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

Author

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  • Teodoro Luque-Martínez

    (Marketing and Market Research Department, Faculty of Economics and Business, University of Granada, 18071 Granada, Spain)

  • Nina Faraoni

    (Marketing and Market Research Department, Faculty of Economics and Business, University of Granada, 18071 Granada, Spain)

  • Luis Doña-Toledo

    (Marketing and Market Research Department, Faculty of Economics and Business, University of Granada, 18071 Granada, Spain)

Abstract

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.

Suggested Citation

  • Teodoro Luque-Martínez & Nina Faraoni & 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, MDPI, vol. 11(15), pages 1-23, July.
    • Handle: RePEc:gam:jsusta:v:11:y:2019:i:15:p:4014-:d:251359
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    References listed on IDEAS

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    1. Piotr Oleśniewicz & Sławomir Pytel & Julita Markiewicz-Patkowska & Adam R. Szromek & Soňa Jandová, 2020. "A Model of the Sustainable Management of the Natural Environment in National Parks—A Case Study of National Parks in Poland," Sustainability, MDPI, vol. 12(7), pages 1-28, March.
    2. Christina Katsikari & Leonidas Hatzithomas & Thomas Fotiadis & Dimitrios Folinas, 2020. "Push and Pull Travel Motivation: Segmentation of the Greek Market for Social Media Marketing in Tourism," Sustainability, MDPI, vol. 12(11), pages 1-18, June.
    3. Zoltán Kovács & György Vida & Ábel Elekes & Tamás Kovalcsik, 2021. "Combining Social Media and Mobile Positioning Data in the Analysis of Tourist Flows: A Case Study from Szeged, Hungary," Sustainability, MDPI, vol. 13(5), pages 1-15, March.

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