Segmenting anglers using their consumptive orientation profiles

We examined the practical utility of segmenting visitors to a popular southeastern angling destination using their consumptive orientation profiles. Our analysis identified four segments that varied in terms of their consumptive orientation: Lots 'o Fish who were most concerned about catching many fish; Bigguns who expressed the strongest preference for catching big fish; Nothin' who indicated that catching no fish was okay; and Keepers who expressed the strongest need to keep the fish caught. We then explored variation among the identified segments in terms of their sociodemographic characteristics, their motivations for angling, their involvement with angling (i.e., behavioral and social-psychological) and their attitudes and behaviors related to the angling destination. Statistically significant variations were observed across the identified segments on most of our indicators. These findings add to previous literature showing that anglers' desire to catch fish is related to other managerially relevant attitudinal and behavioral factors. These findings also have implications for fishery managers and angling-based tourism destinations. We suggest that anglers' consumptive orientation and other motives can provide a platform for developing media for promoting angling destinations to prospective tourists.