INFORMATIVE, EDUCATIONAL, AND PROMOTIONAL ROLE OF GEOCACHING IN THE REGION

Abstract

Purpose – The purpose of this paper is to discuss the potential of geocaching as an informative, educational, and promotional tool that can be implemented and managed in a particular area. This paper concentrates on the features of the game and the potential benefits of geocaching for the region. The article also explains the reason why geocaching can be treated as an attractive tool of regional communication and promotion. Methodology – Desk research method and own research including semi-structured interviews among Officers of Polish Marshal’s Offices (14 out of 16 in Poland) were applied to achieve the paper’s purpose. In addition, the data obtained from the websites: www.geocaching.pl and www.geocaching.com was analysed as a source for market information. Findings – Findings from the literature review show that players expect geocaching to play an informative, educational, and promotional role. Geocaching is perceived as an attractive tool to showcase the region. Findings from interviews show that regional Officers treat geocaching as a modern tool that can be used to build the region’s image and present its values. Contribution – This article proved that geocaching could become a useful and an attractive informative, educational, and promotional tool for regions. Since this kind of game is not commonly used by regional managers in Poland, it is important to analyse its possibilities. As such, this paper is of value to region management seeking solutions to present and make the region more recognizable.