Selfies versus conservation: the influence of user-generated content in the image of protected natural spaces

Abstract

This study uses geolocated Instagram posts to understand the influence of User-Generated Content (UGC) on image projection and its influence on the behaviours of visitors in vulnerable destinations that should be managed by sustainable precepts. Based on a sample of 34,948 posts geotagged in Congost de Mont-Rebei, a protected natural destination located in Catalonia (Spain), this study reveals the existences of three types of visitor profiles which do not always exhibit sustainable behaviour and often project narcissist images where the destination is merely a background, without contributing to the value of the place. The findings extend previous understanding of research on images of tourist destinations and visitor behaviours from a sustainable perspective. [...]