The visibility of public park and recreation facilities in tourism collateral materials: An exploratory study

Abstract

The relationship between parks and tourism at a destination is not well formed, but the collateral materials produced by convention and visitors’ bureaux and state travel offices for promotion of their respective city or state (ie, travel guides, event calendars) provide an avenue for uncovering this relationship. This study used these materials and content analysis techniques to investigate the park scope, park role and process used to access more information about parks. The park scope was generally seen as ‘minimal’, however, the involvement was higher among parks at the national level, and decreased to minor involvement with city or municipal parks. This was substantiated by investigation of the park role in that parks were seen to (1) act as infrastructure to an event, (2) enhance the city’s/state’s image, (3) provide something extra, and (4) show quality of life and ambience. In order to obtain more information about park facilities and activities, visitors in most cases would have to access the parks through the visitors’ bureaux or state travel offices. Park agencies and organisations must become more visible and concrete players in the tourism industry. It seemed that parks contribute to the overall image of the destination, but need a more explicit presence in the literature in order to substantiate their place. Photos, contents, information and access are important features of these materials that must not be overlooked.