internet presence and social media perceptions and usage by visitors to crater lake national park...
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Internet Presence and Social Media Perceptions
and Usage by Visitors to Crater Lake National Park
Rosemary Keane, Jordan W. Smith, Ph.D.
2015 George Wright Society Conference
on Parks, Protected Areas, and Cultural Sites
Oakland, CA
March 31, 2015
PURPOSE
Visitors are increasingly turning to online content for planning
decisions and sharing of their experiences.1
There is a need for effective and targeted communication to visitors
of varying demographics, ethnicities, ages, etc.2
Social media can create a link between a person’s interests and
park-related information.3,4
Social media activity has been linked to increased memory
retention of the trip.4,5
1. Hart, Nisbet & Shanahan, 2011, 2. Parker, Green, & Johnson, 2014, 3. Litvin, Goldsmith, & Pan, 2008 4. Fotis, Buhalis, & Rossides, 2012;
5. Yoo, Lee, Gretzel, & Fesenmaier, 2009.
SURVEY METHODS
2014: 535,508 visitors
Peak season: June - September
22 days in July and August, 2 sites.
580 randomly selected visitors
64% response rate
SURVEY METHODS
TRIP RELATED
Social Media Usage and Preferences;
Trusted Information Sources;
Preferences for Wi-Fi access.
GENERAL
Basic Demographic Information;
Visitor Characteristics and Trip Information;
Social Media Usage and Preferences
BASIC VISITOR DEMOGRAPHICSGender, Ethnicity and Age
86% White/Caucasian3% Asian
2% Hispanic/Latino
0.7% Black/African American
under 18 18-30 31-40 41-50 51-60 61-70 70+0
20
40
60
80
100
120
140
160
Age
Re
spo
nd
en
ts
Women54% Men
46% WomenMen
BASIC VISITOR DEMOGRAPHICSLocale and Educational Background
21% of all U.S respondents were Oregon residents
41% of all U.S respondents were from neighboring states.
12% of all respondents were international.
< 9th grade Some high school
HS graduate Some college Associate's Bachelor's Graduate 0
50
100
150
200
250
The majority of
visitors had some
college education.
VISITOR/TRIP CHARACTERISTICSGroup Size and Composition
1 2 3 4 5-10 11+0
50
100
150
200
250
300
Group Size
Re
spo
nd
en
ts
1
2
3+
0
The majority of visitors were traveling in
groups of two.
The majority of visitors were
traveling without children.
VISITOR/TRIP CHARACTERISTICSInitial/Repeat Visit, Length of Stay
Repeat: 35%
Initial: 65%
The majority of the visitors
had not previously visited
Crater Lake National Park.
< 4 hrs 4-8 hrs 1 day 2-3 days0
50
100
150
200
250
Length of Visit
Re
spo
nd
en
ts
The majority of visitors were staying at the
park for one day or less.
GENERAL SOCIAL MEDIA USAGE AND PREFERENCES
76% of visitors were active on at least one social media platform.
Facebook and Instagram were the most frequently used platforms.
Flickr was the least frequently used platform.
Keep in contact with their social
network
Find and share information
Entertainment
TRIP-RELATED SOCIAL MEDIA USAGE
51% of visitors had visited the official Crater Lake website.
80% of those visitors had used the official website to plan their trip.
9% of visitors had visited the Crater Lake Facebook page.
2% of visitors had visited the Crater Lake Twitter page.
TRIP-RELATED SOCIAL MEDIA PREFERENCES
Visitors preferred to use Facebook for content regarding
park conditions and directions.
TRIP-RELATED SOCIAL MEDIA PREFERENCES
Visitors also preferred to use Facebook for content regarding
activities and amenities.
TRIP-RELATED SOCIAL MEDIA PREFERENCES
Visitors preferred to use YouTube for content regarding
the natural/cultural history and wildlife of the park.
ALTERNATIVE TRIP-RELATED INFORMATION SOURCES
TRUST IN TRIP-RELATED INFORMATION SOURCES
1. Smith et al., 2012
Consistent with previous research1
PREFERENCES FOR WI-FI ACCESS
58%
Yes
28%No
14%No
Opin-ion
Would having Wi-Fi access at Crater Lake National Park allow you
to have a higher quality recreation experience?
PREFERENCES FOR WI-FI ACCESS
Strongly Support
Somewhat Support
Neither Somewhat Oppose
Stongly Oppose
14%
How strongly do you either support or oppose having Wi-Fi access at
Crater Lake National Park?
62%
CONCLUSIONS
The National Park Service is the most trusted source of trip related information for visitors.
Visitors will seek and trust information from family and close friends.
Social media is a useful and cost effective method of communication with visitors.
Social media would allow the NPS to create a mutually beneficial conversation between the agency and visitors.
Visitors have clear content platform preferences when seeking information about their trip.
FUTURE RESEARCH OPPORTUNITIES
What other platforms are used most frequently by visitors?
What kinds of content does the National Park Service have online now?
What kinds of social media strategies does the National Park Service have
in place?
Will these trends differ at parks with higher visitor rates or near larger
urban areas?
Do visitors prefer or enjoy interaction with the NPS staff via social media?
BEST PRACTICES FOR MANAGERS
Develop a social media strategy.
Be aware of content-platform preferences. Try to post information where
visitors are most likely to look for it.
Consider providing free Wi-Fi access at central locations within the park.
Engage in meaningful conversation with visitors.
Make social media connections with similar agencies.
Develop multi-media content. Share your content on multiple platforms.