DIGITAL ETHNO-MARKETING AND RURAL STORYTELLING: FRAMING FOLK CULTURE FOR THE DIGITAL TRAVELLER
Abstract
In a time when cultural heritage risks being overshadowed by mass tourism, digital platforms offer new opportunities for rural voices to be heard. This study examines how digital ethno-marketing—particularly through social media and influencer engagement—can promote Romania’s rural identity by framing folk culture in ways that resonate with the digital traveller. Through a mixed-methods approach combining literature review, content analysis of selected online campaigns, and a targeted survey of digitally active tourists, the paper investigates the emotional and strategic impact of digital storytelling in tourism. The research aims to highlight effective communication practices and provide actionable recommendations for local tourism actors seeking to build stronger, more sustainable rural brands in the digital age.
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Copyright (c) 2025 Alexandra Ioana Ibric, Alina Dragoescu-Petrica, Tiberiu Iancu, Marius Robert Lungu
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LUCRĂRI ȘTIINȚIFICE MANAGEMENT AGRICOL
ISSN print 1453-1410
ISSN online 2069-2307
(former ISSN 1453-1410, E-ISSN 2069-2307)
PUBLISHER: AGROPRINT Timisoara, Romania
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Banat`s University of Agricultural Sciences and Veterinary Medicine “King Michael I of Romania” from Timisoara
Faculty of Management and Rural Tourism
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