MANAGEMENT I MARKETING / MANAGEMENT AND MARKETING

40 Revista / Journal ECONOMICA nr. 1 (83) 2013

STRATEGII I TEHNICI DE
PROMOVARE A TURISMULUI
RURAL SUSTENABIL
Drd. Angela BOTEZATU, UASM

Unul dintre obiectivele principale pe care le
urmrete orice firm, valabil i pentru afacerile de turism
rural, este acela de a ti cum s-i conving pe clieni s-i
cumpere produsul sau serviciul. ntr-un mediu de
concuren acerb, strategiile de promovare vin s faciliteze
procesul de comunicare cu clienii actuali i poteniali prin
informare, convingere sau reamintire. n articol, sunt tratate
unele dintre strategiile i tehnicile de promovare ale
activitii de turism, tehnici care, utilizate separat sau ntr-
un mix bine gndit, pot contribui la formarea de ansamblu
i mbuntirea imaginii rii sau firmelor de turism prin
dezvoltarea turismului rural sustenabil.
Cuvinte-cheie: turism rural, sustenabilitate, strategii
de promovare, politic de promovare, relaii cu publicul,
marketing direct.

Noua filozofie a existenei n turism se axeaz
prioritar pe conceptul dezvoltrii durabile. Turismul
sustenabil, axat pe dezvoltarea durabil, este inta
preocuprilor mai multor savani, precum i a multor
organisme internaionale, dar i autohtone. Abordarea se
extinde i spre turismul rural, deoarece aici poate fi
conservat mediul natural cu toate ecosistemele sale. n
acelai timp, s vorbim i despre valorificarea potenialului
natural i antropic din mediul rural, cu beneficii pentru
comunitile locale. ntrebarea este, dac putem promova
obiectivele turistice rurale n condiii de sustenabilitate?
Evident c rspunsul este unul afirmativ, iar actorii
economici din industria turismului rural pot elabora diverse
mixuri de promovare a destinaiilor turistice rurale protejnd
biodiversitatea i patrimoniul uman.
Politica de promovare a turismului rural, dei, la
prima vedere, pare relativ simpl, n practic elaborarea
mixului promoional necesit abiliti deosebite pentru
transformarea turismului rural ntr-o ans real oferit
comunitilor locale din zonele n care patrimoniul turistic
este slab valorificat.
Dup cum menioneaz O. Snak activitatea de
promovare a produsului turistic este o form specific de
comunicare, care const n transmiterea pe diferite ci de
mesaje i informaii menite s-i informeze pe operatorii de
turism i pe turitii poteniali asupra caracteristicilor
produsului turistic i asupra elementelor componente ale
serviciilor turistice oferite,.., s le dezvolte o atitudine
pozitiv fa de firmele prestatoare de servicii turistice. De
asemenea, promovarea turistic presupune aciuni de
sprijinire i influenare a procesului de cumprare n scopul
provocrii unor modificri favorabile n mentalitatea i
obiceiurile clienilor actuali i poteniali.
Dintre caracteristicile promovrii turistice le putem
meniona pe cele ce urmeaz:
PROMOTION SRATEGIES AND
TECHNIQUES OF SUSTENABLE
RURAL TOURISM
PhD candidate Angela BOTEZATU, SAUM

One of the main objectives pursued by any
company, available for rural tourism business is to
know how to convince customers to buy your product
or service. In an environment of intense competition,
promotion strategies come to facilitate the
communication with current and prospective customers
through information, persuasion or reminder. The
article deals with some of the strategies and techniques
to promote the tourism activity, techniques which used
separately or in a thoughtful mix can contribute to the
formation and improvement of the overall image of the
country or travel companies by sustainable rural
tourism development.
Keywords: rural tourism, sustainability,
promotion strategies, promotion policy, public
relations, direct marketing

The new philosophy of existence in tourism is
focused prior on the concept of sustainable
development. Sustainable tourism, focusing on
sustainable development is the target of several
scientists and many local and international
organizations. The approach is also extending to rural
tourism, because there may be preserved natural
environment with all its ecosystems. At the same time
we are talking about the potential of natural and
anthropogenic rural tourism with benefits for local
communities. The question is whether we can promote
rural sights in terms of sustainability? Obviously the
answer is affirmative, and economic actors from rural
tourism industry can elaborate different mixes of
promoting rural tourism destinations protecting
biodiversity and human heritage.
Promotion policy of rural tourism, although, at
first sight seems relatively simple, in practice
developing a promotional mix requires special skills
for transforming rural tourism in a real opportunity for
local communities and areas where sightseeing is
poorly exploited.
As O. Snake mentions the promotion of tourism
activity is a specific form of communication, which is
the transmission of messages and information in many
ways, designed to inform the tour operators and
potential tourists on product characteristics and the
components of tourism services, .., to develop a
positive attitude towards tourism service companies.
Also, tourist promotion involves actions to support and
influence the buying process to challenge some
favorable changes in mentality and customs of current
and potential customers.
MANAGEMENT I MARKETING / MANAGEMENT AND MARKETING
Revista / Journal ECONOMICA nr. 1 (83) 2013 41



- este o activitate permanent, cu manifestri de
intensitate diferit n funcie de obiectivele vizate
sau bugetul promoional disponibil;
- se adreseaz agenilor economici poteniali, dar i
celor actuali;
- promovarea unei destinaii turistice are i alte
scopuri, pe lng cel de cretere a numrului de
turiti pentru o perioad limitat, astfel, aceasta
vizeaz obiective precum: informarea asupra
resurselor naturale i antropice ale zonei,
valorificarea lor la un nivel superior; atragerea
clienilor-int; mbuntirea imaginii firmei;
crearea unei imagini unice; dezvoltarea
armonioas a activitii economice locale.
n cadrul strategiei de dezvoltare a unei firme de
turism, strategia de pia, prin urmare, i cea de promovare
sunt eseniale. Astfel, se stabilete raportul dintre firma
prestatoare de servicii turistice i mediu, poziia pe care
aceasta vrea s i-o aleag pentru realizarea misiunii n
condiii de eficien. Elaborarea strategiilor promoionale i
integrarea lor n strategia global a firmei (pensiunii turistice,
agroturistice) constituie premise pentru aciuni concrete
necesare acesteia.
Unele firme turistice apeleaz empiric la anumite
instrumente promoionale. n asemenea caz, eforturile de
promovare nu sunt fundamentate tiinific; instrumentele
promoionale sunt combinate aleatoriu, fr a studia, n
prealabil, piaa turistic i a identifica clienii-int i
comportamentul lor. Prin urmare, i rezultatele las de dorit.
n vederea atingerii obiectivelor promovrii,
productorii i distribuitorii din turism au la dispoziie dou
alternative strategice: pull strategy (strategia atragerii); push
strategy (strategia mpingerii), realizabile simultan sau
separat.
Pull strategy este orientat spre cerere. Printr-o
publicitate susinut sau prin promovarea vnzrilor, se
ncearc crearea cererii sau sporirii ei. Obiectivul este de a
furniza suficiente informaii sau mijloace de promovare a
vnzrilor pentru a declana interesul turitilor poteniali;
dorina de cumprare i, respectiv, achiziia propriu-zis a
produselor i serviciilor turistice promovate.
Dimpotriv, push strategy, plaseaz pe prim-plan
promovarea prin vnzri personale. Personalul implicat n
actul promovrii trateaz direct cu cumprtorii actuali i
poteniali. Ei ncearc s susin vnzrile prin mpingerea
cumprtorilor spre produse.
ntr-o alt abordare, menionm alte dou alternative
strategice: fie o strategie defensiv, fie una ofensiv.
Strategia defensiv este o strategie orientat spre cererea de
servicii turistice rurale, n care firma ncearc s-i apere i
s-i menin poziia pe pia folosind n acest scop reclama
sau promovarea vnzrilor. Strategia ofensiv presupune
utilizarea masiv a tuturor mijloacelor promoionale care
stau la dispoziia firmei i folosirea unui buget considerabil.

Publicitatea n promovarea serviciilor turistice
Publicitatea reprezint o tehnic foarte important n
mixul promoional. Prin intermediul acesteia, se urmrete
Among the features of the tourism promotion we
can mention:
- it is a permanent an ongoing activity, with
events of different intensity depending on the
objectives sought or held promotional budget;
- it addresses to the potential and current
economic agents;
- promotion of tourist destinations has other
purposes besides the increase of the number of
tourists for a limited time, so it seeks
information objectives about the natural and
human resources of the area, turning them to a
higher level to attract target customers,
improving company image, creating a single
image, the harmonious development of local
economic activity.
Within the development strategy of a tourism
firms, market and promotion strategies are essential. In
this way is settled the relationship between tourism
firm and the environment, the position it wants to
choose in order to achieve the task in terms of
efficiency. Promotional strategies and their integration
into the overall strategy of the firm (tourist guesthouse,
agro) are necessary prerequisites for its specific
actions.
Some travel agencies empirical ey use
certain promotional tools. In this case the promotion
efforts are not scientifically fundamented
promotional tools are combined randomly without
studying in advance the tourism market and
identifying target customers and their behavior.
Therefore the results are poor.
In order to achieve the promotion, objectives
tourism producers and distributors have two strategic
alternatives: pull and push strategies, which are
feasible simultaneously or separately.
Pull strategy is oriented to demand. Supported
through advertising or sales promotion they try to
create demand or increase it. The objective is to
provide enough information or sales promotion
means to trigger the interest of potential tourists;
wish to purchase and, respectively, the actual
purchase of tourism products and services
advertised.
In contrast, push strategy, places on the first plan
promotion by personal selling. The staff involved in the
act of promoting deals directly with current and
potential buyers. They enhance selling by pushing
buyers towards products.
In another approach we mention two other
strategic alternatives: either a defensive strategy or an
offensive one. Defensive strategy is that strategy-
oriented towards rural tourism service request through
the company tries to defend and to maintain market
position using for this purpose advertising or sales
promotion. Offensive strategy, involves massive use of
promotional means which are at the disposal of
company and using a large budget.
MANAGEMENT I MARKETING / MANAGEMENT AND MARKETING
42 Revista / Journal ECONOMICA nr. 1 (83) 2013



atingerea mai multor scopuri dintre care:
YPromovarea att a produselor, serviciilor turistice
rurale, ct i a organizaiilor;
YStimularea cererilor primare i selective;
YCreterea eficienei firmelor turistice.
n literatura de specialitate, se utilizeaz att noiunea
de publicitate, ct i cea de reclam, aceasta din urm
reflectnd comunicarea pltit i impersonal cu piaa. n
ceea ce privete Republica Moldova, legislaia propune
termenul de publicitate pentru a desemna comunicarea
pltit cu piaa, iar n uzul curent se utilizeaz i noiunea de
reclam.
Mijloacele sau mediile preferate pentru transmiterea
mesajului n turism sunt: media scris: cotidiene, jurnale
sptmnale, reviste; tipriturile: fluturai, pliante, brouri,
ghiduri, cataloage; afiajul exterior (outdoor media):
postere, bannere, panouri luminoase (statice i dinamice),
panouri interactive de informare i promovare; afiaj
interior (indoor media); mijloace audio-video: filme,
CD/DVD-uri, diapozitive; televiziunea; telefonia mobil;
obiecte diferite: erveele, calendare, produse de
vestimentaie, articole de birotic (mouse, pixuri, pahare
etc.); internetul: pagini web, portaluri de informare i
promovare a turismului, hri electronice.
Mijloacele de susinere a turismului rural pot fi
utilizate att n scopuri de promovare la scar naional
(turismul rural al rii), ct i n promovarea ageniilor de
turism specializate, pensiunilor turistice i agroturistice.
Ca exemplu, putem meniona ghidurile Moldova
turistic, Drumul vinului i Drumul mnstirilor. Bine
structurate, realizate n trei limbi (romn, englez i rus),
mbogite cu suficiente imagini color, care s ndemne la
drum, dotate cu suficiente adrese utile, aceste materiale
promoionale vin s atrag atenia consumatorilor asupra
bogatului potenial turistic de care dispune ara noastr.
Ghidul Moldova turistic a fost lansat n luna
septembrie 2010, n cadrul manifestrilor prilejuite de
marcarea Zilei Mondiale a Turismului, ca un ndemn adresat
celor care doresc s ne viziteze i s ne descopere ara.
Cel de-al doilea ghid Drumul vinului, lansat cu
ocazia Zilei Naionale a Vinului, i propune s pun n
valoare tradiiile viti-vinicole ale Republicii Moldova i
potenialul turistic al acestui segment.
Ghidul Drumul mnstirilor continu frumoasa
tradiie de punere n valoare a potenialului turistic valoros
de care dispune ara noastr. Lansat cu ocazia srbtoririi
Hramului municipiului Chiinu, acest material promoional
prezint arhipelagul mnstiresc al Republicii Moldova,
invitnd la cunoaterea istoriei, credinei, culturii, tradiiilor
i modernitii rii noastre prin turismul de pelerinaj i cel
religios.
Tehnologiile informaionale moderne creeaz noi
oportuniti de promovare a turismului naional i,
ndeosebi, promovarea on-line a atraciilor turistice i a
imaginii de ansamblu a rii noastre vizitatorilor strini.
Internetul este unul din mijloacele de difuzare a mesajelor
care a explodat n preferinele i opiunile turitilor actuali.
Astfel, Internetul este un mijloc facil de promovare,
Advertising in promoting tourism services
Advertising is a very important technique in the
promotional mix. It aims the achievement of several
goals including:
YPromotion of products, rural tourism services
and organizations;
YStimulation of primary and selective demands;
YIncrease the efficiency of tourism firms.
In specialty literature is used the term
publicity and advertising, the latter reflecting paid
and impersonal communication with the market.
Regarding Moldova, advertising legislation proposes
the term publicity to refer to paid market
communication and in common use the term is also
used for advertising.
Preferred means or media for transmiting a
message in tourism are: print media: newspapers,
weekly newspapers, magazines; printed means:
leaflets, flyers, brochures, guides, catalogues; outdoor
media: posters, banners, signage (static and dynamic),
information and promotion interactive panels; indoor
media; audio-visual: movies, CD/DVD, slides; TV;
mobile phones; different objects: towels, calendars,
clothing items, office items (mouses, pens, glasses etc.)
Internet: websites, information and promotion of
tourism portals, electronic maps.
Means of promoting rural tourism can be used
for nationwide promotion (countrys rural tourism) and
for specialized promotion of travel agencies, tourism
and agro tourism.
As an example we can mention the guides
Touristic Moldova, Wine Route and Route of
Monasteries. They are well structured, designed in 3
languages (English, Romanian and Russian), enriched
with enough color images to urge on the way,
providing useful addresses, are meant to attract
consumers attention on the rich tourism potential of
the our country.
The guide Touristic Moldova was released in
September 2010, an the events of celebrating the World
Tourism Day as a call to those, who want to visit us
and discover our country.
The second guide Wine Route, launched on
the occasion of the National Wine Day aims to
highlight the wine traditions of Moldova and tourism
potential of this segment.
The guide Route of Monasteries continues the
beautiful tradition of enhancing the tourism potential of
our country. Released to celebrate Chisinau Day this
promotional material presents monastery archipelago
of Moldova, which invites us to find out history,
religion, culture, traditions and modernity of our
country through tourism and religious pilgrimage.
Modern information technologies create new
opportunities to promote national tourism and especially
online promotion of sights and overall image of our
country to foreign visitors. Internet is one of the means of
disseminating messages which exploded in the
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Revista / Journal ECONOMICA nr. 1 (83) 2013 43



implicnd costuri acceptabile i obinnd un impact deosebit
n rndul tinerilor, dar i al adulilor de vrst mijlocie.
Internetul reprezint o oportunitate pentru turism, deoarece
ofer: posibilitatea lansrii de noi servicii, extinderii pe noi
piee, interaciunii permanente cu clientela, atragerii unor noi
categorii de clientel.
Pentru moment, considerm mai mult dect necesar,
pentru fiecare agenie turistic, pensiune sau agropensiune att
crearea i dezvoltarea site-ului, ct i completarea acestuia cu
diverse informaii, precum: obiective turistice din zon,
posibiliti de agrement, manifestri cultural-artistice, srbtori
tradiionale. Site-ul trebuie realizat n cel puin dou limbi de
circulaie internaional i s permit interaciunea cu
vizitatorii. De asemenea, site-ul nou-creat, pentru a fi eficient,
trebuie nscris n motoare de cutare dup o serie de cuvinte-
cheie: sat turistic, turism rural, pensiune turistic,
agropensiune etc. La nivel de ar, despre turismul rural
putem afla accesnd site-ul Asociaiei Naionale de Turism
Rural, Ecologic i Cultural din Moldova (www.tur.md), aici
gsind trimiteri la paginile web ale celor mai cunoscute
pensiuni turistice i agroturistice din RM: pensiunea rural
Hanul lui Hanganu (www.hanulhanganu.md); Satul
Moldovenesc (www.satulmoldovenesc.md); Casa din Lunc
(www.casaorhei.com) etc. Despre turismul rural i turismul la
ferme din spaiul european, ne putem informa accesnd site-ul
Federaiei Europene pentru Turismul Rural i la Ferm
(EuroGtes: http://www.eurogites.org).
Una dintre prioritile site-urilor este posibilitatea
rezervrilor on-line, ceea ce i avantajeaz att pe ofertanii
pachetelor turistice rurale, ct i pe beneficiari.
Studiile efectuate n acest sens de ctre compania
austriac Seekda demonstreaz c circa 85% dintre cltori
se informeaz on-line, numrul on-line room bookings
poate atinge circa 48%, n 2015, iar cile tradiionale de
rezervare a pachetelor turistice i pierd din influen.
Sursele Internet pot fi utilizate individual sau
integrate cu alte medii de promovare. De exemplu, din
cauza costurilor ridicate de promovare la TV, poate fi
elaborat un spot publicitar de durat mic, fcndu-se
trimitere la site-ul firmei turistice, organizaiei sau
evenimentului turistic ce urmeaz a avea loc. Informaiile
din diverse medii de promovare se pot completa reciproc,
astfel sporind eficiena activitii promoionale.

Manifestri promoionale n turism
Dintre tehnicile promoionale ale marketingului
modern, care condiioneaz i favorizeaz formarea i
meninerea imaginii pe pia, menionm promovarea prin
intermediul manifestrilor promoionale. Participarea la
trguri interne i internaionale, saloane i expoziii
reprezint un instrument eficient de marketing datorit
avantajelor pe care le ofer posibilitatea de a veni n contact
cu purttorii cererii de servicii turistice i de a le studia
comportamentul, studierea ofertelor concurente, contactarea
diferiilor furnizori sau prestatori de servicii turistice i chiar
vnzarea de servicii turistice n timpul manifestrii.
Astfel, anual, Centrul Internaional de Expoziii
MoldExpo organizeaz i desfoar expoziii internaionale
preferences and choices of present tourists. Thus, the
Internet is an easy way to promote, involving acceptable
costs and getting a great impact among young people and
middle-aged adults. Internet is an opportunity for tourism,
as it offers: the possibility of launching new services,
expansion into new markets, ongoing interaction with
customers, attracting new types of customers.
For the moment we consider more than required for
each travel agency, pension or agro-pension, to create and
develop a website and supplement it with various
information such as tourist attractions in the area,
recreational opportunities, cultural arts, traditional
celebrations. The site must be done in at least two foreign
languages and allow interaction with visitors. Also newly
created website, in order to be effective, must be included
in search sites after a series of keywords: village tourism,
rural tourism, tourist board, agro pensions etc. At the
country level we find about rural tourism accessing the
site of the National Association of Rural, Ecological and
Cultural Tourism of Moldova (www.tur.md), here we find
links to web pages of the most popular tourist hostels and
agro tourism in the Republic of Moldova: rural pension
Hanul lui Hanganu (www.hanulhanganu.md),
Moldovan Village (www.satulmoldovenesc.md), of
Meadow House (www.casaorhei.com), etc. About rural
tourism and farm tourism in Europe we can be informed
by visiting the website of the European Federation for
Farm and Rural Tourism (EuroGtes:
http://www.eurogites.org).
One of the priorities of websites is the possibility
of online reservation, which favors both bidders and
consumers of rural tourism packages.
Studies in this regard by the Austrian company
Seekda show that about 85% of travelers get informed
online, the on-line room bookings can reach about
48% in 2015, and traditional ways of booking of travel
packages lose their influence.
Internet sources can be used individually or
integrated with other media promotion. For example,
due to the high costs of promotion on TV can be
prepared an advertisement of a short duration, with
reference to the site of tourist business, organization or
event tour that will take place. Information in various
media promotion can complement each other, thus,
increasing the efficiency of promotional activity.

Tourism promotional events
Among the promotional techniques of modern
marketing which conditions and promotes the formation
and maintenance of image on the market we note
promotion through promotional events. Participation at
national and international fairs, shows and exhibitions
are an effective marketing tool thanks to the advantages
they offer, the opportunity to come into contact with
demand carriers of tourism services and study their
behavior by studying competing bids, contacting different
suppliers or tourism service providers and even sell travel
services during the event.
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44 Revista / Journal ECONOMICA nr. 1 (83) 2013



specializate de turism, agrement, industrie hotelier, care, n
aprilie 2012, a ajuns la ediia a XVII-a. Evenimentul este
unul de importan major pentru industria de turism:
anume aici juctorii pieei de profil aduc la cunotina
publicului noutile elaborate special pentru noul sezon
turistic: programe, preuri i direcii noi. Aceasta este o
oportunitate de promovare a turismului, n special a
turismului rural.
Participarea la un trg de turism necesit o pregtire
prealabil i poate fi costisitoare, cci aici sunt incluse
cheltuieli pentru stand, numrul i calitatea tipriturilor puse
la dispoziie vizitatorilor, studii de pia, participare la mese
rotunde, conferine.
Thus, the annual International Exhibition Centre
MoldExpo, organizes and unfolds specialized international
exhibition of tourism, leisure and hotel industry, which in
April 2012 became the seventeenth edition. This is a major
event for the travel industry: here tourism market players
make public news specially designed for the new tourist
season: programs, prices and new directions. This is an
opportunity to promote tourism, especially rural tourism.
Participation at a tourism fair requires prior
preparation and can be expensive, because this includes
costs for stand, number and quality of prints available
to visitors, market research, participation at workshop
and conferences.



Materiale promoionale n cadrul manifestrilor expoziionale /
Promotional materials for the exhibition events
Tabelul 1/Table 1
Tip / Type Scop / Aim Prioritate / Priority
Brour/ Brochure
Comunic imaginea ctre consumator /
Communicate image to consumer
Mare /Big
Ghid de preuri /
Price list
Informeaz fr interaciune personal / Informs
without personal interaction
Moderat / Moderate
Fluturai / Flyers Informeaz succint/ Informs briefly Sczut / Low
Cri de vizit / Cards
Imagine profesional pentru turiti / Professional
image for tourists
Mare /Big
Scrisori / Letters Imagine profesionist / Professional image Mare /Big
Sursa/Source: P. Nistoreanu, Turism rural, Tratat, 2010, pag. 221

Eficiena materialelor tiprite trebuie monitorizat
permanent, n cadrul studiilor de pia, pentru aciunile
ulterioare din cadrul trgurilor sau expoziiilor: elaborarea
acestora n exces conduce la cheltuieli suplimentare. Acestea
ar putea fi utilizate i n alte ocazii.
Alte evenimente de promovare-manifestri interne i
externe, turistice i culturale pot fi considerate: Trgul de
Turism Descoper Moldova Turistic (august 2011),
Trgul Concurs Internaional al Meterilor Olari (ediiile
2011-2012), Festivalul Ethno Music Gustar (a treia ediie n
2012), Festivalul Turistic Naional Duminica Mare,
Concursul Internaional al Clopotarilor Bisericeti
Clopotarul Terrei.
Formarea i promovarea imaginii Republicii Moldova
ca destinaie turistic este realizat i la nivel de Guvern, prin
acordurile ncheiate de ctre ara noastr cu alte ri n ceea ce
privete colaborarea n domeniul turismului. Astfel, Guvernul
Republicii Moldova a ncheiat acorduri de colaborare n
domeniul turismului cu Guvernul Republicii Cipru (2007),
Guvernul Republicii Italiene (2006), Guvernul Republicii
Elene (2006), Guvernul Romniei (2005) etc.
Tururile informaionale pentru reprezentanii mass-
media din strintate constituie una dintre tehnicile viabile de
promovare a imaginii Republicii Moldova pentru turitii
strini. Acestea pot fi organizate n cadrul diferitelor proiecte
comune cu alte state (Turul informaional organizat n cadrul
cooperrii Ageniei Turismului i Organizaiei pentru
Democraie i Dezvoltare Economic GUAM Japonia,
proiect de promovare pentru turitii niponi).
Effectiveness of printed materials must be
continuously monitored, in market studies, for the
following actions of fairs or exhibitions, a their excess
preparation leads to additional costs. These could be
used for other occasions.
Other promotional events, internal and external
events, tourist and cultural bents can be considered:
Tourism Fair Discover Tourism Moldova (august
2011), International Fair- Contest of craftsmen potters
(2011-2012 editions), Ethno Music Festival Gustar
(the third edition in 2012), the National Tourism
Festival Duminica mare, International Contest of
Church Bells Earth Ringer.
Training and promotion of Moldova's image as
a tourist destination is realized also at Government
level through agreements concluded between
Moldova and other countries regarding cooperation in
tourism. Thus, the Government has concluded
agreements on cooperation in tourism with the
Government of Cyprus (2007), the Government of
Italy (2006), the Government of the Hellenic Republic
(2006), Government of Romania (2005), etc.
Informational tours for foreign media
representatives represent one viable technique to
promote Moldova's image for foreign tourists. These
can be organized in various joint projects with other
countries (Informational Tour organized in
cooperation with Tourism Agency and the
Organization for Democracy and Economic
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Revista / Journal ECONOMICA nr. 1 (83) 2013 45



Promovarea vnzrilor
Promovarea vnzrilor presupune folosirea tehnicilor
i mijloacelor de stimulare, impulsionare i cretere a
vnzrilor de bunuri i servicii turistice. Promovarea
vnzrilor constituie grupul de tehnici pe care marketerii l
folosesc pentru a stimula cumprarea imediat a produsului.
n majoritatea cazurilor, promovarea vnzrilor nu este
utilizat izolat, ci n combinaie cu alte forme de promovare,
cu reclama sau cu vnzarea direct.
Promovarea vnzrilor pentru motivarea
consumatorilor vizeaz: reduceri de pre, cupoane, oferte
combinate (combinarea serviciilor de cazare cu diferite
servicii de servire a mesei, agrement), tombole. n acelai
context, trebuie s menionm, ns, c reducerile dese de
preuri modific preul de referin n mintea turistului, iar cu
ct sunt utilizate mai frecvent preurile promoionale vnzrile
tind s scad.
Relaiile publice
Relaiile publice (public relations) implic din partea
firmei de turism stabilirea unor contacte directe, consecvente
i sistematice, cu diferite categorii de public, n scopul
dezvoltrii intereselor sale.
Obiectul principal al acestui element al mixului
promoional l constituie stabilirea unui climat de ncredere n
firma respectiv, atragerea clienilor prin ctigarea simpatiei
i ataamentului lor.
Mijloacele utilizate n activitatea de relaii publice
sunt:
- acordarea de interviuri de ctre conducerea firmei
turistice;
- congrese i seminare;
- editarea unor brouri i jurnale ale firmei turistice;
- tururi informaionale pentru jurnaliti;
- articole de pres i comunicate;
- participarea la diverse aciuni sociale i de interes
public.
Pentru garantarea succesului promoional, relaiile cu
publicul trebuie s fie corelate cu celelalte variabile
promoionale, ncadrate ntr-un program unic.
Relaiile publice, prin multitudinea de componente, nu
au ca scop elemente cantitative, acestea revenind n sarcina
publicitii, ci elemente calitative: Caut s obin reputaie
cu scopul de a ctiga suport i de a influena opinia i
comportamentul publicului, conform British Institut of
Public Relations.
Marketingul direct
Marketingul direct este o tehnic de promovare care
const n trimiterea de mesaje cu caracter promoional
orientate ctre clienii actuali i poteniali prin intermediul
potei clasice (mailing) sau potei electronice (e-mailing).
Firma de turism poate deine o baz de date a clienilor care
cuprinde att adresele lor potale, ct i cele e-mail. Este
considerat o tehnic agresiv de promovare care ncearc s
ajung la clieni prin mijloace ce nu necesit comunicare
direct. Cele trei tipuri de marketing direct vizeaz:
telemarketingul (contactarea clienilor la telefon pentru oferte,
informaii sau opinii referitoare la pachete turistice sau noi
destinaii turistice); e-mail direct marketing (intete clienii
Development GUAM Japan promotion project for
Japanese tourists).
Sales promotion
Sales promotion involves the use of techniques
and methods of stimulation, incentive and sales
growth of tourism goods and services. Sales
promotion is the group of techniques that marketers
use to stimulate immediate purchase.
In most cases, sales promotion is not used in
isolation, but in combination with other forms of
promotion with advertising or direct sales.
Consumers motivation thorough sales
promotion concerns: discounts, coupons, combined
offers (combination of accommodation with various
catering services, entertainment), raffles. In this
context it should be mentioned, however, that
frequent discounts change the reference price in mind
of tourists, and more frequent promotional prices tend
to fall sales.
Public relations
Public relations involve the travel company to
establish direct contacts, consistent and systematic,
with different audiences in order to develop its own
interests.
The main objective of this element of the
promotional mix is to establish confidence in the firm,
attracting clients by gaining their sympathy and
fidelity.
Means used in the public relations:
- interviews of company management;
- conferences and seminars;
- editing of brochures and travel company
journals;
- informational tours for journalists;
- articles and press releases;
- participation at various social activities
and public interest.
In order to ensure a promotional success, public
relations must be correlated with other promotional
variables involved in a single program.
Public relations through many components, do
not emphasize quantitative elements, which are in
charge of publicity, but qualitative elements. Seeks
for reputation in order to gain support and influence
public opinion and behavior, according to British
Institute of Public Relations.
Direct marketing
Direct marketing is a promotional technique
that consists in sending promotional messages aimed
at current and potential customers by mail (mailing) or
electronic mail (e-mailing). Travel company may
have a database of customers that includes both their
postal address and the e-mail. It is considered an
aggressive promotional technique that tries to reach
customers through means that do not require direct
communication. The three types of direct marketing
regard: telemarketing (contacting customers by phone
to offer information and opinions on packages or new
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46 Revista / Journal ECONOMICA nr. 1 (83) 2013



prin conturile de pot electronic: unele companii cer
adresele e-mail pentru vizitarea site-ului lor); direct mail
marketing (materialele promoionale sunt furnizate prin pot
la domiciliu sau pe adresele firmei). Aceast tehnic de
promovare este tot mai frecvent utilizat n ultimul timp de
ctre firmele ce practic turismul. Clienii pot rspunde
imediat sau i pot stoca informaiile fie n telefon sau n
contul de e-mail.
n concluzie, putem meniona c firmele care
realizeaz produse i servicii turistice trebuie s stabileasc
legturi de durat cu clienii pentru a-i putea informa
permanent despre noile oferte, despre pachetele de servicii
elaborate, despre serviciile de agrement oferite etc. n opinia
noastr, turismul rural (destinaiile turistice rurale i
obiectivele turistice rurale) din Republica Moldova au rezerve
la capitolul promovare att la nivel naional, ct i
internaional. Turismul rural fiind practicat ca afaceri mici de
familie, nu ntotdeauna dispune de mijloace financiare pentru
promovare, promovarea fiind sporadic sau limitndu-se la
una-dou tehnici. Nu putem vorbi despre un brand naional n
domeniul turismului rural (de exemplu, n Austria, exist
brandul Vacana la ar), fiindc destinaiile turistice rurale
sunt vizitate de ctre turitii strini de cele mai multe ori n
cadrul altor forme de turism, n special n cadrul turismului de
afaceri. Pentru promovarea extern, Republica Moldova ar
trebui s adere la programe de cooperare european sau la
asociaii europene n domeniul turismului rural.
tourist destinations); direct e-mail marketing
(targeting customers through e-mail accounts: some
companies require the e-mail to visit their site); direct
mail marketing (marketing materials provided by mail
to firm or home addresses). This promotion technique
is increasingly used in recent years by practicing
tourism companies. Customers can respond
immediately or may store information either
telephone or e-mail account.
In conclusion, we can mention that the
companies that ell realize tourist products and
services should establish lasting ties with customers to
inform them about the new offers', packages on
recreational services, etc. In our opinion rural tourism
(rural tourism destinations and sightseeing areas) in
Moldova have reserves at national and international
promotion chapter. Rural tourism is practiced as a
small family business and does not always have funds
for promotion; it is sporadic or limited to 1-2
techniques. We cannot talk about a national brand in
rural tourism (for example in Austria there is a brand
Holiday in the country) as rural tourist destinations
are visited by foreign tourists often in other forms of
tourism, especially in the tourism business. For
external promotion the Republic of Moldova should
join European cooperation programs or European
associations in rural tourism.

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