36

educational intervention does not influence boating behavior. Based on the findings of

this study and a literature review of successful educational interventions (Appendix J),

we recommend the following actions to improve the Manatee Watch program.

 1. Target boater's knowledge and attitudes.

 Studies have shown that environmental knowledge is needed to shift positive

attitudes (Ericsson & Heberlein, 2003; Papageorgiou, 2001). People with proconservation

attitudes are more likely to engage in responsible behavior (Hines et al., 1986).

Interventions should target people's underlying beliefs in order to influence behavior

(Ham & Krumpe, 1996).

 We found that boater's attitudes and knowledge positively influenced the boating

behavior that Manatee Watch attempts to influence. Knowledge had a slightly greater

effect on behavioral intentions when both direct effects and its indirect effects on attitude

were examined. A positive attitude influenced behavioral intentions directly. Attitude

was also correlated with a willingness to pay a boat license surcharge for increased

public education to protect the manatee and increased patrols to protect the manatee.

 In order to influence boating behavior, Manatee Watch should focus on increasing

knowledge and shifting towards more positive attitudes. Current materials convey facts

about the manatee and boating, and messages to boat slow. The slogan: "Go Slow!

Manatees Below! Where Seagrasses Grow," may not appeal to boater's beliefs and

attitudes. Materials may be more effective if they appealed to boater's emotions and

increased knowledge. Materials that make the manatee more appealing to humans could

focus on their vulnerability, gentleness, and social behavior. Raising boaters' concern

about manatees should increase their appreciation of the biological needs of manatees

and the ecological role the manatees play in the ecosystem.