The Balkan balneotherapy product – an approach from the destination marketing perspective

Considering the common features in the resources field, but especially the way in which they have been managed at the level of each individual country, it can be stated that a destination such as the Balkan peninsula represents a culturally homogeneous space, which has been crystallized over centuries of common history and which has imprinted a “common” destiny to the member countries, regarding the economic and cultural development. Regarding natural resources, the main similarity resides in the existence of balneotherapy resources, with particular therapeutic properties, nowadays’ development being pressured by the deterioration of one’s conception about its own health (from the demand perspective), on the one hand, and extending the concept of health (from the supply perspective), on the other hand. In the context of a less-controlled development of certain methods/techniques/procedures by the stakeholders of wellness industry, it is necessary to maintain the authenticity of the balneotherapy product whose essence is the treatment. The purpose of the paper relies in establishing the common elements which could form the essence of the balneotherapy product (sui generis) and, in the same time, the differentiation elements which form the developed product of each Balkan country, alongside with the establishment of joint actions, in order to set the coordinates of the regional balneotherapy marketing strategy for the Balkan peninsula

Clarifications regarding medical tourism destinations marketing

The development of new types of tourism (stand-alone, connected or components), from marketing experience, implies a broad spectrum of challenges, which, placed in a planned background, has the purpose the creation and then, the development of tourism products that correspond, at least, to consumers’ expectations. In order to optimize the new type of tourism, it is necessary to be correlated with the relevant resources of the destination, which, harmonized, can lead to the elaboration of destination marketing strategies, in this situation being the medical tourism, component of health tourism

Strategies of post-adhesion of the Chamber of Commerce and Industry of Bucharest – a marketing approach

In order to achieve its existential purpose, respective the development of the commerce, industry, agriculture and services, according to the requirements of the market economy within the globalization of the international economy, on one hand, and of the postadhesion of Romania to the European Union, on the other hand, The Chamber of Commerce and Industry of Bucharest needs to become an instrument and at the same time a satisfaction mean of the customers’ needs, starting from the small, medium and large companies to associations and patronages and ending with the destination of Bucharest, as a harmony of these requirements. With this purpose, a marketing approach of the strategies of the Chamber of Commerce and Industry of Bucharest will have as an initial point, the identification and creation of a hierarchy of the identity elements and specificity of the metropolitan area of Bucharest, elements that constitute the material or human potential. As a result, in his quality of main organization and equidistant of the economic environment of Bucharest, the Chamber of Commerce and Industry of Bucharest will consolidate its image, at the same time with its importance, through all the services offered to create a lasting development of Bucharest.partnership strategies, personnel strategies, product strategies, promotion strategies.

Transylvania – Romanian Tourism Micro-destination

Although nowadays there are many controversies regarding the three regionalization dimensions (the positive-scientific regionalization, the symbolic- informal regionalization and the normativeformal regionalization) in terms of the modification of the third, due to the norms and principles of the accedence to the European Union and due to the access to the structural funds, the symbolic-informal regionalization (“produced in the collective mental of the individual and group selfidentification, of current practices and that includes the sphere of the culture (…) being not only a factor, but also a result of the social construction” (Benedict, 2000, p. 47)) remains in the same time a supporting element in the development of the regional brand. Thus, the region of Transylvania, in accordance with the results of the conducted research, entirely corresponds with the definition that Passy (2001, p. 16) assigned to the region, namely “on the one hand, a social construction – created by economic, politic, cultural and administrative discourses and practices – but, on the other hand, it might become a power center”

SOUVENIRS - FACTOR INFLUENCING THE TOURISM ACTIVITY. CASE STUDY: OPINIONS OF YOUNG PEOPLE ON SOUVENIRS

The capacity, or more precisely the “task” of concentrating, both from a functional and aesthetic perspective, the essence of a tourism destination into a single object, represents the main explanation why the marketing specialist of the respective destination attaches an enhanced importance to souvenirs. Therefore, due to synthesizing the important, or so considered elements, souvenirs significantly influence the image the potential consumers may form, as well their reiteration by the existing consumers. In order to find out the consumers’ opinions on the representativeness of the souvenirs sold in shops, deemed as the most important by the authors of this article, a quantitative, exploratory research was performed, whose purpose is identifying young peoples’ position on the image conveyed by means of souvenirs. The need for this research is incontestable in order to create a connection among the desired image, the conveyed image, the perceived image and the expected image

Assessment modalities of the Master Plan for the Romanian tourism development 2007-2026

The complexity of a tourism destination such as Romania constitutes a prerequisite for organizing the marketing activity at the macro and meso level, in the context of the tourism development planning process at national level. An important document for the Romanian tourism development is the Master Plan, developed for the period 2007-2026, whose periodic evaluation is required. For this purpose, a quantitative marketing research has been conducted, on a sample of 107 young people, with ongoing economic higher education studies, which aimed at the knowledge of the opinions on the Master Plan for the Romanian tourism development, elaborated for 2007-2026, using as evaluation criteria, the knowledge gained from the Masters program. Thus, the opinions on the way of its organization, as well as its managerial implications have been analyzed, and finally, solutions have been proposed in order to improve it. Also, for a more complex view, a qualitative marketing research has been conducted, on a panel of experts, representatives of the Ministry of Tourism, in order to capture, from an internal perspective as well, important aspects of the organization and coordination processes on which the Master Plan was fundamented