The Application of Visual Semiotics for the Promotion of Natural Tourism Destinations: An Exploratory Study

This study employs visual semiotic methodology to decode the logos of Spanish natural parks certified under the European Charter for Sustainable Tourism (ECST). By breaking down the logos into their fundamental visual elements, the research identifies the visual codes and corresponding attributes that constitute these logos. The study further explores the potential meanings these visual attributes could convey to the public, aiming to understand how they help promote natural tourism destinations. The analysis focuses on 29 ECST-certified Spanish natural parks, examining their logos to determine common visual themes and messaging strategies. The findings provide valuable insights for park administrations, graphic designers, and communication agencies in designing effective visual identities that align with sustainable tourism goals. This research contributes to the growing body of literature on applied semiotics in tourism destination promotion, offering a novel approach to understanding the visual communication strategies of natural parks.