User Experience of Croatian National & Nature Parks’ Website – A Comparison

Tourism is a dynamic area, as the COVID–19 pandemic has shown. Many external factors influence tourism, including the development of digital technologies, which must be monitored in parallel to other developments in the field. In this paper, we research the user experience of websites of Croatian National and Natural parks, which are a national treasure of exceptional importance for Croatian tourism, and which annually attract around 3.5 million tourists. For the first time, in 2017, the parks of Croatia integrated all the parks on one website through the PARCS project to better inform users and promote the parks as a brand in the tourist market. Precisely for this reason, we are interested in how users interact with the website www.​parkovihrvatske.​hr, since the site's appearance has not been renewed since 2017. It is crucial to know the opinion of potential users because, more than half of the time, they plan and book their trip via the Internet, which is an example of Human-Computer Interaction. The research enabled us to compare respondents, connect expectations and evaluations, and ultimately provide an additional opinion about the website. Based on the analysis, we present guidelines for upgrading the website.