Applying Digital Marketing Strategies to Promote Tourist Areas in Romania in the Digital Era

Oana Pricopoaia, Irina Susanu, Sofia David and Florina Oana Virlanuta ()
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Oana Pricopoaia: Universitatea Dunarea de Jos din Gala?i, Gala?i, Rom nia
Irina Susanu: Universitatea Dunarea de Jos din Gala?i, Gala?i, Rom nia
Sofia David: Universitatea Dunarea de Jos din Gala?i, Gala?i, Rom nia
Florina Oana Virlanuta: Universitatea Dunarea de Jos din Gala?i, Gala?i, Rom nia

The AMFITEATRU ECONOMIC journal, 2024, vol. 26, issue Special 18, 1082

Abstract: Implementing digital marketing strategies to promote national tourist destinations is essential to attract large numbers of visitors. Additionally, the use of social media and content marketing helps to strengthen a virtual community with a common interest in tourism. Digital strategies can be used to promote tourism areas, contribute to sustainable development, and strengthen online presence in the modern landscape. National tourism is an important factor for economic development and strengthening the cultural identity of the country. Although tourism is a very important economic sector in a country, we noticed that there are not many studies in the field of implementation of strategies or management plans for the promotion of national tourism. Thus, this research started precisely from the desire to identify the most appropriate solutions for the promotion of national tourism. The objective of the study was to contribute to strengthening the image of national tourism by implementing a sustainable and innovative strategy, adapted to the current market requirements and the specific needs of each region of tourism. In this research, we used the fuzzy set Qualitative Comparative Analysis (fsQCA) software to identify the optimal solutions for the promotion of the tourism sector in Romania to make this activity a national priority. This research is necessary to optimise the overall promotion strategy of the national tourism sector. Furthermore, the online environment offers great opportunities to showcase cultural resources and heritage, and every country needs to understand the persuasive power of the Internet. Promoting tourism through the right online strategies must not remain just an option, but must become the norm.

Keywords: national tourism; strategy; promotion; sustainable development; online marketing; fsQCA. (search for similar items in EconPapers)
JEL-codes: M31 Q01 Z32 (search for similar items in EconPapers)
Date: 2024
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