The purpose of this paper is to examine the way in which Romanian monastic compounds promote their religious attraction and the degree of collaboration between monasteries and intermediaries in the religious tourism market. The study was carried on in more than 100 monasteries and showed the existence of significant differences regarding the promotion activities among monasteries because of the characteristics of the religious compounds. Moreover the results indicated there are opportunities to develop relationships and partnerships between monasteries and the other actors involved in organizing the travels with religious motivations.Communication tools, distribution activities, religious sites, religious travel.

Bãcilã Mihai-Florin

Ciornea Raluca

Tîrca Alexandra-Maria

English

Research Papers in Economics

785 
 
STUDY REGARDING COMMUNICATION AND DISTRIBUTION ACTIVITIES 
WITHIN THE ROMANIAN MONASTERIES 
 îrca Alexandra-Maria  
Babe -Bolyai University of Cluj-Napoca  
Faculty of Economics and Business Administration  
Băcilă Mihai-Florin  
Babe -Bolyai University of Cluj-Napoca  
Faculty of Economics and Business Administration  
Ciornea Raluca  
Babe -Bolyai University of Cluj-Napoca  
Faculty of Economics and Business Administration  
 
The purpose of this paper is to examine the way in which Romanian monastic compounds promote their 
religious attraction and the degree of collaboration between monasteries and intermediaries in the 
religious tourism market. The study was carried on in more than 100 monasteries and showed the 
existence of significant differences regarding the promotion activities among monasteries because of 
the characteristics of the religious compounds. Moreover the results indicated there are opportunities 
to  develop  relationships  and  partnerships  between  monasteries  and  the  other  actors  involved  in 
organizing the travels with religious motivations.    
 
Keywords: communication tools, distribution activities, religious sites, religious travel. 
  
JEL classification: M 3. 
 
1. Introduction 
As in case of the other forms of tourism, the religious tourism should be seen into a competitive 
environment,  in  which  the  representatives  of  religious  tourism  supply  try  to  attract  and  retain  the 
customers  or  precisely  try  to  attract  a  larger  number  of  believers  within  sacred  places.  Although 
representatives of pilgrimage places say that we cannot speak about a competition among pilgrimage 
places from Romania, yet the number of visitors, the development, and the notoriety of these places 
vary greatly from one to other (Chi  and  îrca, 2009). Even if the religion or the religious needs are less 
important in a post-modern secular if not atheist society (Widenfeld and Ron, 2008) and the number of 
church attendants in Europe decreases (Nolan and Nolan, 1992), the number of visitors to religious sites 
is continuously increasing. Moreover religious tourism and/or pilgrimages are described as a new trend 
on travel market, a rapidly increasing segment (Country Brand Index, 2008). 
This aspect is determined on one hand by consumer behavior, but in the same time can be a result of 
marketing and management instruments used by representatives of the religious attractions, even if they 
are not known under this name or they are not used for a commercial purpose.  
Such example is the study of Pavicic et al. (2007) which presents many aspects related to management 
of communication and promotion to Marija Bistrica shrine.  
The results of this study show that the main reason for the attraction of visitors to religious places is 
redemption and closeness to God; this is also the main goal when developing collaborative relationships 
with various intermediaries on the tourism market. Hereby we can speak about an attempt to adapt the 
religious tourism supply to consumers’ needs, not in the sense of modifying the dogma or religious 
values, but using the specific communication tools and establishing partnerships between the actors in 
the religious tourism market. These aspects are brought up by Anghelu ă et al. (2009) which presents 
the utility of the marketig for religious organisations, in this case the Church.  
 786 
 
3. Objectives and methodology 
The  present  paper  has  two  objectives:  on  the  one  hand  to  identify  the  medium  used  by  the  most 
important pilgrimage places from Romania to inform the public, and on the other hand to determine the 
collaborative relationships with intermediary agents in order to include religious attractions in tourism 
programs. In other words, we want to study two major activities of religious compounds which can 
greatly  benefit  from  target  audience-centred  orientation:  the  communication  -  promotion  and  the 
delivery of religious tourism offerings. 
The hypotheses considered in this study are: 
-  Hypothesis #1: The communication tools used significantly differ because of the characteristics of 
the religious organizations. 
-  Hypothesis  #2:  The  degree  of  collaboration  between  religious  organizations  and  travel  agents 
significantly differ because of the characteristics of the religious organizations. 
As three identification characteristics of monastery were taken into consideration (the type, the size and 
the Metropolis Church) each hypothesis statement was divided in three, resulting six hypothesis.  
The research was carried on among the orthodox monastery in Romania, the major destinations for 
religious-based  travels  as  pilgrimages  and  religious  tourism.  The  sampling  unit  was  the  monastic 
compounds represented by abbot as manager of the monastery.  
Due to the difficulty in contacting the abbots, the delicacy of the subject and the high geographic 
dispersion of monasteries, we chose a mix sampling method. The research was carried out through 
survey method, using the interview technique. The questionnaire was the instrument of data gathering.   
The sample included 151 monasteries from 24 counties of whole Romanian Metropolis: the Metropolis 
of Cluj, Alba, Cri ana and Maramure  57.55%, the Metropolis of Muntenia and Dobrogea 2.88%, the 
Metropolis of Moldavia and Bucovina 15.11%, the Metropolis of Oltenia 7.19%, The Metropolis of 
Banat 10.79%, The Metropolis of Ardeal 6.47%. Regarding the type of monastery, 51.08% were monk 
monasteries and 48.92% were nun monasteries. Related to the size of monasteries in terms of numbers 
of inhabitants, the monasteries were divided intro five categories from small monasteries (have no more 
than 5 inhabitants) to large monasteries (have more than 25 inhabitants). 
 
4. Results 
First, we tried to determine if the abbots think it is necessarily to carry on activities in order to attract 
people to monasteries, as a way to draw them closer them to God. We used a five-step scale from 
“certainly not” (value=-2) to “certainly yes” (value=+2). While this question may seem surprising, it is 
justified, because according to religious representatives’ statements based on orthodox dogma, people 
must visit the monasteries as their own choice, not because they are constraint or influenced. This is the 
reason the information tools used by orthodox monasteries don’t have invitations to visit them, only just 
schedules. Besides, the mission for many monasteries regarded the withdrawing from the world and 
solitude.  
But, the answers pointed up that more than 50% from the abbots consider that monasteries should 
definitely attract people to them (“certainly yes”), however with the reason of drawing them closer to 
God. The mean is M=0.91 (S.E=0.128) (Table 1). The abbots’ view significantly differs because of the 
type of monastery and the Metropolis Church.   
 
Table 1. The influence of monastery’s characteristics on abbots’ view regarding the necessity to 
attract people to monasteries  
The view of abbots  Factors that influence abbots perception 
Certainly not  11.60%  Monastery size  F=1.001 (p=0.421>0.05) 
Probably not    8.30%  Metropolis Church  C=0.467 (df =20; p=0.028<0.05) 
Indifferent     5.00%  Monastery type  C=0.300 (df =4; p=0.017<0.05) 
Z= -2.318 (p=0.020<0.05)  Probably yes  24.80% 
Certainly yes  50.40% 787 
 
C= Pearson Correlation Coefficient; Z= Mann-Whitney Nonparametric Test; F=ANOVA test. 
 
We  tried  to  determine  if  there  is  an  opportunity  to  develop  promotion  strategies  for  monastic 
compounds, to use religious tourism as a way to achieve the spiritual mission of the monasteries. As we 
can see, in most of cases the abbots’ view allows such approach but it should take into consideration the 
characteristics of the monasteries. 
Regarding the communication tools used by monasteries, the results indicated the monastery guides as 
being the most used (especially in monks monasteries), followed by the monastery flyers (Table 2). The 
main disadvantages of the brochures are the low market coverage and the reduced impact because 
usually, they can be found in monasteries.  
 
Table 2. The influence of monastery’s characteristics on the communication tools used by 
monastic compounds 
The communication tools used by 
monasteries  
The characteristics of monastery which influences the 
communication tools used 
Religious publications   33.33%  - 
Specialised broadcast stations  38.21%  - 
Travel  guides  of  Romanian 
monasteries 
75.61%  Monastery type: C=0.258 (df=1, p=0.003<0.05);  
Z= -2.748 (p=0.006<0.05). 
Monastery brochures   36.58%  Monastery size: C=0.270 (df=1, p=0.002<0.05);  
Z= -3.084 (p=0.002<0.05). 
Monastery flyers   55.28%  Monastery type: F=2.351(p=0.045<0.05). 
Postcards   35.77%  Metropolis Church: C=0.309 (df=5, p=0.028<0.05). 
Monastery CDs   17.07%  Metropolis Church: C=0.318 (df=5, p=0.018<0.05). 
Monastery  size:  C=0.325  (df=5,  p=0.015<0.05); 
F=3.252 (p=0.009<0.05). 
Monastery website  24.39%  Metropolis Church: C=0.306 (df=5, p=0.029<0.05). 
Metropolis  websites   37.39%  - 
Tourist information websites  25.20%  - 
The travel agencies offerings  10.56%  Metropolis Church: C=0.322 (df=5, p=0.018<0.05). 
C= Pearson Correlation Coefficient; Z= Mann-Whitney Nonparametric Test; F=ANOVA test. 
 
Thus brochures are mostly used for the presentation of large monasteries, and the flyers for monks’ 
monasteries. Postcards and CDs are means of promotion especially for the monasteries belonging to 
Moldavia  and  Bucovina  Metropolis  Church  and  Oltenia  Metropolis  Church. The  monasteries from 
Moldavia and Bucovina Metropolis Church and Muntenia and Dobrodgea Metropolis Church are using 
their own website for communication, and those for Muntenia and Dobrudja Metropolis are using the 
Metropolis and Archbishoprics website. The last two Metropolis Churches mentioned and Vadului, 
Feleacului and Clujului Metropolis Church are the most often structures included in the travel agencies 
offers. 
The communication tools with higher audience like specialised radio and television stations are used by 
40% of monastic compounds. Almost 30% of monasteries are using their own website and almost 40% 
of  monasteries  are  using  Metropolis’  website  to  deliver  the  information.  Just  10.56%  of  monastic 
compounds use travel agencies and almost 25.20% of them use tourist information websites to give 
information. 10% of the abbots mention word of mouth advertising, and most probably the percent is 
higher, but we didn’t included it within the predefined variables as  we intend to determine just the 
impersonal  communication  tools.  We  consider  that  word  of  mouth  advertising  would  be  better 
identified if analysing the religious tourism demand.  788 
 
The communication tools used by monasteries significantly differ because of the characteristics of the 
religious organizations, especially in case of the Metropolis of belonging, but in most situations there is 
medium relationship between variables.  
Regarding the content of the message within information and/or presentation materials we tried to 
determine the explanation for the very beautiful pictures with monasteries using open ended questions: 
We assume that the extraordinary content of the pictures and brochures is a way to attract the people to 
monasteries,  being  a  promotion  strategy.  The  answers  haven’t  confirmed  entirely  the  hypothesis 
statement (Table 3). 
 
Table 3. The reasons for the content of the presentation materials of the monasteries  
The reasons for the content of the pictures of the 
monasteries 
The characteristics of monastery which 
influence the abbots’ opinions 
To attract people, promotion  25.64%   
 
The Metropolis Church: C=0.513 
(df=20, p=0.005<0.05). 
 
It shows the “Gift of God”   17.95% 
It represents the beauty of the places   41.88% 
Is due to photographer skills    7.69% 
Others    6.84% 
C= Pearson Correlation Coefficient. 
 
Most of the abbots think the beauty of the pictures and brochures is given by the fact that they capture 
the loveliness of the surroundings. 25.64% of abbots think the content of the pictures is to promote, to 
attract people and almost 18% think the beauty of the pictures shows the work of God. The Metropolis 
of belonging influences greatly the answers of the abbots.  
Next, we tried to determine the collaboration relationships between monasteries and organized groups 
of visitors, religious organisations or travel intermediaries. Hereby, in 60.3% of the cases to monasteries 
arrive  organized  groups  of  religious  associations  (ASCOR,  Liga  Studentească  etc.),  mainly  young 
people, but sometimes come organized groups of pupils, elderly persons from asylums or even children. 
The  question  regarding  the  collaboration  with  members  of  religious  organisations  was  meant  to 
determine in the case of good cooperation, if it’s possible to develop cooperation relations with non 
religious groups who want to visit the monastery. The results indicate the possibility to establish such 
relationships.  
Just a small percent of monasteries appear in travel agencies offers (11.50%) and 15.70% cooperate 
with Pilgrimage Bureaus of Metropolis or Patriarchy. More than 70% of abbots received no proposals 
to introduce monasteries into tourism programs, and 6.60% refused such offers. For monasteries which 
cooperate with Travel agencies or Pilgrimage bureaus, the proposals came from travel organizers in 
72.70% of cases and the rest from monasteries.  
 
Table 4. The collaboration between monasteries and travel organisers  
Travel agencies    4.10% 
Pilgrimage Bureaus of Metropolis or Patriarchy     8.30% 
Travel agencies and pilgrimage bureaus    7.40% 
Refused the collaboration offers    6.60% 
Never received cooperation proposals  73.60% 
 
Testing the hypothesis shows there are no significant differences between the nature of the relationships 
and the characteristics of the monasteries therefore the hypothesis #2 is not valid. 
Next, we tried to determine if such collaborative relationships with travel planners are possible from 
monastery abbots’ view. All subjects answered to this question even if there are no contracts between 
monasteries and travel agencies or pilgrimage bureaus. To determine their view we used a five step 789 
 
scale from “very detrimental” (value=-2) to “very beneficial” (value=+2). More than 60% of abbots 
consider that the collaboration relationships with travel organisers are “beneficial” or “very beneficial” 
and 30% of them indifferent, and none of them think such relationships as being “very detrimental”. 
Mean of the variable is 0.62 (S.E=0.062) (Table 5). 
 
Table 5. Abbots’ view regarding the opportunity to develop relationships with travel organizers  
The abbots’ view regarding 
the opportunity to develop 
relationships with travel 
organisers  
The factors that influence abbots perception 
Very detrimental    0.00%  Monastery size  F=1.848 (p=0.110>0.05) 
detrimental    6.10%  Metropolis church  C=0.329 (df =15; p=0.531>0.05) 
Indifferent  30.40%  Monastery type  C=0.328 (df =3; p=0.003<0.05) 
Z= -3.659 (p=0.000<0.05)  Beneficial  59.10% 
Very beneficial    4.30% 
C= Pearson Correlation Coefficient; Z= Mann-Whitney Nonparametric Test; F=ANOVA test. 
 
The  tests  show  there  are  significant  differences  between  abbots  view  regarding  the  opportunity  to 
develop relationships with travel organisers, due to the type of monastery (more suitable for monks 
monasteries). 
 
6. Conclusions 
The current paper presents some aspects of the communication and delivering activities carried out by 
the  monastic  compounds  from  Romania,  representing  the  main  pilgrimage  places  for  Romanian 
orthodox spirituality. The novelty of this subject is very high in Romanian literature, because such 
research wasn’t carried out in our country until now.  
The results showed that communication activities are not very developed, using mainly the classical 
communication tools. The most used tools to deliver information to target audience and believers are 
monasteries guides and brochures. Just 25% of the religious compounds have their own website and 
10% of them cooperate with travel agencies. The communication tools used significantly differ because 
of the type and the size of monasteries and due to the Metropolis of belonging. The aesthetic of the 
pictures from promotion materials is used in 25% of monasteries in order to attract visitors.  
Regarding the cooperation with various intermediaries from tourism market, more than 70% of the 
monastic  compounds  have  no  relationships  with  travels  organizers,  such  as  travel  agencies  or 
pilgrimage bureaus, although almost same percent of the abbots consider these relationships beneficial 
or very beneficial, and 60% of them receive organised groups of visitors, especially members of the 
religious organisations. 
Thereby, we can assume there is a high potential of collaboration between actors in the travel market 
and pilgrimage places, as well as an obvious orientation of monasteries towards the usage of the most 
effective communication tools, but only if the main reason and the mission of the cooperation and 
communication activities is the religious experience of the traveller.  
  
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Church Marketing- Concept and Utility,

Index

Priors' perceptions of Religious tourism and its spiritual, ethical, social and economical impacts: The case of Transylvania,

Religious Needs in the Tourism Industry, Anatolia: An

Religious sites as tourism attractions in Europe,

The Management and Marketing of Religious Sites, Pligrimage and Religious Events: Challenges for Roman Catholic Pilgrimages

STUDY REGARDING COMMUNICATION AND DISTRIBUTION ACTIVITIES WITHIN THE ROMANIAN MONASTERIES

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STUDY REGARDING COMMUNICATION AND DISTRIBUTION ACTIVITIES WITHIN THE ROMANIAN MONASTERIES

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