Using social media to quantify spatial and temporal dynamics of nature-based recreational activities

Big data offer a great opportunity for nature-based recreation (NbR) mapping and evaluation. However, we need to assess when and how it is appropriate to use this resource. We used Scotland as a case study to validate the use of data from Flickr to quantify NbR on a national scale and at different spatial and temporal resolutions. We used Flickr photos to estimate visitation in the Cairngorms National Park (CNP) and compared this dataset to a time series of visitor numbers obtained from the CNP authority. Then, we compared the spatial distribution of photographs of wildlife taken in Scotland to a dataset obtained from a survey. Finally, we identified hotspots of wildlife watching in Scotland and investigated how they changed between 2005 and 2015. Both short-and long-term trends of NbR were validated and the spatial information present in geotagged pictures of wildlife is accurate at a resolution as fine as 10x10 Km. Caution is necessary if using this data at a finer resolution. Our findings have implications for planning and management of NbR as pictures uploaded on Flickr can be used as a proxy for NbR at spatial and temporal scales that are relevant for ecosystem management.