Emma Keinath-Lopez, a recent alumna of the University of Montana’s resource conservation graduate program, has successfully transitioned her academic research into a professional career with the university’s Institute of Tourism and Recreation Research (ITRR). As the primary research arm for Montana’s robust tourism and outdoor industry, the ITRR offers Keinath-Lopez a platform to bridge the gap between academic theory and practical land management. In her new role, she aims to document the complex relationship between Montana’s vast landscapes and the visitors who traverse them.
Keinath-Lopez’s path to this career was fueled by a lifelong passion for the outdoors and an academic curiosity regarding human psychology. Particularly intrigued by how personal identity and behavior intersect with wilderness spaces, she noticed a troubling trend during her graduate studies: the rapid, often destructive impact of social media on natural areas. Her research specifically focused on the emergence of “destination social trails,” which are unofficial, user-created paths that branch off designated trails to reach spots popularized by viral internet imagery.
In the digital age, these trails are no longer just the product of curious hikers; they are the result of “trending” destinations driven by influencers and viral content. While the act of hiking off-trail may seem like harmless exploration, the cumulative effect of thousands of followers recreating the same social media shots leads to significant environmental degradation. Habitat fragmentation, soil erosion, and plant destruction are just a few of the visible scars left on the landscape when digital popularity outpaces the ecological capacity of a site.
The dilemma for modern land managers is how to reconcile the public’s insatiable appetite for novel, “Instagrammable” experiences with the fundamental necessity of environmental protection. Keinath-Lopez argues that land managers cannot simply ignore the influence of the digital world. Instead, they must understand the specific human motivations—such as the desire for adventure or the pursuit of a curated online aesthetic—that drive hikers to forge these unofficial routes in the first place.
By leveraging her findings, Keinath-Lopez believes that the ITRR can help develop sophisticated communication strategies that meet visitors where they are. Rather than just relying on physical signage, resource managers can use insights about digital behavior to influence expectation and encourage sustainable recreation habits. Her goal is to ensure that Montana’s wilderness remains resilient despite the increasing pressure exerted by viral trends that turn previously quiet corners of the state into high-traffic, digital hotspots.
As she moves into her full-time role at the ITRR, Keinath-Lopez also reflects on the lessons learned during the grueling process of earning her graduate degree. She emphasizes the importance of maintaining perspective, noting that while academic work is deeply significant, students must proactively seek balance to sustain their long-term health and focus. Her journey serves as a blueprint for future students who hope to turn a passion for the environment into a career that effectively navigates the intersection of digital culture and ecological stewardship.
