Digital Landscapes: Analyzing the Impact of Facebook Communication on User Engagement with Romanian Ecotourism Destinations

In the rapidly evolving digital landscape, the use of social media, particularly Facebook, by destination management organizations (DMOs) for promoting tourism destinations has become increasingly significant. However, the particularities of using this powerful tool in promoting ecotourism destinations have not been sufficiently debated in the literature. To fill this gap, the present study brings a new perspective with the aim of understanding how the Facebook communication strategies of ecotourism destinations in Romania affect user reactions. This research was based on secondary data obtained by examining Facebook posts from seven Romanian ecotourism destinations during a period of six months. The initial step was to analyze the Facebook posts of the selected destinations and to extract major themes present in the posted content. These posts are categorized into themes such as nature, leisure, culture, and hospitality, providing a comprehensive view of the content strategy adopted by these destinations. The findings reveal that posts related to culture and nature are predominant and receive higher user interactions in the form of likes, comments, and shares. Most user reactions were expressed in the form of likes, while the number of comments and shares was quite modest. The analysis of factors influencing user reactions reveals that only the number of posts has a significant impact. Moreover, the post content and post format do not have a significant influence on users’ reactions to destinations’ posted content on Facebook. This study concludes that for the effective online promotion of ecotourism destinations, DMOs should focus on increasing the number and frequency of posts, and on creating content that aligns with audience preferences, particularly emphasizing the main features of the destination. These insights are crucial for DMOs in strategizing their online communication to enhance user reactions and promote their destinations effectively in the competitive sphere of global tourism.