Exploring Values via the Innovative Application of Social Media with Parks Amid COVID-19: A Qualitative Content Analysis of Text and Images Using ATLAS.ti

Due to the lockdown and restrictions on public activities and gatherings amid COVID-19, parks received renewed attention because of their importance and irreplaceable functions as healthy outdoor recreation. This study aims to explore the values reflected in Twitter content that discussed parks amid COVID-19 through a qualitative content analysis of text and images using ATLAS.ti. Specifically, a qualitative data (visual and textual) set of Twitter posts amid COVID-19 (from February 2020 to September 2022) that mentioned Everglades National Park was explored. The results from the social media content analysis of park values during COVID-19 revealed three themes: (1) nature, (2) recreational tourism, and (3) proximity. This study expands the application of social media via a qualitative content analysis of text and images using ATLAS.ti by providing methodological improvements. Practically, the findings of this study can also provide practitioners with useable knowledge for design strategies considering the value of protected areas as a model of sustainable destination management.