WHAT?
WHO? PALLAS –YLLÄSTUNTURI WHY? NATIONAL PARK
WHEN? WHERE?
VISITATION PATTERNS AND ACTIVITIES IN comparison of social media data PALLAS-YLLÄSTUNTURI NATIONAL PARK and visitor survey
WORKSHOP 26.10.2016 -VUOKKO HEIKINHEIMO/ SOMECON-PROJECT CONTENTS 1. Intro 2. Data Visitor survey Instagram Data 3. Results ? ? ?
? ? WORKSHOP 26.10.2016 -VUOKKO HEIKINHEIMO/ SOMECON-PROJECT Questions INTRO Study area
WORKSHOP 26.10.2016 -VUOKKO HEIKINHEIMO/ SOMECON-PROJECT VISITATION PATTERNS AND ACTIVITIES IN PALLAS-YLLÄSTUNTURI NATIONAL PARK
WHAT?
WHO? WHY? PALLAS -YLLÄS
WHERE? WHEN?
WORKSHOP 26.10.2016 -VUOKKO HEIKINHEIMO/ SOMECON-PROJECT PALLAS-YLLÄSTUNTURI NATIONAL PARK
Recreational routes in Pallas-Yllästunturi National Park: http://www.luontoon.fi/pallas-yllastunturi
WORKSHOP 26.10.2016 -VUOKKO HEIKINHEIMO/ SOMECON-PROJECT Visitor Survey DATA Social media data
WORKSHOP 26.10.2016 -VUOKKO HEIKINHEIMO/ SOMECON-PROJECT SOCIAL MEDIA DATA AND VISITOR SURVEY
WHAT?
USER SOCIAL MEDIA WHO? PROFILE CONTENTS WHY? PALLAS -YLLÄS
GEOTAGS TIMESTAMPS
WHERE? WHEN? WINTER / SUMMER
WORKSHOP 26.10.2016 -VUOKKO HEIKINHEIMO/ SOMECON-PROJECT VISITOR SURVEY 2016
VISITOR SURVEY EXTRA QUESTIONS: SOCIAL MEDIA
2159 answers ~ 1400 answers
.1102 from winter .900 from winter .1057 from summer .~ 500 from summer
Results from the summer/autumn season are coming up.. (by 13.10.2016) Source: ASTA databaseMetsähallitus WORKSHOP 26.10.2016 -VUOKKO HEIKINHEIMO/ SOMECON-PROJECT VISITOR SURVEY: ARE PEOPLE SHARING THEIR NATIONAL PARK EXPERIENCE IN SOCIAL MEDIA?
Questions about social media (winter) • Question 1: Area you a member of any 1000 • 52 % of respondents said they are using EMPTY=91 social media platform? 800 social media in general NO = 600 349 • Question 2: Have you shared / do you intend • 69 %* of social media users share their 400 to share your national park experience in YES National Park experiences in social media = 200 YES social media? 472 = 327 0 1. Are you a member 2. Have you shared / of any social media do you intend to platform? share your national park experience in *(36 % of all respondents in winter) social media? WORKSHOP 26.10.2016 -VUOKKO HEIKINHEIMO/ SOMECON-PROJECT AGE AND GENDER (WINTER)
Age Gender Min Median Mean Max M F NA All survey responses from winter (winter) 16 58 54 93 47 % 52 % 1 % Social media users 16 50 49 93 43 % 57 % 1 % Not a member of any social media platform 25 62.5 60 93 53 % 46 % 1 % Empty forms 24 64 61 80 46 % 50 % 4 % Has shared / intends to share their National Park 16 50 48 93 40 % 60 % 0 % experiences in social media
NOTE! There results are only for the responses in winter for which the social media questions had been answered
WORKSHOP 26.10.2016 -VUOKKO HEIKINHEIMO/ SOMECON-PROJECT INSTAGRAM DATA Geotagged Instagram posts From January/2014 to May/2016 Posts within park: 2590 photos 1280 users
Posts within 10 km buffer 20 000 photos 7700 users
WORKSHOP 26.10.2016 -VUOKKO HEIKINHEIMO/ SOMECON-PROJECT INSTAGRAM DATA
(Tenkanen et al., ongoing work) WORKSHOP 26.10.2016 -VUOKKO HEIKINHEIMO/ SOMECON-PROJECT ANATOMY OF INSTAGRAM DATA
IMAGE GEOTAG CONTENTS
TEXT USER INFO CONTENT
LIKES AND TIMESTAMP COMMENTS
Photo: https://www.instagram.com/p/BH1qxN_Dm5q/?taken-by=htenkanen WORKSHOP 26.10.2016 -VUOKKO HEIKINHEIMO/ SOMECON-PROJECT Based on the workhsop on 26.10.2016, a more detailed classification of photos related local culture, and visitor’s wellbeing would CONENT ANALYSIS be useful.
Example of manual content classification. WORKSHOP 26.10.2016 -VUOKKO HEIKINHEIMO/ SOMECON-PROJECT For different corners of the RESULTS pentagon
WORKSHOP 26.10.2016 -VUOKKO HEIKINHEIMO/ SOMECON-PROJECT WHAT?
USER SOCIAL MEDIA WHO? PROFILE CONTENTS WHY? PALLAS -YLLÄS
GEOTAGS TIMESTAMPS
WHERE? WHEN?
(Modified from DiMinin et al 2015) WORKSHOP 26.10.2016 -VUOKKO HEIKINHEIMO/ SOMECON-PROJECT WHO ARE THE VISITORS?
…Who are they with..? WHAT? …Where do they come from?
USER SOCIAL MEDIA WHO? PROFILE CONTENTS WHY? PALLAS -YLLÄS
WHERE? WHEN?
WORKSHOP 26.10.2016 -VUOKKO HEIKINHEIMO/ SOMECON-PROJECT GROUP SIZE
SURVEY INSTAGRAM group size > 1 (N=1004) group size > 1 (N=830)
Median MaxGroup group Sizesize= 3: 70 Max group size: 40 Median group size: 3 MedianInstagram: veehooaagroup size: 2
WORKSHOP 26.10.2016 -VUOKKO HEIKINHEIMO/ SOMECON-PROJECT PEOPLE COUNT 6 %
Instagram: anthon66
21 %
Instagram: veehooaa 57 % 16 %
Photos within the park, n = 2590 WORKSHOP 26.10.2016 -VUOKKO HEIKINHEIMO/Instagram: SOMECON samhampo-PROJECT WHERE DO THE VISITORS COME FROM?
WHAT?
USER WHO? PROFILE WHY? PALLAS -YLLÄS
GEOTAGS
WHERE? WHEN?
WORKSHOP 26.10.2016 -VUOKKO HEIKINHEIMO/ SOMECON-PROJECT SURVEY: NATIONALITY
In Pallas-Ylläs 95 % of the respondets were Finnish Other countries: Switzerland Lithuania Sweden Luxemburg Austria Norway Check Poland Denmark Portugal France Slovakia Germany UK Israel USA Latvia
WORKSHOP 26.10.2016 -VUOKKO HEIKINHEIMO/ SOMECON-PROJECT Visualization of all Instagram posts from people who have visited Pallas-Yllästunturi National Park. Based on a sample of 300 users. Data from 2014-2016.
WORKSHOP 26.10.2016 -VUOKKO HEIKINHEIMO/ SOMECON-PROJECT Visualization of previous Instagram posts from people who have visited Pallas-Yllästunturi National Park. Based on a sample of 300 users. Data from 2014-2016.
WORKSHOP 26.10.2016 -VUOKKO HEIKINHEIMO/ SOMECON-PROJECT Visualization of all Instagram posts by one users who has visited Pallas-Yllästunturi National Park. Data from 2014-2016. WORKSHOP 26.10.2016 -VUOKKO HEIKINHEIMO/ SOMECON-PROJECT Rogers Pass Summit, Schladming-Dachstein, Austria Pallas-Yllästunturi National Park, Canada Finland
Visualization of all Instagram posts and content from three selected locations by one users who has visited Pallas-Yllästunturi National Park. Data from 2014-2016. WORKSHOP 26.10.2016 -VUOKKO HEIKINHEIMO/ SOMECON-PROJECT Posts from a Finnish Instagram-user. 107 posts in total. WHERE DO THE VISITORS COME FROM? TOP MUNICIPALITIES: (visitor survey)
1. Helsinki 2. Espoo 3. Oulu 4. Tampere 5. Jyväskylä 6. Turku 7. Kuopio 8. Vantaa
WORKSHOP 26.10.2016 -VUOKKO HEIKINHEIMO/ SOMECON-PROJECT WHERE DO THE VISITORS COME FROM? TOP MUNICIPALITIES (among survey respondents who use instagram):
1. Helsinki 2. Espoo 3. Jyväskylä 4. Oulu 5. Tampere 6. Turku 7. Hämeenlinna 8. Pori
WORKSHOP 26.10.2016 -VUOKKO HEIKINHEIMO/ SOMECON-PROJECT PREVIOUS INSTAGRAM POSTS
Previous Instagram posts from users who have posted content from Pallas-Yllästunturi National Park.
WORKSHOP 26.10.2016 -VUOKKO HEIKINHEIMO/ SOMECON-PROJECT PREVIOUS INSTAGRAM POSTS TOP 5 MUNICIPALITIES (among Instagram-users who visited Pallas-Ylläs):
1. Helsinki 2. Enontekiö 3. Vantaa 4. Tampere 5. Espoo 6. Oulu 7. Rovaniemi 8. Kuusamo
WORKSHOP 26.10.2016 -VUOKKO HEIKINHEIMO/ SOMECON-PROJECT PREVIOUS INSTAGRAM POSTS
“Hotspot municipalities” based on previous Instagram posts from users who have posted content from Pallas-Yllästunturi National Park. Each user has been allocated to the municipality from where they have posted most pictures outside the National Park.
1. Helsinki 2. Enontekiö 3. Rovaniemi 4. Oulu 5. Vantaa 6. Jyväskylä 7. Inari 8. Kuusamo
WORKSHOP 26.10.2016 -VUOKKO HEIKINHEIMO/ SOMECON-PROJECT MOST VISITED PLACES IN THE PARK?
WHAT?
WHO? WHY? PALLAS -YLLÄS
GEOTAGS
WHERE? WHEN?
WORKSHOP 26.10.2016 -VUOKKO HEIKINHEIMO/ SOMECON-PROJECT MOST VISITED PLACES IN THE PARK?
Mestähallitus Visitor survey 2010:
”Puiston suosituimpia vierailukohteita olivat Kesänki, Pallastunturin seutu, Kukastunturi, Lainio, Vuontiskeron seutu, Pyhäkero sekä Aakenustunturi.”
Photo By Fanny Schertzer - Own work, CC BY-SA 3.0, https://commons.wikimedia.org/w/index.php?curid=7520515
WORKSHOP 26.10.2016 -VUOKKO HEIKINHEIMO/ SOMECON-PROJECT MOST VISITED PLACES IN THE PARK?
SURVEY INSTAGRAM
Respondents Location Location Usercount Photos/user 1147 Kellostapuli-Kesänki-Kukastunturi Pallastunturi 676 1.9 839 Pallastunturi Kellostapuli-Kesänki-Kukastunturi 288 1.5 428 Pyhätunturi-Lainiotunturi Vuontiskero 273 2.1 381 Hannunkuru Aakenuksen reitit 61 1.6 355 Vuontiskero Pyhätunturi-Lainiotunturi 40 1.3 355 Pyhäkero Pallasjärvi 33 1.6 263 Aakenuksen reitit Pyhäkero 28 2.1 262 Äkäskero Äkäskero 17 1.8 223 Pallasjärvi Hannunkuru 1 1.0
WORKSHOP 26.10.2016 -VUOKKO HEIKINHEIMO/ SOMECON-PROJECT TOP LOCATION TAGS IN INSTAGRAM
Loc_name Users Pallastunturi 446 Pallas-Yllästunturi National Park 245 Pallas 144 Lapland Hotel Pallas 99 Kesänki Tunturi 82 Aakenustunturi 60 Kellostapuli 47 Pirunkuru 46 Pirunkuru Kesänki 35 Varkaankuru 33
WORKSHOP 26.10.2016 -VUOKKO HEIKINHEIMO/ SOMECON-PROJECT ACTIVITIES?
WHAT?
SOCIAL MEDIA WHO? CONTENTS WHY? PALLAS -YLLÄS
WHERE? WHEN?
WORKSHOP 26.10.2016 -VUOKKO HEIKINHEIMO/ SOMECON-PROJECT ACTIVITIES - VISITOR SURVEY:
1200
1000
800
600
400
200
0
Based on 2159 responses in the ASTA database(by 13.10.2016). Source: Metsähallitus WORKSHOP 26.10.2016 -VUOKKO HEIKINHEIMO/ SOMECON-PROJECT MOST FREQUENT WORDS
WORKSHOP 26.10.2016 -VUOKKO HEIKINHEIMO/ SOMECON-PROJECT MOST FREQUENT WORDS – NO PLACENAMES
WORKSHOP 26.10.2016 -VUOKKO HEIKINHEIMO/ SOMECON-PROJECT ACTIVITIES - BASED ON TEXT CONTENT
WORKSHOP 26.10.2016 -VUOKKO HEIKINHEIMO/ SOMECON-PROJECT ACTIVITIES - BASED ON IMAGE CONTENT
WORKSHOP 26.10.2016 -VUOKKO HEIKINHEIMO/ SOMECON-PROJECT ACTIVITIES – SOCIAL MEDIA (INSIDE PARK)
500
450
400
350
300
250
200
150
100
50
0
Most popular activities based on 900 photos from the winter survey based on 2590 photos within park WORKSHOP 26.10.2016 -VUOKKO HEIKINHEIMO/ SOMECON-PROJECT ACTIVITIES – SOCIAL MEDIA (YLLÄS)
350
300
250
200
150
100
50
0
Most popular activities based on 900 photos from the winter surveyWORKSHOPwith 26.10.2016location -VUOKKO HEIKINHEIMO/tag ”Ylläs” SOMECON-PROJECT ACTIVITY HOTSPOTS
WORKSHOP 26.10.2016 -VUOKKO HEIKINHEIMO/ SOMECON-PROJECT CONCLUSION
WHAT?
USER SOCIAL MEDIA WHO? PROFILE CONTENTS WHY? PALLAS -YLLÄS
GEOTAGS TIMESTAMPS
WHERE? WHEN?
WORKSHOP 26.10.2016 -VUOKKO HEIKINHEIMO/ SOMECON-PROJECT NEXT STEPS
Biodiversity-related features? Efficiently cleaning the data? Using instagram-data in the future? Potential of other data sources?
WORKSHOP 26.10.2016 -VUOKKO HEIKINHEIMO/ SOMECON-PROJECT ONLINE MAP OF RECENT SOCIAL MEDIA DATA
http://arcg.is/2e6yijL WORKSHOP 26.10.2016 -VUOKKO HEIKINHEIMO/ SOMECON-PROJECT ANY QUESTIONS? [email protected]
WORKSHOP 26.10.2016 -VUOKKO HEIKINHEIMO/ SOMECON-PROJECT