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Purpose: The article aims to discuss the use of digital tools, policy frameworks, collaboration, challenges, and future prospects related to natural values in the context of local governance. The main objective of this article is to explore the emergence and significance of natural values in the digital economy era and to examine how local communities are adapting to this phenomenon. Design/methodology/approach: The advent of the digital economy has brought about transformative changes in various sectors, including local governance. This paper explores the emerging concept of "Natural Values" in the context of sustainable development within local government units (LGUs). Knowledge of natural resources and their condition is also the basis for advertising and marketing activities. This should become an important argument for the development of tourism or other industries with less pressure on the natural environment. In connection with the digital transformation of the global economy, local self-government is also increasingly using digital technologies. Findings: The study embraced an adaptive approach, recognizing that the natural values represent a novel phenomenon in the digital economy era, encompassing the recognition, preservation, and utilization of natural resources and ecosystems for the benefit of society. From the point of view of protection of natural resources, complete and up-to-date information and its availability are necessary for solving most tasks. Lack of relevant knowledge can lead to incomplete protection of valuable natural objects and territories, or negligence in the field of technical infrastructure or negative economic activity can cause adverse changes in the state of natural resources. Research limitations/implications: The implications of this study underscore the importance of stakeholder engagement and adaptive management for effective integration. Practical implications suggest the need for policy coordination, capacity building, and innovative incentive mechanisms to foster harmonious coexistence between natural values of territories and economic development digitalization. Originality/value: This study delves into the evolving role of LGUs in harnessing natural values, fostering sustainable development, and contributing to the broader discourse on environmental preservation and economic growth. These results could be especially interesting for researchers whose studies are interdisciplinary.
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