Interpretation and marketing as management tools in national parks: Insights from Australia

Abstract

Like many public sector organisations in Australia, national park agencies not only have a role to play in delivering a range of quality services to park users, but also have a mandate to carry out a broader community-building role as well. This paper examines a management approach incorporating interpretation and marketing tools that will assist in furthering the delivery of park management objectives. The role of both marketing and interpretation as management tools is examined and some of the operational and conceptual differences between them are explored. Both tools can be integrated within a synergistic partnership that holds much promise and has an important role to play in the management of national parks generally, and the management of visitors to national parks specifically.