Research Symposium Program - Individual Details
5th annual Undergraduate Research Symposium, April 17, 2025
Tariana Trzaska She/Her
BIO
My name is Tariana Trzaska, I am an eleventh-grade student at The Collegiate School FSU PC. I am born and raised In Panama City Florida. My major is currently undecided. I am passionate about travel, and I enjoy spending time with friends and family.
The Adventure Algorithm: Social Media and the Struggle for Adventure Tourism in New Zealand.
Authors: Tariana Trzaska, Madi FlammiaStudent Major: Dual Enrolled Student; Intended Major - Communications
Mentor: Madi Flammia
Mentor's Department: Research Mentor's College: The Collegiate School at FSU PC Co-Presenters:
Abstract
Adventure tourism has seen rapid growth in recent years, with social media playing a major role in how destinations and experiences are promoted. This study examines whether social media engagement may help explain why adventure tourism to New Zealand appears to be falling behind. To test this, a comparative content analysis was conducted using social media posts from adventure tourism businesses in New Zealand, Brazil, and Costa Rica. A total of 45 posts were analyzed, with 15 posts from businesses in each country. Engagement metrics such as likes, shares, and comments were examined along with content type and creator information. These engagement patterns were then compared across the three countries. Results showed that Brazil received the most online engagement overall, while New Zealand posts generated significantly higher numbers of shares. Costa Rica demonstrated the lowest engagement numbers overall. The significance of this research is that it may provide insight into how social media marketing strategies influence tourism interest and help identify ways New Zealand adventure tourism businesses could improve their online promotion.
Keywords: Adventure Tourism, Social Media, Marketing