Enhance Communication With Stakeholders Through Social Media in Protected Areas as Sustainable Tourism Destinations

Abstract

EUROPARC, the representative federation of protected areas, is adopting policies to disseminate information about its sustainable tourism strategies, safeguarding natural and cultural values, supporting local livelihoods and being economically viable. In this context, social networks play a key role in fostering sustainable tourism. This chapter aims to analyse the level of engagement achieved through social media (Twitter or X) in relation to sustainable tourism, and to examine the type of content disseminated. The main findings reveal notable trends in stakeholder engagement, with quick and simple actions such as “likes” and “retweets” predominating over comments. Additionally, significant differences in the level of engagement are observed between protected areas in different countries and with respect to the type of content. These findings offer valuable perspectives for protected areas managers, providing guidance on how to improve their strategies to encourage greater stakeholder engagement through social media and therefore foster the preservation of these natural areas.