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Marketing

Park managers have traditionally treated marketing of national parks with some scepticism because of the perceived fears of commercial interest overwhelming national parks and consequently marketing expertise within Australian park management agencies at the planning and policy levels has been largely non-existent.Read more

Park managers have traditionally treated marketing of national parks with some scepticism because of the perceived fears of commercial interest overwhelming national parks and consequently marketing expertise within Australian park management agencies at the planning and policy levels has been largely non-existent. Recently, marketing has been recognised as a tool for achieving park management aims including developing broad public support for parks, developing strategic partnerships and actively promoting outdoor recreation and tourism opportunities.

Recent research by the STCRC suggests a number of opportunities exist for partnerships between protected area agencies and the tourism industry for marketing of protected areas in alignment with the following five guiding principles:

  • Responsible: Sustainable marketing of protected areas should be designed and undertaken in a responsible, ethical manner.
  • Realistic: To be sustainable, marketing of protected areas should be done in a manner that disseminates realistic images and information to existing and potential visitors.
  • Regional: Sustainable marketing of protected areas should be designed and used in a regional context.
  • Research: Research is a fundamental building block of sustainable marketing and should be carried out and integrated into marketing planning and strategies.
  • Relationships: Cooperative relationships between relevant land management, industry and community stakeholders can benefit all.
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