Investigating social media preferences to improve national park communications
The U.S. National Park Service (NPS) protects nationally significant landscapes for educational and recreational use for future generations. National park managers have long desired better communication with potential visitors and the rise of social media has created a new avenue for public outreach. NPS has encouraged parks to use social media to reach both new and existing audiences, but little research exists on which parks can build their social media strategy. This study investigated the social media use and preferences of visitors at Crater Lake National Park.