Integration of the local tourism brand into the digital infrastructure: case study of Puhăceni village, Republic of Moldova [Articol]

Abstract

Purpose of the article: This study explores the process of building and digitizing the tourism identity of Puhăceni village in the Republic of Moldova, providing an innovative model of rural branding adapted to current trends in sustainable tourism. The village brand, based on the local legend and the ecological specificity of the “village of bicycles,” has generated a distinct, coherent, and memorable identity, actively supported by the community. Methodology: The SWOT and PESTEL analyses reveal the strengths of this approach: the uniqueness of the brand, community commitment, and the efficient use of modern technologies, as well as challenges related to digital infrastructure, technological literacy, and project sustainability. Conclusions: The results demonstrate that the digitization of the tourism identity has contributed to increasing visitor flows, stimulating the local economy, and strengthening an authentic and ecological image of the village. The Puhăceni model provides a valuable example of integrating tradition with innovation, with replication potential. Originality: An innovative model of rural branding, in which local tradition and ecological identity are integrated into an interactive digital infrastructure, transforming the tourism experience into a personalized dialogue.