Social Media as a Tool of Building Reputation and Identity of National Parks

Plitvice Lakes National Park emerged as the top performer among nine European national parks in terms of social media effectiveness, significantly influencing visitor numbers and educational outreach. The study introduced a new formula to measure Social Media Effectiveness, revealing that strategic marketing communication—focusing on pathos, ethos, and logos—enhances reputation, identity, and visitor behavior. While English language barriers and post frequency on Facebook posed challenges, effective communication positively impacted tourism and youth education. The research employed rhetorical and descriptive text analysis to assess communication strategies across platforms, highlighting the potential of social media in promoting environmental protection and sustainable tourism.

Korená, K., & Pártlová, P. (2023). Social Media as a Tool of Building Reputation and Identity of National Parks. Communication Today, 116–135. Internet Archive. https://doi.org/10.34135/communicationtoday.2023.vol.14.no.1.8