Many respondents also indicated that education and extension activities were needed to increase landholders ’ knowledge of biodiversity and their motivation to implement conservation strategies . Field days or on-farm demonstrations were the education mechanisms that were most mentioned by respondents as being an effective way to learn about biodiversity conservation . Respondents also said that there needed to be more extension people ‘ on-ground ’ visiting properties and assisting landholders to plan , establish and monitor programs , and to discuss problems .
This research ( pp . 43-56 ) also provided detailed features of the land management strategies , challenges and successes of a number of BBB landholders . Landholder stories are an important communications tool by providing a personal illustration of what BMPs can achieve in a local context .
7.3.3 Review of adoption of BMPs in 2006-07 In 2006 , the then Burdekin Dry Tropics commissioned a survey of landholders in the Burdekin catchment to assess the use of different incentives in order to enhance the adoption of ‘ best management practices ’ by landholders to achieve water quality improvements . There were 110 respondents to the mail-out survey , including 94 graziers ( Greiner et al . 2007 ). It is not known how many were from the BBB .
The survey design was guided by the TPB and therefore explored particularly the attitudinal and motivational aspects of adoption decisions . Landholders were shown to pursue a range of goals , which could be statistically aggregated into three principal factors :
• financial motivation was strongest for those wanting to ‘ earn a high income ’ or ‘ maximise company profit ’;
• environmental stewardship motivation was strongest for those who were driven by wanting to ‘ look after the environment ’, ‘ improve resource / land condition ’ and ‘ pass on land in good condition ’; and
• social motivation was strongest for those seeking recognition , e . g . ‘ be appreciated by society ’ and ‘ be appreciated by colleagues ’, and concerned with family tradition and social networks .
Motivations are not mutually exclusive , rather they can be conceived as a three dimensional space in which each decision maker is represented by a unique profile ( Figure 28 ).
Figure 28 . Illustration of different motivational profiles .
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