of conceptualizing solitude attitudes and behavior. Second, study findings account for the antecedents and consequences of affinity for solitude. Theoretical relations and several implications associated with college students and recreation management were presented. Additionally, the limitations of the study followed by suggestions for improvements and possible directions for future research were discussed.

There is a critical need for more studies to identify socio-ecological drivers that affect conservation and management of fire adapted ecosystems, yet studies that identify such variables and explore their interaction in specific systems are not only scarce but limited to only a few systems. Although information on the socio-ecological effects of prescribed fire application exists, there is no integrative framework that simultaneously considers the interplay between social and ecological factors affecting the use of prescribed fires. Fire suppression, together with other human and natural disturbances in grassland systems that are adapted to episodic fire, are the major factors that have contributed to the recruitment of woody species into grasslands worldwide. Even though the ecology of restoring these fire prone systems back to a grassland state is becoming clearer, the major hurdle to reintroducing historic fire at a landscape scale is its social acceptability. To address these deficiencies, I studied the socio-ecological factors influencing the use of prescribed fire in Texas, USA and Chihuahua, Mexico using a combination of quantitative and qualitative approaches to examine how social and ecological factors affect ecosystem conservation and management of semi-arid grassland systems. For the Texas case study I used quantitative survey data analyzed using logistic regression models and structural equation models. For the Mexico case study I used qualitative interviews gathered using a snowball network sampling approach and coded them based on the analytic themes of land cover change, institutional failure, market drivers, and population dynamics. Results from the Texas case study suggest that risk taking orientation and especially, perceived support from others when implementing prescribed burns, play important roles in determining attitudes towards the use of high-intensity prescribed fires, which are sometimes needed to restore ecosystems. Results from the Texas case study also highlight how membership in Prescribed Burn Associations (PBAs) influence land manager decisions regarding the use of prescribed fire by reducing concerns over lack of skills, knowledge and resources. Results emphasize the potential for PBAs to reduce risk concerns regarding the application of prescribed fire and are relevant to management of brush encroached areas. Through PBAs, effective landscape-scale solutions to the brush encroachment problem can be achieved in Texas. Results from the Mexico case study show how fire stopped effectively being a driving factor on this system decades ago. Socio-political and ecological changes at the national, and international level produced changes in land use disrupting historical fire patterns and contributing to the ecological deterioration of the area. Droughts combined with poor management practices have depleted the fuel needed to carry a fire. Landowners also face safety and legal concerns but in most cases, even if a landowner decided to implement a prescribed burn, an ecological threshold has been crossed and current fine fuel loads (grass) are insufficient to carry a fire that is sufficiently intense to reduce brush cover and restore grassland and savanna ecosystems. Based on my findings I can conclude that ecologically sound adaptive management and social capital are fundamental components of the livelihoods of landowners and land managers in both case studies. Work and investment that is focused on strengthening this social capital will have the most profound effects in maintaining the integrity of grassland systems at a landscape scale.

The purpose of this study was to assess attitudes toward sexting, subjective norms toward sexting, self-esteem levels, sexting behavioral intentions, and sexting behaviors (i.e. sending, posting, or sharing/forwarding sexually suggestive messages, nude/semi-nude pictures/videos, or both) among selected undergraduate students and also to determine relationships among attitudes toward sexting, subjective norms toward sexting, self-esteem levels, sexting behavioral intentions, and sexting behaviors. Results of this study showed statistically significant differences in sexting behaviors among demographic variables gender, current relationship status, lifetime sexual partners and current sexual partners. Nearly 700 (n=697) surveys were completed from selected undergraduate students during the spring semester of 2011. According to the findings, there was statistically significant positive relationship between attitudes toward sexting, subjective norms toward sexting, sexting behavioral intentions, and sexting behaviors. Also, attitudes toward sexting, subjective norms toward sexting, and sexting behavioral intentions were found to predict lifetime sexting behaviors, with behavioral intentions as the strongest predictor sexting behaviors. For non-sexters, there was statistically significant positive relationship between attitudes toward sexting, subjective norms toward sexting, and sexting behavioral intentions. Attitudes and subjective norms toward sexting are both found to be predictors of behavioral intentions to sext for lifetime and current non-sexters, with attitudes toward sexting being the strongest predictor of sexting behavioral intentions. Future research on sexting should go even further in depth to help explain reasons for sexting as well as reasons for not sexting. Also, future research should explore the benefits of sexting among consensual adults, paying particular attention to how sexting is used for sexual communication and sexual assertiveness. Recommendations for the profession of health education and health educators focused on preventing negative consequences of underage sexting, and promoting the benefits of sexting among consenting adults in relationships with mutual respect for each other.

<p>High-school-aged youths have limited food safety knowledge and lack safe food-handling skills. However, these youths will prepare food for themselves and are frequently employed in the food service industry, where their food-handling practices can directly impact public health. Youths’ beliefs about safe food-handling behaviors are affected by Key Influencers in their lives such as peers, classroom instructors, parents, and celebrities including popular web-content authors or video hosts. Societal changes have prompted the elimination of Family and Consumer Science courses from many schools and the reduction of food-handler role models at home, while increasing access to unregulated sources of food-handling information such as information published on web-based platforms. These societal changes largely remove peers, classroom instructors, and parents from influencing youths’ food-handling behaviors. </p> <p>The purpose of this study was to (1) evaluate the effectiveness of a researcher-developed food safety educational intervention at changing students’ food-handling behaviors specifically focusing on the role of subjective norms in generating behavior change and (2) conduct an exploratory content analysis of food safety messages delivered by blog authors and video hosts of popular web-content. </p> <p>The researcher-developed curriculum was evaluated for adherence to academic standards and overall usability in the classroom using the Delphi Technique by a panel of secondary educators who were considered experts in the education field. The curriculum was evaluated for effectiveness at changing high school students’ food-handling behaviors through self-reported surveys and observation using GoPro head mounted and stationary cameras. Finally, content analysis was performed on food safety messages disseminated by authors and video hosts of popular blogs and YouTube videos, respectively. </p> Findings from the study demonstrated that youths’ food-handling behaviors are affected by Key Influencers including their peers and classroom instructor. However, post-intervention, a role-reversal was observed and reported as students became influencers who sought to improve their Key Influencers’ food-handling behaviors. Differences in influencing power within these relationships could impact the sustainability of youths’ safe food-handling behaviors. In particular, imbalances in influencing power of celebrities in the absence of other Key Influencers could leave students vulnerable to adopting unsafe food-handling practices.