abstract: 'Purpose

  According to the United Nations World Tourism Organization, sustainable

  tourism is a form of tourism that meets the needs of present tourists

  and host regions, while protecting and enhancing the opportunity for the

  future. It aims at having a low impact upon the environment and local

  culture; generating income and employment; and ensuring the conservation

  of local ecosystems. This paper aims to examine the ways in which the

  development and promotion of a new tourism product based on unique rural

  heritage and traditions contribute to the development of sustainable

  tourism by relating the practices to the sustainable development goals

  (SDGs) 1, 8, 10, 11, 12 and 17.

  Design/methodology/approach

  Drawing on a literature review on the topic of sustainable rural

  tourism, this paper uses a case-study methodological approach and

  provides an example of a sustainable rural tourism destination from the

  North Western development region of Romania (Cluj County, Transylvania)

  to depict specific sustainable tourism practices. The study uses a

  comprehensive desk-research based on secondary data from key industry

  and academic sources.

  Findings

  The research findings show that sustainable rural tourism can greatly

  support the development of rural destination and makes a significant

  contribution to the sustainable development of the Romanian tourism

  industry, in general, and rural economies in particular, as shown in the

  case examined in the paper. Sancraiu represents an example of

  sustainable tourism practices that contribute to poverty reduction (SDG1

  - Target 1.A), provide decent work and ensure economic growth (SDG8 -

  Target 8.9), help reducing inequalities (SDG10 - Target 10.3), protect

  and safeguard the world''s cultural and natural heritage (SDG 11 - Target

  11.4), promote responsible consumption and production (SDG 21 - Target

  12.b) and last but not least this destination demonstrates that

  development is only possible when partnerships are forged (SDG 17).

  Social implications

  This paper illustrates that fostering unique rural heritage and

  traditions can contribute to the sustainable development of

  destinations. Sustainable tourism practices contribute not only

  financially to a destination but also to its social infrastructures,

  jobs, nature conservation, adoption of new working practices and the

  revitalisation of passive and poor rural areas.

  Originality/value

  This paper examines and depicts sustainable rural tourism development as

  a transformative strategy contributing to the long-term viability of a

  rural destination. The research findings can be viewed as an example of

  good practice, which may be applicable to other geographic regions with

  similar contexts.'
affiliation: 'Yallop, AC (Corresponding Author), Auckland Univ Technol, Dept Int Business
  Strategy \& Entrepreneurship, Auckland, New Zealand.

  Gica, Oana Adriana; Coros, Monica Maria, Babes Bolyai Univ, Fac Business, Dept Hospitality
  Serv, Cluj Napoca, Romania.

  Moisescu, Ovidiu Ioan, Babes Bolyai Univ, Fac Econ \& Business Adm, Cluj Napoca,
  Romania.

  Yallop, Anca C., Auckland Univ Technol, Dept Int Business Strategy \& Entrepreneurship,
  Auckland, New Zealand.'
author: Gica, Oana Adriana and Coros, Monica Maria and Moisescu, Ovidiu Ioan and Yallop,
  Anca C.
author-email: 'oana.gica@tbs.ubbcluj.ro

  monica.coros@tbs.ubbcluj.ro

  ovidiu.moisescu@econ.ubbcluj.ro

  anca.yallop@aut.ac.nz'
author_list:
- family: Gica
  given: Oana Adriana
- family: Coros
  given: Monica Maria
- family: Moisescu
  given: Ovidiu Ioan
- family: Yallop
  given: Anca C.
da: '2023-09-28'
doi: 10.1108/WHATT-08-2020-0088
earlyaccessdate: APR 2021
eissn: 1755-4225
files: []
issn: 1755-4217
journal: WORLDWIDE HOSPITALITY AND TOURISM THEMES
keywords: 'Romania; Rural tourism; Case study; Sustainable development goals;

  Sancraiu; Transformative strategies'
language: English
month: JUN 15
number: 1, SI
number-of-cited-references: '43'
orcid-numbers: 'Gica, Oana Adriana/0000-0001-7958-1036

  Moisescu, Ovidiu I./0000-0003-0097-5660

  Coros, Monica Maria/0000-0002-1966-8954

  Gica, Oana/0000-0001-7958-1036

  Yallop, Anca/0000-0002-1391-9900'
pages: 124-138
papis_id: fc7298f3eb8c99f0584bd9949cdd68a2
ref: Gica2021transformativerural
researcherid-numbers: 'Gica, Oana Adriana/AAX-9359-2020

  Moisescu, Ovidiu I./C-1175-2013

  Coros, Monica Maria/M-9434-2017

  Gica, Oana/AAS-6168-2021

  Yallop, Anca/AAC-8628-2019'
times-cited: '6'
title: 'Transformative rural tourism strategies as tools for sustainable development
  in Transylvania, Romania: a case study of Sancraiu'
type: Article
unique-id: WOS:000639945900001
usage-count-last-180-days: '6'
usage-count-since-2013: '29'
volume: '13'
web-of-science-categories: Hospitality, Leisure, Sport \& Tourism
year: '2021'