The Brand Image of Geoparks: Tourist Perceptions of Geoparks and Implications for Sustainable Development

Abstract ID: 3.12510 | Not reviewed | Requested as: Talk | TBA | TBA

Andi Zhuang (1)
Arie, Stoffelen (2); Erik, Meijles (3); Peter, Groote (3)

(1) University of Groningen, Landleven 1, 9747 AD Groningen, NL
(2) KU Leuven – University of Leuven/Department of Earth and Environmental Sciences, Celestijnenlaan 200e, 3001 Leuven, Belgium
(3) University of Groningen/Department of Cultural Geography, Landleven 1, 9747 AD Groningen, The Netherlands

Categories: Conservation, Education, Sustainable Development, Tourism
Keywords: nature-based tourism, geopark, place branding, landscape perception, PPGIS

Categories: Conservation, Education, Sustainable Development, Tourism
Keywords: nature-based tourism, geopark, place branding, landscape perception, PPGIS

Abstract

Geoparks are gaining prominence as a strategy for fostering sustainable regional development by preserving and utilizing sites and landscapes of geological significance. The geopark idea stems from the fact that many rural areas rich in geological resources are under pressure from environmental degradation, economic stagnation and population loss. The establishment of geoparks and the accompanying tourism development is believed to provide a sustainable alternative to unsustainable industries while enhancing public engagement with geoheritage. However, strategies when establishing geoparks are often based on the visions of scientists and policymakers with limited opportunities for other stakeholders to collaborate in management. Problems have arisen regarding how officially stated values are recognized and understood by the general public. In this study, we aim to understand landscape values of tourists in geoparks, focusing on their perceptions of place meanings and the geopark brand image.

In China, many geoparks have been established in mountainous areas to promote sustainable economic development. Focusing on Zhangjiajie UNESCO Global Geopark, a mountain destination renowned for its iconic quartz sandstone peaks, we investigate the role tourists play as place makers under the tension between mass tourism development and local sustainability goals. Through questionnaires and mental maps, we analysed tourists’ perceptions of landscape values and the geopark’s brand identity. Findings reveal that tourists predominantly prioritize aesthetic appreciation, with limited awareness of the geopark’s scientific or socio-cultural significance under a mountain viewing model driven by infrastructure development. Mental maps further underscore a spatial concentration of tourist preferences toward iconic peaks and tourism hubs while marginalizing peripheral communities. In conclusion, the study argues that tourists play an active role in shaping the place identity of geoparks. We advocate for participatory governance frameworks that reconcile expert-driven conservation initiatives with the values of general public to fostering inclusive tourism practices in mountain protected areas.

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