Sustainable development of active tourism in the Upper Gemer region from the perspective of visitors and local residents

Abstract

The aim of the study was to analyse perceptions of selected prerequisites for the development of sustainable tourism, with particular emphasis on awareness of the region, its promotion as a tourist destination, knowledge of its natural heritage, and the evaluation of the activities of local organisations supporting tourism development. The research was conducted through a questionnaire survey involving a sample of 103 respondents from different regions of Slovakia. Data were collected using a self-designed questionnaire. The results showed that 69.9% of respondents considered the promotion of the Upper Gemer region to be insufficient, while 51.4% stated that the region receives inadequate media coverage. Correct or partially correct knowledge of the number of national parks in the region was demonstrated by 58.2% of respondents; however, only 17.5% correctly identified the number of UNESCO natural heritage sites. The activities of local authorities and organisations supporting sustainable tourism development were considered sufficient by only 11.6% of respondents, whereas 48.6% rated them as insufficient. Statistical analysis confirmed a significant association between the evaluation of regional promotion and the assessment of the activities of local organisations (rs = 0.361; p = 0.0002). The findings highlight the need for more intensive regional promotion, increased public awareness of the region's natural heritage, and more effective cooperation among destination management stakeholders. The development of sustainable and active tourism represents a significant opportunity to support the overall development of the region.