Original scientific paper
https://doi.org/10.37741/t.74.3.3
Nature-Based Tourism 2.0: An Analysis of the Online Presence of National Parks
Eduard Cristobal-Fransi
orcid.org/0000-0003-1795-6263
; Department of Economy & Business Management, University of Lleida, Lleida, Spain
*
Natalia Daries
orcid.org/0000-0003-4630-6286
; Department of Economy & Business Management, University of Lleida, Lleida, Spain
Jose Ramon-Cardona
orcid.org/0000-0002-3628-0353
; Department of Business Organization and Marketing, University of the Balearic Islands, Ibiza, Spain
Rosa Florensa-Guiu
; Department of Economy & Business Management, University of Lleida, Lleida, Spain
* Corresponding author.
Abstract
This research examines the digital presence and e-commerce maturity of national parks in seven European
countries (Spain, France, Italy, Germany, the United Kingdom, Portugal and Andorra). Using a combined
Web Content Analysis (WCA) and Extended Model of Internet Commerce Adoption (eMICA) model,
the websites of 87 nature parks were evaluated. The results show that, although all of the surveyed parks
have an online presence, their focus is mainly informational. They also exhibit low interactivity, except for
those in the United Kingdom, which have the best digital presence. E-commerce maturity is limited, with
only a small proportion of sites allowing full online transactions. Four profiles of parks were identified
according to their digital presence: online sales-oriented; online presence-oriented; low presence and basic
presence. We conclude that national parks need to improve their interactivity and e-commerce functionalities
in order to increase visitor engagement and the effectiveness of their digital marketing strategies.
Keywords
national parks; nature-based tourism; e-commerce; web content analysis; eMICA; digital marketing
Hrčak ID:
347935
URI
Publication date:
17.6.2026.
Visits: 0 *