“…Thus, a number of empirical studies have utilized recreation specialization as an effective market segmentation tool to help identify meaningful subgroups among recreationists. The majority of studies have focused on traditional recreation activities such as fishing Needham, Sprouse, & Grimm, 2009), hunting (Kuentzel & Heberlein, 1992), canoeing and white water activities (Bricker & Kerstetter, 2000;Kuentzel & McDonald, 1992), boating (Kuentzel & Heberlein, 2006), rock climbing (Ewert & Hollenhorst, 1994), camping (McIntyre & Pigram, 1992, and scuba diving (Sorice, Oh, & Ditton, 2009).…”