Experiences as heuristics for geothermal public perception: Testing the correlation between thermal waters recreation and geothermal energy perception

Abstract

This research focuses on the question of how geothermal energy public perception is formed within a national context where news media do not pay attention to geothermal energy, and there is no active opposition to geothermal energy. The research builds on theoretical underpinnings of heuristics in energy perceptions and highlights the importance of physical experiences and associations as sources of experiential learning. Through a survey conducted among members of the general public in Slovenia, the role of thermal water recreation in shaping public perception of geothermal energy is empirically tested. The results show that, in this context, geothermal energy is highly positively assessed compared to hydro energy and nuclear energy, and that there is a correlation between frequency of thermal recreation and certain aspects of public perception of geothermal energy. The policy implications go beyond the simple recommendation of including tourism in public awareness campaigns but point to the specific vulnerability of energy acceptance in this context, where perceptions are formed based on “thinking fast”, and where the media and the public discourse on geothermal energy have not (yet) considered the potential risks and opposition to geothermal projects.