Examining the relationship between social media users' motivation and place attachment to national parks

With the increasing popularity and prevalence of social media (SM), land management agencies (e.g., the National Park Service) have recognized the need for developing SM strategies. However, there is 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 individual's motivation for SM use and its impact on one's attachment to a single national park in the United States. Specifically, it investigated the relationships among dimensions of SM motivation (social motivation and personal motivation) and of place attachment (place dependence, place identity, and place affect). This study conducted an online survey on individuals who (a)have followed a SM account of U.S. national parks and (b)have physically visited any park that they follow. Results revealed that SM motivation positively predicted place attachment, except for one hypothesized path between personal motivation and place dependence. The findings will guide park managers in developing and implementing the appropriate SM strategies that will facilitate virtual visitors' place attachment to their parks.