Marketing National Parks for Sustainable Tourism

Wearing, Stephen; Schweinsberg, Stephen; Tower, John

doi:10.21832/9781845415594

Cited by 16 publications

(9 citation statements)

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“…NPS managers and destination community leaders could benefit from studying strategies taken from national parks in places such as Australia, where the parks were created to provide a break for urban populations, and over the years, have found a way to balance both consumerism and conservation through various management and marketing strategies, a challenge not new to park managers (Wearing et al , 2016).…”

Section: Discussionmentioning

confidence: 99%

COVID-19 and its impact on visitation and management at US national parks

Templeton

Goonan

Fyall

2021

IHR

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PurposeNational Park Service (NPS) units generate a significant economic impact for states and local gateway communities across the USA. Utah is home to 13 NPS units with visitation accounting for 18% of the state's US$9.75bn tourism economy in 2018. Twelve NPS units, including five national parks, are located in Southern Utah, driving an economy that is heavily dependent on tourism. This paper examines the challenges and opportunities for visits to national parks post-COVID-19, generally and in the specific context of Southern Utah. Although the assumption is that visits to national parks will recover quickly, this paper will critically examine how visitation may change and what adaptive measures and alternative forms of unit management may be necessary.Design/methodology/approachBy adopting a holistic-inductive paradigm, this paper utilizes a descriptive case study approach. Data were collected across a variety of mediums focusing on interviews with key stakeholders in and around Southern Utah.FindingsThe results from this study highlight the various challenges faced in parks and gateway communities vis-à-vis changing patterns of visitation, adaptive measures and alternative forms of unit management necessary due to COVID-19 and their impact on the future management and marketing of national parks for touristic purposes.Originality/valueThis paper examines the impacts of COVID-19 on an often-neglected yet significant area within tourism, yielding implications for industry, visitors and destination communities.

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Section: Discussionmentioning

confidence: 99%

COVID-19 and its impact on visitation and management at US national parks

Templeton

Goonan

Fyall

2021

IHR

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“…Theoretical and empirical evidence suggests heritage appreciative tourists would be willing to travel to more remote rural areas in need to economic opportunities. It can also be argued that they would also know how, and be more willing, to engage in visitation practices that support the protection of universally significant heritage (Wearing et al , 2016).…”

Section: Discussionmentioning

confidence: 99%

Predicting World Heritage site visitation intentions of North American park visitors

Halpenny

Kono

Moghimehfar

2018

JHTT

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Purpose World Heritage sites (WHS) can play an important role in promoting visitation to emerging and remote destinations. Guided by the theory of planned behaviour (TPB), this study aims to investigate factors that predict intentions to visit WHS. Design/methodology/approach Survey questionnaires were used to collect data from visitors (n = 519) to four Western North American WHS. Partial least squares structural equation modelling (PLS-SEM) was used to identify three reflective models (attitude toward visiting World Heritage, perceived behavioural control and intention to visit WHS in the future), three formative models (attitude toward World Heritage designation, social influence (subjective norms) to visit World Heritage and World Heritage tourism brand equity) and a structural model. Findings World Heritage tourism brand equity and social influence were strong positive predictors of intentions to visit WHS in the future. Attitudes towards World Heritage designation, followed by World Heritage travel attitudes and perceived behavioural control, were progressively weaker, yet positive predictors. However, the latter two concepts’ impact was negligible. Originality/value This study addresses four deficiencies in tourism studies: TPB studies have failed to find consistent predictors of intentions to visit destinations; very few studies have attempted to verify the factors that predict visitation to WHS, despite the opportunities and costs that can arise from WHS-related tourism; few studies of tourists’ perceptions of World Heritage and related WHS travel intentions have been conducted in North America; and PLS-SEM was used to perform statistical methods not commonly used in tourism studies including formative models, importance-performance mapping and confirmatory tetrad analysis.

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“…Sustainable tourism marketing is "the application of marketing functions, processes and techniques to a destination, resource or offering, which serves the needs of the visitor and stakeholder community today and ensures the opportunities of future visitors and stakeholders to meet their needs in the future" (Font & McCage, 2017, p.871). The principles of sustainable tourism marketing may be able to reconcile the dual objectives included in the paradoxical tourism problems of sustainable development, such as in national parks (Mitchell, Wooliscroft & Higham, 2013;Wearing, Schweinsberg, & Tower, 2016), heritage sites (Chhabra, 2009;Donohoe, 2012) and CBTEs (Ngo et al, 2018). Based on the concept of sustainable tourism marketing, different marketing strategy frameworks are developed, for instance, the 10Ps Marketing Mix of Pomering, Noble, & Johnson (2011).…”

Section: Methodological Approachmentioning

confidence: 99%