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October 21, 2013
Stanford University
Scientists use social media -- vacation photos from Flickr -- to studyhow people use natural areas for tourism and recreation.
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Credit: Liz Rauer [Click to enlarge image]
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Yellowstone vacation. Scientis ts are using vacation photos from crowd-sourcedsocial media to study how and when people use natural areas for tourism andrecreation.
cientists affiliated with the Natural Capital Project at Stanford Universityhave found a way to use photo-sharing site Flickr to measure whereand when people are using natural areas for recreation and tourism.
This information can help measure the benefits and value that these areasprovide to society.
Tourism is big industry, contributing $6 billion a year to the world economy, and it'sexpected to grow to $10 billion over the next 10 years. While a great deal is knownabout how human-made tourist destinations, such as Disneyland, contribute to localeconomies, it has been hard to figure out the contribution of natural areas such as
parks and beaches.
Tapping into the big data collected by social media sites, researchers at the NaturalCapital Project utilized information from 1.4 million geo-tagged images in Flickr, andthe user profiles associated with them, to see where people were going and wherethey were coming from. Comparing this information to data from on-site surveys at 836recreational sites around the world, they found that the information from Flickr canserve as a reliable indicator of how many people visit a tourist attraction each year andwhen they are visiting. Their research was published Oct . 17 in Scientific Reports.
This is the first study to ground truth the use of social media data to predict thesevisitation rates.
The research shows how "information from crowd-sourced social media isrevolutionizing the way we study people and understand their choices," said leadauthor Spencer Wood.
"No one has been able to crack the problem of figuring out visitation rates and valuesfor tourism and recreation without on-site studies until now," said Anne Guerry, leadscientist at the Natural Capital Project. Until now, researchers had to rely on local
surveys and head counts to get this type of visitation information. Using social mediato get ideas of where people are visiting, and where they are coming from, is faster,less expensive and better for looking at changes over time and space.
This new approach provides the chance to c larify what attracts people to natural areas,and to determine if changes in ecosystems lead to changes in visitation rates. It alsoholds the promise of better natural area management because land-use planners, parkmanagers and government officials can use the information on visitation rates to better manage their lands for the people who use them.
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Stanford University. "Scientists use Flickr photos to assess value of natural touristattractions." ScienceDaily. ScienceDaily, 21 October 2013.<www.sciencedaily.com/releases/2013/10/131021211722.htm>.
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The above story is based on materials provided by Stanford University. The originalarticle was written by Elizabeth Rauer. Note: Materials may be edited for content and length.
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1. Spencer A. Wood, Anne D. Guerry, Jessica M. Silver, Martin Lacayo. Using socialmedia to quantify nature-based tourism a nd recreation. Scientific Reports,2013; 3 DOI: 10.1038/srep02976
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