Sustainable Management Decisions for Urban Historical Parks: A Case Study Based on Online Referential Values of Carol I Park in Bucharest, Romania

Titus Bazac (), Sorin Marin, Cosmin Olteanu and Anca Hotoi
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Titus Bazac: Faculty of Geography, Bucharest University, 030018 București, Romania
Sorin Marin: Faculty of Geography, Bucharest University, 030018 București, Romania
Cosmin Olteanu: Faculty of Geography, Bucharest University, 030018 București, Romania
Anca Hotoi: Faculty of Geography, Bucharest University, 030018 București, Romania

Sustainability, 2023, vol. 15, issue 19, 1-26

Abstract: Urban historical parks represent important cultural touristic objectives that are part of a city’s own identity. However, currently, the image of these areas in the eyes of contemporary citizens does not always meet their needs and expectations. The purpose of this study is to reveal and evaluate the citizens’ perception level of a multi-objective historical park located in Bucharest, Romania—the Carol I Park. Using software methodology, we managed to determine, online and offline, the degree of public knowledge and interest for this specific urban area and, subsequently, the probability of civic interaction with it. For this, an algorithm was created by deconstructing user searches consisting of factual terms and their semantic derivatives. The search phrases were then run on the GetKeywords and Google Ads platforms, two professional software products mainly used in online advertising, SEO (Search Engine Optimization), research and audience analysis. Various numerical data were obtained, reflecting the structure of Romanian searches performed by users of the Google search engine, which were taxonomically ranked, graphically modeled, then construed and discussed. Therefore, the obtained analysis results can become an indicative tool for the direction to follow in establishing a sustainable managerial strategy that can lead to a viable exploitation and capitalization strategy of that area.

Keywords: urban marketing; cultural park; identity of the place; online searches; referential values; sustainable management (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
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