Digital PR and Sustainable Tourism in Romania: Opportunities for Hotel Brands in an Emerging Economy

This study explores the critical role of digital public relations (PR) strategies in advancing sustainable tourism within Romania's emerging hospitality sector. As the tourism industry confronts significant environmental challenges and technological transformations, digital PR has emerged as a pivotal mechanism for communicating sustainable practices, engaging eco-conscious consumers, and reshaping destination marketing. The research examines how Romanian hotel brands are leveraging digital communication tools to enhance their visibility, reputation, and commitment to environmental responsibility. Key strategies include geographic targeting of backlink placements, diversifying anchor text to highlight sustainability initiatives, and developing original content that authentically communicates environmental stewardship. Findings reveal that digital PR approaches combining traditional public relations with social media, content marketing, and search engine optimization enable direct audience engagement and two-way communication. By showcasing local cultural and historical connections, hotels can attract travelers seeking immersive, responsible tourism experiences. The study underscores the importance of overcoming challenges such as content duplication and maintaining credible sustainability narratives. The research contributes to understanding how digital PR can strategically position Romanian hotels in a competitive landscape, emphasizing the potential of targeted digital communication to promote sustainable tourism practices and appeal to environmentally conscious consumers.