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

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. This study also provides recommendations for destination management organizations (DMOs) to improve the projection of the value of protected spaces and influence the behaviour of its visitors. Management implications: For industry, administrations and those responsible for managing vulnerable destina-tions, this work shows the importance of incorporating social media analysis into the management of flows and spaces. Not only to analysing the type of content that is projected on social media as just another element for determining the profile of the visitor; it can also be especially relevant as a tool for measuring activity, helping to plan actions that guarantee the sustainability of the destination. Having a communication strategy on social media should enable DMOs to reinforce the social value of protected spaces and preserve their natural resources.