PhD Study : A user centred design approach to creating environmentally friendly beach tourism experiences for domestic tourists

Summary

The visitor economy is worth £851m to Northern Ireland (NISRA 2018a), £270m of which account for domestic tourism (NISRA 2018b). Visits to coastal areas account for 26% of domestic tourism (NISRA 2018b), and beach quality is the key decision-making factor in choice of coastal destination (Nelson & Botterill, 2002); particularly clean, litter-free sand and seawater (Tudor & Williams, 2006). Balance, Ryan & Turpie (2000) found that up to 97% of the economic value of beach visits could be lost through lower cleanliness standards. Litter cleansing is already costing Northern Ireland £45.5m (KNIB 2018a) and litter management on beaches is essential to the competitiveness of the country’s tourism industry. On average, 473 pieces of litter can be found for every 100m of Northern Irish beaches.

This research aims to tackle nearly avoidable litter by designing and testing interventions that will reduce littering behaviour among beach visitors in Northern Ireland. In so doing, environmentally friendly beach tourism experiences are created and the overall beach tourism product significantly improved. Research has shown that the greatest success in influencing visitors' actions comes from understanding what they think about a particular behaviour (Brown, Hamm & Hughes, 2010).

Strategies aimed at changing attitudes and ultimately behaviour are more effective when guided by theory (Abraham & Michie, 2008). One such theory, the Theory of Planned Behaviour (TPB) (Ajzen, 1985) has emerged as one of the most influential and popular conceptual frameworks for the study of human behaviour and much support has been obtained for the efficacy of the theory as a predictor of both intentions and behaviour (Armitage & Conner, 2001).

Based on the protocols of the TPB the methodology proposed in this study is one of a User-Centred Design (UCD), which will place customer (beach users’) needs, values and demands at the heart of litter-reduction communication strategies. This premise is tested by designing beach leisure and tourism experiences that facilitate a reduction in littering behaviour and appraise customer response through Randomised Field Experiments (RFEs).

Using the sites of Ballywalter and Tyrella beaches in Northern Ireland, this research adopts a theoretical approach to the design and evaluation of a litter reducing behaviour change intervention by:

Further investigating the extent of beach littering in Northern Ireland and identifying the factors that influence littering behaviour.

Using the TPB, designing, testing and evaluating a UCD intervention to combat littering among beach users;

Evaluating the effectiveness of these behaviour change solutions and the potential wider secondary benefits (e.g. visitor satisfaction and well-being);

Appraising the feasibility of UCD to stimulate engagement between leisure/tourism service suppliers and its consumers; and

Measure the potential impact of behaviour change realised through UCD to establish a series of recommendations for future practice.

Policy makers can use these insights to inform how they engage with consumers and providers of tourism experiences, both in their communication strategies and the tourism experiences they develop. With focus on low cost and rapid prototyping of new products, UCD represents a low risk approach to introducing change.

Essential criteria

Applicants should hold, or expect to obtain, a First or Upper Second Class Honours Degree in a subject relevant to the proposed area of study.

We may also consider applications from those who hold equivalent qualifications, for example, a Lower Second Class Honours Degree plus a Master’s Degree with Distinction.

In exceptional circumstances, the University may consider a portfolio of evidence from applicants who have appropriate professional experience which is equivalent to the learning outcomes of an Honours degree in lieu of academic qualifications.

• Sound understanding of subject area as evidenced by a comprehensive research proposal
• A comprehensive and articulate personal statement
• Research proposal of 2000 words detailing aims, objectives, milestones and methodology of the project

Desirable Criteria

If the University receives a large number of applicants for the project, the following desirable criteria may be applied to shortlist applicants for interview.

• Masters at 65%

Funding and eligibility

The University offers the following levels of support:

Vice Chancellors Research Studentship (VCRS)

The following scholarship options are available to applicants worldwide:

• Full Award: (full-time tuition fees + £19,000 (tbc))
• Part Award: (full-time tuition fees + £9,500)
• Fees Only Award: (full-time tuition fees)

These scholarships will cover full-time PhD tuition fees for three years (subject to satisfactory academic performance) and will provide a £900 per annum research training support grant (RTSG) to help support the PhD researcher.

Applicants who already hold a doctoral degree or who have been registered on a programme of research leading to the award of a doctoral degree on a full-time basis for more than one year (or part-time equivalent) are NOT eligible to apply for an award.

Please note: you will automatically be entered into the competition for the Full Award, unless you state otherwise in your application.

Department for the Economy (DFE)

The scholarship will cover tuition fees at the Home rate and a maintenance allowance of £19,000 (tbc) per annum for three years (subject to satisfactory academic performance).

This scholarship also comes with £900 per annum for three years as a research training support grant (RTSG) allocation to help support the PhD researcher.

• Candidates with pre-settled or settled status under the EU Settlement Scheme, who also satisfy a three year residency requirement in the UK prior to the start of the course for which a Studentship is held MAY receive a Studentship covering fees and maintenance.
• Republic of Ireland (ROI) nationals who satisfy three years’ residency in the UK prior to the start of the course MAY receive a Studentship covering fees and maintenance (ROI nationals don’t need to have pre-settled or settled status under the EU Settlement Scheme to qualify).
• Other non-ROI EU applicants are ‘International’ are not eligible for this source of funding.
• Applicants who already hold a doctoral degree or who have been registered on a programme of research leading to the award of a doctoral degree on a full-time basis for more than one year (or part-time equivalent) are NOT eligible to apply for an award.

Due consideration should be given to financing your studies. Further information on cost of living