Using digital marketing to present the Šumava and Bayerischer Wald National Parks
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F49777513%3A23510%2F23%3A43970590" target="_blank" >RIV/49777513:23510/23:43970590 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Alternative languages
Result language
angličtina
Original language name
Using digital marketing to present the Šumava and Bayerischer Wald National Parks
Original language description
National parks are key to tourism and attract large numbers of people who are important for local businesses. Šumava and Bayerischer Wald are among the most important national parks in the Czech Republic and Germany. These national parks are divided by the border. The division allows us to analyze the diversity of marketing activities presenting the same nature in completely different regions. The purpose of this research is to explore the use of social media and websites in the official (supported by the state) marketing communication of Šumava and Bayerischer Wald National Park. Furthermore, the secondary goal is to describe the differences in the use of these tools on both sides of these national parks. The study contributes to a better understanding of marketing-related activities of national parks. A comprehensive literature and meta-content analysis were conducted to achieve this article's research aim and objectives. A quantitative approach was employed to evaluate the effectiveness of the websites of Šumavaand Bayerischer Wald National Parks, addressing three specific research questions. The most cited problem with using websites is that the data may not be representative of all park users. We synthesize our findings, identifying gaps and opportunities for future research and presenting a set of best practices for using digital marketing.
Czech name
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Czech description
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Classification
Type
D - Article in proceedings
CEP classification
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OECD FORD branch
50204 - Business and management
Result continuities
Project
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Continuities
I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace
Others
Publication year
2023
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Article name in the collection
Opportunities and Threats to Current Business Management in Cross-border Comparison 2023
ISBN
978-3-86367-071-9
ISSN
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e-ISSN
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Number of pages
8
Pages from-to
241-248
Publisher name
GUC - Verlag der Gesellschaft für Unternehmensrechnung und Controlling m.b.H.
Place of publication
Lößnitz
Event location
Železná Ruda
Event date
Nov 9, 2023
Type of event by nationality
EUR - Evropská akce
UT code for WoS article
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