Sunteți pe pagina 1din 7

MANAGEMENT I MARKETING / MANAGEMENT AND MARKETING

STRATEGII I TEHNICI DE PROMOTION SRATEGIES AND


PROMOVARE A TURISMULUI TECHNIQUES OF SUSTENABLE
RURAL SUSTENABIL RURAL TOURISM
Drd. Angela BOTEZATU, UASM PhD candidate Angela BOTEZATU, SAUM
Unul dintre obiectivele principale pe care le One of the main objectives pursued by any
urmrete orice firm, valabil i pentru afacerile de turism company, available for rural tourism business is to
rural, este acela de a ti cum s-i conving pe clieni s-i know how to convince customers to buy your product
cumpere produsul sau serviciul. ntr-un mediu de or service. In an environment of intense competition,
concuren acerb, strategiile de promovare vin s faciliteze promotion strategies come to facilitate the
procesul de comunicare cu clienii actuali i poteniali prin communication with current and prospective customers
informare, convingere sau reamintire. n articol, sunt tratate through information, persuasion or reminder. The
unele dintre strategiile i tehnicile de promovare ale article deals with some of the strategies and techniques
activitii de turism, tehnici care, utilizate separat sau ntr- to promote the tourism activity, techniques which used
un mix bine gndit, pot contribui la formarea de ansamblu separately or in a thoughtful mix can contribute to the
i mbuntirea imaginii rii sau firmelor de turism prin formation and improvement of the overall image of the
dezvoltarea turismului rural sustenabil. country or travel companies by sustainable rural
Cuvinte-cheie: turism rural, sustenabilitate, strategii tourism development.
de promovare, politic de promovare, relaii cu publicul, Keywords: rural tourism, sustainability,
marketing direct. promotion strategies, promotion policy, public
relations, direct marketing
Noua filozofie a existenei n turism se axeaz
prioritar pe conceptul dezvoltrii durabile. Turismul The new philosophy of existence in tourism is
sustenabil, axat pe dezvoltarea durabil, este inta focused prior on the concept of sustainable
preocuprilor mai multor savani, precum i a multor development. Sustainable tourism, focusing on
organisme internaionale, dar i autohtone. Abordarea se sustainable development is the target of several
extinde i spre turismul rural, deoarece aici poate fi scientists and many local and international
conservat mediul natural cu toate ecosistemele sale. n organizations. The approach is also extending to rural
acelai timp, s vorbim i despre valorificarea potenialului tourism, because there may be preserved natural
natural i antropic din mediul rural, cu beneficii pentru environment with all its ecosystems. At the same time
comunitile locale. ntrebarea este, dac putem promova we are talking about the potential of natural and
obiectivele turistice rurale n condiii de sustenabilitate? anthropogenic rural tourism with benefits for local
Evident c rspunsul este unul afirmativ, iar actorii communities. The question is whether we can promote
economici din industria turismului rural pot elabora diverse rural sights in terms of sustainability? Obviously the
mixuri de promovare a destinaiilor turistice rurale protejnd answer is affirmative, and economic actors from rural
biodiversitatea i patrimoniul uman. tourism industry can elaborate different mixes of
Politica de promovare a turismului rural, dei, la promoting rural tourism destinations protecting
prima vedere, pare relativ simpl, n practic elaborarea biodiversity and human heritage.
mixului promoional necesit abiliti deosebite pentru Promotion policy of rural tourism, although, at
transformarea turismului rural ntr-o ans real oferit first sight seems relatively simple, in practice
comunitilor locale din zonele n care patrimoniul turistic developing a promotional mix requires special skills
este slab valorificat. for transforming rural tourism in a real opportunity for
Dup cum menioneaz O. Snak activitatea de local communities and areas where sightseeing is
promovare a produsului turistic este o form specific de poorly exploited.
comunicare, care const n transmiterea pe diferite ci de As O. Snake mentions the promotion of tourism
mesaje i informaii menite s-i informeze pe operatorii de activity is a specific form of communication, which is
turism i pe turitii poteniali asupra caracteristicilor the transmission of messages and information in many
produsului turistic i asupra elementelor componente ale ways, designed to inform the tour operators and
serviciilor turistice oferite,.., s le dezvolte o atitudine potential tourists on product characteristics and the
pozitiv fa de firmele prestatoare de servicii turistice. De components of tourism services, .., to develop a
asemenea, promovarea turistic presupune aciuni de positive attitude towards tourism service companies.
sprijinire i influenare a procesului de cumprare n scopul Also, tourist promotion involves actions to support and
provocrii unor modificri favorabile n mentalitatea i influence the buying process to challenge some
obiceiurile clienilor actuali i poteniali. favorable changes in mentality and customs of current
Dintre caracteristicile promovrii turistice le putem and potential customers.
meniona pe cele ce urmeaz:

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


MANAGEMENT I MARKETING / MANAGEMENT AND MARKETING

- este o activitate permanent, cu manifestri de Among the features of the tourism promotion we
intensitate diferit n funcie de obiectivele vizate can mention:
sau bugetul promoional disponibil; - it is a permanent an ongoing activity, with
- se adreseaz agenilor economici poteniali, dar i events of different intensity depending on the
celor actuali; objectives sought or held promotional budget;
- promovarea unei destinaii turistice are i alte - it addresses to the potential and current
scopuri, pe lng cel de cretere a numrului de economic agents;
turiti pentru o perioad limitat, astfel, aceasta - promotion of tourist destinations has other
vizeaz obiective precum: informarea asupra purposes besides the increase of the number of
resurselor naturale i antropice ale zonei, tourists for a limited time, so it seeks
valorificarea lor la un nivel superior; atragerea information objectives about the natural and
clienilor-int; mbuntirea imaginii firmei; human resources of the area, turning them to a
crearea unei imagini unice; dezvoltarea higher level to attract target customers,
armonioas a activitii economice locale. improving company image, creating a single
n cadrul strategiei de dezvoltare a unei firme de image, the harmonious development of local
turism, strategia de pia, prin urmare, i cea de promovare economic activity.
sunt eseniale. Astfel, se stabilete raportul dintre firma Within the development strategy of a tourism
prestatoare de servicii turistice i mediu, poziia pe care firms, market and promotion strategies are essential. In
aceasta vrea s i-o aleag pentru realizarea misiunii n this way is settled the relationship between tourism
condiii de eficien. Elaborarea strategiilor promoionale i firm and the environment, the position it wants to
integrarea lor n strategia global a firmei (pensiunii turistice, choose in order to achieve the task in terms of
agroturistice) constituie premise pentru aciuni concrete efficiency. Promotional strategies and their integration
necesare acesteia. into the overall strategy of the firm (tourist guesthouse,
Unele firme turistice apeleaz empiric la anumite agro) are necessary prerequisites for its specific
instrumente promoionale. n asemenea caz, eforturile de actions.
promovare nu sunt fundamentate tiinific; instrumentele Some travel agencies empirical ey use
promoionale sunt combinate aleatoriu, fr a studia, n certain promotional tools. In this case the promotion
prealabil, piaa turistic i a identifica clienii-int i efforts are not scientifically fundamented
comportamentul lor. Prin urmare, i rezultatele las de dorit. promotional tools are combined randomly without
n vederea atingerii obiectivelor promovrii, studying in advance the tourism market and
productorii i distribuitorii din turism au la dispoziie dou identifying target customers and their behavior.
alternative strategice: pull strategy (strategia atragerii); push Therefore the results are poor.
strategy (strategia mpingerii), realizabile simultan sau In order to achieve the promotion, objectives
separat. tourism producers and distributors have two strategic
Pull strategy este orientat spre cerere. Printr-o alternatives: pull and push strategies, which are
publicitate susinut sau prin promovarea vnzrilor, se feasible simultaneously or separately.
ncearc crearea cererii sau sporirii ei. Obiectivul este de a Pull strategy is oriented to demand. Supported
furniza suficiente informaii sau mijloace de promovare a through advertising or sales promotion they try to
vnzrilor pentru a declana interesul turitilor poteniali; create demand or increase it. The objective is to
dorina de cumprare i, respectiv, achiziia propriu-zis a provide enough information or sales promotion
produselor i serviciilor turistice promovate. means to trigger the interest of potential tourists;
Dimpotriv, push strategy, plaseaz pe prim-plan wish to purchase and, respectively, the actual
promovarea prin vnzri personale. Personalul implicat n purchase of tourism products and services
actul promovrii trateaz direct cu cumprtorii actuali i advertised.
poteniali. Ei ncearc s susin vnzrile prin mpingerea In contrast, push strategy, places on the first plan
cumprtorilor spre produse. promotion by personal selling. The staff involved in the
ntr-o alt abordare, menionm alte dou alternative act of promoting deals directly with current and
strategice: fie o strategie defensiv, fie una ofensiv. potential buyers. They enhance selling by pushing
Strategia defensiv este o strategie orientat spre cererea de buyers towards products.
servicii turistice rurale, n care firma ncearc s-i apere i In another approach we mention two other
s-i menin poziia pe pia folosind n acest scop reclama strategic alternatives: either a defensive strategy or an
sau promovarea vnzrilor. Strategia ofensiv presupune offensive one. Defensive strategy is that strategy-
utilizarea masiv a tuturor mijloacelor promoionale care oriented towards rural tourism service request through
stau la dispoziia firmei i folosirea unui buget considerabil. the company tries to defend and to maintain market
position using for this purpose advertising or sales
Publicitatea n promovarea serviciilor turistice promotion. Offensive strategy, involves massive use of
Publicitatea reprezint o tehnic foarte important n promotional means which are at the disposal of
mixul promoional. Prin intermediul acesteia, se urmrete company and using a large budget.

Revista / Journal ECONOMICA nr. 1 (83) 2013 41


MANAGEMENT I MARKETING / MANAGEMENT AND MARKETING

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

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


MANAGEMENT I MARKETING / MANAGEMENT AND MARKETING

implicnd costuri acceptabile i obinnd un impact deosebit preferences and choices of present tourists. Thus, the
n rndul tinerilor, dar i al adulilor de vrst mijlocie. Internet is an easy way to promote, involving acceptable
Internetul reprezint o oportunitate pentru turism, deoarece costs and getting a great impact among young people and
ofer: posibilitatea lansrii de noi servicii, extinderii pe noi middle-aged adults. Internet is an opportunity for tourism,
piee, interaciunii permanente cu clientela, atragerii unor noi as it offers: the possibility of launching new services,
categorii de clientel. expansion into new markets, ongoing interaction with
Pentru moment, considerm mai mult dect necesar, customers, attracting new types of customers.
pentru fiecare agenie turistic, pensiune sau agropensiune att For the moment we consider more than required for
crearea i dezvoltarea site-ului, ct i completarea acestuia cu each travel agency, pension or agro-pension, to create and
diverse informaii, precum: obiective turistice din zon, develop a website and supplement it with various
posibiliti de agrement, manifestri cultural-artistice, srbtori information such as tourist attractions in the area,
tradiionale. Site-ul trebuie realizat n cel puin dou limbi de recreational opportunities, cultural arts, traditional
circulaie internaional i s permit interaciunea cu celebrations. The site must be done in at least two foreign
vizitatorii. De asemenea, site-ul nou-creat, pentru a fi eficient, languages and allow interaction with visitors. Also newly
trebuie nscris n motoare de cutare dup o serie de cuvinte- created website, in order to be effective, must be included
cheie: sat turistic, turism rural, pensiune turistic, in search sites after a series of keywords: village tourism,
agropensiune etc. La nivel de ar, despre turismul rural rural tourism, tourist board, agro pensions etc. At the
putem afla accesnd site-ul Asociaiei Naionale de Turism country level we find about rural tourism accessing the
Rural, Ecologic i Cultural din Moldova (www.tur.md), aici site of the National Association of Rural, Ecological and
gsind trimiteri la paginile web ale celor mai cunoscute Cultural Tourism of Moldova (www.tur.md), here we find
pensiuni turistice i agroturistice din RM: pensiunea rural links to web pages of the most popular tourist hostels and
Hanul lui Hanganu (www.hanulhanganu.md); Satul agro tourism in the Republic of Moldova: rural pension
Moldovenesc (www.satulmoldovenesc.md); Casa din Lunc Hanul lui Hanganu (www.hanulhanganu.md),
(www.casaorhei.com) etc. Despre turismul rural i turismul la Moldovan Village (www.satulmoldovenesc.md), of
ferme din spaiul european, ne putem informa accesnd site-ul Meadow House (www.casaorhei.com), etc. About rural
Federaiei Europene pentru Turismul Rural i la Ferm tourism and farm tourism in Europe we can be informed
(EuroGtes: http://www.eurogites.org). by visiting the website of the European Federation for
Una dintre prioritile site-urilor este posibilitatea Farm and Rural Tourism (EuroGtes:
rezervrilor on-line, ceea ce i avantajeaz att pe ofertanii http://www.eurogites.org).
pachetelor turistice rurale, ct i pe beneficiari. One of the priorities of websites is the possibility
Studiile efectuate n acest sens de ctre compania of online reservation, which favors both bidders and
austriac Seekda demonstreaz c circa 85% dintre cltori consumers of rural tourism packages.
se informeaz on-line, numrul on-line room bookings Studies in this regard by the Austrian company
poate atinge circa 48%, n 2015, iar cile tradiionale de Seekda show that about 85% of travelers get informed
rezervare a pachetelor turistice i pierd din influen. online, the on-line room bookings can reach about
Sursele Internet pot fi utilizate individual sau 48% in 2015, and traditional ways of booking of travel
integrate cu alte medii de promovare. De exemplu, din packages lose their influence.
cauza costurilor ridicate de promovare la TV, poate fi Internet sources can be used individually or
elaborat un spot publicitar de durat mic, fcndu-se integrated with other media promotion. For example,
trimitere la site-ul firmei turistice, organizaiei sau due to the high costs of promotion on TV can be
evenimentului turistic ce urmeaz a avea loc. Informaiile prepared an advertisement of a short duration, with
din diverse medii de promovare se pot completa reciproc, reference to the site of tourist business, organization or
astfel sporind eficiena activitii promoionale. event tour that will take place. Information in various
media promotion can complement each other, thus,
Manifestri promoionale n turism increasing the efficiency of promotional activity.
Dintre tehnicile promoionale ale marketingului
modern, care condiioneaz i favorizeaz formarea i Tourism promotional events
meninerea imaginii pe pia, menionm promovarea prin Among the promotional techniques of modern
intermediul manifestrilor promoionale. Participarea la marketing which conditions and promotes the formation
trguri interne i internaionale, saloane i expoziii and maintenance of image on the market we note
reprezint un instrument eficient de marketing datorit promotion through promotional events. Participation at
avantajelor pe care le ofer posibilitatea de a veni n contact national and international fairs, shows and exhibitions
cu purttorii cererii de servicii turistice i de a le studia are an effective marketing tool thanks to the advantages
comportamentul, studierea ofertelor concurente, contactarea they offer, the opportunity to come into contact with
diferiilor furnizori sau prestatori de servicii turistice i chiar demand carriers of tourism services and study their
vnzarea de servicii turistice n timpul manifestrii. behavior by studying competing bids, contacting different
Astfel, anual, Centrul Internaional de Expoziii suppliers or tourism service providers and even sell travel
MoldExpo organizeaz i desfoar expoziii internaionale services during the event.

Revista / Journal ECONOMICA nr. 1 (83) 2013 43


MANAGEMENT I MARKETING / MANAGEMENT AND MARKETING

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

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

Eficiena materialelor tiprite trebuie monitorizat Effectiveness of printed materials must be


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

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


MANAGEMENT I MARKETING / MANAGEMENT AND MARKETING

Promovarea vnzrilor Development GUAM Japan promotion project for


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

Revista / Journal ECONOMICA nr. 1 (83) 2013 45


MANAGEMENT I MARKETING / MANAGEMENT AND MARKETING

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

Bibliografie/ Bibliography:
1. Bran Florina. Turism rural: model european. Bucureti: Economic. 1997
2. Bucur-Sabo Mariana. Marketing turistic. Bucureti: Irecson. 2006
3. Nistoreanu Puiu, Ghere Marinela, coordonatori. Turism rural. Tratat. Bucureti: C. H. Beck. 2010
4. Olaru Adriana. Marketing. Galai: EUROPLUS. 2004
5. Pruteanu tefan, Munteanu C., Caluschi C. Inteligena marketing plus. Iai: Polirom 2004
6. Stone Bob, Jacobs Ron. Metode de succes n marketingul direct. Chiinu: ARC. Ediia a VII-a. 2004
7. Talab I., Haller A. P., Talpas J., coordonatori. Turismul rural romnesc, Actualitate i perspective, vol.
III. Iai: Perfomantica. 2008

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