Digital Communication and Innovation Strategies in the HoReCa Industry: A Case Study of the Brașov Tavern Keepers’ Guild, Romania

Victor-Alexandru Briciu (), Arabela Briciu, Denisa-Andreea Balmuș and Teodor-Ștefan Bîldea
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Victor-Alexandru Briciu: Transilvania University of Brasov
Arabela Briciu: Transilvania University of Brasov
Denisa-Andreea Balmuș: Transilvania University of Brasov
Teodor-Ștefan Bîldea: Transilvania University of Brasov

A chapter in Strategic Innovative Marketing and Tourism, 2026, pp 423-431 from Springer

Abstract: Abstract The Hotels–Restaurants–Cafes (HoReCa) industry is vital to the economy and cultural heritage. Crises accelerate technological adoption and profoundly impact the industry. The COVD-19 pandemic presented unprecedented challenges, ranging from operational restrictions to radical shifts in consumer behavior. This chapter analyzes how the Brașov Tavern Keepers’ Guild (Breasla Cârciumarilor Brașoveni in Romanian), a vital support for the local community and a key promoter of the hospitality industry, adapted and innovated using digital communication strategies to overcome the former crisis and strengthen its current market position. The present study highlights the importance of digital strategies for operators and businesses within the HoReCa industry, where online visibility, direct customer interaction, and optimizing the user experience on platforms such as social media and websites are crucial for attracting and retaining consumers. The analysis of online reviews from the pandemic period (2020–2022) on platforms such as TripAdvisor, Google, and Facebook reveals the direct impact of digital communication on consumer perception and satisfaction. These reviews provide a detailed overview of the member establishments’ performance during and after the pandemic. In conclusion, this paper demonstrates that the Brașov Tavern Keepers’ Guild’s adaptability to digital trends and communication were essential to its survival and success, as shown by their ability to negotiate favorable terms with delivery platforms, maintain high consumer satisfaction in online reviews, and influence public policy during the crisis. The findings provide valuable insights for HoReCa operators, industry associations, and marketing professionals on how to use digital strategies for crisis management and sustainable growth. The findings present a model of adaptability that can be applied by similar business associations when facing crises.

Keywords: Business adaptation; HoReCa industry; Digital communication strategies (search for similar items in EconPapers)
Date: 2026
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DOI: 10.1007/978-3-032-12968-0_46

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