The Safety of Social Media Instigated Visitation to National Parks in New South Wales, Australia: Insights From a Population Representative Sample

Issue Addressed The integration of social media, smartphone technology and the widespread sharing of images has reshaped tourism, sparking new trends such as selfie-tourism and social media-driven travel. National parks, offering scenic and pristine landscapes, have become prime destinations for these pursuits. The popularity of platforms like Instagram and Facebook, combined with the influence of travel-focused social media personalities, has inspired a wave of visitors seeking "selfie-worthy" locations. However, this shift in visitation motives has raised environmental and safety concerns: visitors venture off-trail, engage in risky photography practices and disrupt natural habitats, increasing the risk of injury and fatalities in hazardous coastal and cliff areas. National parks face growing challenges, with social media's allure prompting a variety of visitors who may lack awareness of responsible tourism practices. This trend imposes costs on park management, emergency services and local ecosystems, necessitating new strategies to balance tourism promotion with ecological protection and public safety. Methods This cross-sectional survey involved New South Wales (NSW) residents aged 18+ who had previously visited a coastal national park in NSW. Conducted online from 18 to 25 August 2023, the survey recruited a demographically representative sample through Dynata, an established survey panel provider. Demographic data included age, gender, education, country of birth, years in Australia, main language spoken at home and language proficiency. The survey examined park visitation behaviours and safety perceptions, with specific questions assessing social media's influence on visitation motivations. Results A total of 1009 NSW residents completed the survey, with 51.5% identifying as female and 75.4% born in Australia. Social media influenced 32% of respondents to visit coastal national parks, with Instagram being the most popular platform, followed by Facebook and TikTok. Younger age groups (18-34) were significantly more likely to visit parks because of social media compared to older adults (55+; chi(2) = 252.07, p < 0.05), though no significant difference was found by gender. Social media platform preferences differed by age, with younger respondents favouring Instagram and TikTok and older respondents favouring Facebook (chi(2) = 316.18; p < 0.001). Of those who visited due to social media, 65% took photos and 36% engaged in risky photography (e.g., cliff edges), though no significant age difference was found for risky photo behaviour. Although 56.8% considered park infrastructure safe for social media photos, 43.1% did not, with respondents suggesting improvements in barriers, signage and individual responsibility. Conclusions The study findings underscore the need for a stronger focus on visitor safety related to photography in NSW national parks, with acknowledgement of visitation instigated by social media. Risky behaviours associated with photography are prevalent and pose significant safety challenges. Public health initiatives should prioritise educational campaigns and safety infrastructure improvements that address risky photography behaviours, independent of social media influences. So What? Park management should highlight personal responsibility and consider educational campaigns about the potential dangers of photography in these settings. Nevertheless, social media companies have a role to play in controlling dangerous content that is published on their platforms which is leading to risky behaviours in the real world.