Recreationist-Defined Versus Researcher-Defined Similarity Judgments in Substitutability Research

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Abstract
Previous research has suggested that similar recreation activities may be substitutable. This paper compares two approaches that have been used to define the notion of similarity. With the first approach, the researcher decides whether or not two activities are similar. With the second, the recreationist makes the similarity judgment. The two approaches were empirically examined using data from a sample of hunters in Maryland. Results indicated that researcher-defined similarity was not statistically related to the hunters' evaluations of substitutability, while hunter-perceived similarity was significantly related to the concept. These findings suggest that, contrary to most substitutability studies which have focused on researchers' definitions of similarity, more emphasis needs to be placed on the respondents' perceptions of similarity and the criteria they use to define alternative activities as similar.

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