Online Marketing of European Geoparks as a Landscape Promotion Tool

• Published in: Land (Basel) Vol. 12; no. 4; p. 803
• Main Authors: Molokáč, Mário, Kornecká, Enikő, Pavolová, Henrieta, Bakalár, Tomáš, Jesenský, Miloš
• Format: Journal Article
• Language: English
• Published: Basel MDPI AG 01-04-2023
• Subjects: Communication; Cooperation; COVID-19; Cultural heritage; Economic development; Education; European geoparks network; Geology; geopark; Internet; Internet marketing; Market strategy; Marketing; marketing strategy; Pandemics; Sales promotions; Social networks; Social organization; Society; survey; Sustainable development; Tourism; Tourism development; Travel industry; Trends; Values; Websites; Czech Republic; Slovakia; Hungary; Spain
• ISSN: 2073-445X; 2073-445X
• DOI: 10.3390/land12040803

In the current post-COVID-19 era, online marketing is a supporting tool in marketing. The potential visitors to tourism destinations, such as geoparks, are increasingly guided and oriented by the rules of online marketing as the online space represents the main source of information. Geoparks should take this as a key fact. The research concentrates on the issue of geopark marketing from the view of the available information that geoparks present in the online space. The fundamental is to point out the information that is available on geopark websites. The method used in the research is based on an evaluation matrix that served as a basis for searching for information on websites. Based on the results of the analysis, geoparks in the EGN network present information of a general nature to a sufficient extent on their websites; they lack a better offer of product packages, online sales and orientation to new social networks that are used by the young generation. The clear answer is the professionalization of marketing, which would undoubtedly represent an effective step in the management of geoparks as well as the promotion of the country that the geopark represents.