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How Signs Embedded Within Social Media Shape and Influence Outdoor Recreational Tourists' Decision-Making Processes at Colorado State Parks" (2019)

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How Signs Embedded Within Social Media Shape and Influence Outdoor Recreational Tourists' Decision-Making Processes at Colorado State Parks University of Denver Digital Commons @ DU Electronic Theses and Dissertations Graduate Studies 1-1-2019 Show Me a Sign: How Signs Embedded Within Social Media Shape and Influence Outdoor Recreational Tourists' Decision- Making Processes at Colorado State Parks Sarah Marie Norlin University of Denver Follow this and additional works at: https://digitalcommons.du.edu/etd Part of the Social and Cultural Anthropology Commons Recommended Citation Norlin, Sarah Marie, "Show Me a Sign: How Signs Embedded Within Social Media Shape and Influence Outdoor Recreational Tourists' Decision-Making Processes at Colorado State Parks" (2019). Electronic Theses and Dissertations. 1678. https://digitalcommons.du.edu/etd/1678 This Thesis is brought to you for free and open access by the Graduate Studies at Digital Commons @ DU. It has been accepted for inclusion in Electronic Theses and Dissertations by an authorized administrator of Digital Commons @ DU. For more information, please contact [email protected],[email protected]. Show me a Sign: How signs embedded within social media shape and influence outdoor recreational tourists’ decision-making processes at Colorado state parks ______________ A Thesis Presented to the Faculty of Social Sciences University of Denver ____________ In Partial Fulfillment of the Requirements for the Degree Master of Arts ____________ by Sarah Norlin August 2019 Advisor: Dr. Esteban Gomez ©Copyright by Sarah Norlin 2019 All Rights Reserved Author: Sarah Norlin Title: Show me a Sign: How signs embedded within social media shape and influence outdoor recreational tourists’ decision-making processes at Colorado state parks Advisor: Dr. Esteban Gomez Degree Date: August 2019 Abstract The purpose of this project was to determine the ways in which signs within social media posts on Instagram and Facebook frame the way that outdoor recreational tourists make decisions about Colorado state parks’ locations, services and activities. Surveys were conducted at 6 Colorado state parks in the 2018 spring, summer, and fall months. These surveys asked respondents to answer multiple choice and open ended questions about their social media habits, their outdoor recreation habits, and their opinions about images displayed on Colorado Parks and Wildlife’s social media pages. A total of 93 surveys were collected during the research period. An analysis was done to determine what types of content posted on these social media pages is drawing visitors to Colorado state parks and what decisions these visitors are making in regard to the content they are exposed to online. Individuals traveling to Colorado state parks and participating in activities at these locations are able to utilize past knowledge and experiences along with sociocultural rules and norms to inform their motivations for visiting these outdoor recreational tourism destinations. ii Acknowledgements I would first like to thank my family and friends for being there and supporting me throughout my time at DU and in this program. I could not have done this without them and the love and encouragement sent my way. I would also like to thank my advisors Richard Clemmer-Smith and Esteban Gomez for providing me with the guidance and support to complete this project. Thank you to Colorado Parks and Wildlife and all of the volunteers and staff that made it possible for me to travel and enjoy my time conducting research at each their wonderful locations. A huge thank you to Ranger Michelle Seubert at Barr Lake for connecting me to all of the other Colorado state parks rangers and helping me set up my research dates and locations with the other state parks. Thank you to all of the rangers who checked up on me and my research while I was visiting. I could not have done any of this without the support of every one of these individuals and organizations and I appreciate everything that each of you have done to help me complete this project. iii Table of Contents Chapter One: Introduction .................................................................................................. 1 Chapter Two: Background .................................................................................................. 5 Tourism ........................................................................................................................... 5 Parks ................................................................................................................................ 8 Colorado Parks and Wildlife ........................................................................................... 9 Chapter Three: Theory and Methods ................................................................................ 12 Theory ........................................................................................................................... 12 Semiotics ................................................................................................................... 12 The Tourist Gaze....................................................................................................... 14 Destination Image ..................................................................................................... 15 Research Objective ....................................................................................................... 16 Research Design............................................................................................................ 17 Population sample and location .................................................................................... 19 Data Collection ............................................................................................................. 21 Ethical Considerations .................................................................................................. 25 Chapter Four: Results and Analysis .................................................................................. 27 Results ........................................................................................................................... 27 Overall Survey Results ............................................................................................. 27 Likert Results ............................................................................................................ 30 Paired Comparison Results ....................................................................................... 72 Demographics ......................................................................................................... 106 Analysis....................................................................................................................... 106 Overall Survey Analysis ......................................................................................... 106 Likert Analysis ........................................................................................................ 110 Paired Comparison Analysis ................................................................................... 134 Chapter Five: Discussion and Conclusion ...................................................................... 146 Discussion ................................................................................................................... 146 Limitations .................................................................................................................. 152 Future Research Applications ..................................................................................... 153 Conclusion .................................................................................................................. 155 References ....................................................................................................................... 158 vi Appendix A ..................................................................................................................... 160 Appendix B ..................................................................................................................... 171 vii List of Figures Chapter Three Figure 1: Colorado Parks and Wildlife Regions ................................................... 20 Chapter Four Figure 2: Overall Likert Results ........................................................................... 31 Figure 3: : Colorado Parks and Wildlife Likert Average Percentages.................. 33 Figure 4: National Parks Services Likert Average Percentages ........................... 34 Figure 5: Retail Likert Average Percentages ........................................................ 35 Figure 6: Photographers Likert Average Percentages .......................................... 37 Figure 7: Information Likert Average Percentages .............................................. 38 Figure 8: Activity Likert Average Percentages .................................................... 39 Figure 9: Blogs Likert Average Percentages ........................................................ 41 Figure 10: None Likert Average Percentages ....................................................... 42 Figure 11: Family/Friends Likert Average Percentages ....................................... 43 Figure 12: Location Likert Average Percentages ................................................. 45 Figure 13: Close to Home Likert Average Percentages........................................ 46 Figure 14: Activities Likert Average Percentages ................................................ 47 Figure 15: Aesthetics Likert
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