Exploring ecotourism in rural Romania: visitor perceptions in a Traditional Multiunctional Cultural Landscape

Abstract Ecotourism is increasingly gaining global attention as a strategy to cope with environmental changes and socio-economic transformations, particularly in rural areas. This study investigates visitor attitudes toward ecotourism in the eco-certified Traditional Multifunctional Cultural Landscape (TMCL) of Vama Buzăului, Central Romania, through a structured questionnaire survey. Employing a seven-statement scale derived from the Ecotourist Predisposition Scale tailored specifically for measuring visitor attitudes in TMCLs, it investigates the relationships among visitor characteristics, ecotourism attitudes, familiarity with ecotourism as a concept, and certification awareness. The results indicate a significant correlation between ecotourism familiarity and certification awareness, identifying two distinct visitor clusters based on their attitudes. The study emphasizes the pivotal role of certification in promoting sustainable tourism and offers insights for targeted marketing and educational strategies in TMCLs. Certification enhances destination credibility, marketability, sustainable practices, and community support while providing feedback to certification bodies. The findings highlight the need for educational initiatives to increase awareness among less familiar visitors, informing strategic marketing and policy development. Understanding these dynamics is crucial for preserving the ecological integrity and cultural heritage of TMCLs, supporting their sustainable development and long-term viability. The study recommends future research on the effectiveness of diverse, tailored on-site educational tools to promote ecotourism and pro-environmental behaviors in TMCLs. These insights, with their practical implications are valuable for researchers, policymakers, and ecotourism practitioners, laying the groundwork for future studies in this field.