Digital marketing on destination sustainability Study case: Romanian Ecotourism

Marketing and publicity have played a very significant role in promoting touristic destinations. Over the years, destinations promoted in papers, magazines and even movies, have become more and more crowded. This phenomenon even happened to the extent that it threatens the local environment and the wellbeing of locals. By studying recent news regarding popular tourist destinations, the article will observe the shift in the mindset of both tourists and policy makers. Therefore, should campaigns be held to raise awareness regarding different threats a destination faces, a shift of mindset will occur. This can be observed from the point of view of policy makers, locals and even tourists. The aim of this article is to study and compare both, publicity done for sustainability and publicity done for the sake of popularizing a touristic destination. Through this comparison the article wants to see if there are any changes in the behavior of tourists when reaching specifically advertised destinations but also if certain types of publicity have determined policy makers to take a stand for sustainability.