EVALUATION MATRIX FOR ECOTOURISM POTENTIAL - A TOOL FOR SUSTAINABLE MARKETING IN PROTECTED AREAS. CASE STUDY: 'IRON GATES' NATURE PARK

The evaluation of ecotourism potential defines an essential management objective for a protected area's administration considering that the information it provides could produce certain marketing tools in the perspective of sustainable use of natural and anthropic resources. The evaluation matrix of ecotourism potential was developed for three types of protected areas (geopark, national park and nature park) in Romania and it included common features. On account of a 'Iron Gates' Nature Park (IGNP) having a protected heritage which gathers both natural components and anthropic ones, we created a thorough evaluation matrix with the purpose of achieving a precise quantification of those elements which were considered essential for protection. Our approach aims to provide certain sustainable marketing tools which are focused on each major type of protection that is in line with the Romanian legislation (Law 49/2011); flora and fauna, biogeographical formations, landscapes, geo-diversity, paleontological features, caves, historical or ethnographical sites, which comprise particular ecological, scientific or cultural value. The evaluation matrix quantifies the essential elements in view of protection which can be grouped in two large categories: those belonging to the natural heritage and those of the cultural heritage, but which also assume the role of highlighting the attractive brands/the emblematic species that deliver uniqueness to a particular protected area. Each category contains subcategories which are given priority according to: attractiveness, accessibility, representation and uniqueness, being ordered in five classes. IGNP is located on the South-Western side of Romania and overlaps the longest defile in Europe, the one belonging to Danube. It is completely integrated in the Nature 2000 Network and also represents a Ramsar site, it contains 21 habitats of community interest, Paleolithic sites, Neolithic ones, sites from the roman and medieval period, and currently it hosts the largest ethnic diversity in Romania. The evaluation matrix for ecotourism potential, that we proposed, we hope to be an efficient tool for the park's administration which could be put into use in order to improve the visiting strategy and the marketing one, but also to broaden at maximum the ecotourism activities.