Empowerment of Tourism Marketing in Rural Areas

Erasmus+ Programme – Strategic Partnership

Project Title: “Empowerment of Tourism Marketing in Rural Areas

No.  project:  2019-1-RO01-KA202-063044

Visit the official website of the project


In the context of the last century, rural tourism has emerged as a form of tourism that is
becoming increasingly important in the industry worldwide. The various new lifestyles, an
evolving and more informed tourist behavior and the newfound desire for different traveling
experiences coupled with a widespread concern for the cultural heritage, environment and
sustainable development are all elements that have contributed tremendously to the
expansion of this type of tourism.
Rural tourism is a niche that revolves around resources and exists in a relation of co-
dependence with the natural and human potential. Therefore, sustainable development in
this field in not only a trend but rather a necessity.
The target group that the project ETMRA is addressing is represented by individuals working
in rural tourism facilities such as agro tourism accommodation units and B&Bs.
The objectives of the project ETMRA are:

  • to develop a set of tools, instruments, techniques and methods that will develop and
    support the rural tourism marketing skills of individuals working in rural tourism facilities such
    as agro tourism accommodation units, in their professional activities;
  • to enhance the professional key competences and abilities in rural tourism marketing of
    individuals working in rural tourism facilities
    During the entire life span of this project, various interrelated and transversal activities will
    take place producing different results. All these activities are designed to be complementary
    to each other and to ensure a high the quality of the results.
    Throughout the life cycle of the project we will be producing four intellectual outputs: a
    manual that will address marketing and promotion notions and strategies and their
    applications in the tourism industry, a step by step guide that will address social media
    marketing and digital presence, a video training compiled of several individual episodes that
    will provide visual guidance for digital marketing tools and platforms and a learning platform
    in the form of a website with a user friendly interface easily navigable by anybody regardless
    of their level of computer literacy.
    All these outputs are expected to help the addressees apply corresponding measures and
    develop skills and competencies in the field of rural tourism marketing to properly market, to
    innovate and to increase the quality of tourism services that they provide, therefore leading
    to sustainable development resulting in investments and increased numbers of tourists.

Erasmus+ Programme – Strategic Partnership
Project Title: “Empowerment of Tourism Marketing in Rural Areas”
No. project: 2019-1-RO01-KA202-063044

The project “Empowerment of Tourism Marketing in Rural Areas” is designed to support
individuals in acquiring and developing basic skills and key competences in the field of
marketing for rural tourism in order to determine socio-educational and personal
development and to foster employability of participants.
The project results are designed to help participants acquire new skills in the field of
marketing, communication and digital literacy, skills aligned with the needs of a digital era, to
develop critical thinking and creativity and an entrepreneurial mindset. The project is
designed to support work based learning and it promotes interdisciplinary cooperation
between several fields such as: marketing, psychology, communication and PR, technology,
tourism management, thus ensuring a high permeability between different educational
pathways and also ensuring the results` transferability.
This project is designed to be carried out transnationally because the organisations involved
in this project represent countries with different and complementary needs for tourism
education. The different needs will lead to a more flexible system of outputs, including
solutions to a broader range of situations and challenges. Moreover, running this project
transnationally will lead to a better exploitability of the outputs in external organisations and
possibly to other EU countries.
As an added value, the project “Empowerment of Tourism Marketing in Rural Areas” is
helping the participants develop key competences that can be used to promote the values of
European cultural heritage and therefore to raise awareness of its importance. This kind of
promotion can become an invaluable tool for integration, inclusion, stability and unity in
Europe and the project ETMRA is aiming not only to develop rural tourism marketing skills
and to educate the individuals involved in this field but also to perfect these tools and reveal
the potential as key instruments for the development of a local, national and European

“This project (Project No. 2019-1-RO01-KA202-063044) has been funded with support from the European Commission. This
publication reflects the views only of the author, and the Commission cannot be held responsible for any use which may be made of the
information contained therein.”


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