Nature-Based Tourism 2.0

This research examines the digital presence and e-commerce maturity of national parks in seven Europeancountries (Spain, France, Italy, Germany, the United Kingdom, Portugal and Andorra). Using a combinedWeb Content Analysis (WCA) and Extended Model of Internet Commerce Adoption (eMICA) model,the websites of 87 nature parks were evaluated. The results show that, although all of the surveyed parkshave an online presence, their focus is mainly informational. They also exhibit low interactivity, except forthose in the United Kingdom, which have the best digital presence. E-commerce maturity is limited, withonly a small proportion of sites allowing full online transactions. Four profiles of parks were identifiedaccording to their digital presence: online sales-oriented; online presence-oriented; low presence and basicpresence. We conclude that national parks need to improve their interactivity and e-commerce functionalitiesin order to increase visitor engagement and the effectiveness of their digital marketing strategies.