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CLUJ-NAPOCA
COALA DOCTORAL
FACULTATEA DE AGRICULTUR
Specializarea: Management i marketing n agricultur
TEZ DE DOCTORAT
Ph.D. THESIS
MANAGEMENTUL CALITII TOTALE N TURISMUL
RURAL
(REZUMAT AL TEZEI DE DOCTORAT)
CONDUCTOR TIINIFIC
Prof. univ. dr. EMILIAN MERCE
CLUJ - NAPOCA
2009
CUPRINS
INTRODUCERE
PARTEA I
10
10
CAPITOLUL 1
10
10
METODOLOGICE
1.1. Conceptul de calitate i calitate total: definiie, caracteristici
10
10
11
11
11
organizaiei
CAPITOLUL 2
12
12
ROMNESC?
2.1. Trei concepte de baz: turism, turism rural i agroturism
12
2.1.1. Turismul
12
2.1.2. Agroturismul
12
12
13
13
13
14
romnesc.
PARTEA A II-A
15
15
CAPITOLUL 3
15
15
15
15
16
16
PARTEA A III-A
21
REZULTATE I DISCUII
21
CAPITOLUL 4
21
21
JUDEUL ALBA
4.1. Indicatori statistici ce caracterizeaz activitatea de turism rural n
21
21
23
Alba
4.1.3. Sosirile n pensiunile turistice rurale din judeul Alba
26
28
30
30
39
47
50
Alba
52
CAPITOLUL 5
STUDIU
DE
PRINCIPIILOR
CAZ
PRIVIND
POSIBILITATEA
MANAGEMENTULUI
CALITII
APLICRII
52
TOTALE
52
52
52
58
59
CONCLUZII I RECOMANDRI
59
CONTRIBUII PROPRII
62
SURSE BIBLIOGRAFICE
64
71
TABLE OF CONTENTS
INTRODUCTION
PART I
10
10
CHAPTER 1
10
TOTAL
QUALITY
MANAGEMENT,
THEORETICAL
10
METHODOLOGICAL ASPECTS
1.1. The concept of quality and total quality: definition, characteristics
10
10
11
11
11
organization development
12
CHAPTER 2
RURAL
TOURISM
CHALLENGE
FOR
ROMANIAN
12
TOURISM?
2.1. Three basic concepts: tourism, rural tourism and agrotourism
12
12
12
12
13
13
13
14
15
15
CHAPTER 3
15
15
15
15
County
3.3. Ways of obtaining data and processed information
16
3.4. The methods used in the research, processing and the results
16
interpretation
PART III
21
21
CHAPTER 4
21
21
21
21
23
26
4.1.4. The put ups for the night at rural boarding houses in Alba
28
County
County
4.1.5. Indexes of tourist demand
30
30
39
47
4.2. The level and the dynamics of arrivals at rural boarding houses in Alba
50
County
CHAPTER 5
52
52
ARGUMENTATION)
AT
CASA
CU
DOR
RURAL
52
52
52
58
59
59
OWN CONTRIBUTIONS
62
BIBLIOGRAPHIC SOURCES
64
ABSTRACT IN ENGLISH
71
INTRODUCERE
1. Actualitatea temei de cercetare i gradul de studiere a acesteia. n ultimii ani,
conform statisticilor la nivel mondial, turismul n spaiul rural a ctigat tot mai muli
adepi. Pentru a putea face fa cerinelor pieii, fiecare structur de primire turistic
rural trebuie s ofere o garanie a calitii.
Un nou mod de conducere a calitii la nivelul structurii de primire turistice rurale
este managementul calitii totale (TQM = Total Quality Management, n limba englez).
Aceasta presupune o strategie pe termen lung care determin o mbuntire continu a
calitii produselor i serviciilor turistice rurale coroborat cu abilitatea conducerii de a
satisface i depi nevoile turitilor, facilitnd mrirea productivitii muncii i profitului.
Managementul calitii totale n turismul rural romnesc este insuficient studiat.
Astfel necesitatea abordrii TQM n structurile de primire turistice rurale a determinat
alegerea temei pentru prezenta tez i cercul de probleme propus s le studieze autorul.
2. Scopul lucrrii i aspectele investigate. Scopul prezentei teze l constituie
realizarea unui posibil model de abordare a TQM n turismul rural din judeul Alba prin
prisma a dou dintre principiile de baz: orientarea spre client i argumentare cu date.
Pentru atingerea scopului tezei au fost investigate i soluionate urmtoarele:
- analiza situaiei turismului rural n judeul Alba i calculul indicatorilor activitii
turistice rurale n judeul Alba din prisma calitii pe baza principiului managementului
calitii totale argumentare cu date;
- evidenierea aspectelor calitii totale din turismul rural n intercorelaie cu aspectele
manageriale pe baza principiului managementului calitii totale orientare spre client;
- elaborarea unor instrumente teoretico-practice care s poat impulsiona abordarea
managementului calitii totale pentru sporirea eficienei economice i asigurarea unei
dezvoltri stabile a turismului rural n judeul Alba.
3. Obiectul investigaiilor l constituie sistemul calitii n turismul rural din
perspectiva TQM.
4. Inovaia tiinific a investigaiilor const n:
- calculul indicatorilor ce vizeaz calitatea activitii turismului rural n judeul Alba i
importana lor n implementarea TQM la pensiuni, pe categorii de confort;
- abordarea a dou dintre principiile de baz ale TQM la pensiunile turistice rurale pe
categorii de confort;
- elaborarea propunerilor privind implementarea TQM n turismul rural;
- argumentarea tiinific a necesitii TQM n asigurarea creterii calitii produselor i
serviciilor turistice rurale.
Noutatea tiinific a lucrrii este determinat de scopul i sarcinile cercetrilor, de
rezultatele analizei complexe a turismului rural din judeul Alba, de concluziile rezultate
din cercetrile efectuate n tez.
5. Importana teoretic i valoarea aplicativ a tezei const n radiografierea
activitii turistice rurale a judeului Alba n vederea abordrii aspectelor metodice ale
TQM n turismul rural din perspectiva celor dou principii i propunerea unor soluii care
pot contribui la asigurarea funcionrii eficiente a structurilor de primire turistice rurale.
6. Aprobarea rezultatelor. Esena, necesitatea i principiile fundamentale ale
cercetrilor, precum i rezultatele obinute au fost discutate n cadrul ANTREC filiala
Alba, la un ir de conferine la nivel judeean i naional organizate de ANTREC filiala
Alba (2005-2008). O parte a rezultatelor cercetrilor tiinifice au fost publicate n
articole tiinifice n Buletin USAMV-CN, 64 (1-2)/2007, PRINT ISSN 1843-5254,
Buletin UASVM-CN 65 (2)/2008, pISSN 1843-5254, eISSN 1843-5394, Management
agricol-Lucrri tiinifice, Seria I, vol. XI (4) ISSN:1453-1410, USAMV Timioara.
Coninutul tezei este expus pe 261 pagini, ilustrat cu 51 tabele i 60 grafice. Teza
se compune din introducere, 5 capitole, concluzii i recomandri, 88 surse bibliografice,
1 anex, rezumat.
La finalizarea acestei teze un merit deosebit l are conductorul tiinific prof.
univ. dr. Emilian Merce de la Catedra de Management i Inginerie Economic a
Facultii de Horticultur din cadrul Universitii de tiine Agricole i Medicin
Veterinar Cluj-Napoca, care prin interesul acordat a oferit valoare tiinific acestei
lucrri. Mulumirile se ndreapt ctre ntregul colectiv al catedrei pentru ajutorul acordat,
ctre preedintele A.N.T.R.E.C. Alba ing. Emil Anton Coma a crui sprijin a dat
consisten acestei teze. Mulumiri deosebite adresez familiei mele pentru dragostea i
ncrederea acordat, pentru permanenta susinere, fr de care nu a fi reuit n acest
demers.
CALITATEA N TURISM
10
11
CAPITOLUL 2
TURISMUL RURAL O PROVOCARE PENTRU TURISMUL ROMNESC ?
Turismul rural poate fi o soluie n vederea crerii unor noi activiti i locuri de
munc din toate zonele rurale (deal, es, munte), aductoare de venituri complementare
celor n natur i n bani oferite deja de gospodrii rneti existente.
2.1. TREI CONCEPTE DE BAZ: TURISM, TURISM RURAL I AGROTURISM
2.1.1.Turismul
H.G. nr. 58/ 1998 privind organizarea i desfurarea activitii de turism n
Romnia, definete turismul ca fiind ramura economiei naionale, cu funcii complexe,
ce reunete un ansamblu de bunuri i servicii oferite spre consum persoanelor care
cltoresc n afara mediului lor obinuit pe o perioad mai mic de un an i al cror motiv
principal este altul dect exercitarea unei activiti remunerate n interiorul locului
vizitat.
2.1.2. Agroturismul
Dintre numeroasele definiii date agroturismului o relevan aparte are urmtoarea:
o form de turism practicat n mediul rural, bazat pe asigurarea serviciilor de cazare,
mas, agrement i altele, n cadrul gospodriei, valorificndu-se astfel, n mod superior
resursele naturale i antropice ale zonei i contribuind la ridicarea nivelului de trai al
populaiei rurale[35, 2000].
2.1.3. Turismul rural
Din punct de vedere conceptual, turismul rural este cel care vizeaz organizarea
activitii turistice n cadrul comunitii rurale, a unei zone, a unei regiuni, microregiuni
sau bazin din mediul rural. El este marcat de specificul su aparte bazat pe teritorialitate
care pune n eviden istoria locului, viaa cotidian a localnicilor cu obiceiurile i
tradiiile specifice. Turismul rural necesit un spaiu rural bine pstrat, cu specificul su
rustic, dar nu necesit obligatoriu i activiti n sectorul primar ca agroturismul.
12
13
14
15
16
structurile de primire turistice rurale, localitile unde acestea sunt amplasate sau
cercetnd materiale informative (pliante, ghiduri turistice, reviste etc.).
2. Anchetele selective au fost realizate att n pensiuni turistice rurale de 1, 2, 3, 4,
5 margarete din jude, ct i n locurile frecventate de turiti doar pentru peisaje.
3. Rapoartele statistice. Au fost consultate rapoartele statistice realizate de
A.N.T.R.E.C. Alba. S-au folosit date culese prin nregistrare total, deci de la toate
structurile de primire sau de la ntreg personalul angajat n turismul rural, sau prin
nregistrare parial.
4. nregistrrile ocazionate au fost realizate cu ocazia desfurrii celor patru ediii
ale Trgului naional de turism rural de la Albac, judeul Alba. A fost utilizat
nregistrarea direct, prin contactul direct al cercettorului cu pensiunea, turistul,
proprietarii de pensiuni, personalul angajat. A fost abordat i nregistrarea prin
interogare, bazat pe interogarea preedintelui i a membrilor A.N.T.R.E.C. Alba.
5. Chestionarul a fost astfel conceput nct s conin ntrebri filtru i de control,
care s permit identificarea subiectului intervievat cu exigenele de reprezentativitate ale
eantionului (30 de persoane). Scopul chestionarului a fost de a depista gradul de
satisfacie a turistului privind calitatea serviciilor oferite prin prisma gradului de confort,
la Pensiunea Casa cu dor din Ampoia, ca structur cu funciune de cazare.
6. Metoda indicilor i indicatorilor statistici
Pentru prelucrarea i interpretarea informaiei s-a folosit metoda indicatorilor
statistici, respectiv analiza comparativ a fenomenelor cercetate pe baza acestora.
Principalii indicatori care reflect evoluia activitii turismului rural sunt: numr
pensiuni turistice rurale, capacitatea de cazare, numr sosiri n pensiunile turistice rurale,
numr nnoptri n pensiunile turistice rurale. Alturi de acetia au fost abordai i ali
indicatori: indicatorii cererii turistice, indicatorii circulaiei turistice, indicatorii ofertei
turistice, indicatorii calitii activitii turistice.
Prin indicatorii statistici s-a analizat cererea turistic n structura i dinamica ei pe
principalele mijloace de cazare astfel, de exemplu:
(Cp1/Ct) x 100
17
N=
yi
B) durata medie a sejurului (Ds) din turism: se calculeaz ca raport ntre zile-turiti
considerate la i nnoptri (yi) i numrul total de turiti sosii ( xi ) [41, 2000]:
Ds =
y
x
T
P
sau
f2 =
ZT
P
18
19
y=
y1 + y 2 +...+ y j +...+ y n
1 + 1 +...+ 1 +...+ 1
y
j=1
y =
k =2
k/k 1
y
n 1
I y = n1
yn
y1
20
inferioar de confort (Figura 4.1.), acestea deinnd cea mai mare pondere n totalul
pensiunilor n anul 2007.
160
146
143
140
Numr pensiuni
Number of boarding houses
140
120
93
100
76
80
60
33
40
20
32
30
27
21
15 1216
4
1
10
1
56
56
49
12
4
12
4
81
76
22
27
22
11
22
12
2005
2006
24
22
22
12
54
0
2000
2001
2002
2003
2004
2007
Anul
Year
1 margaret
2 margarete
3 margarete
4 margarete
5 margarete
neclasificate
TOTAL
Fig. 4.1. Evoluia pensiunilor turistice rurale cu funciuni de cazare din judeul Alba n
perioada 2000-2007 pe categorii de confort
Fig. 4.1. The evolution of rural boarding houses with lodging functions in Alba County in
the period 2000 2007, on comfort categories
Sursa/Source: prelucrare dup documente interne A.N.T.R.E.C. Alba
Acest lucru se datoreaz faptului c majoritatea au fost dezvoltate pe locuinele
deja existente ale ntreprinztorilor. Pensiunile clasificate la categorii superioare de
confort (4 i 5 margarete) sunt n numr foarte mic datorit puterii financiare sczute a
celor care doresc s investeasc n acest domeniu.
Cele mai multe pensiuni clasificate se gsesc n Rimetea (30), Albac (26), Arieeni
(18) i Grda cu 15pensiuni (Tabelul 4.1.). Ponderea cea mai mare o dein pensiunile
clasificate la o categorie inferioar de confort (2 margarete) din Rimetea datorit
patrimoniului arhitectural bine conservat ce a generat o dezvoltare economic bazat pe
turismul rural.
22
Numrul pensiunilor turistice rurale n localitile din judeul Alba n 2007, pe categorii
de confort/
The number of rural boarding houses in the localities of Alba County in 2007, on comfort
categories
Specificare
1
2
3
4
5
neclasificate
Specification margaret margarete margarete margarete margarete unclassified
1 - daisy
2 - daisy
3 - daisy
4 - daisy
5 - daisy
Albac
Ampoia
Arieeni
Balomir
Brzeti
Bucuru
Calene
Cplna
Coleti
Grda
Ghear Scrioara
Horea
Ighiu
La Crri
Loman
Lupa
Mrtinie
Mugeti
Petreti
Poiana
Aiudului
Rahu
Rimetea
Slciua de Jos
Ssciori
Scrioara
ibot
ugag
Vadu Moilor
Valea Cerbului
Valea Lung
Total/Total
3
3
5
2
1
-
19
1
7
1
1
12
1
3
1
2
2
1
1
3
1
1
-
1
2
1
-
1
1
1
-
4
12
1
1
1
1
-
6
1
1
22
24
1
1
1
1
1
1
5
81
1
12
1
5
1
4
2
22
36
36
46
70
89
89
69
20
60
176
238
310
452
452
480
10
40
66
82
174
202
202
42
42
100
16
36
72
72
24
24
24
36
66
100
100
100
50
130
276
386
544
893
957
1023
24
9
12
10
4
-
94
40
42
8
20
72
6
50
50
10
10
50
-
20
40
30
-
20
16
-
24
-
193
56
168
10
18
10
4
20
30
122
6
2
-
18
6
20
6
-
20
-
30
30
4
4
4
-
48
40
30
4
6
4
2
4
6
24
-
120
20
16
-
16
144
20
4
4
4
6
4
6
-
6
-
10
4
-
8
10
10
6
14
69
10
480
202
100
72
100
25
10
1023
Cea mai mare capacitate de cazare este deinut de pensiunile turistice clasificate
la 2 margarete din Rimetea (120) datorit numrul mare de pensiuni existent, urmate de
Albac (94), Grda (72) i Arieeni cu 42 locuri (Tabelul 4.3.).
4.1.3. Sosirile n pensiunile turistice rurale din judeul Alba
Evoluia numrului turitilor nregistreaz o cretere susinut, fiind rezultatul
amplificrii cererii i consumului pentru aceast form de turism. Numrul mare al
turitilor sosii n pensiunile de dou (18451 sosiri, reprezentnd 78,34% din totalul
sosirilor) i trei margarete (2791 sosiri, reprezentnd 11,91% din totalul sosirilor), n
2007 (Tabelul 4.4.), se explic i prin faptul c acetia au ca principal scop evadarea din
activitatea stresant de zi cu zi n cutarea unui loc linitit, cu aer curat, preocupndu-i
mai puin locul n care urmeaz s se odihneasc pe timpul nopii. Pensiunile de 2
margarete au nregistrat mai mult de jumtate din numrul turitilor sosii la nivelul
judeului Alba pe toat perioada analizat. Practicarea turismului rural este accesibil
tuturor categoriilor de consumatori i astfel preurile i tarifele trebuie s fie accesibile
tuturor celor care aleg aceast form de turism. Ca urmare, la baza rezultatelor
evideniate referitor la numrul turitilor sosii n pensiunile turistice rurale, privite din
punct de vedere al clasificrii pe categorii de confort, st i situaia financiar cu care se
confrunt turitii.
Tabelul 4.4.
Numr sosiri la pensiunile turistice rurale clasificate din judeul Alba n 2000 - 2007/
The number of arrivals at classified rural boarding houses, in Alba County, in the period
2000 - 2007
Numr sosiri la
2000 2001 2002 2003 2004 2005 2006 2007
pensiuni de:
Number of arrivals
at boarding houses:
1 margaret / 1- daisy
2 margarete / 2- daisy
3 margarete / 3- daisy
4 margarete / 4- daisy
5 margarete / 5- daisy
Total / Total
6
1936
1942
1208
6370
196
7774
1315
9267
596
11178
1322
9871
910
12103
1439
11577
1247
86
14349
1164
15085
2304
196
144
18893
26
1392
15910
2557
305
384
20548
806
18451
2791
566
937
23551
20
106
16
14
-
3988
250
4010
26
210
3680
308
756
707
46
58
706
-
196
250
80
-
254
329
-
5214
579
5073
46
84
16
14
210
80
4386
308
14
-
106
36
400
86
-
106
-
106
506
86
14
36
600
18
18
-
5500
136
30
26
26
26
16
77
32
-
40
-
248
-
248
6100
136
48
26
58
26
58
16
77
27
Din 23551 sosiri, 6100 sosiri sunt deinute de Rimetea (25,9% din total), urmat
de Albac (5214 sosiri, reprezentnd 22,13% din total), Arieeni (5073 sosiri,
reprezentnd 21,54% din total) i Grda cu 4386 sosiri, reprezentnd 18,62% din total
(Tabelul 4.5.). n acest moment Rimetea este recunoscut att n Romnia ct mai ales n
Ungaria ca o destinaie a turismului cultural, locul n care se valorific cel mai bine
patrimoniul de cultur tradiional. Ponderea se datoreaz n special obiectivelor turistice
existente (menionate n analiza SWOT) dar i serviciilor calitative oferite de pensiunile
din aceste localiti.
4.1.4. nnoptrile n pensiunile turistice rurale din judeul Alba
n perioada 2000-2007 se constat o evoluie ascendent a numrului nnoptrilor
la nivelul tuturor categoriilor de confort, cu excepia celor de o margaret, unde se
constat unele fluctuaii (Tabelul 4.6.).
Tabelul 4.6.
Numr nnoptri la pensiunile turistice rurale clasificate din judeul Alba n 2000-2007/
The number of put ups for the night at classified rural boarding houses, in Alba County,
in the period 2000- 2007
Numr nnoptri la 2000 2001 2002 2003 2004 2005 2006 2007
pensiuni de:
Number of put ups
for the night at
boarding houses:
1 margaret / 1 - daisy
2 margarete / 2 - daisy
3 margarete / 3 - daisy
4 margarete / 4 - daisy
5 margarete / 5 - daisy
Total / Total
18
3979
3897
3634
16830
340
20804
3940
22776
1211
27927
3975
24331
1837
30143
4314
28507
2592
186
35599
3392
42095
5351
530
486
51854
4164
43806
6140
693
1147
55950
2401
54563
7982
1726
2379
69051
28
54
340
42
39
-
11968
512
12120
68
468
11062
732
2270
2129
102
150
2125
-
596
632
253
-
790
821
-
15678
1333
15221
102
218
42
39
468
253
13187
732
30
-
230
80
890
246
-
256
-
230
1146
246
30
80
1806
49
41
2401
16520
298
64
70
79
60
42
190
54563
70
7982
245
1726
512
2379
512
18326
298
113
70
149
60
286
42
190
69051
serviciilor turistice oferite turitilor. n acest context, datele nregistrate anterior privind
nnoptrile sunt rezultatul acestor influene. Astfel, evoluia crescnd a factorilor de
influen au determinat o cretere a numrului nnoptrilor n intervalul de timp analizat.
4.1.5. Indicatorii cererii turistice
Cea mai mare cerere turistic n perioada analizat a fost la pensiunile turistice
rurale clasificate la 2 margarete, deci la o categorie inferioar de confort, urmat la mare
distan de cele clasificate la 3 margarete, la o categorie medie de confort (Figura 4.2.).
Aceasta se datoreaz faptului c cel mai mare segment de turiti provin din rndul
populaiei cu venituri modeste. Cererea remarcat la categoria de confort medie este un
rezultat al sporirii preteniilor turitilor pentru o mai bun calitate a produsului i
serviciului turistic rural, materializat n gradul de confort.
120
100
99,69
82,9
81,56
80,68
79,84
80
77,43
78,35
60
2000
2001
2002
2004
2005
2006
11,85
2,4
3,98
3,42
12,44
1,48
1,87
6,77
12,19
1,04
0,76
0,6
2003
6,16
10,03
8,68
10,92
11,76
7,52
0,31
2,52
20
5,33
40
15,54
Cererea turistic
Tourist demand
81,94
2007
Anul
Year
1 margaret/1 - daisy
2 margarete/2 - daisy
3 margarete/3 - daisy
4 margarete/4 - daisy
5 margarete/5 - daisy
Fig. 4.2. Evoluia cererii turistice (%) la pensiunile turistice rurale din judeul Alba, pe
categorii de confort, n perioada 2000-2007
Fig. 4.2. The evolution of tourist demand (%) at classified rural boarding houses, in
Alba County, on comfort categories, in the period 2000 - 2007
4.1.6. Indicatorii circulaiei turistice
Dintre indicatorii volumului circulaiei turistice au fost supui studiului:
30
806
18451
2791
566
937
23551
20
106
-
3988
250
4010
26
756
707
46
58
31
196
250
-
254
329
-
5214
579
5073
46
84
Bucuru
Calene
Cplna
Coleti
Grda
Ghear
Scrioara
Horea
Ighiu
Lupa
Mugeti
Poiana
Aiudului
Rahu
Rimetea
Slciua de Jos
Ssciori
Scrioara
ibot
ugag
Vadu Moilor
Valea Cerbului
Valea Lung
Total / Total
16
14
-
210
3680
308
706
-
80
-
16
14
210
80
4386
308
14
-
106
36
400
86
-
106
-
106
506
86
14
36
600
18
18
806
5500
136
30
26
26
26
16
77
18451
32
2791
40
566
248
937
248
6100
136
48
26
58
26
58
16
77
23551
70
64,52
60
50,55
50
40
30
20
10
7,64
2,2
1,55
2,56
4 margarete
5 margarete
0
1 margaret
2 margarete
3 margarete
Total
Categoria de confort
Comfort category
Fig. 4.3. Numrul mediu de turiti pe zi sosii la pensiunile turistice rurale, pe categorii
de confort, n judeul Alba, n 2007
Fig. 4.3. The average number of tourists a day accommodated in the rural boarding
houses, on comfort categories, in Alba County, in 2007
32
0,05
0,29
0,04
0,03
-
10,92
0,68
10,98
0,07
0,57
10,08
0,84
2,07
1,93
0,12
0,15
1,93
-
0,53
0,68
0,21
-
0,69
0,90
-
14,28
1,58
13,89
0,12
0,23
0,04
0,03
0,57
0,21
12,01
0,84
0,03
-
0,29
0,09
1,09
0,23
-
0,29
-
0,29
1,38
0,23
0,03
0,09
1,64
0,04
0,04
2,20
15,06
0,37
0,08
0,07
0,07
0,07
0,04
0,21
50,55
0,08
7,64
0,10
1,55
0,68
2,56
0,68
16,71
0,37
0,13
0,07
0,15
0,07
0,15
0,04
0,21
64,52
Numr turiti ( xi )
Number of tourists
1 margaret / 1 - daisy
2 margarete / 2 - daisy
3 margarete / 3 - daisy
4 margarete / 4 - daisy
5 margarete / 5 - daisy
Total / Total
806
18451
2791
566
937
23551
nnoptri ( yi )
Put ups for the night
2401
54563
7982
1726
2379
69051
1080
36040
672
546
-
47728384
128000
48601200
1768
98280
40708160
225456
1716120
1505203
4692
8700
1500250
-
116816
158000
20240
-
200660
270109
-
81745092
629605
77216133
4692
18312
672
546
98280
20240
57838182
225456
420
-
24380
2880
356000
21156
-
27136
-
24380
579876
21156
420
2880
1083600
882
738
1935206
90860000
40528
1920
1820
2054
1560
672
14630
1006741913
2240
22277762
9800
976916
126976
2229123
126976
111788600
40528
5424
1820
8642
1560
16588
672
14630
1626220101
reprezint un segment cu venituri modeste care au ales aceste destinaii turistice doar
pentru practicarea sporturilor de iarn.
B) durata medie a sejurului (Ds) din turismul rural
Tabelul 4.13.
Evoluia duratei medii a sejurului turitilor (zile) la pensiunile turistice rurale calsificate,
pe categorii de confort, n judeul Alba n 2000-2007/
The evolution of the average time of tourists holiday (days) in classified rural boarding
houses, on comfort categories, in Alba County, in the period 2000 - 2007
Specificaie
2000
2001
2002
2003
2004
2005
2006
2007
Specification
1 margaret
1 - daisy
2 margarete
2 - daisy
3 margarete
3 - daisy
4 margarete
4 - daisy
5 margarete
5 - daisy
Total / Total
2,99
2,99
2,91
2,99
2,97
2,05
2,64
2,45
2,46
2,46
2,79
2,75
2,95
1,73
2,03
2,01
2,07
2,32
2,40
2,85
2,70
2,27
3,05
2,16
3,37
2,98
2,53
2,67
2,49
2,49
2,48
2,74
2,72
2,93
Perioada 2005-2006 aduce pe piaa turistic rural, turiti ale cror cerine se
ndreapt spre un nivel calitativ superior. Pensiunile clasificate la 5 margarete au reuit s
impun ncredere n performanele lor, rspunznd operativ la solicitrile turitilor,
conducnd la cea mai mare durat medie a sejurului nregistrat n judeul Alba n
perioada analizat (Tabelul 4.13.). La nivelul judeului, valorile acestui indicator sunt
relativ mici, ceea ce demonstreaz c se practic n mare parte un turism de week-end.
Fiecare turist a petrecut n 2007, n medie, aproximativ cinci zile n localitatea Vadu
Moilor. Se remarc o valoare ridicat a duratei medii a sejurului la pensiunea de patru
margarete existent n Vadu Moilor (6,12) ceea ce denot c proprietarul pensiunii a
perceput corect ce ar dori clienii, fiind preocupat de respectarea calitii prestaiei
turistice (Tabelul 4.14.).
De remarcat sunt localitile Albac, Arieeni, Coleti unde se constat o valoare
ridicat a duratei medii a sejurului la pensiunile de 5, respectiv 4 margarete (Tabelul
4.14.), ceea ce demonstreaz c pe lng posibilitile de agrement, prin calitatea
serviciilor oferite, la aceste categorii de confort respectivele structuri de primire au reuit
s satisfac cerinele clienilor determinndu-i s petreac mai mult timp n pensiune.
36
2,7
3,20
2,62
2,78
-
3
2,04
3,02
2,61
2,22
3
2,37
3
3,01
2,21
2,58
3
-
3,04
2,52
3,16
-
3,11
2,49
-
3
2,30
3
2,21
2,59
2,62
2,78
2,22
3,16
3
2,37
2,14
-
2,16
2,22
2,22
2,86
-
2,41
-
2,16
2,26
2,86
2,14
2,22
3,01
2,72
2,27
2,97
3
2,19
2,13
2,69
3,03
2,3
2,62
2,46
2,95
2,18
2,85
6,12
3,04
2,06
2,53
2,06
3
2,19
2,35
2,69
2,56
2,3
4,93
2,62
2,46
2,93
provin din rndurile populaiei cu venituri modeste, care nu-i permit cazarea la un nivel
calitativ ridicat al gradului de confort.
0,07
0,0625
0,06
0,0489
0,05
0,04
0,03
0,02
0,01
0,0074
0,0021
0,0025
0,0015
0
Categoria de confort
Comfort category
1 margaret/1 - daisy
2 margarete/2 - daisy
3 margarete/3 - daisy
4 margarete/4 - daisy
5 margarete/5 - daisy
Total
Fig. 4.4. Structura densitii circulaiei turistice rurale (turiti/1 locuitor) pe categorii de
confort, n judeul Alba, n 2007
Fig. 4.4. The density structure of rural tourist flow(tourists/1 inhabitant), on comfort
categories, in Alba County, in 2007
Pensiunile de patru i cinci margarete au ca grup int ndeosebi turiti cu venituri
ridicate sau grupuri de turiti aflai la training-uri care au ales aceste locaii i pentru
faptul c dein sli de conferine.
Tabelul 4.15.
Densitatea circulaiei turistice (turiti/1 locuitor) la pensiunile turistice rurale clasificate
n localitile din judeul Alba, n 2007, pe categorii de confort/
The density of tourist flow (tourists/1 inhabitant) at classified rural boarding houses, in
the localities of Alba County, in 2007, on comfort categories
Specificare
Specification
Albac
Ampoia
Arieeni
Balomir
Brzeti
Bucuru
Calene
Cplna
Coleti
Grda
Ghear Scrioara
Horea
Ighiu
1
margaret
1 - daisy
0,039
0,929
0,155
0,140
-
2
margarete
2 - daisy
7,850
0,362
35,17
0,095
0,234
5,034
2,655
0,306
-
38
3
margarete
3 - daisy
1,488
6,201
0,071
0,212
1,955
0,321
4
margarete
4 - daisy
0,385
2,19
0,130
-
5
margarete
5 - daisy
0,500
0,477
0,085
0,106
0,759
0,012
0,088
-
0,122
0,024
-
0,197
-
0,266
-
39
1
margaret
1 - daisy
1080
1560
900
360
180
3600
360
400
360
-
2
margarete
2 - daisy
12220
6000
12180
720
1800
12960
780
1620
540
18000
1800
360
600
360
810
360
900
3
margarete
3 - daisy
7500
7500
1350
1300
7500
2700
810
810
-
4
margarete
4 - daisy
5
margarete
5 - daisy
4800
10000
5400
1800
-
4800
5440
4200
3360
-
40
Capacitatea de cazare n
funciune
Capacity of available
accommodation
200000
149680
150000
100000
72010
29470
50000
8400
22000
17800
0
Categoria de confort
Comfort category
1 margaret/1 - daisy
2 margarete/2 - daisy
3 margarete/3 - daisy
4 margarete/4 - daisy
5 margarete/5 - daisy
Total
Fig. 4.5. Structura capacitii de cazare n funciune (locuri zile) la pensiunile turistice
rurale, pe categorii de confort, n judeul Alba, n 2007
Fig. 4.5. The structure of available accommodation capacity (places days) at rural
boarding houses in Alba County, in 2007, according to comfort categories
B) oferta teoretic maxim n uniti-zile;
50000
45260
45000
40000
35000
29565
30000
25000
20000
15000
10000
8030
4380
5000
1825
1460
0
1
1 margaret/1 - daisy
2 margarete/2 - daisy
5 margarete/5 - daisy
Total
3 margarete/3 - daisy
4 margarete/4- daisy
Fig. 4.6. Structura ofertei teoretice a pensiunilor turistice rurale clasificate pe categorii de
confort, din judeul Alba, n 2007
Fig. 4.6. The structure of the offer of classified rural boarding houses in Alba County, in
2007, according to comfort categories
Valorile mari ale ofertei teoretice maxime nregistrate la categoriile inferioare de
confort, de dou i o margaret (Figura 4.6.), contureaz ideea c ntreprinztorii din
acest domeniu au dispus de potenial financiar minim pentru a nfiina astfel de structuri
41
1
margaret
1 - daisy
2
margarete
2 - daisy
1095
1095
1825
730
365
2190
365
365
-
6935
365
2555
365
365
4380
365
1095
365
8760
365
365
365
365
365
365
1825
3
margarete
3- daisy
730
730
365
365
1095
365
365
365
-
4
margarete
4 - daisy
365
730
365
365
-
5
margarete
5 - daisy
365
365
365
365
-
Cea mai mare ofert teoretic pe localiti este la pensiunile de 2 margarete din
Rimetea, Albac, Grda, Arieeni i o margaret din Rimetea (Tabelul 4.17.). Aceste
categorii de pensiuni sunt cele mai numeroase din punct de vedere numeric la nivelul
judeului, deinnd i cea mai mare capacitate de cazare. Fiind amenajate cu eforturi
minime financiare, aceste pensiuni nu au avut de la bun nceput ca obiectiv principal
calitatea total n ce privete gradul de confort.
C) oferta efectiv (real) n uniti-zile;
42
Cea mai mare ofert efectiv a pensiunilor turistice rurale clasificate pe localiti i
categorii de confort, din judeul Alba, n 2007 se remarc la categoria inferioar de
confort, respectiv la pensiunile de dou margarete, n localitatea Rimetea, Albac, Grda i
Arieeni (Tabelul 4.18.). Faptul c cele mai multe pensiuni din jude se afl la aceast
categorie de confort n localitile menionate mai sus, precum i numrul mare de zile de
funcionare a pensiunilor respective n aceste localiti au influenat n acest sens oferta
efectiv. La nivelul judeului, oferta efectiv nu vizeaz un grad ridicat de confort, ea
rezumndu-se la un nivel calitativ inferior .
Tabelul 4.18.
Oferta efectiv a pensiunilor turistice rurale clasificate, din judeul Alba, n 2007 pe
localiti i categorii de confort/
The supply of classified rural boarding houses in Alba County, in 2007, according to
localities and comfort categories
Specificare
1
2
3
4
5
margaret
margarete
margarete
margarete
margarete
Specification
1 - daisy
2 - daisy
3 - daisy
4 - daisy
5 - daisy
Albac
Ampoia
Arieeni
Balomir
Brzeti
Bucuru
Calene
Cplna
Coleti
Grda
Ghear
Scrioara
Horea
Ighiu
Lupa
Mugeti
Poiana
Aiudului
Rahu
Rimetea
Slciua de Jos
Ssciori
Scrioara
ibot
ugag
Vadu Moilor
Valea Cerbului
Valea Lung
360
390
450
180
-
2470
150
2030
90
90
2160
130
300
300
135
130
450
-
240
500
180
-
240
340
-
90
-
270
90
135
135
-
210
-
900
90
90
-
3600
90
90
100
90
135
90
450
135
-
180
-
210
-
43
80
70
60
46,13
50
40
30
28,58
27,08
20
7,84
10
13,36
0
Categoria de confort
Comfort category
1 margaret/1 - daisy
2 margarete/2 - daisy
3 margarete/3 - daisy
4 margarete/4 - daisy
5 margarete/5 - daisy
Total
44
5
21,79
4,66
10,83
-
97,93
8,53
99,50
9,44
26
85,35
93,84
30,26
28,38
7,55
11,53
28,33
-
12,41
6,32
4,68
-
16,45
15,09
-
16,16
-
14,19
14,81
32,96
30,37
-
6,09
-
50,16
13,61
11,38
-
91,77
16,55
17,77
11,66
21,94
7,40
11,66
21,11
8,64
-
13,61
-
15,23
-
45
Gradul de ocupare al
pensiunilor
Rate of occupation of
boarding houses
31,07
20,48
10,8
9,5
9,02
4,72
Categoria de confort
Comfort category
1 margaret/1 - daisy
2 margarete/2 - daisy
3 margarete/3 - daisy
4 margarete/4 - daisy
5 margarete/5 - daisy
Total
Fig. 4.8. Structura gradului de ocupare (%) al pensiunilor turistice rurale clasificate, din
judeul Alba, n 2007, pe categorii de confort
Fig. 4.8. The structure of the rate of occupying (%) the classified rural boarding houses
in Alba County, in 2007, according to comfort categories
Cel mai ridicat grad de ocupare a capacitii de cazare se remarc la nivelul
localitilor care dein pensiuni clasificate la 2 margarete (Arieeni, Rimetea, Albac,
pensiunea din apropierea Peterii Ghear Scrioara) i o margaret din Rimetea (Tabelul
4.20.). Gradul mare de ocupare a capacitii de cazare la pensiunile turistice rurale la un
nivel inferior al gradului de confort, din loacalitatea Arieeni se datoreaz ndeosebi
faptului c aici se pot practica att sporturile de iarn dar i drumeii montane de ctre
turiti, majoritatea tineri, cu venituri modeste. Acetia prefer un nivel calitativ sczut al
gradului de confort n schimbul petrecerii timpului liber pe o perioad mai mare n zon.
Tabelul 4.20.
Gradul de ocupare (%) al pensiunilor turistice rurale clasificate, din judeul Alba, n 2007
pe localiti i categorii de confort/
The rate of occupying (%) the rural boarding houses in Alba County, in 2007, according
to comfort categories
4
5
Specificare
1
2
3
margarete
margarete
margarete
margaret
margarete
Specification
3 - daisy
4 - daisy
5 - daisy
1 - daisy
2 - daisy
Albac
Ampoia
Arieeni
Balomir
1,64
7,74
-
34,87
3,49
78,99
-
12,43
11,66
2,78
46
8,16
4,31
-
10,82
14,02
-
1,15
2,67
-
2,32
6,39
42
33,33
4,10
11,61
-
2,31
-
4,10
-
3,48
3,65
12,16
11,23
-
3,50
-
20,61
3,35
2,80
-
37,67
4,08
4,38
3,19
5,40
2,73
2,87
5,19
3,19
-
6,70
-
8,74
-
47
confort trebuie s fie din ce n ce mai mult n atenia celor care doresc s porneasc o
astfel de afacere n turismul rural (Figura 4.9.).
2007
4 margarete/4 - daisy;
5; 4,03%
5 margarete/5 - daisy;
4; 3,23%
1 margaret/1 - daisy;
22; 17,74%
3 margarete/3 - daisy;
12; 9,68%
2 margarete/2 - daisy;
81; 65,32%
Fig. 4.9. Numrul i ponderea pensiunilor turistice rurale clasificate, din judeul Alba, n
2007, pe categorii de confort
Fig. 4.9. The number and percentage of the classified rural boarding houses in Alba
County, in 2007, according to comfort categories
Se constat o cretere anual timid a calitii serviciilor de cazare, privite prin
prizma gradului de confort, prin apariia i mrirea numrului pensiunilor turistice rurale
clasificate la 3, 4 i 5 margarete.
B) Indicatorii efectelor sociale;
S-au luat spre studiu doar urmtorii parametri: numr structuri de primire turistic
rural la 10.000 turiti i structura capacitii de cazare pe categorii de confort.
Pe baza datelor prezentate n capitolele anterioare se poate aprecia c numrul
structurilor de primire turistic rural la 10.000 turiti este n anul 2007 de 53.
2007
5 margarete/5 - daisy;
72; 7,80%
1 margaret/1 - daisy;
69; 7,48%
Fig. 4.10. Structura capacitii de cazare la pensiunilor turistice rurale clasificate, din
judeul Alba, n 2007, pe categorii de confort
Fig.4.10. The structure of accommodation capacity at the classified rural boarding
houses in Alba County, in 2007, according to comfort categories
Cea mai mare pondere a capacitii de cazare este deinut de pensiunile turistice
rurale clasificate la 2 margarete (52% din totalul capacitii de cazare) datorit faptului c
48
acestea sunt i cele mai numeroase, urmate de cele de 3 margarete cu 21,89% din totalul
capacitii de cazare (Figura 4.10.), deoarece i cererea pentru aceast categorie de
confort a fost mai mare dect pentru categoriile superioare de confort.
10; 1,08%
6; 0,65%
6; 0,65%
4; 0,43%
14; 1,52%
10; 1,08%
8; 0,87%
20; 2,17%
193; 20,91%
144; 15,60%
56; 6,07%
16; 1,73%
6; 0,65%
2; 0,22%
6; 0,65%
40; 4,33%
144; 15,60%
10; 1,08%
18; 1,95%
6; 0,65%
122; 13,22%
30; 3,25%
20; 2,17%
18; 1,95%
10; 1,08%
4; 0,43%
Albac
Ampoia
Arieeni
Balomir
Brzeti
Bucuru
Calene
Cplna
Coleti
Grda
Ghear Scrioara
Horea
Ighiu
Lupa
Mugeti
Poiana Aiudului
Rahu
Rimetea
Slciua de Jos
Ssciori
Scrioara
ibot
ugag
Vadu Moilor
Valea Cerbului
Valea Lung
Fig. 4.11. Structura capacitii de cazare la pensiunilor turistice rurale clasificate, din
judeul Alba, n 2007, pe localiti i categorii de confort
Fig. 4.11. The structure of accommodation capacity at the classified rural boarding
houses in Alba County, in 2007, according to localities and comfort categories
Capacitatea de cazare la nivelul judeului Alba este concentrat n localitatea
Albac, cuprinznd 20,91% din locurile de cazare (Figura 4.11.) dar din pcate la o
categorie inferioar de confort, de altfel predominant la nivelul ntregului jude.
Numrul mare de turiti care doreau s viziteze munii Apuseni anual au determinat
implicarea mai multor locuitori din Albac n dezvoltarea afacerii n turismul rural. Astfel
numrul pensiunilor au crescut de la un an la altul odat cu numrul locurilor de cazare.
La toate acestea au contribuit i implicarea autoritilor locale prin declararea localitii
ca staiune de interes local i organizarea Trgului naional de turism rural, patru ani
consecutiv.
49
level
index
dynamic
rate
1 margaret
1 - daisy
2 margarete
2 - daisy
3 margarete
3 - daisy
4 margarete
4 - daisy
5 margarete
5 - daisy
TOTAL
1082
114
2,013845
101,38 y=73,619x+750,21
593,46
11058
2359
1,379982
38 y=2172,2x+1283,5
5055,80
1514
433
1,556863
55,69 y=467,89x-357,14
648,86
356
185
1,699339
69,93 y=185x-14,333
155,24
388
284
2,216904
121,69 y=279,3x-310,5
336,21
13792
3087
1,42831
42,83 y=2863,4x+907,04
7106,7
50
clasificate la cinci margarete, ceea ce denot lrgirea segmentului de turiti care tind spre
calitatea total (Tabelul 4.21.).
Valorile estimate ale numrului de turiti dup trendul liniar pentru perioada 20082010 sunt n cretere pentru toate categoriile de confort, cea mai mare cretere
semnalndu-se la cele de 2 margarete datorit numrului mare de pensiuni existent la
aceast categorie i implicit capacitii de cazare (Tabelul 4.22.).
Tabelul 4.22.
Valorile estimate ale numrului de turiti dup trendul liniar pentru perioada 2008
2010/
The estimated values of the number of tourists according to the linear trend, for the
period 2008 - 2010
Pensiuni clasificate la :
2008
2009
2010
Boarding houses classified by:
1 margaret / 1 - daisy
1.413
1.486
1.560
2 margarete / 2 - daisy
20.833
23.006
25.178
3 margarete / 3 - daisy
3.386
3.854
4.322
4 margarete / 4 - daisy
726
911
1.096
5 margarete / 5 - daisy
1.086
1.365
1.645
51
CAPITOLUL 5
STUDIU DE CAZ PRIVIND POSIBILITATEA APLICRII PRINCIPIILOR
MANAGEMENTULUI CALITII TOTALE (ORIENTAREA SPRE
CLIENT I ARGUMENTAREA CU DATE) LA PENSIUNEA TURISTIC
RURAL CASA CU DOR DIN LOCALITATEA AMPOIA, JUDEUL
ALBA
5.1.
dor, n 2007 este mai ridicat (329 sosiri) fa de cealalt pensiune (250 sosiri). Evoluia
se pstreaz ascendent i la nivelul anului 2008 [Tabelul 5.1.]. Privit din perspectiva
managementului calitii totale, turitii au preferat un grad de confort mai ridicat n
detrimentul celui de 2 margarete.
Tabelul 5.1.
Numr sosiri la pensiunea Casa cu dor n 2007-2008/
The number of arrivals at Casa cu dor boarding house in 2007 - 2008
Anul / Year
Numr sosiri / Number of arrivals
2007
329
2008
348
De asemenea, la nivelul anului 2007, pensiunea Casa cu dor s-a situat pe primul
loc n jude la categoria de cinci margarete, n ce privete numrul sosirilor (Tabelul 4.5.).
3. nnoptrile
Comparativ cu cealalt pensiune de dou margarete din Ampoia (Tabelul 4.7.), n
anul 2007, aceasta nregistreaz un numr mai mare de nnoptri (Tabelul 5.2.). Totodat,
n 2007, deine primul loc n ce privete numrul nnoptrilor la aceast categorie de
clasificare. Evoluia se pstreaz ascendent i la nivelul anului 2008. Numrul
nnoptrilor a fost influenat n mod direct de numrul sosirilor i n mod indirect de
ofert, respectiv de calitatea serviciilor oferite prin prisma gradului ridicat de confort.
Tabelul 5.2.
Numr nnoptri la pensiunea Casa cu dor n 2007-2008/
The number of put ups for the night at Casa cu dor boarding house in 2007 - 2008
Anul / Year
Numr nnoptri / Number of put ups for the night
2007
821
2008
916
53
43,18
56,82
2007
0,90
2008
0,95
La nivelul anului 2008 se remarc o uoar cretere la 0,95 turiti /zi. Aceasta se
datoreaz i faptului c n 27 iulie 2008 n cadrul celei de-a cincea ediii a Festivalului
Seceriului de la Ampoia, primirea cununii de spice i alaiului a fost la familia Hlga, la
54
Number of tourists
Number of days
tourists
2007
329
821
270109
2008
348
916
318768
Number of tourists
sejurului
Average
time
of
holidays
2007
329
821
2,49
2008
348
916
2,63
340
5440
2008
350
5600
9. Oferta teoretic maxim la Pensiunea Casa cu dor este de 365 uniti zile att n
2007 ct i la nivelul anului 2008. Aceasta demonstreaz c structura de primire poate
funciona la nivelul categoriei de confort clasificat, satisfcnd ateptrile clienilor.
56
10. Oferta efectiv este de 340 uniti zile n 2007, fiind considerat cea mai bun
din jude la aceast categorie de confort, respectiv 350 uniti zile n 2008. Din
discuiile purtate cu proprietara pensiunii se dorete ca pe viitor s creasc oferta efectiv
dac n urma sondajelor efectuate n rndul turitilor se va impune acest lucru.
Pentru caracterizarea eficienei folosirii bazei tehnico-materiale de cazare s-au luat
n calcul urmtorii indicatori:
11. Indicele de utilizare a capacitii de cazare n funciune
n urma calculelor efectuate, n anul 2007, Pensiunea Casa cu dor a utilizat
efectiv 15,09% din capacitatea de cazare n funciune, situndu-se pe locul trei la nivelul
judeului la aceast categorie de confort (Tabelul 4.19.). n anul 2008 s-a remarcat o
cretere a utilizrii efective a capacitii de cazare n funciune, la 16,36%. Pensiunea se
confrunt cu o perioad scurt de edere a turistului n zon, reflectat prin indicele de
utilizare a capacitii de cazare n funciune.
12. Gradul de ocupare al unitii de cazare (G0)
Tabelul 5.8.
Gradul de ocupare al unitii de cazare (%) la Pensiunea Casa cu dor n 2007-2008/
The rate of occupying the accommodation places (%) at Casa cu dor boarding house
in 2007 - 2008
de
Anul
Numrul total Durata medie a Numrul total Gradul
Year
de turiti
The
number
sejurului
total turitilor
of The
average
al locurilor de ocupare
cazare
Total
tourists
time of tourists of
holiday
places
Ds
The
rate
of
number occupying
lodging G0 (%)
2007
329
2,49
16
14,02
2008
348
2,63
16
15,67
n anul 2007 pensiunea a fost ocupat 14,02% din capacitatea de cazare, ocupnd
primul loc la nivelul judeului la categoria de confort de 5 margarete (Tabelul 4.20.), cu
un grad de ocupare de aproximativ 4 ori mai mare dect pensiunea de 2 margarete
existent n Ampoia (Tabelul 4.20.). Ca principal factor ce a contribuit la obinerea
57
acestor valori a fost n primul rnd satisfacerea cerinelor clientului n ce privete gradul
de confort i apoi factorii turistici naturali existeni n zon.
Gradul de ocupare a crescut n 2008, ajungnd la 15,67% (Tabelul 5.8.) ca urmare
a mbuntirii serviciilor oferite n urma concluziilor desprinse din sondajele efectuate n
rndul turitilor. La acestea s-a adugat promovarea pensiunii prin viu grai din partea
celor care au clcat pragul acestei structuri de primire.
5.2.2. Posibilitatea aplicrii principiilor managementului calitii totale
(orientare spre client i argumentare cu date) la pensiunea Casa cu dor
Competitivitatea, dorina de a rezista pe pia i nu n ultimul rnd realizarea unui
profit a determinat-o pe proprietara pensiunii s devin tot mai interesat de urmrirea
permanent a nevoilor turitilor n vederea satisfacerii depline, rapide i eficiente a
cerinelor acestora.
n vederea msurrii gradului de satisfacie a clienilor este nevoie mai nti s-i
cunoti nevoile, iar acest lucru se poate realiza prin efectuarea unor sondaje care pot sta
la baza aprecierii mbuntirii sau nu a situaiei i, nu n ultimul rnd, la baza
fundamentrii deciziilor. Astfel, n urma chestionarului aplicat, ce a avut drept scop
depistarea gradului de satisfacie a turistului n legtur cu calitatea serviciilor oferite prin
prisma gradului de confort, jumtate din numrul turitilor erau pentru prima oar n
pensiune, iar un procent nsemnat (40%) au vizitat pensiunea de mai multe ori ceea ce
demonstreaz existena unui motiv de revenire, cel mai probabil calitatea serviciilor
oferite. Aproape jumtate din numrul turitilor cunosc pensiunea din relatrile
prietenilor i rudelor ceea ce ntrete expresia referitoare la calitate, n sensul c un turist
mulumit atrage pe viitor i alii dup el.
Mai mult de jumtate din numrul turitilor au fost foarte mulumii de calitatea
serviciilor oferite de structura de primire cu funciune de cazare, nici unul nedeclarndui nemulumirea. Analiza activitii desfurate st la baza identificrii celor mai potrivite
decizii ce trebuie luate, n vederea mbuntirii performanei pensiunii n ce privete
aplicarea principiilor managementului calitii totale.
58
CAPITOLUL 6
CONCLUZII I RECOMANDRI
Principalele concluzii care se desprind n urma cercetrii efectuate sunt
urmtoarele:
1. Mai mult de jumtate din comunele existente n judeul Alba dispun de potenial
turistic, prezentnd un nsemnat grad de atractivitate turistic ceea ce face
oportun dezvoltarea turismului rural.
2. Analiza evoluiei indicatorilor numr pensiuni turistice rurale clasificate,
capacitate de cazare existent, numr sosiri i numr nnoptri nregistrate n
judeul Alba, n perioada 2000-2007, evideniaz tendina de cretere a acestora.
Aceasta este rezultatul tendinei de dezvoltare a turismului rural n general. Cea
mai nsemnat cretere a indicatorilor menionai anterior se remarc la pensiunile
clasificate la 2 margarete, deci la o categorie inferioar de confort, pe toat
perioada 2000-2007, acestea fiind dezvoltate pe locuinele deja existente ale
ntreprinztorilor. De asemenea, cele mai mari valori ale indicatorilor numr
pensiuni turistice rurale clasificate i capacitate de cazare existent au fost
semnalate n 2007 la pensiunile de 2 margarete din Rimetea, Albac, Grda i
Arieeni. Numrul mare de pensiuni n aceste localiti, la aceast categorie de
confort a influenat i numrul locurilor de cazare. Ca o consecin, att oferta
teoretic maxim ct i oferta efectiv, n 2007, este la pensiunile de 2 margarete
din aceleai localiti. De asemenea, cea mai mare capacitate de cazare n
funciune, n 2007, este la pensiunile clasificate la 2 margarete din Rimetea,
Grda, Albac i Arieeni ca urmare a numrului mare de locuri existent.
Proprietarii de pensiuni nu dispun de suficiente fonduri pentru a crea locuri de
cazare cu un nivel calitativ superior al gradului de confort. Cele mai ridicate valori
ale indicatorilor numr sosiri i nnoptri se remarc, n 2007, tot la pensiunile de
2 margarete din Rimetea, Arieeni, Albac i Grda ducnd la nregistrarea celor
mai nsemnate valori ale numrului mediu de turiti sosii pe zi la aceeai
categorie inferioar de confort, din localitile respective. Pensiunile din jude se
adreseaz nc unui segment de turiti cu un nivel sczut de pretenii n ce privete
gradul de confort
59
3. Cea mai mare cerere turistic n perioada analizat a fost la pensiunile turistice
rurale clasificate la 2 margarete, deci la o categorie inferioar de confort.
Preteniile turitilor pentru o mai bun calitate a produsului i serviciului turistic
rural, materializat n gradul de confort sunt mici. Ei au ca principal scop evadarea
din activitatea stresant de zi cu zi n cutarea unui loc linitit, cu aer curat,
preocupndu-i mai puin locul n care urmeaz s se odihneasc pe timpul nopii
4. Cel mai mare numr de zile-turiti, n 2007 sunt deinute de pensiunile clasificate
la 2 margarete din localitile Rimetea, Arieeni, Albac i Grda. Acest rezultat
este n mare parte influenat de numrul mare de pensiuni i capacitatea de cazare
existent la aceast categorie de confort. Cea mai mare durat medie a sejurului n
judeul Alba a fost remarcat la pensiunea de 4 margarete din Vadu Moilor ceea
ce denot c proprietarul pensiunii a reuit s satisfac cerinele clienilor,
determinndu-i s petreac mai mult timp n pensiune. La nivelul judeului,
valorile duratei medii a sejurului sunt relativ mici, ceea ce demonstreaz c se
practic n mare parte un turism de week-end. Valorile densitii circulaiei
turistice conduc la concluzia c majoritatea turitilor, n 2007, au preferat
pensiunile cu un nivel sczut i mediu de confort. Cele mai solicitate au fost
pensiunile de dou margarete din Arieeni, Ghear Scrioara, Grda, Albac,
Rimetea i cele de 3 margarete din Arieeni, Grda, Albac. Aceasta se datoreaz
faptului c acetia reprezint un segment cu venituri modeste.
5. Valorile indicilor de utilizare a capacitii de cazare n funciune, indic o eficien
foarte redus la nivelul judeului Alba n 2007. Eficiena utilizrii capacitii de
cazare n funciune la nivelul judeului este cea mai ridicat la pensiunile de 2
margarete din Arieeni, Albac, pensiunea de 2 margarete din apropierea Ghear
Scrioara i Rimetea (peste 90%). n 2007, turitii care au preferat s practice
turism rural sunt n primul rnd cei care nu au dispus de un buget substanial
pentru a se caza ntr-un spaiu care s ofere condiii de confort mai ridicate.
6. Principalul element al gradului redus de ocupare la nivelul judeului este durata
redus a sejurului, respectiv durata medie a sejurului fiind de aproximativ 3 zile,
pe fondul lipsei programelor turistice, a facilitilor complementare cazrii i a
slabei promovri turistice a judeului. De remarcat c cel mai mare grad de
60
61
sensul c un turist mulumit atrage pe viitor i alii dup el. Mai mult de jumtate
din numrul turitilor au fost foarte mulumii de calitatea serviciilor oferite de
structura de primire cu funciune de cazare, nici unul nedeclarndu-i
nemulumirea.
Rezultatele obinute demonstreaz c localitile Rimetea, Albac, Arieeni i
Grda se afl n topul preferinelor turitilor i de aceea acestea pot fi luate ca pilot n
implementarea
managementului
calitii
totale.
Prin
sprijinul
A.N.T.R.E.C.,
62
CONTRIBUII PROPRII
Contribuiile originale ale autorului la realizarea cercetrii sunt urmtoarele:
1. analiza situaiei turismului rural n judeul Alba i calculul indicatorilor activitii
turistice rurale n acest jude, la pensiunile turistice rurale, pe categorii de confort,
din perspectiva calitii, pe baza principiului managementului calitii totale
argumentare cu date abordare original;
2. evidenierea aspectelor calitii totale din turismul rural n intercorelaie cu
aspectele manageriale pe baza principiului managementului calitii totale
orientare spre client la pensiunile turistice rurale, pe categorii de confort
abordare original;
3. analiza dinamic, pentru prima dat, a turitilor sosii n pensiunile turistice rurale
din judeul Alba;
4. elaborarea unor instrumente teoretico-practice la nivelul unei pensiuni, pentru
prima dat, care s poat impulsiona abordarea managementului calitii totale n
vederea sporirii eficienei economice i asigurrii unei dezvoltri stabile a
turismului rural n judeul Alba;
5. analiza pe baz de chestionar, n vederea identificrii nevoilor clienilor n ce
privete calitatea total a gradului de confort, pentru prima dat, ntr-o pensiune
turistic rural din judeul Alba;
6. elaborarea propunerilor privind implementarea managementului calitii totale,
pentru prima dat, n turismul rural din judeul Alba.
Aceast cercetare este doar un nceput n ce privete abordarea managementului
calitii totale n turismul rural. De aceea, n decembrie 2008 am propus, mpreun cu
preedintele A.N.T.R.E.C. Alba, la O.I.R. P.O.S.D.R.U. Regiunea Centru, Axa prioritar
3, Domeniul major de intervenie 3.1, proiectul Antreprenoriat i egalitate de anse n
turismul rural romnesc. Acest proiect a luat natere pornind de la rezultatele acestei
cercetri i se dorete a fi un nceput n vederea informrii antreprenorilor din turismul
rural regional n legtur cu managementul calitii, a calitii totale i formrii acestora
n vederea implementrii lui la pensiunile turistice rurale.
63
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*** Ordin nr. 235 din 06/06/2001 privind asigurarea turitilor n cazul
insolvabilitii sau falimentului ageniei de turism, Monitorul Oficial nr. 433/2001
67.
*** Ordin nr. 510 din 28/06/2002 pentru aprobarea Normelor metodologice
privind clasificarea structurilor de primire turistice, Monitorul Oficial nr.
582(bis)/2002
68.
*** Ordin nr. 911 din 26/11/2002 privind modificarea i completarea Ordinului
ministrului turismului nr. 510/2002 pentru aprobarea Normelor metodologice
privind clasificarea structurilor de primire turistice, Monitorul Oficial nr. 898/2002
69.
*** Ordin nr. 188 din 28/02/2003 privind modificarea i completarea Normelor
metodologice privind clasificarea structurilor de primire turistice, aprobate prin
Ordinul ministrului turismului nr. 510/2002, Monitorul Oficial nr. 181/2003
70.
71.
*** Ordonana nr.62 din 24 august 1994 privind stabilirea unor faciliti pentru
dezvoltarea sistemului de turism rural din zona montan, Delta Dunrii i litoralul
Mrii Negre, Monitorul Oficial nr. 245/30 august 1994
72.
73.
74.
75.
*** Ordonana nr. 5 din 16/01/2003 pentru modificarea art. 33 din Ordonana
Guvernului nr. 58/1998 privind organizarea i desfurarea activitii de turism n
Romnia, Monitorul Oficial nr. 54/2003
76.
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70
ABSTRACT
Total Quality Management in the rural tourism is in fact a long term project
occurred as a necessity. It supposes an intense and deep change in the rural tourism, in
the rural boarding house starting mainly from changes that ought to be brought in the
mind and behaviour of all the human resources within the boarding house and of all the
actors on the tourism scene, too. It is necessary to extend the quality matters to all
functions and levels of the organizational structure that everybody should contribute to
the process of continuous quality improvement. Thus, the necessity and achievement of a
possible model of approaching the total quality management (TQM) in any rural
boarding house in Alba County determined the set of problems I have tried to identify in
the present research paper.
The first chapter presents theoretical methodological problems regarding the
total quality management. The novelty that TQM brings about is the fact that the stress
lays on the managerial aspects, in addition to the human and technical ones, taken into
account in the past 50 years. TQM lies at the junction of three elements: the customer,
production process and own employees. Important to the customers is having their needs
analyzed and satisfied. Employees require competence and guidance and the process
requires reorganizing, continuous improvement, attaining efficiency for the whole
organization. TQM principles express basic ideas, the thesis this management system is
based on, most specialists agree with the principles as follows: customer oriented
principle, quality in the fore-ground, accent on preventing, internalizing customer
supplier relationships, involving all personnel, providing necessary data for
argumentation, continuous improvement and involvement of top management.
The second chapter presents the rural tourism in the European countries of rich
tradition and in Romania and also the legislative framework governing the activity of
Romanian rural tourism, being approached next concepts: tourism, rural tourism, agro
tourism and rural tourist product. At international level, the rural tourism has acquired an
ever greater importance, gaining more and more space. In Europe the rural tourism has
developed differently from country to country. The most representative area in Central
and Western Europe considered the most attractive and best developed as concerns the
71
rural tourism is The Alps region. An incredible fame in this field gained Austria, France,
Switzerland and Germany. Since 2000, influenced by international experience in this
field, Romania has started to become a rural tourist destination more and more attractive
and in greater demand.
At present, the legislation specific to the tourist field in Romania is not entirely
adjusted to European legislation, Romanian tourism law in unclear and requests the
improvement of legislative framework necessary for developing and implementing the
concept of quality and total quality in the rural tourism. It is necessary to adjust our
legislation to that of European Union countries for quality standards; standards for rural
tourist building and arrangements; technical standards. This thing may not be outlined
without a Law of rural tourism, in order to practise it at quality standards that compete
with the European ones.
The third chapter is designed to present the methods of collecting and processing
information. There were collected data from The National Association of Rural,
Ecological and Cultural Tourism Alba Branch, owners of boarding houses, employees
and tourists. Having researched I have obtained a series of data complete enough about
physical and economic side of rural tourism in Alba County. In order to characterize the
county rural tourism economically, naturally and socially, I used bibliographic sources as
follows: geography studies, monographs, publications of local public administration, web
pages.
I have studied official rules and laws in force issued by Line Ministry and also a
series of papers published in the country and abroad concerning rural tourism, quality
management and total quality management. In the period 2000 2007, I helped by the
president of A.N.T.R.E.C. Alba branch, have made research used within: the four
editions of National Fair of Rural Tourism in Albac; the international workshops
Perspectives for the Agriculture of 3rd Millennium, organized by U.S.A.M.V. ClujNapoca; the international workshop The Management of Sustainable Rural
Development organized by USAMV Banat in Timisoara; the national workshop
Identity and Quality for National and International Marketing of Rural Tourism and
Agro tourism in Romania, organized by A.N.T.R.E.C. Alba branch; all these actions led
to encouraging the proposed research.
72
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houses, a lower comfort category, these registering the largest number of all boarding
houses in 2007. This is due to the fact that most boarding houses have been built within
entrepreneurs existing households. Higher comfort category (4 and 5 daisy classified)
boarding houses are scarce because of the low financial power of the potential investors
in this field. Most classified boarding houses are in: Rimetea, Albac, Garda and Arieseni.
The largest number is represented by lower comfort category boarding houses (2 daisyclassified) in Rimetea. As a consequence, both the maximum theoretical offer and the
available supply were found in 2007, at 2 daisy-classified boarding houses. The
entrepreneurs did not particularly look for a top quality comfort level but they rather
considered that an alternative for improving their profit. The boarding houses in the
county are still addressing to a share of tourists looking for a lower comfort category.
In the period 2000 2007 a continuous extension of the existent accommodation
capacity was registered as a consequence of the increase in the number of rural boarding
houses in the county. The process of considerable increase in the accommodation supply,
as lodging places set at tourists disposal, may be explained as the inhabitants desire to
start their own business in order to obtain further income, in the context of an increasing
demand for practising rural tourism. One can notice that most accommodation places
have been distributed to 2 and 3 daisy rural boarding houses. Thus, these were the
comfort categories registering the largest number of put ups for the night. Four and five
daisy boarding houses offer a relatively small number of accommodation places. This
happens because the owners of boarding houses have not got enough money to make top
quality accommodation places, as these higher comfort categories request. In addition,
they are not informed enough concerning the existence and the application of quality
management. The largest accommodation capacity belongs to 2 daisy rural boarding
houses in Rimetea, Albac, Garda and Ariseni. Besides, the largest available
accommodation capacity, in 2007, was at 2 followed by 3 daisy-classified boarding
houses.
The dynamics of tourist number registers a sustained increase being the result of
higher demand and consumption for this kind of tourism. I suppose that the large number
of tourists accommodated in 1, 2 or 3 daisy boarding houses can be explained by the fact
that their main purpose is escaping the daily stressful activity looking for a quiet, fresh
74
aired place, being less concerned with the place where they are going to sleep over the
night. This is the way I can explain the largest number of 2 daisy boarding houses
included in the research. These offered accommodation for more than half the number of
tourists arrived at Alba County level, for the period included in the research. Practising
rural tourism is accessible to all categories of consumers and hence the prices and tariffs
must be accessible to all those who choose this kind of tourism. Thus, on the basis of the
findings regarding the number of tourists accommodated in rural boarding houses
referred to from the comfort category classification point of view, it lies the financial
situation the tourists face with. From this research it is obvious that the rural tourism
practised in Rimetea, over 26% out of the total number of arrivals and put ups for the
night, weighs heavily in the rural tourism of Alba County, followed by Albac and
Arieseni over 22% and Garda over 18%. This is especially due to both the outstanding
sights (mentioned in SWOT analysis) and quality services provided by the rural boarding
houses in these localities. The number of put ups for the night is directly influenced by
the number of tourists arrived at rural boarding houses and indirectly by rural tourist
supply, more exactly by the quality of tourist product and service at tourist s disposal.
The dynamics of the number of tourists arrived in the county influenced favourably their
holiday in boarding houses, an upward tendency of put ups for the night was noticed all
the research long.
The greatest tourist demand in the analyzed period was at 2 daisy-classified rural
boarding houses, a lower comfort category, followed at a long distance by 3 daisyclassified ones, a medium comfort category. This is due to the tourists greater claims to
higher quality tourist product and service that is the rate of comfort.
As concerns tourist flow in 2007, the average number of tourists arrived a day had
the same dynamics as tourist demand index. The highest values concerning the average
number of tourists a day were registered at the boarding houses in Rimetea, Albac,
Arieseni and Garda, 2 daisy-classified ones. A significant influence here had the
correlation number of boarding houses number of tourists arrived. Most days tourists
in Alba County in 2007 were at 2 daisy- classified boarding house, followed by 3 daisyclassified ones. The largest number of days tourists was registered at 2 daisy-classified
boarding houses in Rimetea, Albac, Arieseni and Garda. This result is mostly influenced
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by the largest number of boarding houses and the accommodation capacity available for
this comfort category.
The period 2005 2006 brings on the rural tourist market tourists whose
requirements go towards a high quality level. Being concerned with tourists wishes, 5
daisy-classified boarding houses succeeded in gaining trust, answering promptly the
tourists needs, fact that led to the greatest average holiday time found in Alba County,
during the analyzed period. For this county, the values of this index are quite low,
denoting that week-end tourism is mainly practised. The values of tourist flow density
lead to the conclusion that most tourists, in 2007, preferred low and medium comfort
boarding houses. Most wanted were 2 daisy-classified boarding houses in Arieseni,
Ghetar Scarisoara, Garda, Albac, Rimetea and 3 daisy-classified ones in Arieseni, Garda
and Albac. This is due to the tourists medium income.
The values of the indexes of accommodation capacity use, according to the
comfort categories of boarding houses and to localities, indicate a very low efficiency for
Alba County, in 2007. Comparing the results according to the five comfort categories it is
obvious that for 2 daisy-classified rural boarding houses the efficiency of available
accommodation capacity use is the highest. According to localities, the highest efficiency
of available accommodation capacity use is in Arieseni, Albac, Ghetar Scarisoara and
Rimetea (over 90%). One may conclude that in 2007 the tourists who preferred practising
rural tourism were first those who had enough money to afford higher comfort
accommodation.
The main element of the low occupying rate, at county level, is the short holiday
time, the average holiday time being about 3 days, taking into account the lack of tourist
appointments, accommodation conveniences and the slight promotion of county tourism.
The highest average level and absolute average modification were at lower and
medium comfort category boarding houses. The average index of dynamics and the
average rhythm of dynamics registered the highest values for both the highest and lowest
comfort categories. Hence, the most significant annual increase, percent average of the
total number of tourists accommodated, was met in 5 daisy-classified boarding houses,
showing an increase in the segment of tourists who tend toward total quality regarding
comfort rate.
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The values estimated for the number of tourists according to the linear trend for
the period 2008 2010 have been increasing for all comfort categories, the highest
increase being at 2 daisy-classified ones.
In the fifth chapter I have approached the possibility for applying the principles of
total quality management (customer oriented principle and providing the necessary data
fot argumentation) at Casa cu dor rural boarding house in Ampoita, Alba County. One
calculated and interpreted the statistical indexes characterizing the rural tourism activity
in the boarding house, from the perspective of total quality, as follows: accommodation
capacity, available accommodation capacity, arrivals and put ups for the night, tourist
demand, the average number of tourists, the number of days tourists, the average
holiday time, the maximum theoretical offer, the available supply, the index of using the
available accommodation capacity and accommodation occupying rate. Although it has a
smaller accommodation capacity than the other 5 daisy boarding houses in the county, in
2007, it was on the first position regarding arrivals and put ups for the night at this
comfort category. The number of put ups for the night was directly influenced by the
number of arrivals and indirectly by the offer, the quality of services provided, taking
into account the high comfort rate. In addition, at county level, the number of days
tourists and tourist demand in 2007 were the largest comparatively to the same category
boarding houses. This finding emphasizes one more that the boarding house studied has
satisfied customers needs regarding the comfort rate and the quality of provided
services.
Although, as concerns 5 daisy boarding houses, it enjoys the largest average
number of tourists a day, this is not satisfying because at county level it is situated under
the lowest average number of tourists a day arrived at rural boarding houses in the
localities of Alba County, in 2007. The average holiday time places this boarding house
on the second position in the county, for this comfort category. This is why it is necessary
to develop a management activity having total quality as starting point in order to satisfy
customers needs, being able to foresee their future wishes. This boarding house enjoyed
the largest available accommodation capacity in 2007, for this comfort category, the best
offer and the highest occupying rate. This demonstrates that the boarding house satisfies
tourists needs concerning the comfort rate. However, the boarding house registers a
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short holiday time of tourists, shown by the index of using the available accommodation
capacity.
For measuring the rate of customers satisfaction it is first necessary to know their
needs, a target that may be attained by investigation helping to assess whether the
situation has been improved or not and not at last to make decisions. Thus, having
applied a questionnaire aimed at determining the rate of tourists satisfaction concerning
the quality of services provided taking into account the comfort rate, half of the number
of tourists were at that boarding house for the first time and 40% of them visited it
several times demonstrating a reason of coming back, that is perhaps the quality of
provided services. Almost half of the number of tourists know the boarding house from
their friends and relatives descriptions emphasizing the remarks about quality, it is well
known that a content tourist brings about other future tourists. More than half of the
number of tourists were very content with the quality of services regarding
accommodation; no one expressed his/her complaint.
The analysis of the accomplished activity represents the basis in identifying the
most appropriate decisions to be made for improving boarding house effectiveness in
applying the principles of total quality management.
The main conclusions emerging from the research made are as follows:
1. More than half of the villages in Alba County enjoy tourist potential, showing up a
high rate of tourist activity which makes opportune the development of rural
tourism.
2. The analysis regarding the evolution/dynamics of the number of classified rural
boarding houses, available accommodation capacity, number of arrivals and
number of put ups for the night point out their tendency of increase in Alba
County, between 2000- 2007. This is the result of development tendency of the
rural tourism in general. One can notice the annual increase in the number of two
daisy rural boarding houses, these holding the greatest weight in all the boarding
houses in 2007, because most of them were developed within the existing
households. The highest values of the next indicators: number of classified rural
boarding houses and available accommodation capacity were registered in 2007 at
2-daisy classified boarding houses in Rimetea, Albac, Garda and Arieseni. The
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large number of boarding houses in these localities, for this category of comfort,
influenced the number of accommodation places, too. As a consequence, both the
maximum theoretical offer and the actual supply, in 2007, were at 2-daisy
boarding houses in the localities mentioned above. The largest accommodation
capacity was held by 2 daisy rural boarding houses in Rimetea, Albac, Garda
and Arieseni, as a result of the large number of available places. Owners of
boarding houses do not have enough funds to create high quality accommodation
facilities. The highest values of the indicators: number arrivals and put ups for
the night are found in 2007 in the 2 daisy boarding houses in Rimetea, Arieseni,
Albac and Garda leading to the most sifnificant values of the average number of
tourists arrived a day, at the same inferior category of comfort, in the localities
mentioned above. The boarding houses in the county are still addressing to a share
of tourists with a low pretention level concerning the degrees of comfort.
3. The greatest tourist demand in the researched period was at 2 daisy rural
boarding houses, an inferior degree of comfort, in fact. Tourists pretensions for a
higher quality of rural tourist product and service concerning degrees of comfort
were low. Their main purpose is to escape from the daily stressful activities,
looking for a quiet place with fresh air, being less concerned with the place they
are going to sleep in.
4. The largest number of days tourists belonged to 2 daisy rural boarding houses
in Rimetea, Arieseni, Albac and Garda. This result is mainly influenced by the
large number of boarding houses and accommodation capacity available for this
category of comfort. The greatest average leisure time in Alba County was found
at 4 daisy boarding house in Vadu Motilor which means that the boarding house
owner succeed in satisfying customers needs making them stay longer in his
boarding house. At county level the values of the average leisure time are
relatively low, which demonstrates that week-end tourism is mainly practised. The
values of tourist flow density lead to the conclusion that in 2007, most tourists
preferred low and medium comfort category boarding houses. Most requested
were 2 daisy boarding houses in Arieseni, Ghetar Scarisoara, Garda, Albac,
79
Rimetea and 3-daisy ones in Arieseni, Garda and Albac. This is due to the fact that
those tourists had modest income.
5. The values of the indexes of using the available accommodation indicate a very
low effectiveness for Alba County in 2007. The effectiveness of using the
accommodation capacity available in Alba County is the highest at 2-daisy
boarding houses. Regarding localities, the highest effectiveness of using the
available accommodation capacity is in Arieseni, Albac, 2-daisy boarding house
near Ghetar Scarisoara and Rimetea (over 90%). One may conclude that in 2007,
the tourists who preferred practising rural tourism are firstly those who did not
have substantial money to accommodate in a higher comfort facility.
6. The main element of the low occupying rate at county level is the short leisure
time, the average leisure time being of about 3 days, because of the lack of tourist
programmes, other facilities and a low tourist promotion of the county. It is
obvious that the highest occupying rate is held by 2-daisy boarding houses in
Arieseni, Garda, Rimetea and Albac.
7. The highest average level and the highest average growth of the number of tourists
in Alba County, for the period 2000 2007, were at inferior and medium comfort
category boarding houses. The average index of dynamics and average dynamics
rate registered the highest values for the highest category of comfort and the
lowest category of comfort. Thus, the most significant annual increase, percent
mean of the total number of tourists, was found in 5-daisy boarding houses which
means the enlargement of the share of tourists who tend towards total quality
concerning the degrees of comfort.
8. The estimated values of the number of tourists taking into account the linear trend
for the period 2008 2010 are increasing for all categories of comfort; the greatest
increase is noticed in 2 daisy boarding houses.
9. Although it has got a smaller accommodation capacity than the other 5 daisy
boarding houses in the county, Casa cu dor boarding house was situated in 2007
on the first place concerning arrivals, put-ups for the night, the number of days
tourists, tourist demand, the average number of tourists a day, the available
accommodation capacity, actual supply and the occupying rate for this category of
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comfort. The number of put-ups for the night was influenced directly by the
number of arrivals and indirectly by the the supply and the the quality of services
offered considering the high degree of comfort. The average leisure time classifies
the boarding house on the second place in the county, for this category of comfort.
Thus, total quality is necessary to foresee the customers future needs.
10. Having applied the questionnaire meant to determine the rate of tourists
satisfaction regarding the quality of services provided taking into account the
degrees of comfort, half of the number of tourists were for the first in the boarding
house and a significant percentage (40%) visited this boarding house many times
which demonstrates that there is a reason of coming back, most likely the quality
of services provided. Almost half of the number of tourists heard about this
boarding house from their friends and relatives and this strengthens the idea of
quality considering that a content tourist brings about other tourists. More than
half of tourists were very content with the quality of services provided by the
boarding house, none of them being unsatisfied.
The results obtained demonstrate that localities such as: Rimetea, Albac, Arieseni
and Garda are top preference for tourists that is why they may be considered pilot in
implementing the total quality management. With the help of A.N.T.R.E.C., the
implementation in 1, 2, 3, 4, and 5 daisy boarding houses in these localities would be an
example of good practice for other boarding houses in the county, too and thus the
quality of county tourism would echo at both regional and national level.
The main directions of development will have to aim at the increase of the quality
of tourist services, the diversification of tourist supply and a strong promotion of the
county as a tourist destination. This supposes investments for developing human
resources and tourist services in boarding houses. The boarding house owners must be
given a great importance because they have to understand that they must be not only
proprietors but investors in order to offer the local tourist flow added value providing
quality services.
The thoroughgoing analysis of rural tourism activity regarding total quality
requires further to study the evolution of all indicators in complex association.
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Those who work in the county rural tourism have very little information regarding
quality
management,
generally
and
total
quality
management,
especially.
Competitiveness, desire to keep up on the market and at last but not least making profit
will determine the rural boarding house holders to become more and more interested in
determining continuously the tourists needs in order to satisfy them entirely, quickly and
effectively.
Implementing total quality management, the structure of the new accommodation
capacity must be adjusted to the tourists requirements, in great accordance with the
purchasing power of the population. The improvement of the quality of rural tourist
products and services by implementing the principles of total quality management would
determine the other receiving tourist facilities to give a greater importance to customers
expectations. This will lead to the increase in their competitiveness on the domestic and
foreign tourist market.
Authors original contributions to the research accomplishment are as follows:
1. The analysis of the rural tourism situation in Alba County and the calculation of
rural tourist activity indicators in this county, at rural boarding houses, according
to categories of comfort, in the perspective of quality, on the basis of providing
the necessary data for argumentation principle in total quality management
original approach;
2. The emphasise of total quality aspects in rural tourism inter-correlated with
managerial aspects on the basis of customer oriented principle in total quality
management, at rural boarding houses, according to categories of comfort
original approach;
3. The first dynamic analysis of the tourists arrived at rural boarding houses in Alba
County;
4. The drawing up of some theoretical practical instruments in a boarding house,
for the first time, that may give an impetus to the approach of total quality
management in order to increase the economic effectiveness and provide a steady
development of the rural tourism in Alba County;
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83