Innovative Approaches to Sustainable Marketing Concerning National Parks
Kulchytska E. A., Solomchak S. O.

Kulchytska, Evelina A., and Solomchak, Sergiy O. (2025) “Innovative Approaches to Sustainable Marketing Concerning National Parks.” The Problems of Economy 3:357–364.
https://doi.org/10.32983/2222-0712-2025-3-357-364

Section: Economics of Natural Resources and Environment

UDC 658.8:334.72

Abstract:
The article substantiates the importance of implementing innovative marketing technologies by Ukraine’s national parks in the direction of ensuring sustainable development. The main focus is on the management of national parks taking into account the influence of digital technologies, which is increasingly strengthening and covering a significant part of vital operations. Innovative approaches and technologies for sustainable development have been identified according to specific marketing directions: (1) the formation of environmental awareness – VR excursions and 3D models of natural ecosystems, interactive educational programs and training, mobile eco-games and quests; (2) the promotion of tourist services – personalized interactive tourist routes, mobile applications with booking and navigation features, chatbots for online consultations with tourists; (3) support for the preservation of natural resources – analysis of visitor behavior (GPS trackers, Bluetooth beacons, etc.), sensors and smart systems for monitoring the load on tourist trails, drones for monitoring the territory and flora, geolocation systems for managing tourist flows; (4) development of cultural heritage – AR technologies for augmented reality of cultural sites, virtual exhibitions and online displays, digital collections of archival materials, interactive museums; (5) partnership with local communities – online platforms for joint tourism business projects, crowdfunding, and co-financing of eco programs; (6) investment in sustainable development – Big Data analytics for assessing the effectiveness of investment projects, platforms for monitoring financial flows in tourism activities. In accordance with the defined innovative approaches and technologies, a set of target indicators for the sustainable development of national parks has been substantiated. The marketing directions, innovative tools, and features of sustainable development were successfully combined in the substantiation of the expected results for national parks.

Keywords: national parks, marketing, sustainable development, innovative technologies, digital tools, tourism, visitors, natural resources.

Tabl.: 1. Bibl.: 11.

Kulchytska Evelina A. – Candidate of Sciences (Economics), Associate Professor, Head of the Department, Department of Marketing and Logistics, National Forestry University of Ukraine (103 Henerala Chuprynky Str., Lviv, 79057, Ukraine)
Email: eveliana@nltu.edu.ua
Solomchak Sergiy O. – Applicant, Department of Economics, Tourism and Recreation, National Forestry University of Ukraine (103 Henerala Chuprynky Str., Lviv, 79057, Ukraine)
Email: sergiy.solomchak@gmail.com

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