By studying consumer behavior, marketing specialists want to find out how consumers choose goods/services and what the factors that influence their choice are. In tourism the analysis of the consumer behavior is more difficult because the structure of thtourist, consumption behavior, marketing research

Untaru Elena-Nicoleta

English

Research Papers in Economics

865 
DETERMINING THE PROFILE OF TOURISTS IN BRAŞOV STARTING FROM THEIR 
CONSUMPTION AND BUYING BEHAVIOR TOWARDS PRODUCTS OFFERED BY TOURISM 
AGENCIES 
 
Untaru Elena-Nicoleta  
“Transilvania”University  of  Braşov  Economic  Sciences  Faculty  Colina  Universită ii  nr.  1 
onut.elenanicoleta@unitbv.ro 0268411474 
 
By studying consumer behavior, marketing specialists want to find out how consumers choose goods/services and what the 
factors that influence their choice are. 
In tourism the analysis of the consumer behavior is more difficult because the structure of the product is totally different than 
the  one  of  goods  in  general,  and  the  decision  of  buying  is  supported  mostly  by  subjective  factors,  emotional,  and  not 
necessarily on economic factors that are easier to be observed. 
The present work aims to create a profile of Brasov people as tourist whose premises is set by a marketing research on 
observing the attitudes, opinions and behaviors of tourists towards choosing a holiday destination. 
 
Keywords: tourist, consumption behavior, marketing research 
 
Work JEL code: M 
 
1. Introduction 
By studying consumer behavior, marketing specialist want to find out how consumers choose products/services and 
what the factors that influence their choice are. The reasons for buying are less familiar to a company for which it is 
relatively  easier to find  out  who,  what,  where  from,  when and  how  much  they  buy.  Generally,  products and 
services are bought in order to satisfy physical needs, but also social and psychological ones. Social environment of 
consumer, individual and psychological circumstances are combined to influence the decisions on what to buy.  
Information concerning tourist’s consumption motivation is important to marketers, along with the elements that 
put the basis of choosing a holiday destination, aspects regarding the usage of personal and previous experience, 
and other influences in choosing an attraction point. 
In tourism, analyzing consumer behavior is more difficult because the structure of the product is totally different 
than the one of goods in general, and the decision of buying is supported, mostly, by subjective factors emotional 
and not necessarily economic ones, that are easier to observe.  
The present work aims to create a profile of Brasov tourists whose premises is set by a marketing research on 
observing the attitudes, opinions and behaviors of tourists towards choosing a holiday destination. 
 
2. Methodological considerations regarding the marketing research 
In the marketing research, the population taken under consideration is formed by citizens of Brasov aged more than 
18 years old. The interval of confidence is 95%. The pattern is composed by 385 subjects, and the error with which 
the results are guaranteed is ±5%. 
 
Table 1. The pattern used in the research 
 
Neighborhoods in 
the pattern  
No. of apartments 
in each 
neighborhood  
The percentage of the 
selected apartments in 
the total no. of 
apartments (%) 
The allocation of 
the pattern 
Astra  28.019  60  363 
Tractorul  9.650  21  125 
Valea Cetă ii  8.707  19  113 
TOTAL  46.376  100  600 (pattern size) 
 
The reason for which the size of the pattern is 600 subjects and not 385 is that there usually is a high probability for 
not all subjects to answer the questions, and to assure the exactness of the pattern. 
The methods used for sampling are: multistage sampling, proportional stratified sampling and systematic sampling. 
 
3. Main results of question analysis 
The statistics of the questions reveal a series of aspects regarding buying and consumption behavior of Brasov 
tourists.  Further  are  presented  the  most  important  results  of  the  questions’  analysis  that  set  the  basis  of  the 
marketing research. 
Most of Brasov tourists travel at least once per year in our country (see table 2) as follows: in vacations and 
holidays (86% of the subjects), for rest and relaxation (79% of the subjects) and for fun (44% of the subjects). 866 
 
Table 2. Frequency of traveling of Brasov people during a year 
 
Brasov people prefer as destinations in our country: the mountains, at least twice per year, Black Sea shore, once 
per year (see table 3) and, few prefer Danube Delta, balneary and climatic resorts, tourist’s circuits and other 
places. 
 
Table 3. Frequency of Brasov people on the Black Sea Shore 
 
The best sources of information in choosing a holiday destination are, in the opinion of Brasov people: friends and 
acquaintances (63% of the subjects) and Internet (49% of the subjects). 
Brasov people do not usually buy online holiday packs (89% of the subjects), they prefer to organize the trip by 
themselves (85%) and they like to travel along with the family (73%) or with friends and colleagues (41%). 
Generally,  when  choosing  a  vacation  destination  Brasov  people  take  under  consideration  the  opinion  of 
acquaintances who have visited that destination in the past (see table 4), they prefer to visit different destinations 
each time, which they haven’t seen before, but they are indifferent towards choosing between circuits and plain 
vacations or buying a vacation package and buying each component separately. 
 
Table 4. Expressing the opinion towards the following statement: “I take under consideration the opinion of the 
acquaintances who have already visited a holiday destination, when choosing a destination” 
 
When choosing a vacation destination, Brasov people are preoccupied mainly by attributes like: price (78% of the 
subjects), service quality (73% of the subjects), surroundings (66%), family or friends desires (55%), and safety or 
security (11%). The subjects placed last the possibility of traveling (19%) and the possibility of doing sports (11%). 
Brasov people take decisions on choosing a holiday destination with at most three months in advance, as seen in the 
following table. 
 
   
13  3,4  4,3  4,3 
18  4,7  6,0  10,3 
43  11,2  14,3  24,6 
191  49,6  63,5  88,0 
36  9,4  12,0  100,0 
301  78,2  100,0 
84  21,8 
385  100,0 
Total disagreement 
Disagreement  
Neither / nor 
Agreement  
Total agreement  
Total 
Valid 
88,00  Missing 
Total 
Frequency  Percent  Valid Percent 
Cumulative 
Percent 
200  51,9  73,5  73,5 
     17      4,4  6,3  79,8 
  3    ,8  1,1  80,9 
     52  13,5   19,1   100,0 
272  70,6    100,0 
     84  21,8 
     29  7,5 
113   29,4 
385    100,0 
Once per  year 
2-3 times per year 
More times during the year 
Never  
Total 
Valid 
88,00 
99,00 
Total 
Missing 
Total 
Frequency  Percent  Valid Percent 
Cumulative 
Percent 
Do you usually travel only once during the year? 
84  21,8  21,8  21,8 
 301  78,2  78,2   100,0 
 385   100,0    100,0 
no 
yes 
Total 
Valid 
Frequency  Percent  Valid Percent 
Cumulative 
Percent 
I take under consideration the opinion of the acquaintances who have  
already visited a holiday destination, when choosing a destination 
Please tell us what is the frequency of your visits in our country (Black Sea Shore)? 867 
Table 5. Periods of time required by Brasov travelers to take decisions in choosing a holiday destination  
 
The main reasons of the last journey were rest, relaxation and fun (as seen in table 6), for which they spent up to 14 
days and up to 2000 lei, money from economies, mostly, spent on transportation to the desired destination (81%), 
accommodation (60%), shopping (64%), food (57%) and gifts (41%). 
 
Table 6. The main reason for taking their last journey 
 
 
In order to get to the destination, Brasov people used in most cases their personal car (51% of the subjects) and got 
accommodation to friends, relatives, grandparents, pensions and three star hotels (as seen in table 7). 
 
Table 7. Means of accommodation used by Brasov people in their last journey 
 
Analyzing the responses of the subjects we may conclude that, generally, Brasov people manifest an economic 
behavior in taking decisions concerning vacation/holiday, mainly because of the importance given to the price in 
What kind of accommodation did you use in your last journey? 
29  7,5  9,6  9,6 
56  14,5  18,6  28,2 
20  5,2  6,6  34,9 
66  17,1  21,9  56,8 
33  8,6  11,0  67,8 
85  22,1  28,2  96,0 
12  3,1  4,0  100,0 
301  78,2  100,0 
84  21,8 
385  100,0 
1-2 star hotel 
3 star hotel 
4-5 star hotel 
pension 
rented apartment 
friends, relatives 
other accommodation 
Total 
Valid 
88,00  Missing 
Total 
Frequency  Percent  Valid Percent 
Cumulative 
Percent 
What was the reason of your last journey? 
175  45,5  58,5  58,5 
8  2,1  2,7  61,2 
83  21,6  27,8  89,0 
20  5,2  6,7  95,7 
9  2,3  3,0  98,7 
4  1,0  1,3  100,0 
299  77,7  100,0 
84  21,8 
2  ,5 
86  22,3 
385  100,0 
rest and relaxation 
business 
fun 
treatment 
pilgrimage 
other reason 
Total 
Valid 
88,00 
99,00 
Total 
Missing 
Total 
Frequency  Percent  Valid Percent 
Cumulative 
Percent 
How long in advance do you decide on a holiday destination? 
10  2,6  3,3  3,3 
49  12,7  16,3  19,7 
114  29,6  38,0  57,7 
115  29,9  38,3  96,0 
12  3,1  4,0  100,0 
300  77,9  100,0 
84  21,8 
1  ,3 
85  22,1 
385  100,0 
one year in advance 
6 months in advance  
2-3 months in advance 
tops 1 month in advance 
I’m waiting for price 
reductions on holiday 
packages  
Total 
Valid 
88,00 
99,00 
Total 
Missing 
Total 
Frequency  Percent  Valid Percent 
Cumulative 
Percent 868 
buying  decision,  cheaper  accommodation  and  transportation,  holiday  expenses  (that  cover  transportation, 
accommodation, meals and shopping), etc. 
 
4. Creating a profile of Brasov tourists 
Based on the results of the marketing research, creating a profile of Brasov tourists is possible. This profile is 
presented in the following table: 
 
Table 8. A profile of Brasov tourist 
  Features of Brasov tourist 
1.  Economics type  Price  is  the  most  important  attribute  in  choosing  a  vacation 
destination; most subjects get accommodation at friends, relatives. 
2.  Family guy  The satisfaction during a holiday can be obtained only with family. 
3.  Sedentary guy 
Most of the Brasov tourists travel during the summer in order to get 
relaxation and rest, prefer journeys instead of circuits, don’t go on 
vacation for sports, and don’t like trips (trips are the last choices for 
going on vacation). 
4.  Unconfident type
546 
Don’t  go  to  traveling  agencies  for  vacations  (they  organize  the 
holidays by themselves), don’t buy online products, they ask close 
people for advice, don’t take bank credits to go on vacation. 
5.  “Moderated” type  “Are  willing  to  travel,  not  interested  in  weekend  vacations,  or  in 
sports.” 
6.  Light type  They focus on physical recreation. 
7.  “Sea lovers ”  Most of them choose the seaside for a summer vacation. 
8.  “Mountain lovers”  Most of them choose mountain for a vacation. 
9.  “Rest lovers”   They travel to rest and relax. 
10.  “Traditionalists”
547  Appreciate safety and security and wish to avoid surprises, therefore 
they are looking for familiar destinations and vacations. 
 
Supplementary marketing research is necessary in order to emphasize opinions and attitudes of Brasov travelers 
towards different parts of the vacation package, as well as other components of the marketing mix (and the list goes 
on). This could lead to drawing a more complex profile of the Brasov traveler concerning the consumption and 
buying behavior.  
 
References  
1. Balaure, Virgil; Cătoiu, Iacob; Vegheş, Călin, „Marketing turistic”, Editura Uranus, Bucureşti, 2005; 
2. Constantin, Cristinel, „Sisteme informatice de marketing. Analiza şi prelucrarea datelor de marketing. Aplica ii 
în SPSS”, Editura Infomarket, Braşov, 2006; 
3. Diaconu, Mihaela (coordonator), „Marketing în turism”, Editura „Independen a Economică”, Piteşti, 2003; 
4. Ispas, Ana, Patriche, Dumitru, Brătucu, Gabriel, „Marketing turistic”, Editura Infomarket, Braşov, 1999; 
5. Kotler, Philip, Bowen, John T., Makens, James C., „Marketing for hospitality and tourism”, Fourth Edition, 
Pearson Education International, 2006; 
6. Lefter, Constantin, „Cercetarea de marketing. Teorie şi practică”, Editura Lux Libris, Braşov, 1998; 
7. Lefter, Constantin, „Cercetarea de marketing. Teorie şi aplica ii”, Editura Infomarket, Braşov, 2004; 
8.  Malhotra,  Naresh  K.,  „Marketing  research.  An  applied  orientation”,  Fourth  Edition,  Pearson  Education 
International, 2004; 
9. Nedelea, Alexandru, „Pia a turistică”, Editura Didactică şi Pedagocică R.A., Bucureşti, 2003; 
10. Swarbrooke, John, Horner, Susan „Consumer behavior in tourism”, Butter-Heinemann, Linacre House, Jordan 
Hill, Oxford, Marea Britanie, 1999; 
11.  ”Comportamentul  turiştilor  şi  na ionalitatea  –  criterii  de  clasificare  a  turiştilor  şi  de  segmentare  a  pie ei 
turistice”, Coita, D., Nedelea, A., revista de Management & Marketing nr. 3/2006. 
   
                                                       
546 1-4 categories are based on the segmentations of Alexandru Nedelea, Pia a turistică, Editura Didactică şi Pedagocică R.A., Bucureşti, 
2003, p. 27-29. 
547 5-10 categories are based on the segmentations of John Swarbrooke şi Susan Horner, Consumer behavior in tourism, Butter-Heinemann, 
Linacre House, Jordan Hill, Oxford, Marea Britanie, 1999, p. 88. 

Cercetarea de marketing. Teorie şi aplica ii”, Editura Infomarket,

Cercetarea de marketing. Teorie şi practică”, Editura Lux Libris,

Marketing for hospitality and tourism”, Fourth Edition,

Marketing research. An applied orientation”, Fourth Edition,

Marketing turistic”, Editura Infomarket,

Pia a turistică”, Editura Didactică şi Pedagocică R.A.,

Susan „Consumer behavior in tourism”, Butter-Heinemann,

DETERMINING THE PROFILE OF TOURISTS IN BRASOV STARTING FROM THEIR CONSUMPTION AND BUYING BEHAVIOR TOWARDS PRODUCTS OFFERED BY TOURISM AGENCIES

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DETERMINING THE PROFILE OF TOURISTS IN BRASOV STARTING FROM THEIR CONSUMPTION AND BUYING BEHAVIOR TOWARDS PRODUCTS OFFERED BY TOURISM AGENCIES

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