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Auditing the Marketing and Social Media Communication of Natural Protected Areas. How Marketing Can Contribute to the Sustainability of Tourism

Marketing and Market Research Department, Faculty of Economics and Business, University of Granada, 18071 Granada, Spain
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Sustainability 2019, 11(15), 4014; https://doi.org/10.3390/su11154014
Received: 21 June 2019 / Revised: 18 July 2019 / Accepted: 23 July 2019 / Published: 24 July 2019
Natural Protected Areas face the challenge of conciliating attractions with satisfaction of their different stakeholders without compromising their own resources. Marketing can play an important role to this challenge from a macromarketing perspective. No studies are found in the literature on the integral assessment of marketing practices in Natural Protected Areas. For the first time, it proposes a marketing audit in Natural Protected Areas to fill that gap applying the Importance-Performance Analysis matrix, useful in strategic decisions, through interviews with directors of Natural Protected Areas. The main strengths, weaknesses, and deficits in the application of marketing are identified. The presence of a restricted and biased attitude towards marketing was noted among directors. In addition, the marketing behaviour is studied in two of the main social networks (Twitter/Facebook), comparisons were established in the USA, Spain, Italy and Mexico, identifying behavioural profiles in five groups in accordance with the 26 indicators under analysis. View Full-Text
Keywords: Natural Protected Areas; marketing management; social networks; national parks; marketing audit; IPA matrix; sustainable tourism Natural Protected Areas; marketing management; social networks; national parks; marketing audit; IPA matrix; sustainable tourism
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MDPI and ACS Style

Luque-Martínez, T.; Faraoni, N.; Doña-Toledo, L. Auditing the Marketing and Social Media Communication of Natural Protected Areas. How Marketing Can Contribute to the Sustainability of Tourism. Sustainability 2019, 11, 4014. https://doi.org/10.3390/su11154014

AMA Style

Luque-Martínez T, Faraoni N, Doña-Toledo L. Auditing the Marketing and Social Media Communication of Natural Protected Areas. How Marketing Can Contribute to the Sustainability of Tourism. Sustainability. 2019; 11(15):4014. https://doi.org/10.3390/su11154014

Chicago/Turabian Style

Luque-Martínez, Teodoro, Nina Faraoni, and Luis Doña-Toledo. 2019. "Auditing the Marketing and Social Media Communication of Natural Protected Areas. How Marketing Can Contribute to the Sustainability of Tourism" Sustainability 11, no. 15: 4014. https://doi.org/10.3390/su11154014

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