Publication Date

Summer 7-9-2021

Submission Type



Natural parks are gaining global popularity with millions of visits per year. However, studies evaluating park visitors' experiences, satisfaction, and motivations are limited to traditional methods, such as direct observations, spatial analysis using global positioning system (GPS) trackers, interviews, surveys, and focus groups. As an alternative to these conventional methods, user-generated content (UGC) provides available, easily accessible, and consumers' reliable recent experiences with services. This study investigated visitors' reviews of selected Canadian national parks to explore the dimensions of the visitors' quality of experience and the drivers of satisfaction based on online ratings on the Trip Advisor website. The analysis yielded various topics ranging from visitors' pleasant feelings about trails, mountain views, and water activities to their unpleasant experiences regarding food, crowds, lineups, and parking lots. Besides, analysis of the reviews based on the reviewers' start ratings highlighted the most important drivers of satisfaction and dissatisfaction between them. Findings suggest that topics related to schedule and weather-related hassles; food, tickets, and shopping experiences; and visitor information center and exhibitions were among the most distinguishes dissatisfied visitors (1- and 2-star) from others. On the other hand, positive vibes, expressiveness, photography opportunities, and daytime and weather experience were the principal determinants of visitors' satisfaction (4- and 5-star).