Online Marketing of European Geoparks as a Landscape Promotion Tool

Mário Molokáč (), Enikő Kornecká, Henrieta Pavolová, Tomáš Bakalár and Miloš Jesenský
Additional contact information
Mário Molokáč: Faculty of Mining, Ecology, Process Control and Geotechnologies, Technical University of Kosice, Letná 9, 042 00 Kosice, Slovakia
Enikő Kornecká: Faculty of Mining, Ecology, Process Control and Geotechnologies, Technical University of Kosice, Letná 9, 042 00 Kosice, Slovakia
Henrieta Pavolová: Faculty of Mining, Ecology, Process Control and Geotechnologies, Technical University of Kosice, Letná 9, 042 00 Kosice, Slovakia
Tomáš Bakalár: Faculty of Mining, Ecology, Process Control and Geotechnologies, Technical University of Kosice, Letná 9, 042 00 Kosice, Slovakia
Miloš Jesenský: Belianum-Matej Bel University Press, Matej Bel University, Tajovského 51, 974 01 Banská Bystrica, Slovakia

Land, 2023, vol. 12, issue 4, 1-22

Abstract: 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.

Keywords: geopark; marketing; survey; European geoparks network; marketing strategy; 4P (search for similar items in EconPapers)
JEL-codes: Q15 Q2 Q24 Q28 Q5 R14 R52 (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

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