Why Do Park Visitors Engage With Social Media for Peer-to-Peer Information?

AbstractPark visitors are increasingly gravitating toward peer-to-peer sources of information on social media to prepare for their visit to nature parks. This has significant implications for park safety and management. The current study utilizes the Theory of Consumer Values and Crompton’s Push and Pull Theory as the theoretical lens. This research presents a thematic analysis of 19 interviews with participants who visited a nature park in Western Australia and engaged with social media communities to seek park-related information in the past 12 months. Six themes were identified related to the motivators and barriers for park visitors to seek park-related information from social media communities. They are: (1) destination planning and activities information; (2) access to real-time information; (3) source credibility; (4) social interactions and influences; (5) entertainment; (6) novelty. The findings provide significant managerial insights for park agencies and managers to optimize their social media communication of park-related information. [ABSTRACT FROM AUTHOR]