Published in Scientific Papers. Series "Management, Economic Engineering in Agriculture and rural development", Vol. 25 ISSUE 3
Written by Mădălina Roxana ILIE, Georgiana Armenița ARGHIROIU, Silviu BECIU

The paper examines the potential for digital innovation within agritourism development in Maramureș County, Romania. Using tourism data from the National Institute of Statistics and a SWOT-based framework, the study analyses the region’s readiness to adopt immersive technologies, with a particular focus on virtual reality. Between 2020 and 2024, agritourism guesthouses in Maramureș increased by 47.5%, from 185 in 2020 to 273 in 2024, while domestic overnight stays nearly tripled, from 54,487 in 2020 to 143,866 in 2024. Although foreign tourist numbers remain relatively low, their overnight stays increased more than tenfold during the same period, from 433 to 4,868, despite the lingering effects of the pandemic. Even if virtual reality is not currently implemented, the region shows structural and cultural features that could support future adoption. The SWOT analysis identifies both enabling factors and critical barriers, such as digital infrastructure deficits and institutional fragmentation. The article provides insights into the region’s current position and the conditions needed to enable future digital engagement in rural tourism.

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