Influence of Logos on Social Attitudes toward the Landscape of Protected Areas: The Case of National and Natural Parks in Spain

Andrés Caballero-Calvo and José Luis Serrano-Montes
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Andrés Caballero-Calvo: Department of Architecture and Urbanism, km 5 Vía Puerto Colombia, Universidad del Norte, Barranquilla 081007, Colombia
José Luis Serrano-Montes: Department of Human Geography, Faculty of Arts and Humanities, University of Granada, 18071 Granada, Spain

Land, 2020, vol. 9, issue 4, 1-15

Abstract: This study is the first analysis of the influence of the design of the logos of the National and Natural Parks of Spain on social attitudes toward these protected areas (PAs). The effect of certain elements in the logo of a PA on its attractiveness and on support for its conservation was explored through a questionnaire survey of groups of university students. The respondents were asked to choose between different park logos, using three main criteria: tourist interest, conservation priority, and willingness to pay for conservation. The results showed a higher preference for PAs whose logos include animals and a lower preference for those with heritage elements. No significant differences were found in terms of types of university programs. The results suggest that greater attention should be paid to the role of iconographic elements in considerations of the protection and management of landscapes. This study adds to our understanding of the social mechanisms that influence the interest of the public in Natural and National Parks. These results can be used to increase the involvement of the general population in conservation goals, contributing to the social, economic, and environmental sustainability of PAs.

Keywords: protected areas; landscape; logos; social attitudes (search for similar items in EconPapers)
JEL-codes: Q15 Q2 Q24 Q28 Q5 R14 R52 (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:gam:jlands:v:9:y:2020:i:4:p:106-:d:339713

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