Landowner Perception of Information about Prescribed Fire: Influence on the Application of this Land Management Tool in the Southern Great Plains

Abstract

Prescribed fire is an important management tool on many rangelands. However, evidence that this tool is effective for mitigating multiple problems faced by landowners has not led to substantial increase in its adoption. Lack of knowledge about the safe application of this tool has often been cited as a reason for not applying it, which has led to calls for more education and outreach efforts to fill this knowledge gap. However, even when education is provided to landowners, adoption rates often do not increase substantially. When examining education improvement strategies, credibility often emerges as a primary determinant of information acceptance. Previous research indicates the relationship users have with a particular source and medium of information heavily influence their acceptance of the information. My research attempts to identify facets of information, other than credibility, that potentially influence information acceptance; these include: reliability, clarity, relevance, accessibility, and shareability. This research explores how those factors affect landowner perceptions about sources and mediums that disseminate information about prescribed fire. The hypothesis is the perception of information and the users’ relationship with that source/medium plays a more significant role than previously thought. This hypothesis is tested using data derived from telephone interviews of key informants and online Internet-based survey of members of the Texas and South Western cattle Raisers Association and the Texas Wildlife Association. The results of this study provide guidance for government agencies and landowner entities, such as prescribed burning associations, for improving their information dissemination practices in order to enhance landowner perception and adoption of prescribed fire.