Eliciting users’ preferences and values in urban parks: Evidence from analyzing social media data from Hong Kong

Users’ preferences and values in urban parks is important information for establishing social marketing strategies therefore policymakers to consider. This study investigates the issue by analyzing media data. User-generated data were collected from Instagram content analysis was employed identify physical features people assigned text descriptions of posts. Findings revealed that natural are more frequently mentioned than non-natural elements. Aesthetic quality, feeling happiness, restorative experience most expressions among six categories identified values. Significant association rules established between Natural elements such as lawns, water features, wildlife plants likely be associated with happiness aesthetic value. Artificial elements, flowers, public art stimulate quality. Implications planning green environments discussed. Social platforms offer a novel entry point uncover monitor interests perceptions specific venues recreational settings. provide actionable insights promotional campaigns inform decision-making pertaining individuals collective well-being.