The online destination image of the protected area Bicaz Gorges-Hășmaș National Park
The online destination image of the protected area Bicaz Gorges-Hășmaș National Park

Summary/Abstract: The purpose of this paper is to analyse the online destination image of the protected area Bicaz Gorges-Hasmas National Park. Four objectives have been formulated, as it follows: (1) analyzing tourists’ visiting behaviour at the destination, (2) evaluating tourists’ appreciation of the different attractions inside the destination and implicitly comparing these attractions, (3) identifying the most emblematic elements of the online image for the analysed attractions and (4) identifying the issues that exist at the destination as perceived by tourists. The analysis of user-generated content from TripAdvisor and Google Maps platforms led to the folowing results for the study area: the National Park is characterised by high seasonality, with the peak season during the summer months; there is a certain uniformity regarding the geographical origin of the tourists who visited different locations inside the National Park; there is a generally positive opinion regarding the destination, which is perceived as ”beautiful”, ”wonderful”, and even ”spectacular”; the issues related to the road infrastucture or to crowdedness (especially around Red Lake) represent the main negative comments of tourists regarding the destination. The results of this analysis can be of practical use in terms of developing future marketing campaigns and for designing strategic plans for solving the identified issues at the destination.

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