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Protected areas have a primary role in preserving the biodiversity of a region and are often valorized as a resource in tourism. The paper is based on the results of an empirical study conducted on a sample of 160 respondents. The main research goal was to determine the opinions and attitudes of the respondents about the development of rural tourism and its impact on the conservation of biodiversity in the Lonjsko polje Nature Park (Park). The results show that 56.9% of respondents consider that pollution caused by human activity has the greatest impact on biodiversity loss, but also that informing visitors about responsible behavior is a way to preserve biodiversity in the Park. Respondents agree with the statement that rural tourism is "eco-friendly" and that a sustainable form of tourism contributes to nature conservation. It was found that age and level of education were not statistically significantly related to the respondents' perception of the impact of rural tourism on biodiversity in nature parks. Respondents are moderate in the view that tourism should not be carried out in nature parks (M = 2.85) or that rural tourism in the park pollutes the environment and disrupts the landscape (M = 2.61). With a high degree of agreement (M = 4.04), respondents believe that the Park has the potential to develop ecotourism.

This report aims to present the content aspects of marketing of the Strandzha Nature Park as an ecotourism destination. It formulates a vision for the development of ecological tourism in the Strandzha Nature Park. The report distinguishes the possible target segments of the Park, based on four synthetic features of market segmentation: motivation, family life cycle stage, length of stay in the park and the preferred means of accommodation. It presents the content of the four basic elements of the strategic marketing mix of the Strandzha Nature Park - product range, pricing policy, distribution and communication. The proposed segment-oriented product range of the Park includes three major product lines and nine specific tourism products. Differentiated prices of the specific packages of the segment profiled tourism products (tourism routes) in the destination are recommended to be set and offered. The creation of an extensive national and international network of distribution channels is being worked out for the effective implementation of the market product range in the Strandzha Nature Park. The report formulates the substantive elements of the communications mix of the Strandzha Nature Park with the aim of promoting the protected area as an attractive tourism destination for both the domestic and international tourism markets. [ABSTRACT FROM AUTHOR]