Using Internet search behavior to assess public awareness of protected wetlands.

Improving public awareness of protected wetlands facilitates sustainable wetland management, which depends on public participation. One way of gauging public interest is by tracking Internet search behavior (ISB). We assessed public awareness of issues related to protected wetland areas (PWAs) in South Korea by examining the frequencies of specific queries (PWAs, Ramsar, Upo wetland, Sunchon Bay, etc.) using relative search volumes (RSVs) obtained from an Internet search engine. RSV shows how many times a search term is used relative to a second search term during a specific period. Public awareness of PWAs changed from 2007 to 2013. Initially the majority of Internet searches were related to the most well-known tidal and inland wetlands Sunchon Bay and Upo wetlands, which are the largest existing wetlands in Korea with the greatest historical exposure. Public awareness, as reflected in RSVs, of wetlands increased significantly following PWA designation for the wetlands in 2008, which followed the Ramsar 10th Conference of Contracting Parties to the Convention on Wetlands (COP10) meeting. Public interest was strongly correlated to the number of news articles in the popular media, as evidenced by the increase in Internet searches for specific wetlands and words associated with specific wetlands. Correspondingly, the number of visitors to specific wetlands increased. To increase public interest in wetlands, wetland aspects that enhance wetland conservation should be promoted by the government and enhanced via public education. Our approach can be used to gauge public awareness and participation in a wide range of conservation efforts.