Wykorzystanie mediów społecznościowych jako narzędzia marketingu turystycznego przez gminy leżące na terenach parków narodowych w Polsce

Celem niniejszej pracy jest oszacowanie stopnia wykorzystania mediów społecznościowych w 119 gminach leżących na terenach parków narodowych w Polsce. Zbadany został również stopień aktywności wykorzystania dwóch najpopularniejszych mediów społecznościowych: Facebook i Youtube.

Social media are playing an increasingly significant role as information source for holidaymakers. Although there is an abundance of research concerning good practices in its usage in marketing of destinations, little is known about implementation of social media in protected areas. The objective of this study is to examine the degree which particular social media appear on webpages of Polish communes (commune is the principal unit of administrative division of Poland) which are located in Polish National Parks (n=119 communes out of 2479 communes in Poland). Those communes are characterised by lower population number and lower per capita income than Polish average. Results showed that 41,18% (49) communes have at least one official profile in social media. The most common used social media were Facebook (45) and Youtube (16). Communes that were using social media have on average 35% higher income per capita and 68% more citizens than those that do not use social media. Hence commune’s economy and its population determine its propensity to use social media. The analysis of the results showed that social media are still under utilised in marketing of Polish communes in protected areas.