EXPLORING THE NATURE-BASED TOURISM. A WEBSITES ANALYSIS OF ITALIAN PARKS

Purpose of the study: The aim of this paper is to analyze the strategic choices made by the planners and managers within the institutional framework of web communication and promotion of national parks through an evaluation of "quality" of sites to promote.Design/methodology/approach: The methodology used, with the necessary adaptations, was the extension of the model of adoption of Internet commerce. The EMICA model shows how the sites are evolving from a state passing "static" to a "dynamic". It is based on three main stages of survey sites that are subjected to: the promotion, the functionality (interactivity with the user) and the maturity of the process (transaction).Finding: The main results show websites mostly for informational purposes, not interactive and does not allow the realization of the objectives of the users who visit "virtually" complete. Actually the sites appear as mere presence on the web and not very extensive on the geographical areas of competence. There are some cases excellent like Alta Murgia and Asinara Parks. An comparative analysis shows different groups of strategic behaviour. Results may help the planners and managers of ecotourism destinations to define better promotional strategies and to maximise the advantages of using the internet.