UCLA

This thesis investigates the transformative impact of Airbnb on Joshua Tree, a rapidly evolving tourist hotspot known for its unique desert landscape and cultural allure. With a focus on digital placemaking, the study explores how Airbnb listings shape and redefine the socio-cultural and environmental dynamics of the area. Employing a novel qualitative content analysis of Airbnb descriptions, this research identifies four dominant themes: 'Escaping the City', 'Arts, Aesthetics, & Design', 'The Physical Desert', and 'The Imagined and Mythicized Desert'. These themes reveal how Airbnb hosts leverage cultural and natural elements to craft compelling narratives that attract visitors seeking tranquility, adventure, and connection with nature. The findings highlight a significant shift in Joshua Tree's identity, driven by the commodification of its landscape and the influx of amenity migrants and transient tourists through Airbnb hosts’ carefully curated descriptions. This transformation raises concerns about gentrification, displacement, and the preservation of local community identity. The study also underscores the role of digital narratives in influencing visitor perceptions and behaviors, contributing to the broader discourse on how digital platforms affect localities beyond traditional economic impacts. By bridging the analysis of cultural narratives, tourism dynamics, and community impacts, this thesis provides a comprehensive understanding of Airbnb's role in reshaping Joshua Tree, and advocates instead for digital placemaking practices that preserve community values and environmental integrity. This thesis also calls for further exploration into the nuanced effects of digital platforms on local communities and natural landscapes, emphasizing the need for interdisciplinary research that uncovers deeper processes that may be taking place in Joshua Tree and beyond. Ultimately, this study contributes to the fields of environmental studies, urban planning, sociology, and tourism studies, offering valuable insights into the complex interplay between digital platforms and the lived experiences of unique destinations like Joshua Tree.