@misc{10481/61481,
year = {2019},
month = {7},
url = {http://hdl.handle.net/10481/61481},
abstract = {Natural Protected Areas face the challenge of conciliating attractions with satisfaction
of their different stakeholders without compromising their own resources. Marketing can play an
important role to this challenge from a macromarketing perspective. No studies are found in the
literature on the integral assessment of marketing practices in Natural Protected Areas. For the
first time, it proposes a marketing audit in Natural Protected Areas to fill that gap applying the
Importance-Performance Analysis matrix, useful in strategic decisions, through interviews with
directors of Natural Protected Areas. The main strengths, weaknesses, and deficits in the application
of marketing are identified. The presence of a restricted and biased attitude towards marketing was
noted among directors. In addition, the marketing behaviour is studied in two of the main social
networks (Twitter/Facebook), comparisons were established in the USA, Spain, Italy and Mexico,
identifying behavioural profiles in five groups in accordance with the 26 indicators under analysis.},
publisher = {MDPI},
keywords = {Natural protected areas},
keywords = {Marketing management},
keywords = {Social networks},
keywords = {National parks and reserves},
keywords = {Sustainable tourism},
keywords = {IPA matrix},
title = {Auditing the Marketing and Social Media Communication of Natural Protected Areas. How Marketing Can Contribute to the Sustainability of Tourism},
doi = {10.3390/su11154014},
author = {Luque Martínez, Teodoro and Faraoni, Nina and Doña Toledo, Luis},
}