Research on the involvement of residents and tourists in protecting the local brand as a sustainable destination

Abstract

Research background. Specialists show a decrease in awareness of the issues of sustainability of tourism activities among various stakeholders [1], followed by arguments [2], and irresponsible practices of visitors. Local key actors could be the main interdependent factors in solving [3] these issues that characterize sustainable tourism through the emergence of the phenomenon of digitalization and high popularization of social networks. Digital communication networks have left their mark on the impact that brand tourism - considered as local tourist destinations, has on the behavior of residents and tourists [5], [6]. In this research we aim to evaluate the various advantages that sustainable tourism can have due to digital media in the Pietroasele area, Buzau County, Romania. Purpose of the article. In this research we aim to evaluate the various advantages that sustainable tourism can have due to digital media in the Pietroasele area, Buzau County, Romania. Methods. Digital communication networks have left their mark on the impact that brand tourism - considered as local tourist destinations, has on the behavior of residents and tourists [7],[8], Findings & Value added. The aim of this study is to evaluate the perceptions about the local brand as a way to attract entrepreneurs, tourists and business development in the wine area Pietroasele, Buzau, Romania based on the following specific research objectives: 1. Knowledge of the role of the local brand in the management of local businesses and authorities. 2. Monitoring the application of mechanisms used by specialists to develop local branding, including collaboration with local partners. 3. Evaluation of the perspectives arising from the development of the analyse brand.

Keywords

• pietroasele
• label wine
• local marketing
• branding