1. Introduction
At the end of 2021, the population of the European Union was estimated at 446.8 million inhabitants. Depopulation of rural areas is one of the problems facing Europe. A rural population statistical data set for 47 European countries between 1960 and 2021 shows that the rural population weight varies widely, from 85.53% in Liechtenstein to 1.88% in Belgium and 0% in Gibraltar and Monaco. Romania, with a 45.67% rural population, ranks 6th in this hierarchy.
The European Smart Villages Forum states that the term smart village (SVs) refers to people and communities that are more active, self-reliant, and resilient. Thus, starting from the five pillars of agriculture and food, energy and green mobility, economy, social inclusion, and digitization, solutions are proposed to transform villages for a sustainable future [
1].
At the EU level, the countryside covers more than 80% of the territory of the European Union ([
2], pp. 1–3) and provides a living environment for about 137 million inhabitants, who represent around 30% of the total population. The major challenges facing Europe’s rural areas are depopulation; an ageing population; a changing rural landscape; and the need for multifunctionality of farms [
3]. All these force us to find more inclusive and sustainable future solutions [
4].
According to data provided by the World Tourism Organization, in 2022, Europe recorded about 508 million arrivals, or about 80% of the 2019 level [
5].
A recently published report [
6] shows that with a Digital Economy and Society Index value of 30.6 points compared to the EU average of 52.3 points in 2022, Romania ranks 27th out of 27 EU Member States. This index covers four areas: digital human capital skills, connectivity, digital technology integration, and digital public services. In terms of human capital and its digital skills, Romania faces a lack of basic digital skills among its population. Romania scores well below the EU average in at least basic digital skills (28% vs. 54%) and digital skills above basic level (9% vs. 26%). The share of use of fixed broadband coverage of at least 100 Mbps (57%) and of very high-capacity fixed networks is 87% in Romania, which is above the EU average. Romania’s connectivity score is 55.2 (15th out of 27 countries), compared to 59.9 on average in the EU. For digital technology integration, Romania’s score is 15.2 (27th out of 27 countries), compared to an EU average score of 36.1. Furthermore, with a score of 21 for digital public services, Romania ranks 27th in the EU (EU average score 67.3).
The smart village (SV) concept involves the digital transformation of key activities in rural areas with the aim of revitalizing and strengthening local communities [
7]. The transformation and modernization of rural tourism is made possible by the emergence of new innovative technologies.
The main purpose of this paper is to evaluate some villages in the mountainous area of Sibiu County, Romania, as “smart” tourist villages. “Smart” tourist villages are well-established communities that highlight local strengths and opportunities and use innovative solutions and state-of-the-art technologies, with the ultimate goal of developing local tourism and improving the quality of life of their inhabitants.
The research is structured in the following sections:
Section 1 is the introduction,
Section 2 conveys the literature review,
Section 3 explains the methodology,
Section 4 introduces the case study,
Section 5 comprises the discussions, and
Section 6 includes the main conclusions.
3. Data and Methodology
Based on the premise that there are major challenges for rural communities and rural public authorities in boosting development and improving living conditions for residents [
46], we chose to analyze how rural tourism and agritourism entrepreneurs in three communities in Mărginimea Sibiului, Romania, perceive their own villages as smart tourist villages.
3.1. Research Objectives and Steps of the Study
We used the case study method that was elaborated in the first stage using desk research methods and employing national statistics and databases of lodging, food, and travel services provided by the National Authority for Tourism under the coordination of the ministry in charge of tourism activities or by the Ministry of Agriculture and Rural Development.
In the second stage of the research, a sociological survey was carried out and a questionnaire was developed as a working tool. The questionnaire was pretested with 4 guesthouse owners (1 from Sibiel, 1 from Gura Râului, and 2 from Rășinari). The final questionnaire included 22 items related to the potential of localities to be or become smart villages and 4 items on the socio-demographic data of the respondents. Face-to-face interviews were carried out between 1 February and 7 March 2023 with 32 owners/managers of tourist structures with accommodation functions (12 from Sibiel, 10 from Gura Râului, and 10 from Rășinari) in 3 localities in Mărginimea Sibiului, chosen because of the large number of tourist structures. The duration of each interview was around 25 min/interviewee. Respondents were assured of the confidentiality of their answers and their use for scientific purposes.
The answers were synthesized and statistically processed using Excel, v. 365, Microsoft Corporation, Redmond, WA, USA.
The frequencies and the shares of the answers were processed using the following:
- -
Semantic Differential Scale (Osgood, C.E., 1957), which reflects the intensity of the opinions based on the weighted arithmetic mean for each item of a questionnaire according to the formula:
where
xi is the score connected to the appreciation, and f
i is the frequency, or, more exactly, the number of answers registered for each score.
- -
Likert Scale (1932), which reflects the agreement and disagreement of the respondents related to an item of a questionnaire. In the article were used both 4 and 5 Point Likert scale. The results were illustrated in suggestive graphics and tables and have been correspondingly interpreted. Finally, the main conclusions were drawn.
The objectives and the research steps are presented in
Table 2.
3.2. Presentation of the Studied Area
The three tourist villages studied are part of the Mărginimea Sibiului area, emblematic for pastoral civilization. In this area, the landscape of a traditional mountain village and the authenticity of the culinary experiences are harmoniously combined. In 2015, the whole area was awarded the title of “European Destination of Excellence for Tourism and Gastronomy” by the European Commission. The Sibiu region also received the title of “European Gastronomic Region” in 2019, because of the interaction between cultural and ethnic diversity, traditional agriculture, and the desire for innovation of the locals [
47].
A project entitled “Revitalizing Remote and Mountainous areas through Sustainable Alternative Tourism” is currently underway to promote the “Mărginimea Sibiului” tourism area. It is funded through the Interreg Europe program, which has the objective of implementing ecotourism, adventure, and cultural and rural tourism in this area [
48].
The specific folk traditions, local and international festivals, Romanian costumes, hospitality, local architecture, the picturesque landscape, and the specific cuisine recognized thanks to the traditional agricultural products and the old tradition of cheese production make Mărginimea Sibiului a special area. The locations within the Mărginimea Sibiului area of the three tourist villages chosen as case studies are shown in
Figure 2.
The village of Sibiel is located 20 km from Sibiu, is a typical mountain village, and has been nominated as a tourist village since 1972. In 1964, the priest Zosim Oancea became the parish priest of the village and started a collection of icons painted on glass, which was the basis of the current museum of icons painted on glass by popular craftsmen. The collection of icons initiated by the village priest has become a point of attraction for tens of thousands of tourists from home and abroad. Between 1970 and 1990, the village was visited by tourists from Israel and the USA, who dined or stayed with the farmers, confirming its pioneering status in the field of agritourism. Sibiel hosts an annual fair to promote local varieties of apple and pear trees from orchards over 100 years old. The beauty of the mountain landscape, the well-preserved traditions, the local gastronomy, and traditional farming practices, together with the Roman vestiges in the surrounding area, known as the “Salgo fortress”, have made the village of Sibiel a reference point for agritourism in the Mărginimea Sibiului since 1990.
Gura Râului is a compact village at an altitude of 554 m, located in the mountain area near the Cindrel Mountains, 18 km from Sibiu. It has been documented since 1380 and has a population of 3621 inhabitants. At the entrance to the commune of Gura-Râului, you are greeted by the beauty of the mountains and the whole environment that seems to embrace the locality. In the past, there were numerous artisanal plants in the locality that used the force of water to extract cold oil or process wool or wood. Some of these are still in operation and can be visited in peasant households. In order to promote local traditions, since 2004, the local public administration has been organizing the Peacock Festival at the beginning of July. The event takes place over two days, starting with a traditional shepherd’s dinner, followed on the next day by a game in the village center and a folklore show. In August, a local celebration called “Îmbracă-te românește” is organized to ensure the continuity of the traditional wear.
Rășinari Commune, 12 km away from the county town of Sibiu, is the village in Mărginimea Sibiului with the oldest documentary evidence in the county, dating back to 1204. The locality is in the mountain area, having been famous in the past for its pastoral character, and currently has a population of 5416 inhabitants [
49]. The promotion of the pastoral tradition and the tourist potential of the locality are carried out through the organization of numerous events, such as the Cheese and Brandy Festival, the Cabbage Man Day, a marathon entitled “Urme pe plai” (Traces on the mountain paths), and the cultural event “Open the gates to the legends of the Rășinari”. The stories and legends of the village can be discovered by tourists with the help of a mobile technology application “Questo”, which offers a “treasure hunt” through which sights and tourist routes can be identified [
50]. The local public administration in partnership with the Sibiu County Council and the County Tourism Association have marked numerous tourist routes in the surroundings of the locality. The action is part of the “Years of Hiking” Program [
51]. Through a project called “Let’s go with us on the fortress”, the local public administration has managed to set up a tourist stop and mark trails to the hill of the same name [
52]. As a recognition of the efforts made to promote the tourist heritage, Rășinari Commune received at the end of 2022 from the World Tourism Organization the title of “Best tourism village” [
53], being the first village in Romania included in this ranking.
The specific local activities in these villages are ruminant farming, wood processing, and traditional meat processing. The Sibiu County Tourism Association has created a trail in Mărginimea Sibiului called the “cheese trail” with the aim of linking the area’s pastoral tradition with tourism [
54].
Sibiu was the European Capital of Culture in 2007, and both the city and several rural communities were promoted through numerous events. On this occasion, the Sibiu Regional Ecomuseum Association was founded, which is made up of members from six rural communities, including Gura Râului and Săliște, with the neighboring village of Sibiel.
5. Discussion
With an area of 71,340 km
2, the mountain area in Romania represents 29.92% of the country’s surface (238,391 km
2), and it is the living environment for 3.35 million inhabitants (24.92% of the country’s population). In total, 37.8% of the administrative territorial structures in Romania are located in the mountain area, including 80 towns and 3560 villages, in which there are more than 850,000 traditional households [
63]. The constraints faced by this area are related to relief, depopulation, an ageing population, poorer living conditions, unsatisfactory services or lack of them, limited use of agricultural land, and a decline in livestock. For all these reasons, the mountain area is considered a disadvantaged area, being an area of national, strategic, economic, social, and environmental interest that requires sustainable and inclusive development. A major direction of development is that linked to sustainable tourism in all its forms [
64].
Rural tourism and agritourism in Romanian villages is more than 30 years old, dating back to 1990, when the tourism sector was coordinated by the National Tourism Organization. In 1972, the Institute for Tourism Research identified 118 rural localities with tourism potential, of which 14 were declared “villages of tourist interest”. Immediately after 1990, the Mountain Area Directorate of the Romanian Ministry of Agriculture established the first criteria based on which mountain households wishing to facilitate tourism could be classified. Subsequently, the classification of guesthouses was performed according to the Order of the Ministry of Tourism no. 20/1995 and the H.G. 58/1997. Ordinance 63/1997 referred for the first time to agritourism guesthouses and the facilities granted to owners. In the present day, the classification of tourist facilities is performed according to the Order of the President of the National Authority for Tourism No 65/2013 [
65,
66], amended and completed by Order 510/2022.
In 1994, the National Association for Rural, Ecological and Cultural Tourism (ANTREC) was founded, and it has made a major contribution (by organizing events and courses for tourism entrepreneurs, editing publications, exchanging best practices, etc.) to the promotion of rural tourism [
66]. A year later, ANTREC Romania joined the European Federation of Rural Tourism (RuralTour) [
67] and thus started to promote Romanian villages abroad. Other organizations that have contributed over time to the development of tourism (with its various forms) in Romanian rural areas are Operation Village Romaine, Romanian Federation for Mountain Development, Federation of Mountain Farmers—Dorna, Romanian Ecotourism Association, Adept Foundation, and ”Mihai Eminescu Trust” Association [
68,
69].
All these organizations have created various programs for rural development through tourism. Over more than 30 years, the number of tourist structures in rural areas has increased from approx. 500 units in 2000 to over 2500 in 2017 [
69]. Rural tourism in mountain villages has made a major contribution to the diversification of economic activities and is considered a “smart chance” for local communities [
33].
Adamov et al. show that in 2021, the top three rural tourism/agritourism destinations in Romania are the Brașov area, the Maramureș area, and the Sibiu area. The number of tourist structures and the net capacity utilization index registered in the three areas were 387 and 31.4% (Brașov); 264 and 26.4% (Maramureș); and 146 and 35.6% (Sibiu), respectively [
70]. In the same year, 9146 tourist structures with accommodation functions were operating in Romania, of which 3460 were agritourism guesthouses, representing 37.7% of the total [
71], registering an increasing demand for rural holidays based on the sustainability and uniqueness of the area [
69]. Davidescu et al. also identified the main development pillars of rural tourism in Romania, based on a composite tourism development index. According to this index, Suceava, Harghita, Brasov, Argeș, Mures, Sibiu, and Cluj counties are at the top of the ranking [
72].
The concept of HS covers all aspects of life in the countryside, and its implementation differs from one area to another [
23], depending on the involvement of various local actors (guesthouse owners, farmers, local authorities, tourism agencies, tourism service providers) [
73] and the partnerships that are created between them. It includes the general appearance of the locality, the quality of life, food, environment and services, the existence of high-speed internet and the digital skills of local people, the use of renewable energy sources and innovative technologies, local governance, etc. The results obtained are in line with those presented by Rahoveanu et al., 2022, who show that the use of the internet is essential to halt rural decline, the adoption of different types of renewable energy leads to energy independence of communities, and the multidisciplinary SV concept with all its aspects facilitates the development of rural areas [
17], adding value to ecologically, economically, and socially sustainable communities. In this context, rural tourism and agritourism represent a “smart” opportunity for the sustainability of the rural environment in mountain areas, being considered a “smart” tool at the disposal of local communities [
74]. The results obtained show that the owners of guesthouses appreciate the effort of the local administration to organize different cultural events that increase the attractiveness of the area, an aspect also confirmed by Stanciu et al., 2014 [
75].
The rural tourism in Sibiu County is mainly developed in the villages in the mountain area and allows the enhancement of all natural and man-made tourist resources of the area. According to data published by the Romanian Ministry of Entrepreneurship and Tourism, at the end of 2022, 779 tourist structures with accommodation functions were operating in Sibiu County, of which 263 were the county’s town (about 33.8%), 113 in other urban localities (14.5%), and 403 (51.7%) in rural areas [
59].
The rural localities in Sibiu County with the highest number of tourist accommodation structures are Cârțișoara (38), Gura Râului (33), Sibiel (31), and Rășinari (29). All these localities are in the mountain area, and the last three belong to the “Mărginimea Sibiului” area, whose uniqueness is due to the ancient shepherding activity of the inhabitants. The general appearance of the villages, traditions, customs, local gastronomy, and the way of life of the locals derive from this.
The large number of tourist structures in the three localities chosen for the case study demonstrates the entrepreneurial spirit of the locals who see in rural tourism and agritourism an opportunity for future development based on the capitalization on natural and anthropic resources [
70], making Mărginimea Sibiului a unique rural tourism destination. Coroș et al. show that since 2010, the efforts of the owners of tourist structures in the Mărginimea Sibiului area have been observed to improve the quality of services and the level of comfort offered, which has led to the improvement of the attractiveness of the area [
76]. Small-scale tourist structures, managed by local families, meet the current needs of tourists to enjoy privacy, sanitary safety, and social distance [
77].
In all three localities, many agricultural activities have been identified as future options for local economic development, and most guesthouse owners choose to obtain their food from local farms or producers’ shops. In this way, the whole community supports agriculture and is concerned about producing healthy food and creating a food system based on local production and traditional production practices. All these aspects have also been highlighted by Slee in 2020 [
9], which exemplifies the link between the SV and the European Green Deal. Guesthouse owners know that tourists prefer the gastronomy specific to the area, based on tasty, fresh, and healthy food [
78].
In the three localities, efforts are being made to promote the natural and anthropogenic tourism heritage and attract tourists by organizing local festivals and fairs; organizing a weekly local farmer’s market; making available to tourists the “The road market” mobile phone application for buying food products at the farm gate and the “Questo” application for identifying tourist destinations and routes; booking accommodation through different platforms (Booking, Travelminit; Trip Advisor; Turist info; Direct booking; “At boarding houses”; Tourist Romania; Sky trip; Tourism guide), web pages of the guesthouses. Many of the guesthouses have open accounts on the social networks Facebook and Instagram, which facilitates promotion and the possibility of booking.
The local communities in the three villages have managed to preserve and enhance their cultural heritage and have integrated technology into everyday life and for tourism purposes. Tourism thus creates opportunities to diversify the local economy and stimulate rural development.
The future development of the pastoral villages of Mărginimea Sibiului, including the three chosen in this case study, must be based on the revitalization of extensive sheep farming practices, the preservation of the pastoral economy, and the development of tourism [
79,
80] in close connection with the specificity of the area.
6. Conclusions
Smart tourist villages must be self-sustainable villages, with communities involved in traditional activities, specific to the local culture, because tourism is the crowning glory of the rest of the community’s activities and is based on strengthening the community. Each tourist village must identify its own brand and the values that are the basis of it.
We believe that the biggest challenge for mountain tourist villages in the Sibiu Marginal area is the need to involve the whole community and especially the younger generation in preserving traditions and extensive agricultural practices.
To increase the interest, motivation, and involvement of the local population, it is necessary to organize informal meetings with the participation of representatives of interest groups, the so-called “informal village parliament”. In such meetings, the needs of the community will be identified, and activities can be designed to address them.
Rural tourism in mountain villages contributes not only to preserving the cultural heritage and rural lifestyle but also to raising awareness among locals and tourists of the value of the natural and agricultural heritage. In all these communities, tourism must highlight the results obtained from extensive farming and livestock farming, with an emphasis on the nutritional and organoleptic quality of the products obtained. Registering as many mountain food products as possible in various quality schemes and promoting their authenticity and multiple benefits revitalizes the agricultural and traditional raw-material-processing sectors. Mountain farmers need support from the state and the business environment to create short food chains through which to market their products. We believe that the setting up of more local gastronomic points in these villages would highlight traditional culinary dishes with local ingredients, prepared and served by locals. It is important that all income from agriculture, food processing, and tourism must stay in the community and contribute to improving the quality of life of farmers.
The authenticity of the tourism offer is particularly important because tourists choose villages for the simplicity of life. Authentic tourism focuses on local culture, a fair economy, nature, and biodiversity, giving visitors the opportunity to connect with the essence of a locality. Tourists interact with the character and hospitality of the whole community, which requires openness, curiosity, and respect, without offending the dignity of the locals and while accepting cultural differences. By interacting with the local community, tourists can discover something different, specific to the chosen destination, for the purpose of knowledge and understanding.
Authentic tourism supports local initiatives to preserve local heritage and identity and contributes to awareness of their value. The authenticity of an area is preserved if there is a dynamic link and homogeneity between accommodation conditions and facilities, the natural setting, and the holiday experience in the community [
81].
We believe that the younger generation, which is more technology-oriented, could be more involved in tourism, especially in creating a greater variety of tourism packages, including cooking workshops; tastings; leisure activities; educational activities providing information about the agricultural production system, traditional food products, and local culture; visits to farms and/or craft workshops; excursions to the surrounding area; mountain hikes; and folklore evenings. The development of such activities should be based on local hospitality and culture, integrating technology. Diversification of activities has many advantages for the local community, especially in terms of job creation and reduced seasonality. At the same time, it would create a comprehensive tourist experience, leading to a favorable perception [
82].
The main limitation of the study is the evaluation of some mountain tourist villages (known for the area’s tradition of sheep farming) only from the perspective of rural tourism entrepreneurs, without considering the perspectives of field employees or tourists.
The results obtained cannot be generalized to all mountain villages. Future studies are needed to also address this topic from the perspective of other categories of stakeholders, representatives of the economic environment, local public administration employees, or tourists. Furthermore studies could be conducted in the future making comparisons between tourist villages in different mountain areas of the country or outside it. Another possible direction of investigation is related to the use of smart technologies in peasant households in the mountain area, especially those that lead to the easing of household work. Other possible future research directions are the use of smart technologies in rural households in the mountain area with tourism, especially those that lead to the easing of household work; accessing funds from different sources to implement technology in agricultural/zootechnical activity; and satisfaction regarding the quality of life in the mountain area for the various stakeholders.