Examining the relationship between social media users' motivation and place attachment to national parks
Thesis
Overview
Research
Identity
Other
View All
Overview
abstract
Social media (SM) is greatly impacting ways of life by reshaping how people obtain information, collaborate, and interact with each other. With the increasing popularity and prevalence of this communication technology, public land management agencies (e.g., the National Park Service and Texas Parks and Wildlife Department) have recognized the need for developing and implementing social media strategies. Despite the increased use of social media among these agencies, there is very limited knowledge on the role of social media on visitor experience and behavior. The purpose of this research was to gain a better understanding of an individuals motivation for social media use and its impact on ones attachment to a national park. Specifically, this study aimed to investigate the relationships among dimensions of social media motivation, i.e., social motivation and personal motivation, and of place attachment, i.e., place dependence, place identity, and place affect. Furthermore, the current study examined the moderating effects of experience use history (EUH) and social media use behaviors on these relationships. The role of socio-demographic characteristics on SM motivation and place attachment was also examined. This study conducted an online survey on individuals who have visited any U.S. national park and have followed that parks official social media account. Structural equation modeling (SEM) using a two-step approach was conducted to test the hypothesized relationships between SM motivation and place attachment. The moderating variables were examined using multiple regression analysis. Socio-demographic differences were examined using one-way ANOVA and independent samples t-tests. This study provided an understanding of why individuals engage with national parks social media and how their SM motivation affects their cognitive, affective, and functional attachment to the parks. Each dimension of SM motivation positively affected each dimension of place attachment, except for one hypothesized path between personal motivation and place dependence. The amount of exposure to national-park-related SM content moderated the relationships between social motivation and place attachment. Some socio-demographic differences on SM motivation and place attachment were found. The findings of this study will guide park managers in developing and implementing the appropriate social media strategies that will facilitate virtual visitors place attachment to their parks.
