Research continued from page 8 model for each outcome. Parents’ ratings of the camps’ activities, counselors, directors, and community predicted retention scores. Along with the covariates grade and family income, ratings of camp activities, directors, safety, and counselors predicted word-of-mouth marketing. Finally, ratings of camp activities, counselors, directors, food, and safety predicted overall satisfaction. See Tables 3–5 (on pages 12 and 13) for a summary of each model. Implications In the present study, dimensions of the camp experience were identified by parents as predictors of camp outcomes. The study’s design allowed for a better understanding of which dimensions were related to camper retention, word-ofmouth marketing, and overall satisfaction. These findings are relevant for directors when determining where to invest resources. Consistent Predictors Parents’ perceptions of camp activities, counselors, and directors were significant predictors of all three camp outcomes. These three predictors may constitute a cluster of particularly important camp dimensions. Activity scores were the strongest predictor in each model, indicating that investing resources in improving activity instruction and equipment may be a good first step for underperforming camps. In practice, improving activities through enhanced training should increase counselor and director quality. Safety Matters Safety ratings significantly predicted two of the outcomes: word-of-mouth marketing and satisfaction. Camps often emphasize safety as a recruitment tool, but these findings suggest that making camp safety salient for current parents is also important (see ACA, 2011a). Unique Predictors Campers’ grade level was positively associated with word-of-mouth marketing. Parents of older campers were more likely to recommend their camp to others than parents of younger campers. If parents of younger children are hesitant to recommend a camp, it may compound existing difficulties in recruiting this age group (Cohen & Veinstein, 2009). Interestingly, data from the 2012 Camper Enrollment 10 CAMPING magazine • November/December 2013 Survey, which polled residential and day camps, seem to suggest younger campers are not especially difficult to recruit (ACA, 2013). Both the present study and Cohen and Veinstein only examined residential camps, which may explain the differences in the data. These results indicate that resident camps should consider camper age when identifying reasons for lagging word-of-mouth marketing. Limitations First, none of the dimension-outcomes relationships described are causal. Second, most of the parents were white, middle- and upper-class mothers, making it difficult to generalize the findings to minority or low-income parents. Additionally, work remains in fully understanding what contributes to enrollment-related outcomes, and future research would benefit from using multiple informants (i.e., parents, counselors, campers, and leadership staff). Conclusion The present study offers relevant information for camp leadership teams. Most notably, the findings provide an initial road map for understanding continued on page 12 Table 1. Predictor Variables (Dimensions), Sample Items, and Descriptive Statistics Dimensiona Sample Itemb M SD α Counselors The counselors were great. 4.68 .69 .96 Directors The camp director and leadership staff run a good program. 4.75 .65 .98 Facilities The housing units were clean and well looked after. 4.55 .70 .92 Safety I felt that ensuring physical emotional safety is a priority for the camp. 4.75 .59 .96 Community The camp was inclusive. 4.79 .65 .98 Food The food was great. 4.17 .94 .95 Activities The camp does a good job with its activities. 4.69 .65 .95 Friends My child made a lot of friends at camp. 4.13 .90 .94 Note. Values above are prior to any statistical transformations. a A factor analysis yielded eight factors that explained 79.1 percent of the variance, with the items from each subscale loading highly (> .60) on the expected factors. b All subscales included seven items. Full scales available upon request from the author. Table 2. Camp Outcomes, Sample Items, and Descriptive Statistics Outcome Sample Item M SD α Retention I would send my child to the same camp next year if I could. 8.37 3.17 .96 Satisfaction Overall, I would rate this camp very highly. 8.36 2.46 .95 Word-of-Mouth I would recommend this camp to other parents. 8.42 2.78 .99 Note. Values above are prior to any statistical transformations.
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