Social Media Data Can Be Used to Understand Tourists’ Preferences for Nature‐Based Experiences in Protected Areas

Conservation Letters - Tập 11 Số 1 - 2018
Anna Hausmann1, Tuuli Toivonen2, Rob Slotow1,3, Henrikki Tenkanen2, Atte Moilanen4, Vuokko Heikinheimo2, Enrico Di Minin1,2
1 Amarula Elephant Research Programme, School of Life Sciences, University of KwaZulu-Natal, Durban 4041, South Africa,
2Department of Geosciences and Geography, University of Helsinki, FI-00014 Helsinki, Finland
3Department of Genetics, Evolution and Environment, University College London, WC1E 6BT, UK
4Finnish Centre of Excellence in Metapopulation Research, Department of Biosciences, University of Helsinki, 00014 Helsinki, Finland

Tóm tắt

Abstract

Can social media data be used as an alternative to traditional surveys to understand tourists’ preferences for nature‐based experiences in protected areas? We explored this by comparing preferences for biodiversity obtained from a traditional survey conducted in Kruger National Park, South Africa, with observed preferences assessed from over 13,600 pictures shared on Instagram and Flickr by tourists visiting the park in the same period. We found no significant difference between the preferences of tourists as stated in the surveys and the preferences revealed by social media content. Overall, large‐bodied mammals were found to be the favorite group, both in the survey and on social media platforms. However, Flickr was found to better match tourists’ preference for less‐charismatic biodiversity. Our findings suggest that social media content can be used as a cost‐efficient way to explore, and for more continuous monitoring of, preferences for biodiversity and human activities in protected areas.

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Conservation Letters

Tập 11 Số 1

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