The New York State (NYS) park system consists of 214 parks and historic sites, over 2,000 miles of trails, 67 beaches, and 8,355 campsites. It attracts approximately 60 million visitors every year. The State Office of Parks, Recreation, and Historic Preservation is responsible for operating and maintaining the state park system, and one of its strategic priorities is to “Increase, Deepen, and Improve the Visitor Experience”. Visitor feedback is integral to achieving this objective, but traditional feedback methods – public meetings, web-based surveys and comment cards – are often tedious, expensive, and limited by low participation. Public online review platforms such as TripAdvisor offer a large volume of visitor feedback that could vastly improve how NYS park managers and other community leaders concerned with tourism or business development currently understand and improve visitor experiences.