A Graph Theory approach to assess nature’s contribution to people at a global scale

Cultural Ecosystem Services (CES) assessment at large scales is crucial in marine ecosystems as they reflect key physical and cognitive interactions between humans nature. The analysis of social media data with graph theory a promising approach to provide global information on users' perceptions for different ecosystems. Fourteen areas were selected illustrate the use data. areas, known protect recreational, educational heritage attributes ecosystems, investigated identify variability preferences. Instagram (i.e., hashtags associated photos) was extracted each area allowing an in-depth CES most appreciated by users. Hashtags analysed using network centrality measures clusters words, aspects not normally captured traditional photo content analysis. emergent properties networks explored characterise visitors' preferences (e.g., cultural or nature appreciation), activities diving hiking), preferred habitats species (e.g. forest, beach, penguins), feelings happiness place identity). Network allowed delineating discourse around natural area, which provides effective management popular spaces people.