No abstract

Can social media data be used as an alternative to traditional surveys to understand tourists’ preferences for nature‐based experiences in protected areas? We explored this by comparing preferences for biodiversity obtained from a traditional survey conducted in Kruger National Park, South Africa, with observed preferences assessed from over 13,600 pictures shared on Instagram and Flickr by tourists visiting the park in the same period. We found no significant difference between the preferences of tourists as stated in the surveys and the preferences revealed by social media content. Overall, large‐bodied mammals were found to be the favorite group, both in the survey and on social media platforms. However, Flickr was found to better match tourists’ preference for less‐charismatic biodiversity. Our findings suggest that social media content can be used as a cost‐efficient way to explore, and for more continuous monitoring of, preferences for biodiversity and human activities in protected areas.

Social media data is increasingly used as a proxy for human activity in different environments, including protected areas, where collecting visitor information is often laborious and expensive, but important for management and marketing. Here, we compared data from Instagram, Twitter and Flickr, and assessed systematically how park popularity and temporal visitor counts derived from social media data perform against high-precision visitor statistics in 56 national parks in Finland and South Africa in 2014. We show that social media activity is highly associated with park popularity, and social media-based monthly visitation patterns match relatively well with the official visitor counts. However, there were considerable differences between platforms as Instagram clearly outperformed Twitter and Flickr. Furthermore, we show that social media data tend to perform better in more visited parks, and should always be used with caution. Based on stakeholder discussions we identified potential reasons why social media data and visitor statistics might not match: the geography and profile of the park, the visitor profile, and sudden events. Overall the results are encouraging in broader terms: Over 60% of the national parks globally have Twitter or Instagram activity, which could potentially inform global nature conservation.

Social media data have been extensively used in numerous fields of science, but examples of their use in conservation science are still very limited. In this paper, we propose a framework on how social media data could be useful for conservation science and practice. We present the commonly used social media platforms and discuss how their content could provide new data and information for conservation science. Based on this, we discuss how future work in conservation science and practice would benefit from social media data.

Protected areas are one of the main tools for halting the continuing global biodiversity crisis [1][2][3][4] caused by habitat loss, fragmentation and other anthropogenic pressures [5][6][7][8] . According to the Aichi Biodiversity Target 11 adopted by the Convention on Biological Diversity, the protected area network should be expanded to at least 17% of the terrestrial world by 2020 (http://www.cbd.int/sp/targets). To maximize conservation outcomes, it is crucial to identify the best expansion areas. Here we show that there is a very high potential to increase protection of ecoregions and vertebrate species by expanding the protected area network, but also identify considerable risk of ineffective outcomes due to land-use change and uncoordinated actions between countries. We use distribution data for 24,757 terrestrial vertebrates assessed under the International Union for the Conservation of Nature (IUCN) 'red list of threatened species' 9 , and terrestrial ecoregions 10 (827), modified by land-use models for the present and 2040, and introduce techniques for global and balanced spatial conservation prioritization. First, we show that with a coordinated global protected area network expansion to 17% of terrestrial land, average protection of species ranges and ecoregions could triple. Second, if projected landuse change by 2040 (ref. 11) takes place, it becomes infeasible to reach the currently possible protection levels, and over 1,000 threatened species would lose more than 50% of their present effective ranges worldwide. Third, we demonstrate a major efficiency gap between national and global conservation priorities. Strong evidence is shown that further biodiversity loss is unavoidable unless international action is quickly taken to balance land-use and biodiversity conservation. The approach used here can serve as a framework for repeatable and quantitative assessment of efficiency, gaps and expansion of the global protected area network globally, regionally and nationally, considering current and projected land-use pressures.Habitat loss and fragmentation due to intensifying land-use is one of the major drivers of biodiversity loss 7,8 . The global protected area (PA) network is one of the most important means to halt such loss [1][2][3][4] . Adoption of the strategic Aichi Biodiversity Target 11 of the Convention of Biological Diversity (CBD; http://www.cbd.int/sp/targets) provides a unique opportunity for expanding the current PA network to cover 17% of the terrestrial areas by 2020. At present, global patterns in biodiversity and global priority areas for conservation at the regional scale are relatively well known 1,6,8,[12][13][14][15][16] , but spatial assessments are essential 13,14 to maximize global conservation outcomes from PA expansion.Here, we carried out a comprehensive assessment of priority areas for expanding the current global PA network, and quantified their potential contribution to global conservation. We present a prioritization of the global PA network expansion to 17% that shows...