Abstract
Abstract
This purpose of this paper was to examine and update recent findings that proposes that national park visitation is on the decline and to propose other methods for examining the interest in national parks through online searches related to travel intentions. Data from a large, national syndicated secondary dataset were examined by individual participation data collected on an annual basis over the period of 2000-2010. In addition, inquiry data from Google Insights™ for vacation travel to national and state parks was also used as a proxy measure to determine if interest had declined. While there was evidence of some decline in visitation to national parks from 2000-2010, most of the decline was limited to the period of 2000-2004; however, there was also a rebound in interest from 2004 through 2010 with the exception of 2008. The decline does not appear to be dramatic. The decline is not related to a decrease in the market size of individuals interested in national parks but rather a volume issue. The volume issue suggests that the base market of people interested in national parks still exists, but the base market is making fewer visits per visitor to national parks. Additional insights into visitation based on media use (e.g., watching tv and internet use) based on volume segments were explored. There was some indication of decline of interest in visiting national parks during vacation travel through the analysis of Google Insights™ search behavior; however, this decline has been cyclical, not overly dramatic, and appears to reflect the changes in visitation noted here through the national syndicated dataset findings. Interest may also have shifted to other outdoor pursuits and interests via an increase in more choices. Interest in state parks appeared to also be seasonal; but no dramatic decline in the interest in state parks was noted based on Internet searches and Google Insights™ analysis.
National Park Service Visitation and Search Behavior: An Update to 2010
Abstract
This purpose of this paper was to examine and update recent findings that proposes that national park visitation is on the decline and to propose other methods for examining the interest in national parks through online searches related to travel intentions. Data from a large, national syndicated secondary dataset were examined by individual participation data collected on an annual basis over the period of 2000-2010. In addition, inquiry data from Google Insights™ for vacation travel to national and state parks was also used as a proxy measure to determine if interest had declined. While there was evidence of some decline in visitation to national parks from 2000-2010, most of the decline was limited to the period of 2000-2004; however, there was also a rebound in interest from 2004 through 2010 with the exception of 2008. The decline does not appear to be dramatic. The decline is not related to a decrease in the market size of individuals interested in national parks but rather a volume issue. The volume issue suggests that the base market of people interested in national parks still exists, but the base market is making fewer visits per visitor to national parks. Additional insights into visitation based on media use (e.g., watching tv and internet use) based on volume segments were explored. There was some indication of decline of interest in visiting national parks during vacation travel through the analysis of Google Insights™ search behavior; however, this decline has been cyclical, not overly dramatic, and appears to reflect the changes in visitation noted here through the national syndicated dataset findings. Interest may also have shifted to other outdoor pursuits and interests via an increase in more choices. Interest in state parks appeared to also be seasonal; but no dramatic decline in the interest in state parks was noted based on Internet searches and Google Insights™ analysis.