Marketing as a Management Tool of Biosphere Reserves to Achieve Agenda 2030 Goals

The aim of this paper is to identify the role of marketing places in the sustainable development of biosphere reserves and demonstrate it in the examples of Slovak biosphere reserves. The main sources of data are the international and national documents related to biosphere reserves, as well as interviews with managers of four biosphere reserves in the Slovak Republic—Slovak Karst, Poľana, Eastern Carpathians, and Tatras—and a chairwoman of the Slovak Committee for the biosphere, with the aim to identify the main problems of biosphere reserves development and their potential solutions. This paper proposes possible measures on how to develop marketing activities to eliminate the weaknesses of biosphere reserves management and thus raise the value of biosphere reserves.