A new study suggests ecotourism’s altruistic attractions may be overshadowed by another benefit: photos for social media.

But a new study by researchers at the University of Georgia suggests ecotourism’s altruistic attractions may be overshadowed by another benefit: photos for social media. Recently published in the Journal of Sustainable Tourism, the research could help guide tourism operators as they weigh the costs and benefits of attracting visitors who care most for natural beauty only when it can be captured on their phone.

«It’s been traditionally presumed that people are pursuing ecotourism because they are interested in making an environmentally or socially responsible choice — and this understanding is important for a host of reasons, including management and market segmentation,» said Justin Beall, the study’s lead author. «But our study throws a wrench in that a bit by showing that not only is it environmental values that are influencing people to participate in ecotourism, but people are also engaging in ecotourism so they can get good photographs to post online and present to their friends and loved ones.»

Beall, a recent graduate of the UGA Warnell School of Forestry and Natural Resources, wrote the paper as part of his master’s thesis. Co-authors included Warnell faculty members Bynum Boley and Kyle Woosnam, as well as UGA alumnus Adam Landon, now with the Minnesota Department of Natural Resources.

Social status over sustainability

Say, for example, someone visits an ecotourism destination and shares photos and descriptions on social media. They are conveying an image of someone who cares about sustainability, the local community and education — all components of ecotourism. But, Beall said, travelers surveyed for the study revealed that how these photos look may be even more important than their own environmental values.

Story Source: Materials provided by University of Georgia. Original written by Kristen Morales. Note: Content may be edited for style and length.