Governance and Development of Tourism in Rural Areas through the Lens of Media in South Bukovina (Romania)

Agritourism and rural tourism represent an essential growing sector in certain EU regions, particularly in restructured and rebranded Central and Eastern European countries (CEECs) like Romania that display important rural areas and face important societal and economic changes. The rapid growth of rural tourism activities in the South Bukovina region (historically overlapping most of Suceava County) led, in the new legislative frame, to the establishment of the first regional Destination Management Organization (DMO) in Romania. By an exploratory qualitative, mixed-method case study approach, this study underscores important factors for tourism development in the region, outlining rural and agritourism variables integrated into the public authorities’ discourse. The paper innovatively focuses on the semantic analysis of online newspaper media texts and videos, complementarily analyzed by appropriate software solutions. The main results emphasize the factors for tourism development in the area through a dual cluster centered around the multilevel governance and tourism management structures represented by public authorities on the one hand and the projects, investments, and EU funding on the other. Key stakeholders’ opinion underscored public–private partnerships, supportive administrative structures, tourism events and various natural and cultural resources as sustainable elements that contribute to the successful development of tourism in the region.