Social media influences National Park visitation

What is it about?

Here is a 3-4 sentence lay summary: In this study, I analyze how social media influences visitation to U.S. national parks. Using data on park visitation statistics and measures of each park's social media presence, I find that parks with greater exposure on Instagram and Twitter saw a 16-22% increase in visitors compared to parks with less exposure between 2010-2019. Parks with more posted photos/videos attracted more visitors, while those with negative online sentiment saw declines. These results suggest social media acts as advertising that inspires people to visit parks as they see photos and experiences from those in their online social networks.

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Why is it important?

As photos and videos from U.S. national parks spread rapidly across social media, anecdotal evidence suggests these platforms may be driving overcrowding at some iconic locations. This study provides the first empirical analysis quantifying social media's influence on visitation to public lands. The findings offer important insights for the National Park Service as it struggles with overcrowding concerns, weighing the benefits of increased awareness and revenue against potential environmental degradation and strains on resources. With social media use still growing, understanding and managing this driver of recreation demand is critical for managing