Hikers' Motives for Producing Hiking Content on Instagram

Abstract

Social media transforms the way individuals produce, distribute, and consume information, enabling users to become active content creators. One growing phenomenon on Instagram is the increasing production of hiking-related content by hikers. While current literature extensively explores media consumption, empirical studies analyzing the specific motives and outcomes of producing nature-based user-generated content (UGC) remain limited. Therefore, this study aimed to analyze hikers’ motives for producing hiking content on Instagram and to identify the gratification they obtained after publishing such content. A descriptive qualitative approach was employed using a case study design. Data were collected through in-depth interviews, observation, and documentation involving six active Instagram users who regularly shared hiking content. The collected data were systematically processed through a structured categorization process to identify recurring patterns regarding hikers' motivations and outcomes. The findings indicated that hikers’ motives were primarily driven by cognitive, affective, social integrative, and personal integrative needs. Instagram was utilized not only to document hiking experiences but also to share information, expand social networks, gain social appreciation, and construct a digital identity. The gratification obtained after publishing content encouraged participants to consistently create hiking-related content. These findings suggested that hiking content production represented both the fulfillment of communication needs and the construction of digital identity through social media.