Virtual Visitor Survey

Overview

The National Park Service (NPS) directly manages NPS.gov, a large website with more than 100,000 web pages, as well as mobile apps and social media channels. We also create content and data that third-party providers share with the public. Within this large digital ecosystem, millions of online users around the world rely on these resources for a wide range of uses including trip planning, education, community engagement, and more.

The National Park Service has aggregate, quantitative data about visitation to NPS.gov and NPS apps through the government-wide Digital Analytics Program. Data is also obtained for NPS.gov through an industry-standard satisfaction survey. However, innovative methods are required for an analysis allowing for:

1. a description of the frequency and reach of NPS digital assets and

2. an evaluation of the effectiveness of NPS digital media products to help us deliver a relevant, modern virtual visitor experience, ensure that we’re using resources efficiently, and evaluate impacts on National Park System visitation.

Teams from several NPS offices collaborated to identify core objectives and high-level management questions that could be answered by a virtual visitor study. It resulted in a study strategy that requires both a pilot study and a baseline study that will both be conducted during 2021.

A sampling of virtual visitors will encounter an invitation to participate in the pilot study of the Virtual Visitation Survey through March 23, 2021.

What’s Happening Now

A pilot phase of the Virtual Visitor Study was completed on March 23, 2021. Invitations to participate in a brief voluntary survey appeared on NPS.gov, NPS social media channels (Facebook, Twitter, and Instagram), and some NPS apps. The NPS will use this information to evaluate visitors’ experiences using NPS digital resources. Responses were voluntary and anonymous and will help the NPS better understand the effectiveness of NPS digital media products as part of National Park System visitation.

The pilot study is essential to the overall Virtual Visitor Study and should result in a soundly-developed evaluation tool and useful data to assist with the following baseline study. Unlike the pilot study, the baseline study will return robust valuation data for NPS.gov, apps, and social media efforts, providing the National Park Service with sufficient information to make resourcing decisions.