P icopoaia, Oana; Susanu, I ina Olimpia; Da id, So ia; Vi lãnu ã, Flo ina Oana
A icle
Applying digi al ma ke ing s a egies o p omo e ou is
a eas in Romania in he digi al e a
Am i ea u Economic
P o ided in Coope a ion wi h:
The Bucha es Uni e si y o Economic S udies
Sugges ed Ci a ion: P icopoaia, Oana; Susanu, I ina Olimpia; Da id, So ia; Vi lãnu ã, Flo ina Oana
(2024) : Applying digi al ma ke ing s a egies o p omo e ou is a eas in Romania in he digi al e a,
Am i ea u Economic, ISSN 2247-9104, The Bucha es Uni e si y o Economic S udies, Bucha es ,
Vol. 26, Iss. Special Issue No. 18, pp. 1082-1107,
h ps://doi.o g/10.24818/EA/2024/S18/1082
This Ve sion is a ailable a :
h ps://hdl.handle.ne /10419/318601
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AE
Applying Digi al Ma ke ing S a egies o P omo e Tou is A eas
in Romania in he Digi al E a
1082 Am i ea u Economic
APPLYING DIGITAL MARKETING STRATEGIES
TO PROMOTE TOURIST AREAS IN ROMANIA IN THE DIGITAL ERA
Oana P icopoaia
1
, I ina Susanu
2
, So ia Da id
3
and Flo ina Oana Vî lănuță
4
*
1)2)3)4) Uni e si a ea Dună ea de Jos din Galați, Galați, România
Please ci e his a icle as:
P icopoaia, O., Susanu, I., Da id, S. and Vî lănuță, F.O.,
2024. Applying Digi al Ma ke ing S a egies o P omo e
Tou is A eas in Romania in he Digi al E a. Am i ea u
Economic, 26(Special Issue No. 18), pp. 1082-1107.
DOI: h ps://doi.o g/10.24818/EA/2024/S18/1082
A icle His o y
Recei ed: 12 Augus 2024
Re ised: 16 Sep embe 2024
Accep ed: 18 Oc obe 2024
Abs ac
Implemen ing digi al ma ke ing s a egies o p omo e na ional ou is des ina ions is
essen ial o a ac la ge numbe s o isi o s. Addi ionally, he use o social media and
con en ma ke ing helps o s eng hen a i ual communi y wi h a common in e es in
ou ism. Digi al s a egies can be used o p omo e ou ism a eas, con ibu e o sus ainable
de elopmen , and s eng hen online p esence in he mode n landscape. Na ional ou ism is
an impo an ac o o economic de elopmen and s eng hening he cul u al iden i y o he
coun y. Al hough ou ism is a e y impo an economic sec o in a coun y, we no iced ha
he e a e no many s udies in he ield o implemen a ion o s a egies o managemen plans
o he p omo ion o na ional ou ism. Thus, his esea ch s a ed p ecisely om he desi e
o iden i y he mos app op ia e solu ions o he p omo ion o na ional ou ism. The
objec i e o he s udy was o con ibu e o s eng hening he image o na ional ou ism by
implemen ing a sus ainable and inno a i e s a egy, adap ed o he cu en ma ke
equi emen s and he speci ic needs o each egion o ou ism. In his esea ch, we used he
uzzy se Quali a i e Compa a i e Analysis ( sQCA) so wa e o iden i y he op imal
solu ions o he p omo ion o he ou ism sec o in Romania o make his ac i i y a
na ional p io i y. This esea ch is necessa y o op imise he o e all p omo ion s a egy o
he na ional ou ism sec o . Fu he mo e, he online en i onmen o e s g ea oppo uni ies
o showcase cul u al esou ces and he i age, and e e y coun y needs o unde s and he
pe suasi e powe o he In e ne . P omo ing ou ism h ough he igh online s a egies
mus no emain jus an op ion, bu mus become he no m.
Keywo ds: na ional ou ism, s a egy, p omo ion, sus ainable de elopmen , online
ma ke ing, sQCA.
JEL Classi ica ion: M31, Z32, Q01.
* Co esponding au ho , Flo ina Oana Vi lanu a – e-mail: lo ina. i lanu[email p o ec ed]
This is an Open Access a icle dis ibu ed unde he e ms o he C ea i e Commons
A ibu ion License, which pe mi s un es ic ed use, dis ibu ion, and ep oduc ion in
any medium, p o ided he o iginal wo k is p ope ly ci ed. © 2023 The Au ho (s).
New T ends in Sus ainable Business and Consump ion
AE
Vol. 26 • Special Issue No 18 • No embe 2024 1083
In oduc ion
Na ional ou ism, as a p omo e o cul u al iden i y, educa es ou is s abou he his o y and
adi ions o hei coun y, con ibu ing o he p ese a ion o hese alues o u u e
gene a ions. Na ional ou ism should no jus be a sou ce o income, as i plays a signi ican
ole in shaping and s eng hening a coun y's image. Thus, esponsible managemen o
esou ces, p omo ion o sus ainable de elopmen , and os e ing an au hen ic expe ience o
ou is s a e necessa y. Fu he mo e, ou ism allows o in e ac ions be ween ou is s and
locals, acili a ing he exchange o ideas, knowledge, and adi ions, which con ibu e o
be e unde s anding be ween di e en communi ies wi hin a coun y.
Tou ism plays an essen ial ole in he economic and social de elopmen o he coun y
because i gene a es income, acili a es he c ea ion o jobs, and suppo s cul u al exchange.
The signi ican con ibu ion o na ional ou ism o economic de elopmen is obse ed
h ough e enues collec ed om ou is s in a eas such as accommoda ion, ood, anspo ,
and ec ea ional ac i i ies. These subs an ial e enues can become a cons an sou ce o
inancial esou ces o he na ional economy i ou ism becomes a p io i y, as i suppo s
local businesses. In addi ion, na ional ou ism s imula es he c ea ion o new jobs, hus
con ibu ing o he educ ion o unemploymen and he imp o emen o li ing s anda ds o
communi ies in ol ed in he ou ism indus y.
P omo ing ou is egions is necessa y o a ac isi o s and con ibu e o he sus ainable
de elopmen o local and egional communi ies. E ec i e communica ion om na ional
au ho i ies is needed o p omo e na ional ou is a eas and make known he esou ces and
a ac ions o e ed. Th ough ad e ising campaigns, he na u al beau y, cul u al he i age,
and unique expe iences o e ed by he p omo ed a ea a e highligh ed.
In he digi al age, na ional ou ism p omo ion mus be in eg a ed wi h sus ainable
de elopmen p inciples in o de o espond o con empo a y en i onmen al challenges and
s imula e economic g ow h. Thus, he p omo ion o ou is a eas no only a ac s isi o s,
bu also con ibu es o he p o ec ion o he en i onmen and he long- e m de elopmen o
local communi ies. The implemen a ion o sus ainable ad e ising campaigns, using
echnology and digi al media, allows be e esou ce managemen and a ac s an
en i onmen ally conscious public, hus s eng hening esponsible and sus ainable ou ism.
Sus ainable de elopmen applied o he p omo ion o ou is a eas in Romania oday is an
essen ial app oach o mee con empo a y en i onmen al challenges while s imula ing
economic g ow h.
Finding solu ions o he g ea en i onmen al challenges o he p esen is d i ing economic
g ow h and aising ques ions abou he concep o "sus ainable de elopmen " (Whi e, 2013;
Pa e and C is ea, 2016). Sus ainable de elopmen implies he adop ion o inno a i e
p ac ices ha minimise nega i e en i onmen al impac s and conse e na u al esou ces o
u u e gene a ions. Implemen ing sus ainable de elopmen in ou ism in ol es using digi al
echnologies o o e eco- iendly expe iences and educa e ou is s abou he impo ance o
p o ec ing he en i onmen . Online pla o ms can be used o highligh he beau y and
uniqueness o Romanian ou is a eas while p omo ing sus ainable p ac ices. The concep
o sus ainable de elopmen , i.e., echnological de elopmen and o ganisa ional change o
ha monise he needs o bo h p esen and u u e gene a ions (C als and Ve eeck, 2005),
unde pins he la es philosophy o sol ing exis ing en i onmen al p oblems ha h ea en
AE
Applying Digi al Ma ke ing S a egies o P omo e Tou is A eas
in Romania in he Digi al E a
1084 Am i ea u Economic
he ecosys em (Cohen and Winn, 2007). P omo ing Romanian ou is a eas h ough he
p ism o sus ainable de elopmen in he digi al age no only p o ec s he en i onmen , bu
also con ibu es o economic g ow h and c ea es a posi i e image o ou is des ina ions.
This in eg a ed app oach ensu es a balance be ween oday's ou ism needs and p ese ing
na u al esou ces o he u u e, making Romania an a ac i e and esponsible des ina ion.
To be able o ecognise sus ainable de elopmen as a business oppo uni y, sus ainable
en ep eneu s need no only oppo uni y ecogni ion skills, bu also in e pe sonal skills ha
enable hem o in e ac wi h s akeholde s, lea n om hem, and adap quickly (Buysse and
Ve beke, 2003; Dunphy e al., 2007). Cu en ly, oppo uni y ecogni ion skills and
in e pe sonal skills o en ep eneu s a e necessa y o ne wo king and e ec i e use o
online pla o ms o he p omo ion o sus ainable ou ism.
Choosing digi al echnologies as ma ke ing ools can be a much mo e sus ainable o m o
p omo ion. Mo eo e , he use o online pla o ms and mode n echnologies can c ea e a
close link be ween isi o s and he places hey isi while p o ec ing he local ecosys em.
Na ional ou is a eas can be p omo ed h ough digi al ma ke ing as e and mo e
e ec i ely, and he a en ion o po en ial isi o s is much mo e easily a ac ed by
au hen ic, a ac i e con en , ele an messages, and e oca i e pho os. Filie i e al. (2021)
belie e ha sugges i e pho os dis ibu ed on di e en social ne wo ks can in use he
audience o explo e he p omo ed des ina ion.
Fe nández-Díaz e al. (2023) s a e ha ou is s will be engaged and hei a en ion will be
a ac ed by using ma e ials op imised o mobile de ices, easy o ind, and as loading.
Digi al ools a e necessa y o na ional ou ism p omo ion, as o ms such as i ual eali y
o i ual ou s ha e become inc easingly used. Taking in o accoun he use ulness o
digi al ma ke ing, ele an s a egies can be de eloped so ha local ou is des ina ions can
be ans o med in o a ac ions o g ea in e es . Digi al ma ke ing ools a e he mos
impo an ex e nal ac o s in luencing consume s' pu chase o p oduc s and se ices (Lee,
2008). The public and p i a e sec o s can wo k oge he o de elop e ec i e p og ammes o
p omo e ou is a eas.
Th ough pa ne ships be ween local au ho i ies, he es ablishmen o ou ism agencies, and
nongo e nmen al o ganisa ions, e ec i e p omo ion campaigns can be ca ied ou and
ele an ma ke ing s a egies de eloped. P omo ing na ional ou ism also aims o ocus on
he sus ainabili y o na u al a eas. Tou ism educa ion is necessa y o bo h locals and
ou is s, as i signi ican ly con ibu es o aising awa eness o ou ism's impac on he
en i onmen and local communi ies.
I is known ha he e ec o online in o ma ion, especially he in o ma ion p o ided on he
Web, on indi iduals is inc easing daily, and ha use ul in o ma ion posi i ely in luences
indi iduals' in en ions (Chu and Choi, 2011). The e o e, online con en p o ides essen ial
cues and signi ican ly impac s ou is s' in en ions o seek in o ma ion and o ead abou
o he s' expe iences (Simone i and Bigne, 2022). Sha ing des ina ions, especially in digi al
ma ke ing applica ions, posi i ely a ec s beha iou in en ions and ou is sa is ac ion (Kim
and S epchenko a, 2015).
Ecological and social p ac ices can also be in eg a ed o ensu e he sus ainable de elopmen
o ou is a eas, o p e en o e exploi a ion o na u al and cul u al esou ces h ough hei
conse a ion. P omo ing na ional ou ism is impo an bo h o a ac a la ge in lux o
ou is s and o sus ain he sus ainable de elopmen o local communi ies. The in eg a ed
New T ends in Sus ainable Business and Consump ion
AE
Vol. 26 • Special Issue No 18 • No embe 2024 1085
app oach ha alues na u al esou ces and cul u al he i age aims o collabo a e be ween
di e en s akeholde s, as na ional ou ism con ibu es bo h o he local p ospe i y and o
long- e m p o ec ion o ou is a eas. In an inc easingly digi ally connec ed socie y, he
Romanian ou ism indus y aces mul iple challenges, bu also unique oppo uni ies ha
need o be le e aged. By applying a ele an s a egy and conduc ing online ma ke ing,
Romania can be highligh ed. The beau y and di e si y o Romanian ou is a eas can a ac
ou is s om all o e he wo ld. The use o social media pla o ms allows o he
iden i ica ion and exploi a ion o nume ous oppo uni ies o p omo e ou is des ina ions in
Romania. On he o he hand, E kan and E ans (2016) emphasised ha social ne wo ks and
digi al media channels ha e a signi ican impac on people's beha iou in pu chasing
p oduc s o se ices. Simila ly, Thaku (2016) conside s ha expe iences ela ed o he
con en o p oduc s and se ices in he eWOM en i onmen signi ican ly a ec use s.
Execu ing a ac i e ma ke ing campaigns on social ne wo ks c ea es a s ong online
p esence wi h he aim o a ac ing many people. The cul u e, landscapes, egional beau ies,
and unique expe iences o Romania can be sha ed online as cap i a ing s o ies, using
a ious concep s such as s o y elling o s o y scaping. In o ma ion abou ou is a eas in
Romania pos ed online is easily accessible and isible in online sea ch esul s i sea ch
engine op imisa ion is u ilised. C ea ing high-quali y con en online, using ele an
keywo ds, adap ing o In e ne sea ch ends, and cus ome equi emen s a e aspec s ha
can s eng hen Romania's posi ion as a ou is des ina ion on he global digi al map.
The li e a u e e iew highligh ed he absence o s udies ha speci ically in es iga e he
applica ion o e ec i e digi al ma ke ing s a egies o p omo e na ional ou ism in
Romania. Tou ism is a e y impo an economic sec o , bu he implemen a ion o
inno a i e manage ial plans ailo ed o he speci ic needs o he ma ke is insu icien , as i
is necessa y o p omo e and popula ise he e ec s o na ional ou ism. The p esen esea ch
aims o iden i y op imal p omo ion solu ions ha will a ac a la ge numbe o isi o s and
suppo he sus ainable de elopmen o he ou ism sec o .
This esea ch can be amed wi hin he heo e ical con ex o digi al ma ke ing and
sus ainable ou ism. To unde s and how s a egies can help s eng hen i ual communi ies
and p omo e na ional cul u al esou ces, he use o social ne wo king and con en ma ke ing
should be ca e ully analysed. A a p ac ical le el in he p esen s udy, we applied he uzzy-
se Quali a i e Compa a i e Compa a i e Analysis ( sQCA) model o explo e op imal
solu ions, p o iding a p ac ical amewo k o implemen ing he iden i ied s a egies.
The impo ance o he pape is ep esen ed by he jus i ica ion o he need o de elop and
implemen e ec i e digi al ma ke ing s a egies ailo ed o he cu en equi emen s o he
na ional ou ism ma ke . This s udy con ibu es o he exis ing li e a u e due o i s de ailed
analysis o digi al ma ke ing s a egies applied in na ional ou ism, se ing as a e e ence
o o he esea che s and p ac i ione s in he ield. Fu he mo e, he ou ism sec o is
ex emely impo an o he na ional economy, con ibu ing o he s eng hening o cul u al
iden i y and p omo ing sus ainabili y.
The aim o his s udy is o s eng hen he image o na ional ou ism by implemen ing
sus ainable and inno a i e s a egies, p o iding e ec i e solu ions o a ac a la ge numbe
o ou is s, and in ol ing he ele an au ho i ies.
Con ibu ions a e obse ed a bo h heo e ical and p ac ical le els; hus, his s udy expands
he li e a u e by de eloping a heo e ical model o he p omo ion o na ional ou ism,
AE
Applying Digi al Ma ke ing S a egies o P omo e Tou is A eas
in Romania in he Digi al E a
1086 Am i ea u Economic
iden i ies op imal solu ions ailo ed o each ou ism egion, and p o ides p ac ical
ecommenda ions o he implemen a ion o he p oposed s a egies. The s uc u e o he
a icle is clea and concise; he i s pa comp ises he li e a u e e iew and ele an
heo e ical amewo ks, and he second pa de ails he me hodology used, including he
applica ion o he sQCA so wa e. In he las pa , we also p esen he esul s ob ained
om he da a analysis and discuss he p ac ical implica ions needed o p omo e na ional
ou ism, concluding wi h di ec ions o u u e esea ch.
1. Theo e ical backg ound and de elopmen o esea ch p oposi ions
Romania can s eng hen i s posi ion in he ou ism indus y by le e aging digi al ma ke ing
s a egies o a ac ou is s in e es ed in unique expe iences, excep ional na u al landscapes,
and ascina ing cus oms. All hese elemen s gain addi ional alue i hey acqui e an
a ac i e digi al image. Main aining he au hen ici y o na ional cul u e in he digi al age
can be a eal challenge, as he wo ld is cons an ly changing and unde going accele a ed
globalisa ion. Howe e , con en ma ke ing is an essen ial digi al ma ke ing ool o he
ou ism indus y. Th ough con en ma ke ing, iden i y and cul u al alues can be quickly
and easily con eyed online o a wide audience, indi ec ly con ibu ing o he p ese a ion o
adi ion and he main enance o na ional iden i y. Social media si es ha e become web-
based pla o ms o indi iduals o in e ac , sha e in o ma ion online, and exchange ideas
(Ja ed, Tučko á and Jib il, 2020; Islam, 2021). The in o ma ion on hese si es in luences
people's daily li es and impac s indus ies, including ou ism (Islam, 2021).
Mos a el decisions a e in luenced by in o ma ion om social ne wo ks and digi al
ma ke ing (Milon, 2014; Milon and Şlica u, 2017; Magano and Cunha, 2020; Islam, 2021;
De Amo im e al., 2022; Khan e al., 2022). Con en ma ke ing is he pe ec way o explo e
and sp ead na ional cul u e, so h ough blogs, online documen a ies, and in e es ing ideos,
au hen ic s o ies ha e lec a coun y's cul u al di e si y can be p esen ed. Fu he mo e,
digi al ma ke ing allows ou is s o in e ac wi h he des ina ion and local communi ies
(A mu cu, 2023). Social media applica ions such as Facebook, YouTube, Twi e ,
Ins ag am, Snapcha , LinkedIn, Teleg am, and Wha sApp Business a e equen ly used o
digi al ma ke ing in e ac ions o encou age consume s o esea ch and plan hei a el
des ina ions (To al, Ma ínez-To es and Gonzalez-Rod iguez, 2018; S ylidis, 2022).
The concep s o des ina ion and ou is beha iou ha e been ex ensi ely explo ed in he
li e a u e wi h ega d o compe i i eness (Ri chie and C ouch, 1993; Dwye and Kim,
2003). Fo example, Ri chie and C ouch (1993) desc ibed des ina ion ou ism as he abili y
o p o i ably a ac isi o s while p o iding memo able and sa is ying expe iences,
enhancing hei well-being, and p ese ing na u al capi al o he des ina ion o he nex
gene a ion (Salinas Fe nández, 2020).
Using con en ma ke ing, he main Romanian a ac ions can be p esen ed, om unique
gas onomy o c a s and a isan ac i i ies. The beau y o hese ac i i ies can be cap u ed in
ideos and in e iews wi h Romanian c a smen, hus p omo ing Romania's o iginali y and
au hen ici y. Con en ma ke ing has become an essen ial means o sha e na ional di e si y
and au hen ici y. Posi i e online con en ha highligh s he accessibili y and con enience o
he des ina ion can inc ease pe cei ed beha iou al con ol and lead o an inc eased
likelihood o isi ing he des ina ion (Li, Ma and Wu, 2023). E ec i e ma ke ing s a egies
aim o con ey cul u al he i age in an au hen ic way, a ac ing he a en ion o a global
New T ends in Sus ainable Business and Consump ion
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Vol. 26 • Special Issue No 18 • No embe 2024 1087
audience, and con ibu ing o he p ese a ion o iden i y in he con ex o accele a ed
global changes.
Cu en ly, social media ma ke ing is a e y impo an ool used in he e ec i e p omo ion
o na ional ou is a eas. Fu he mo e, p omo ion o p oduc s and se ices h ough digi al
ma ke ing channels con inues o imp o e consume awa eness (Alamsyah e al., 2020),
hei choice ega ding ce ain p oduc s and se ices (Zubai e al., 2020), and hei buying
beha iou (K ey e al., 2023). A s a egic app oach o social media ma ke ing is needed o
ou is des ina ions o be co ec ly and ex ensi ely p omo ed, in o de o build a s ong
na ional b and, in ol e local and egional communi ies, and inally a ac ou is s wi h
au hen ic unique expe iences.
A s ong digi al p esence o Romanian cul u e can be c ea ed using social media pla o ms.
I is impo an o no e ha each pla o m has unique ad an ages and he way o
communica ing wi h he audience and p omo ing he ou is egions a ies. A ac i e
isual con en c ea ed by pos ing images and ideos highligh s ou is des ina ions, unique
landscapes, and Romanian cul u e. Au hen ic con en , communi y pa icipa ion, and he use
o ad e ising s a egies gi e Romanian ou is a eas he oppo uni y o connec wi h
ou is s.
P omo ion o na ional ou ism con ibu es o he economic and cul u al de elopmen o a
coun y. The e o e, compe en au ho i ies mus be in ol ed in de eloping and
implemen ing ele an s a egies o a ac ou is s and inc ease he isibili y o ou is
des ina ions. The esponsibili ies o compe en au ho i ies include de eloping s a egies and
implemen ing na ional ou ism de elopmen plans, as di ec ing in es men s and p omo ing
ou is des ina ions sus ainably a e necessa y.
In addi ion, hese au ho i ies play a ole in es ablishing he s a egic di ec ions necessa y o
maximise he coun y's ou is po en ial. Compe en ou ism au ho i ies a e in ol ed in
building and p omo ing Romania's image bo h na ionally and in e na ionally, wi h he aim
o s eng hening he coun y's epu a ion as a unique ou is des ina ion h ough ma ke ing
campaigns, pa icipa ion in ou ism ai s, and collabo a ions wi h in e na ional p omo ion
agencies. Addi ionally, online pla o ms and applica ions dedica ed o na ional ou ism can
be implemen ed o acili a e he a el planning p ocess o domes ic ou is s. Digi al ou is
applica ions p o ide upda ed in o ma ion, pe sonalised i ine a ies, and special o e s,
c ea ing a mo e accessible and in e ac i e expe ience o po en ial ou is s.
The online con en o a ou is des ina ion has a signi ican impac on use in en ions
(Chuan-Chuan Lin and Lu, 2000). The quali y o online in o ma ion abou a p oduc o
se ice signi ican ly in luences people's pu chasing in en ions. Quali y con en inc eases
ou is s' us in he des ina ion, helps manage hei expec a ions, and inc eases he
likelihood o isi ing (Pa k, Lee and Han, 2007).
The de elopmen o he na ional ou ism indus y is achie ed h ough he ac i e
pa icipa ion o he compe en au ho i ies. The main ac i i ies, such as he cons uc ion and
mode nisa ion o access oads, he de elopmen o accommoda ion acili ies, and he
e ec i e p omo ion o lodging se ices, a e p io i ies in he ou ism indus y o p o ide a
quali y expe ience o ou is s. Th ough a well-es ablished plan, compe en au ho i ies in he
ou ism indus y can encou age and implemen sus ainable ou ism p ac ices, ac ions aimed
a p o ec ing he en i onmen , conse ing cul u al he i age, and in ol ing local
communi ies in he ou ism de elopmen p ocess o ensu e long- e m bene i s. Among he
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Applying Digi al Ma ke ing S a egies o P omo e Tou is A eas
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1088 Am i ea u Economic
du ies o he compe en au ho i ies a e he moni o ing and e alua ion o he pe o mance o
he ou ism indus y.
S a egies can be based on ac ual da a om he na ional ou ism sec o , including he
annual numbe o ou is s, economic impac , and ou is eedback. Tou is s a e inc easingly
using online communi ies as a o m o gene alised social exchange (Jin e al., 2013; A sız,
Ramkissoon and Öğ e menoğlu, 2023). The e is a s able ela ionship be ween he online
con en o a ou is des ina ion and ou is sa is ac ion (Hwang, Pa k and Woo, 2018).
Lohmann and Kuhn (2021) emphasise ha ou is sa is ac ion has a signi ican impac on
he choice o ou ism p oduc s o se ices.
I is necessa y o in ol e he compe en au ho i ies in cha ge o ou ism in o de o p omo e
ou ism a na ional le el. Thus, ou ism p omo ion should be ca ied ou acco ding o a
well-es ablished plan aimed a s a egic esou ce managemen , in as uc u e de elopmen ,
and he p omo ion o cul u al and na u al alues. Na ional-le el ac i i ies can inc ease he
a ac i eness o na ional ou is des ina ions and de elop he coun y's economy. The
ou ism in as uc u e can be imp o ed h ough public-p i a e pa ne ships o s eng hen
he ou ism indus y in a sus ainable way. In addi ion, au ho i ies wi h esponsibili ies in he
ou ism sec o should ocus hei e o s on p omo ing less explo ed na ional ou is
des ina ions.
Visi o a en ion can be a ac ed mo e quickly h ough e ec i e campaigns ha encou age
he public o explo e he beau y o na ional egions. Tou ism awa eness and educa ion can
be achie ed h ough special campaigns ha emphasise he au hen ici y and beau y o he
coun y. P esen ing in o ma ion on na u al esou ces, cul u al he i age, and ec ea ional
op ions online can encou age ou is s o explo e hei own coun y. By applying inno a i e
s a egies, e ec i e and well-managed app oaches, he in e es o domes ic and o eign
ou is s can be s imula ed mo e quickly, wi h long- e m bene i s o bo h local communi ies
and he coun y's o e all economy.
The o mula ion and implemen a ion o a gene al s a egy play an essen ial ole in he
na ional ou ism indus y. In es men s in ou ism in as uc u e ( ou is ails, camping
spaces, and spo s acili ies) inc ease he a ac i eness o na ional des ina ions.
Based on an analysis o he specialised li e a u e, he ollowing ac o s ha e been iden i ied
as in luencing he inc ease in he demand o na ional ou ism among Romanians:
au hen ici y o he na ional cul u e p esen ed h ough con en ma ke ing (ANC);
social media ma ke ing o p omo e Romanian ou is a eas (SMM);
in ol emen o compe en au ho i ies in na ional ou ism p omo ion (ICA);
p ac ice o coun y b anding (CBP).
Based on he indings men ioned abo e, he esea ch p oposi ion can be o mula ed as
ollows:
Resea ch p oposi ion: he mul iple causal con igu a ions o an eceden condi ions (ANC,
SMM, ICA, CBP) ha e a signi ican in luence on he inc ease o na ional ou ism demand
among Romanians (INC).
New T ends in Sus ainable Business and Consump ion
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Vol. 26 • Special Issue No 18 • No embe 2024 1089
2. Resea ch me hodology
2.1. Da a collec ion and a iable measu emen
This esea ch en ails analysing how na ional ou ism demand can be inc eased among
Romanians, aking in o accoun bo h he s a egies applied in he digi al en i onmen o
he in ense p omo ion o Romania as a ou is des ina ion and he in ol emen o compe en
au ho i ies in suppo ing Romanian ou ism. The e o e, a ques ionnai e wi h 22 ques ions
was c ea ed using Google Fo ms and dis ibu ed om 5 June 2023 o 7 Augus 2023 in
g oups a ge ing Romanian ou is s. The su ey was comple ed by 213 esponden s. The
ques ions in he ques ionnai e, used in he o mula ion o he a iables, we e cons uc ed on
a i e-le el Like scale (S ongly Ag ee - S ongly Disag ee).
The dis ibu ion o he esponden s acco ding o hei backg ound shows ha 58.2% o he
esponden s come om u ban a eas and 42.8% om u al a eas, indica ing ha he e a e no
signi ican di e ences be ween he esponden s acco ding o hei backg ound. Rega ding
age g oups, 19% o he esponden s all in o he 21-30 yea age g oup, 51% a e in he 31-40
yea age g oup, 23% in he 41-50 yea ca ego y, and 7% a e in he 51-60 yea age g oup.
Responden s be ween 31-40 yea s a e obse ed o domina e, sugges ing ha his age g oup
a els mo e equen ly.
Fo each a iable, e e ed o in he esea ch as an an eceden condi ion, he su ey ocused
on ep esen a i e concep s, de ailed in Table 1. Based on hese key opics, he ques ions in
he ques ionnai e we e designed o ensu e a high le el o cla i y and objec i i y in he
esea ch conduc ed.
Table no. 1. Subjec s add essed in he de elopmen o a iables
N .
c .
Va iable
The opics add essed
1.
Au hen ici y o
na ional cul u e
p esen ed h ough
con en ma ke ing
(ANC)
- p esen a ion o na ional ou is des ina ions h ough blogs o logs
aimed a in luencing he decision-making p ocess o po en ial
ou is s;
- u ilisa ion o in o ma ion and communica ion echnologies
(websi es and web applica ions, blogs) o p omo e na ional
ou ism;
- iden i ying he ole o cul u e bo h in c ea ing and de eloping he
ou ism he i age, as well as in es ablishing and ein o cing he
uniqueness and iden i y o people.
2
Social media
ma ke ing o p omo e
Romanian ou is
des ina ions (SMM).
- p omo ion o Romanian ou is des ina ions h ough social media
pla o ms;
- building an online communi y in he ield o na ional ou ism;
- p esen ing na ional ou is des ina ions in he o m o a s o y in he
online en i onmen (digi al s o y elling).
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Applying Digi al Ma ke ing S a egies o P omo e Tou is A eas
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1096 Am i ea u Economic
SYM consis ency e e s o si ua ions whe e he ou come a iable is symme ic (bo h high
and low alues a e signi ican ). Symme y in sQCA means ha he solu ions o he
expec ed ou come a e e lec ed in wo complemen a y se s o condi ions. The high
consis ency o he symme y sugges s ha he u h able demons a es a balanced
ep esen a ion o he di e en causal pa hs leading o he ou come. SYM consis ency
assesses he symme y be ween p edic ed ou comes and obse ed ou comes. The SYM
consis ency alues ange om 0.653136 o 0.976241, indica ing a high le el o symme y
be ween he p edic ed model ou comes and he obse ed ou comes.
Fo he p esen esea ch, he high alues o aw consis ency,, PRI consis ency and SYM
consis ency indica e high model i and high accu acy in explaining he obse ed esul s.
Thus, he h ee consis ency alues show b oadly simila ends. The PRI consis ency and
SYM consis ency alues a e lowe han he aw consis ency, which is o be expec ed, since
hey a e mo e s ingen measu es and conside he dis ibu ion and symme y o he da a
poin s.
Thus, u h able analysis allows esea che s o iden i y complex causal con igu a ions and
d aw conclusions abou he ela ionships be ween condi ions and he esul ing a iable o
in e es . The u h able analysis in sQCA in ol es examining combina ions o condi ions,
calcula ing u h able indices, iden i ying causal con igu a ions, and d awing meaning ul
conclusions abou complex causal ela ionships be ween condi ions and he ou come
a iable.
3.3. XoY plan
The XoY plan es ablishes whe he a pa icula condi ion is necessa y o achie e he
in ended esul , while speci ying he le el o consis ency o he condi ion unde
conside a ion. The consis ency sco e e lec s he deg ee o which a combina ion o
causali y leads o an ou come. The co e age sco e indica es he numbe o ou come cases
ha a e e lec ed by a speci ic causal condi ion. The consis ency sco e indica es ha a
combina ion o he ou an eceden condi ions is su icien o achie e a high deg ee o
na ional ou ism demand among Romanians: au hen ici y o na ional cul u e p esen ed
h ough con en ma ke ing, social media ma ke ing o p omo e Romanian ou is a eas,
in ol emen o compe en au ho i ies in na ional ou ism p omo ion, and coun y b anding.
The mo e cases in he oY plane, he mo e impo an X will be o Y. In he case o he
demand o domes ic ou ism, mos cases a e in he oY plane. O he 213 cases, 202 a e in
he oY plane and 11 cases a e diagonally loca ed (Figu e 2). Also, mos o he cases p esen
a membe ship o mo e han 0.8. Thus, i can be s a ed ha he ou an eceden condi ions:
au hen ici y o he na ional cul u e p esen ed h ough con en ma ke ing, social media
ma ke ing o he p omo ion o Romanian ou is a eas, in ol emen o compe en
au ho i ies in na ional ou ism p omo ion and he p ac ice o coun y b anding (ANC,
SMM, ICA, CBP) p esen a signi ican in luence on he inc ease o na ional ou ism
demand among Romanians (INC).
New T ends in Sus ainable Business and Consump ion
AE
Vol. 26 • Special Issue No 18 • No embe 2024 1097
Figu e no. 2. Dis ibu ion o cases in he g aph o he XY plan o inc ease he demand
o na ional ou ism among Romanians
Sou ce: own p ocessing a e sQCA so wa e
The XoY plane, also known as he calib a ion diag am, is a g aphical ool used in he
compa a i e-quali a i e analysis o uzzy se s o isualise he deg ee o membe ship o
cases in a uzzy se . I is pa icula ly use ul o unde s anding how well uzzy se s i
empi ical da a because i helps o assess he o e all quali y o he calib a ion p ocess.
The XoY diag am shows he deg ee o membe ship o each case in he uzzy se . The
X-axis ypically ep esen s he cases, he esponden s' answe s, and he Y-axis ep esen s
he membe ship sco es anging om 0 o 1. Each case is ep esen ed by a poin on he
diag am, and i s posi ion on he Y-axis indica es i s deg ee o membe ship in he uzzy se .
Cases ele an o he expec ed ou come should ha e highe membe ship sco es because
hey indica e a s onge associa ion wi h he condi ions ha de ine he uzzy se . Cases ha
a e less ele an ha e lowe membe ship sco es. The XoY diag am may e eal cases ha
all nea he uzzy se bounda y, wi h membe ship sco es close o 0.5. These cases a e
conside ed ambiguous because hey do no belong o he uzzy c owd.
Iden i ying ambiguous cases is essen ial as hey can a ec he esul s and in e p e a ion o
he analysis. The XoY plo allows us o check he sensi i i y o he calib a ion p ocess o
changes in he membe ship sco e h esholds. The XoY plo is a aluable ool in sQCA, as
i p o ides a isual ep esen a ion o he membe ship sco es o he uzzy se , helping o
in e p e and alida e he calib a ion p ocess.
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Applying Digi al Ma ke ing S a egies o P omo e Tou is A eas
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1098 Am i ea u Economic
Wi h e e ence o p e ious exis ing esea ch in he li e a u e on he p omo ion o domes ic
ou ism digi al ma ke ing, his s udy add esses some impo an gaps. The e a e s udies in
he li e a u e ha analyse he use o digi al ma ke ing in ou ism p omo ion, bu mos o
hem ocus on in e na ional ou ism o o eign ma ke s. Addi ionally, he amoun o
speci ic esea ch on he e ec i eness o digi al s a egies in na ional ou ism p omo ion,
pa icula ly in he con ex o a pa icula coun y o egion, is limi ed.
In con as o exis ing s udies in he li e a u e, whe e mos o he ime he me hodology is
based on adi ional me hods o analysis ha do no ully cap u e he complexi y o
ela ionships be ween di e en digi al ma ke ing s a egies and he esul s ob ained in
ou ism p omo ion, he p esen s udy akes an inno a i e app oach. The e o e, i in ol es
he use o he sQCA (Fuzzy-Se Quali a i e Compa a i e Compa a i e Analysis) so wa e,
which allows o a mo e nuanced and complex analysis o he da a collec ed h ough he
ques ionnai e. Using he sQCA model p o ides a new pe spec i e on how di e en
combina ions o digi al ma ke ing s a egies con ibu e o he success o ou ism p omo ion
campaigns.
The p esen s udy di e s by add essing he local speci ici y o na ional ou ism. Al hough
mos exis ing s udies add ess digi al ma ke ing a a gene al le el, he p esen s udy explo es
how local pa icula i ies in luence he e ec i eness o digi al s a egies. The p esen
esea ch con ibu es o a deepe unde s anding o how digi al ma ke ing s a egies can be
ailo ed o mee he speci ic needs o na ional ou ism. The e o e, his s udy ills esea ch
gaps in he exis ing li e a u e by p o iding a de ailed and speci ic analysis o p omo ing
na ional ou ism h ough digi al ma ke ing. In addi ion, i uses an ad anced me hodology
ha has no been ully exploi ed in p e ious esea ch and con ibu es o he li e a u e,
o e ing new insigh s and solu ions o he de elopmen o na ional ou ism.
4. Resul s and discussions
In sQCA he Quine-McCluskey algo i hm e e s o a speci ic me hod used o simpli y
logical exp essions o Boolean unc ions. I is commonly used o analyse da a in he o m
o u h ables, especially in cases whe e he e a e mul iple condi ions ( a iables) and
ou comes. Quine-McCluskey is an algo i hm used o ind he pa simonious solu ion
(simples ) logical exp ession ha e lec s he ela ionships be ween condi ions and esul s
in a u h able.
The Quine-McCluskey algo i hm de e mines complex solu ions ha e lec aluable
in o ma ion abou combina ions o an eceden condi ions ha in luence he ou come. The
combina ions o an eceden condi ions a e p esen ed in Table 6 and ep esen e icien
solu ions o inc ease he demand o na ional ou ism among Romanians.
New T ends in Sus ainable Business and Consump ion
AE
Vol. 26 • Special Issue No 18 • No embe 2024 1099
Table no. 6. Complex solu ions o e ed by he Quine-McCluskey algo i hm o inc ease
he demand o na ional ou ism among Romanians
aw co e age
unique co e age
consis ency
cICA*cCBP
0.91952
0.0425371
0.919982
~cANC*cSMM*cCBP
0.29109
0.00560021
0.983628
cANC*cSMM*cICA
0.878618
0.00629234
0.936360
solu ion co e age: 0.936383
solu ion consis ency: 0.907102
Sou ce: own p ocessing based on sQCA so wa e
The i s solu ion (cICA*cCBP) p o ided by he Quine-McCluskey algo i hm gi es a
consis ency o 0.919982 and sugges s he combina ion o he pa icipa ion o compe en
au ho i ies in na ional ou ism p omo ion and coun y b anding. Compe en au ho i ies
(go e nmen bodies, ou ism boa ds, and local adminis a ions) play a signi ican ole in
p omo ing and suppo ing ou ism. By being ac i ely in ol ed in ou ism p omo ion, hey
can implemen a ious measu es o a ac domes ic and in e na ional isi o s. The
compe en au ho i ies can design and execu e a ge ed ma ke ing campaigns ha in oduce
po en ial ou is s o Romania's unique a ac ions, cul u e, and expe iences. Coun y
b anding in ol es c ea ing a posi i e image and a a ou able epu a ion o he coun y in
he minds o po en ial ou is s. E ec i e coun y b anding can ensu e na ional ou ism:
inc eased isibili y and c edibili y, a ac ing di e se ou is segmen s, and wo d-o -mou h
ma ke ing.
The second solu ion (~cANC*cSMM*cCBP) wi h a consis ency o 0.983628 ep esen s
he combina ion o he au hen ici y o he na ional cul u e p esen ed h ough con en
ma ke ing, social media ma ke ing o p omo e Romanian ou is a eas, and he p ac ice o
coun y b anding. The "~" sign e lec s he low e ec o he ANC an eceden condi ion in
his solu ion. E en i he e is a low le el o au hen ici y o na ional cul u e p esen ed
h ough con en ma ke ing, i can be said ha social media ma ke ing o he p omo ion o
Romanian ou is a eas and he p ac ice o coun y b anding can compensa e o he low
le el o au hen ici y o na ional cul u e. Con en ma ke ing can highligh he au hen ic
aspec s o Romania's cul u e, adi ions, his o y, and local expe iences. Con en ma ke ing
can be achie ed h ough blogs, a icles, ideos and s o ies ha showcase: cul u al he i age,
culina y deligh s, na u al beau y, e c.
The hi d solu ion (cANC*cSMM*cICA) e e s o he combina ion o he au hen ici y o
he na ional cul u e p esen ed h ough con en ma ke ing, social media ma ke ing o he
p omo ion o Romanian ou is a eas, and he in ol emen o he compe en au ho i ies in
ou ism p omo ion a na ional le el. A consis ency o 0.936360 was ob ained o he hi d
solu ion. Au hen ici y is a ac i e o mode n a elle s looking o unique and meaning ul
expe iences. The ac i e in ol emen o compe en au ho i ies is necessa y o he
success ul p omo ion o na ional ou ism. Con en ma ke ing enables compelling o
in e es ing s o ies abou Romania's his o y, adi ions, and local communi ies o be old.
This in eg a ed app oach can a ac a di e se ange o a elle s, boos ou ism ma ke ing,
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Applying Digi al Ma ke ing S a egies o P omo e Tou is A eas
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1100 Am i ea u Economic
and ul ima ely lead o an inc ease in na ional ou ism, bene i ing he economy and
communi ies.
The sQCA so wa e allows esea che s o es he condi ions necessa y o achie e a
pa icula ou come (Table 7). The e o e, we es ed i e causal combina ions o he han
hose esul ing om he Quine-McCluskey algo i hm a he sample le el.
Table no. 7. Condi ions equi ed o achie e he esul
Condi ions es ed
Consis ency
Co e age
cSMM+cICA+cCBP
0.986471
0.862844
cCBP+cSMM+cANC
0.985276
0.859622
cICA+cANC+cSMM
0.982004
0.857331
cCBP+cSMM
0.981878
0.874860
cSMM+cANC
0.971621
0.872916
Sou ce: own p ocessing based on sQCA so wa e
The combina ion cSMM+cICA+cCBP has he highes consis ency (0.986471) and is
ep esen ed by he combina ion o h ee causal condi ions: social media ma ke ing o he
p omo ion o Romanian ou is a eas, he in ol emen o compe en au ho i ies in ou ism
p omo ion a na ional le el, and he p ac ice o coun y b anding. Social media has become
an essen ial ool o ma ke ing and p omo ing des ina ions a ound he wo ld. By using
pla o ms such as Facebook, Ins ag am, TikTok, and YouTube, Romanian ou is a eas can
each a wide audience bo h locally and in e na ionally.
Collabo a ion be ween go e nmen , compe en au ho i ies, and he p i a e sec o is
essen ial in p omo ing na ional ou ism. These au ho i ies can acili a e in es men in
in as uc u e, suppo he de elopmen o ou ism se ices, and ensu e he quali y and
sa e y o ou ism o e s. A well- ounded coun y b and can di e en ia e Romania om
o he des ina ions and make i mo e a ac i e o ou is s seeking new and au hen ic
expe iences. Consis en b anding ac oss a ious ma ke ing channels, including social
media, websi es, b ochu es, and ad e isemen s, can help o s eng hen Romania's posi i e
image as a ou is des ina ion.
The second combina ion consis s o h ee a iables cCBP+cSMM+cANC and has a
consis ency o 0.985276. I in ol es he combina ion o p ac ising coun y b anding, social
media ma ke ing o p omo e Romanian ou is a eas, and he au hen ici y o he na ional
cul u e p esen ed h ough con en ma ke ing. A well-execu ed coun y b anding s a egy
can os e a sense o p ide and na ional iden i y among Romanians. By showcasing
Romania's unique cul u al he i age, na u al beau y, and di e se a ac ions, coun y
b anding can c ea e a posi i e image o he coun y as a ou is des ina ion o bo h
domes ic and in e na ional ou is s. When Romanians pe cei e hei own coun y as an
in e es ing and a ac i e place o isi , hey a e mo e likely o explo e di e en egions and
p ac ice domes ic ou ism. Social media ma ke ing plays a key ole in in e ac ing wi h he
local popula ion.
New T ends in Sus ainable Business and Consump ion
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Vol. 26 • Special Issue No 18 • No embe 2024 1101
By p omo ing Romanian ou is a eas h ough social media pla o ms, Romanians can
easily disco e lesse -known des ina ions and in e es ing e en s in he coun y. By
showcasing local adi ions, es i als, culina y deligh s, c a s and olklo e, con en
ma ke ing can e oke a sense o p ide in Romania's cul u al he i age. This emo ional
connec ion can inspi e Romanians o suppo local businesses, isi his o ical si es, a end
cul u al e en s, and edisco e hei coun y's easu es.
The hi d condi ion es ed cICA+cANC+cSMM is o med by he pa icipa ion o
compe en au ho i ies in ou ism p omo ion a na ional le el, he au hen ici y o na ional
cul u e p esen ed h ough con en ma ke ing and social media ma ke ing o p omo e
Romanian ou is a eas. The consis ency alue o his condi ion is 0.982004. The
in ol emen o he au ho i ies con ibu es o s eamlining bu eauc a ic p ocesses, making i
easie o he popula ion o explo e di e en egions o Romania. By demons a ing a
commi men o p omo e domes ic ou ism, he go e nmen and he ele an au ho i ies can
inspi e con idence and in e es among Romanians o explo e hei own coun y. Con en
ma ke ing can p esen he au hen ic aspec s o Romanian cul u e. Fu he mo e, he
p omo ion o adi ions and cul u al he i age can c ea e a sense o p ide and emo ional
connec ion among he a ge audience. The ocus on au hen ici y and unique and in e es ing
expe iences di e en ia es Romania om o he ou is des ina ions. Social media is an
e ec i e ool o p omo ion and in e ac ion wi h bo h domes ic and o eign audiences.
Th ough social media, he di e en Romanian ou is a eas can be easily p omo ed and
in o ma ion abou in e es ing des ina ions, e en s, and di e en a ac ions can be
p esen ed. Th ough engaging con en , a ac i e images, and o he use s' e iews,
Romanians a e inspi ed o explo e hei own coun y o leisu e and aca ion pu poses.
The cCBP+cSMM condi ion shows a consis ency o 0.981878, being he combina ion o
he p ac ice o coun y b anding and he au hen ici y o he na ional cul u e p esen ed
h ough con en ma ke ing. The pe cep ion o an in e es ing des ina ion can be moulded
in o he minds o po en ial ou is s by ca ying ou a well-execu ed coun y b anding
s a egy. The b anding s a egy should include bo h p omo ing speci ic na ional a ac ions
and con eying he unique iden i y and expe iences ha he coun y o e s. Fo a coun y
b and o be e ec i e and ele an , i emphasises he s eng hs o ou is des ina ions and
c ea es compe i i e ad an ages.
Building he coun y b and p omo es he coun y's cul u al he i age, na u al beau y,
hospi ali y, and o e all expe ience. The pu pose o de eloping he coun y b and is o make
a elle s associa e a ou is des ina ion wi h ce ain a ibu es in hei minds. Mode n
ou is s wan o explo e des ina ions whe e sus ainabili y is emphasised and enjoy imme si e
expe iences ha allow hem o connec wi h local adi ions, his o y, and way o li e.
Th ough con en ma ke ing, using s o ies, ideos, blogs, and social media pos s, a
des ina ion can sha e engaging and au hen ic expe iences wi h po en ial isi o s. The e o e,
a comp ehensi e and holis ic app oach is essen ial o success in inc easing domes ic
ou ism demand. The combina ion o s ong b and iden i y and au hen ic cul u al
expe iences can esona e wi h ou is s and mo i a e hem o choose ha des ina ion o e
o he s.
The las condi ion es ed cSMM+cANC ob ained a consis ency o 0.971621 and ep esen s
he combina ion o social media ma ke ing o p omo e Romanian ou is a eas and he
au hen ici y o he na ional cul u e p esen ed h ough con en ma ke ing. Social media and
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Applying Digi al Ma ke ing S a egies o P omo e Tou is A eas
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1102 Am i ea u Economic
con en ma ke ing make in o ma ion abou Romanian ou is a eas easily accessible o a
global audience. Explaining he au hen ici y o na ional cul u e p esen ed h ough con en
ma ke ing in ol es p esen ing he unique and au hen ic aspec s o cul u e ha make.
Romania, a dis inc i e and compelling a el des ina ion. Using con en ma ke ing can
highligh adi ional cul u al p ac ices ha ha e been p ese ed o e gene a ions. An
au hen ic po ayal o he na ional cul u e imp o es he gene al pe cep ion o Romania as a
des ina ion o a el. The au hen ici y o he na ional cul u e helps o build us and
c edibili y among po en ial ou is s, making hem mo e con iden in hei decision o isi
he coun y. P esen ing he au hen ici y o he na ional cul u e h ough con en ma ke ing
can no only a ac ou is s in e es ed in unique cul u al expe iences, bu also p omo e a
sense o closeness and cul i a e app ecia ion o Romania's ich cul u al he i age among he
public.
Conclusions
Na ional ou ism is conside ed a p omo e o a coun y's cul u al iden i y and he i age. A
p esen , highly e ec i e digi al ma ke ing s a egies a e needed o p omo e ou is
des ina ions. Only h ough inno a i e app oaches and adap a ion o echnological changes
can compe i i e ad an ages be c ea ed a he na ional le el in he ield o ou ism.
In eg a ing digi al ma ke ing in o he p omo ion o ou is des ina ions can open new
oppo uni ies o disco e and app ecia e he cul u al and na u al weal h o di e en ou is
des ina ions. Digi al ma ke ing s a egies applied in he ou ism sec o s eng hen he online
p esence wi h he e ec o a ac ing a di e se audience and c ea ing an online communi y
ha suppo s he p ac ice o na ional ou ism.
Na ional ou ism is an essen ial elemen in he ansmission o cul u al he i age and he
p omo ion o a sense o p ide and belonging, as i con ibu es o he sus ainable
de elopmen o he coun y by a ac ing in es men s in in as uc u e, p omo ing
en i onmen al p o ec ion, and p ac ising esponsible ou ism. These a e impo an aspec s
ha a e pa o he o e all s a egy ha should ensu e ha he bene i s o ou ism a e
sus ainable and do no comp omise local esou ces.
The ou ism sec o needs sus ainable de elopmen because he en i onmen mus be
p o ec ed, he coun y's esou ces ha nessed, and local communi ies suppo ed o s imula e
in e cul u al dialogue. The digi al ma ke ing s a egy mus a ac ou is s and cul i a e a
communi y ha is engaged and p oud o he cul u al and na u al iches o he coun y. The
p omo ion o na ional ou ism mus adap o he demands o he public ha spends mo e
and mo e ime on he In e ne , so he po en ial o he online en i onmen mus be exploi ed.
Na ional ou ism p omo ion s a egies emphasise he impo ance o conse ing na u al
esou ces and he sus ainable explo a ion o ou is egions, hus con ibu ing o he
de elopmen o he sec o . Na ional ou ism includes cul u al he i age and na u al esou ces
ha mus be exposed in he mos a ac i e online en i onmen . By p omo ing na ional
ou is des ina ions, bo h he impo ance o en i onmen al conse a ion and he p ac ice o
esponsible ou ism should be emphasised.
Tou ism is an impo an sec o a he na ional le el because i has di ec implica ions on he
economic de elopmen o a coun y. Mo eo e , o he consolida ion o na ional iden i y,
he e is a need o p omo e na u al esou ces and cul u al he i age. P omo ion o na ional
New T ends in Sus ainable Business and Consump ion
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Vol. 26 • Special Issue No 18 • No embe 2024 1103
ou ism mus be pa o e e y coun y's mission, and ci izens mus be encou aged o explo e
and app ecia e he beau y and di e si y o hei own coun y.
Tou ism demand can be inc eased h ough a coo dina ed and inno a i e app oach a he
na ional le el. The ac o s ha in luence he de elopmen o he ou ism sec o a e:
in ensi e and as in e es ing as possible p omo ion o ou is des ina ions wi h an emphasis
on hei di e si y, ou is educa ion, in as uc u e de elopmen , and acili a ing access o
in o ma ion. Fu he mo e, au ho i ies can c ea e a a ou able en i onmen o s imula e
domes ic ou ism and s eng hen na ional iden i y. P omo ional e o s in he online
en i onmen con ibu e o he sus ainable de elopmen o ou ism and he bene i s b ough
o local communi ies. Collabo a ion be ween he compe en au ho i ies and ope a o s in he
ou ism indus y acili a es he c ea ion o a ac i e and ad an ageous packages o
na ional ou is s. Na ional ou packages may include discoun s, special ameni ies, and
cus omised expe iences o mee he needs o di e en ma ke segmen s.
In he digi al age, con en ma ke ing has become inc easingly impo an , so c ea ing and
sha ing ele an con en a ac s isi o s' a en ion. A icles pos ed on social ne wo ks,
blogs, in og aphics, o ou is guides a e essen ial ools used in he digi al s a egy o
na ional p omo ion. An e ec i e digi al s a egy no only p omo es na ional ou ism, bu
also os e s he c ea ion o a special bond be ween he public and ou is des ina ions. Using
digi al echnologies and inno a i e s a egies, an engaged online communi y can be buil ,
hus con ibu ing o he sus ainable de elopmen o na ional ou ism and s eng hening
na ional cul u al iden i y in a cons an ly changing digi al en i onmen .
The aim o his pape is o explo e and p opose e ec i e solu ions o p omo e na ional
ou ism h ough digi al ma ke ing s a egies. The essen ial elemen s o his esea ch include
bo h he analysis o he exis ing li e a u e wi h he aim o iden i ying gaps in he cu en
p omo ion p og ammes and s a egies applied in na ional ou ism and he applica ion o an
inno a i e model, uzzy-se Quali a i e Compa a i e Compa a i e Analysis ( sQCA) o
e alua e and es di e en ac o s wi h di ec in luence on he g ow h o demand o
na ional ou ism. The sQCA model is e y use ul o e alua e di e en ma ke ing solu ions
and o o mula e op imal ecommenda ions o implemen sus ainable and inno a i e
s a egies. Ano he no el elemen in he p esen esea ch is he combina ion o me hods,
heo ies, and pe spec i es om ma ke ing and ou ism o add ess a complex p oblem, he
g ow h o na ional ou ism, hus being an in e disciplina y esea ch.
This documen p o ides a comp ehensi e assessmen o digi al ma ke ing s a egies and
hei impac on na ional ou ism. A he heo e ical le el, his pape makes signi ican
con ibu ions due o he b oadening o he amewo k o unde s anding digi al ma ke ing
applied o na ional ou ism. On a p ac ical le el, h ough he use o he sQCA model, he
documen p o ides conc e e ecommenda ions o imp o e p omo ional s a egies o
inc ease demand o na ional ou ism based on igo ous da a and analysis. Mo eo e , his
pape can be conside ed as a p ac ical guide o guide au ho i ies, ma ke e s and ou ism
ope a o s owa ds mo e e ec i e and pe sonalised digi al ma ke ing s a egies o help
inc ease he a ac i eness and compe i i eness o na ional ou ism des ina ions.
Ano he elemen o o iginali y in he p esen s udy is he applica ion o he sQCA model in
a speci ic con ex o na ional ou ism p omo ion, an a ea in which he use o his model is
ela i ely new. Fu he mo e, he no el y o his esea ch lies in he in eg a ion o digi al
ma ke ing s a egies ocused on sus ainable de elopmen and hei adap a ion o he
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speci ic needs o each ou ism egion, allowing o a cus omised app oach in he p omo ion
o ou ism des ina ions.
Limi a ions o he esea ch include di icul ies in gene alising he esul s o an in e na ional
le el and he insu iciency o a ailable da a o a comple e and de ailed e alua ion o all
digi al ma ke ing s a egies applied in na ional ou ism. Howe e , he iden i ied limi a ions
p o ide oppo uni ies o u u e esea ch, such as ex ending he analysis o a egional o
in e na ional le el, as well as u he s udying he speci ic impac o di e en digi al
ma ke ing s a egies on di e en ma ke segmen s.
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