Using Digital Media in Marketing when Presenting the Czech Republic’s National Parks

Abstract

This paper analyses the area of modem, dynamically developing marketing tools in the field of tourism, using the example of national parks in terms of visitors' activity. Websites and social networks are currently an integral part of promoting process of each organisation. These include new tools, widely used by the majority of tourists visitors. Their motivation is planning a future visit or they just watch the current events in a given location. Digital media represents a very pleasant, ubiquitous and accessible way for all interested parties. The aim of the paper is to evaluate the utilisation and the quality of provided information and also the way of Internet communication between the national parks in the Czech Republic. A quantitative method was chosen for the analysis as it's the most suitable method for the evaluating user activity. As an example study, the websites of all four Czech Republic national parks were chosen and their use of selected social networks. The paper describes the individual aspects of website structure and the potential of use is assessed.