UNIVERSITATEA BABE-BOLYAI CLUJ-NAPOCA

FACULTATEA DE TIINE ECONOMICE I GESTIUNEA AFACERILOR

DEPARTAMENTUL DE MARKETING
DISCIPLINA: DESTINAII TURISTICE NAIONALE I INTERNAIONALE
Specializarea de masterat: Administrarea afacerilor n turism, comer i servicii anul II

PROGRAMA ANALITIC
an universitar 2012-2013

1. CONCEPTUL DE DESTINAIE TURISTIC. DESTINAII TURISTICE

NAIONALE I INTERNAIONALE
1.1. Destinaia turistic: definiie, elemente componente
1.2. Analiza schimbrilor la nivelul mediului de marketing al destinaiei turistice
1.3. Planificarea strategic a destinaiilor turistice
1.4. Guvernana destinaiilor turistice
1.5 Resurse turistice naionale i internaionale
2. MARKETINGUL DESTINAIILOR TURISTICE
2.1 Particularitile marketingului la nivelul destinaiilor turistice
2.2 Factorii critici n succesul marketingului destinaiilor
2.3 Segmentarea pieelor la nivelul destinaiilor turistice
2.4 Poziionarea destinaiilor turistice
2.5 Mixul de marketing specific destinaiilor turistice
2.6 e-marketing la nivelul destinaiilor turistice
2.7 Modaliti de evaluare a performanelor unei campanii de marketing la nivel de
destinaie turistic
2.8 Abordarea durabil n marketingul destinaiilor turistice
3. COMPETITIVITATEA TURISTIC A DESTINAIILOR TURISTICE
3.1 Factori determinani ai competitivitii destinaiilor
3.2 Importana determinrii factorilor competitivitii destinaiilor
3.3 Destination Management Organizations (DMO)
3.4 Crearea competitivitii destinaiei turistice
3.5 Evaluarea competitivitii destinaiei turistice
3.6 Modele ale competitivitii destinaiei turistice
3.7 Evaluarea performanei destinaiilor turistice
4. PROMOVAREA I MANAGEMENTUL IMAGINII UNEI DESTINAII TURISTICE
4.1 Modelul de formare a imaginii unei destinaii turistice
4.2 Formarea imaginii i alegerea destinaiei
4.3 Profilul segmentelor de imagine
4.4 Schimbarea imaginii, schimbarea realitii
4.5 Actorii implicai n managementul imaginii unei destinaii turistice
4.6 Imaginea public i imaginea media a locurilor
4.7 Factori care influeneaz imaginea public a unei destinaii turistice

4.8 Elemente de branding ale destinaiilor turistice

4.9 Influena evenimentelor, filmelor, celebritilor, etc. asupra imaginii i promovrii
unei destinaii turistice
4.10 Aciuni i strategii aplicabile destinaiilor turistice n perioade de dezastre i crize
BIBLIOGRAFIE:
1) Avraham, Eli, Ketter, Eran, Media Strategies for Marketing Places in Crisis, Elsevier ButterworthHeinemann, 2008
2) Beirman, David, Restoring Tourism Destinations In Crisis-A Strategic Marketing Approach, CABI
Publishing, 2003

3) Handbook on e-marketingfor Toursim Destination, European Travel Comission, 2008

4) Handbook on Tourism Destination Branding, European Travel Comission, 2009
5) Kolb, M.B., Tourism Marketing for Cities and Towns. Using Branding and Events to
Attract Tourist, Elsevier Butterworth-Heinemann, 2006
6) Kozak, M., Destination Benchmarking: Concepts, Practices and Operations, CABI
Publishing, Wallingford, 2008
7) Laws, E., Richins, H., Agrusa, J., Scott, N., Tourist Destination Governance: Practice,
Theory and Issues, CABI International, 2011
8) Morgan, N., Pritchard, A., Pride, R., Destination Branding: Creating the Unique Place
Proposition, 3rd.Edition, Oxford: Elsevier, 2010
9) Neacu,N., Bltreu, A., Monica, N., Draghila, M., Resurse i destinatii turistice interne i internaionale.Ediia a II-a, ed.Universitar, 2011
10) Pike, Steven D., Destination Marketing Organisations. Advances in Tourism Research
series, Elsevier: Amsterdam, 2004
11) Pike, Steven D., Destination Marketing: An Integrated Marketing Communication
Approach, Elsevier Butterworth-Heinemann, 2008
12) Ritchie, J.R.B., Crouch, G.I., The Competitive Destination: A Sustainable Tourism
Perspective, CABI Publishing, 2003
13) igu, Gabriela (coord.), Resurse i destinaii turistice pe plan mondial, ed.Uranus,
Bucureti, 2008
14) Vanhove, N., The Economics of Tourism Destinations, Elsevier Butterworth Heinemann,
Oxford, 2005

Director de departament,
Prof.univ.dr. Ioan PLIA

Titular de disciplin,
Lect.univ.dr. Alexandra Maria DRULE