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Norm congruence among tour boat passengers to Glacier Bay national park

Personal and social norms of visitors are receiving increased attention as a means of setting standards of quality in parks and recreation areas. However, if visitors’ evaluations and behavior are not congruent with norm‐based standards, then this approach may lack validity. This study tests norm congruence among tour boat passengers to Glacier Bay National Park. A sample of tour boat passengers was surveyed to determine (a) personal norms for the number of watercraft and aircraft seen, (b) number of watercraft and aircraft seen, and (c) the effect of watercraft and aircraft seen on enjoyment. Findings reveal the extent to which evaluations of seeing water‐craft and aircraft are congruent with data on personal norms. Several theoretical and methodological issues that help interpret study findings are discussed.