Using digital marketing to present the Šumava and Bayerischer Wald National Parks

Kód výsledku v 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>

Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

Using digital marketing to present the Šumava and Bayerischer Wald National Parks

Popis výsledku v původním jazyce

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&apos;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.

Název v anglickém jazyce

Using digital marketing to present the Šumava and Bayerischer Wald National Parks

Popis výsledku anglicky

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&apos;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.

Druh

D - Stať ve sborníku

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

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Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2023

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název statě ve sborníku

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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Počet stran výsledku

8

Strana od-do

241-248

Název nakladatele

GUC - Verlag der Gesellschaft für Unternehmensrechnung und Controlling m.b.H.

Místo vydání

Lößnitz

Místo konání akce

Železná Ruda

Datum konání akce

9. 11. 2023

Typ akce podle státní příslušnosti

EUR - Evropská akce

Kód UT WoS článku

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