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:
This study uses the available literature and industry input to develop a set of guiding principles for achieving the sustainable marketing and promotion of visitation to national parks and other protected areas. Industry examples are used to highlight where and ...
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