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Abstract |
Social media has fundamentally the way the people engage with organizations, including agencies like the National Park Service (NPS). Many organizations are trying to benefit from the huge number of people that can be reached through social media. However, we know almost nothing about the “virtual visitors” that engage with park and conservation area organizations on social media. In this presentation, we discuss some of the first empirical research conducted on virtual visitors, including their characteristics, motivations, and preferences (Miller & Freimund, 2017). |
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