Applying Balanced Scorecard Control System for Implementing External Communication Strategy in the Gauja National Park, Latvia

Berzina I., Livina A.

11th WSEAS International Conference on Automatic Control, Modelling and Simulation, İstanbul, Turkey, 30 May - 01 June 2009, pp.483-484 identifier

  • Publication Type: Conference Paper / Full Text
  • City: İstanbul
  • Country: Turkey
  • Page Numbers: pp.483-484
  • Istanbul Technical University Affiliated: No


Gauja National Park (GNP) in Latvia was established in 1973 and it is one of the most important tourism regions in Latvia. It has been estimated that the GNP is visited by over 400,000 people per year. In 2008 threat in the GNP ecosystem preservation is stated - "Inadequate visitors' behaviour". It can be eliminated by intensive, planned and controlled work in informing and educating community. It needs a strategic approach working Out and Implementing GNP External Communication Strategy. By this time Such strategy has not been in the GNP. During working out this paper we base on scientifically managed communication. In this paper we show a way how it is possible to plan and control logically the implementation of the strategy by using modern technologies and Balanced Scorecard (BSC) control system. We have introduced an Innovation - we offer a perspective division different from the classical division Of Communication perspectives. It Could bring the GNP nearer to reaching more effective target for external communication-Public Behaviour and Attitude changes. The approach could be a part from the total GNP development strategy.