Digital indicators of interest in natural world heritage sites

Due to their remoteness or boundless nature, activities at Natural Heritage Sites are difficult to monitor. In this study, two digital measures of the interest in Natural Word Heritage Sites are compared: one ex ante based on the number of Wikipedia page views of the site and another ex post derived from actual visitation as measured by the number of Instagram posts. The entire UNESCO database, which includes 248 Natural World Heritage Sites is linked to the 2.8 million Wikipedia page views, the 58 million Instagram posts and the Köppen extreme climate zone categories. Quantile regressions reveal that the main association in common for the two indicators is the risk of the site losing its inscription. Presence in the UNESCO Danger list is associated with reduced interest in a site, particularly in the number of Instagram posts and in the top quartile of Wikipedia views. Years since inscription is also an important explanatory variable, especially for the Instagram posts and the Wikipedia views in the top quartile. The UNESCO selection criterion of outstanding beauty only relates to the Instagram posts. Climate zone is mainly linked to the ex post variable and its upper quartile, where the sites with the most attention are found. Wikipedia views are also negatively associated with sites in Africa, the Arab countries and Latin America. Elevation, size of the area as well as kind of site are all variables not significant. There is a significant correlation between the two outcome variables with a coefficient of 0.5. While the Instagram posts relate clearly to actual visits, the Wikipedia page views is considered a possible leading indicator of future interest in a site.