Heritage Tourism Entrepreneurship and Social Media: Opportunities and Challenges

Heritage tourism entrepreneurship is related to the development of businesses in the field of heritage tourism, meaning businesses oriented towards the cultural heritage of the locations. In the 21st century, businesses have to face enormous challenges, induced by globalization and emergence of new information and communication technologies. More than ever, businesses have to assess consumer preferences, being more aware not just of their physical needs, but also of their aspiration. Social media comes with new challenges and opportunities for entrepreneurship in terms of developing the marketing mix and addressing to the preferences of visitors in tourism destinations. Consumers are now present on social networks due to the Internet development and thus businesses have to move on the on-line environment in order to be more close to the market. The answer to the question “Is this also available for Romanian heritage tourism?” seems positive and the paper will emphasize the role of social media in supporting the development of heritage tourism entrepreneurship in Romania.