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Marketing plan camping

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  • 1. Marketing plan camping Course: Marketing - A practical approach Professor: Joost Hintjens Students: Franz Strohmayer Stef Cappaert Ronald Schmidt
  • 2. 1 Content marketing plan Contents Marketing plan camping 1 1 Introduction 2 2 External analysis 4 2.1 Facts about Transylvania 6 3 Internal analysis 6 3.1 Camping Salisteanca 6 4 Stp-analysis 7 4.1 Segmentation 8 4.2 Targeting 8 4.3 Positioning 8 4.3.1 Image 8 5 Marketing mix 9 5.1 Price 9 5.2 Place 10 5.3 Product 12 5.4 Promotion 12 6 Value 13 6.1 Intro 13 6.2 Geographical proximity to markets 13 6.3 Accessibility to markets 13 6.4 Availability of attractions 14 6.5 Cultural links 14 6.6 Availability of services 15
  • 3. 2 6.7 Peace and stability 15 6.8 Pro-tourism policies 15 7 References and sources 16 Preview With this paper, we wish to make you get a clear view on Camping Salisteanca. We must point out that as the business exists already, the vision of original owners seems to be in some points different than ours. We are hoping though that we will get a good feedback (that includes negative observations as well), so that this paper to be send to the original owners and maybe used as an inspiration. Please consider this paper as being our vision as marketing students upon business of camping, which can and is willing to be improved. Kind regards, The Students 1 Introduction The main objective of marketing is knowing the customer in such a way that the product or the service offered to the customer are totally according to the needs and expectations of the customer, under profitable conditions for the one creating the product or the service, but also for the society. Tourism is in many countries an important element of the economic system. Also in Romania it is stated as one of the strategic development possibilities and priorities. There has been put a goal to increase the tourist flows to Romania as well as to stimulate the development of domestic tourism. Joining EU has opened for Romania new perspectives
  • 4. 3 and possibilities as well as increased the competition. To reach the stated goal there is need to define the markets on which to focus at. This plan will focus on small sector in all tourism industry – camping-sites. The aim of this marketing plan is to analyse and define the international markets to which Romanian camping should focus at. Germany being the first ,the Netherlands the second and Belgium the third most important camping tourist countries should be taken into consideration and more market oriented products and advertising made for it. Easier border crossing agreements could help to access and attract these markets. When we talk about tourism, the first thing that crosses our minds is people going to another place and visiting it. But is tourism only this? We believe it is much more; it requires knowledge of various sectors such as economy, society, culture, and environment. Is tourism ruled by supply or it is ruled by demand? Some economics and marketers look at it from the travel point of view. Some travellers feel motivated by an obligation such as business travel, visiting relatives or friends, to solve any kind of health problems. Such travel comes as a result of demand. On the other hand, people that travel for pleasure are free to choose their own destination to visit. They don‟t have to go to a place where others tell them to go, unless those others are professional tourist agents and they convince them to choose that destination; or a person can simply choose a destination, which from his/her point of view will supply their needs. In our case the market is the group of persons that have decided to travel. This decision of traveling can and it is influenced by many factors. First of all we believe it always comes to the previous experiences, secondly in can be the perception that travel will satisfy the feeling needs and as the last factor we think is the environment where the individual is living in that can affect his decision. Once the decision to travel has been taken, there come questions as when, where, how. Very important is the destination, basically we talk about attractions, services and other facilities that are used by the tourists. The marketing has its important place in tourism business. We refer to the way of the tourism business to attract and reach the potential customers and to convince them to go to that specific destination. We are talking about marketing plan, marketing mix and distribution channels. According to C. Florescu, investigating the market and needs of consumption it is a very important function of marketing, its achievement being the starting point in orientating the whole marketing activity. The dynamic connectivity to the external environment is the middle function, securing the link between the potential of economical units(the camping) and the requirements of the environment, thus the accomplish of the two main objectives: fulfilling on a superior level of the consumption needs and the maximizing of profit.(C. Florescu, Marketing, p.23). A Romanian economist considers that tourism marketing is the policy promoted by the tourism enterprise which, by constantly studying present and future tourism consumption requirements, by specific methods and techniques aims at constantly adapting its offer to these requirements, for their best fulfilment and for achieving of a profitable business under the given market conditions (Nicolescu, 1975, p.40) Berbecaru Iulian in his work “Modern tourism management” considers that tourism marketing is: a management system, understood as a way to plan, direct and control
  • 5. 4 activities through rational use of available resources, as a set of operations which provides scientific exploration of the market in order to adapt the tourism offer to tourists' needs and motivations (Berbecaru, 1975, p.181). 2 External analysis Europe is according to scientists the most visited destination in the world. One of the reasons could be the fact that many of the world‟s top destination countries are located in this continent. Tourist services are high standard, consisting in a wide range of tourist product. It is also considered as a safe destination. There are undeniable geographically certain differences that can be seen across Europe. The tourism much more popular Western Europe, but as we move more to the northern or eastern of Europe the activity decreases. This could be explained with the fact that in the North side of Europe and especially in Scandinavia the density of population is low. However, the situation in the East side of Europe could be presented with the existing image of lower service quality and the still high level of crime. But since the expansion of the European Union also these destinations become more and more attractive and safe. Various researches have been conducted and the conclusion is that by 2020 Europe will still be destination number one for tourists all over the world. And among all European regions, it is predicted that the Central-East Europe will have the strongest growth among all European regions. Basically, we consider that the East European countries are trying to attract tourists from West Europe, while the West Europe is looking for tourists from US, China, Japan and the United Arab Emirates. Thus it seems only logical that the competition between European countries will increase. For example the leisure offers within few hours of travel will increase, as well as the trend of businessman travelling with their families, that including children. It is easy to observe that the wealth of a certain segment of people is increasing, but their free time is decreasing. Thus the mobility needs to be very flexible. Camping (also known as “open spot hotels”, as some people name it) are places meant for accommodation situated outside urban areas and which are equipped with camping places for tents and RV. Camping is the ideal choice for those people who are tired of the extremely stress rhythm of city life, those people who desire a cheap holiday, in a unique environment. Also the people who love to travel, who love the idea of “house on wheels” (the RV), the concept of “free spirit” and adventure, can be an important emotional trigger. The advantage of spending your holiday in a camping is obvious for the tourists who love nature and who want to explore the surroundings and cook outdoors. The period 1960-1990 was an extremely favourable one for developing camping in Romania, but after it was followed by a moment of regression, until recently in the last 5-6 years, when the activity started to rise again. The first step for organizing the camping is to pick up the right field. Marian Pavel, the CEO of Camping Darste (situated 8km of Brasov) considers that a good location for a camping is in an area of touristic interest which is also easy accessible, next to a highly
  • 6. 5 traveled roadway. Of course, the vicinity of a river can prove to be an important asset. Beside, in order for the unit to obtain a superior classification, it is necessary to be situated in the proximity of a gas station, auto service and a place able to provide with food. The minimum required surface should be not less than 10.000 square feet, in order to obtain the classification authorization, without which it can‟t operate. It is also ideal if the camping can offer 70 accommodation spots. Obviously, when you decide for a certain specific field, one thing needs to be taken into consideration and that is the growing possibilities, because a camping with more accommodation spots, is of course, much more profitable. Classification certificate is obtained in less than 60 days The classification represents an encoded form of presentation of the level of comfort and of the offer of services. Thus, obtaining this certificate is essential in order to have any type of activity in tourism. This certificate it is required by the Office of Licensing and Control in Tourism(OLCT), no later than 60 days before launching the camping. Ignoring this rule is a crime and can be punished with a fee. According to Order no. 61, published in the Official Monitor no 241/31.05.1999, the accommodation units are classified by stars and the restaurants by categories. In Romania, in the present days there is camping classified as 4,3,2,1 stars. For the 5 stars ones, existing outside Romania, the imposed rules provide that parcels needs to be separated by designated green spaces and within the camping site to be saltwater and sweet water pools and of course supermarkets. In order to obtain the Classification Certificate in Romania, the entrepreneurs who own and administrate touristic accommodation places needs to provide a file which has to contain the following: -special written request -court order regarding the establishment of the company, contains the area of expertise of the company -sanitary authorisation -preventing and extinguish fire authorisation -environmental authorisation -location and specific address sketch -sketch regarding the structure, location and accommodation spaces nomination -nominal sheet regarding accommodation on classification categories -specific note regarding the location and the function of the touristic place, issued by the National Tourism Office for New Construction -copy of the patent tourism, which needs to be acquired by any CEO of a touristic accommodation place -copies of documents of qualifications of the staff at the reception -copy of the document which proves the payment of the rate to the OLCT account in order to obtain the star classification OCLT periodically check the condition and operation of facilities in camping, quality of services, compliance with hygiene and other criteria that led to the classification unit. Failure in respecting the rules can cause measures regarding or withdrawal of operating license.
  • 7. 6 Classification certificate is valid for three years, and then you have to update it with OLCT. There is however the possibility during this time that the certificate holder may request reclassification of tourist reception, whether as a result of modernization and improvement works endowments and services estimate that this corresponds to a higher category classification. Business risks The tourists can create problems by destroying the environment, not conserving the nature, leaving a lot of trash behind them, destroying plumbing and electrical systems. A solution in this case can be a close supervision/surveillance of the accommodation and immediate rectification of all faults occurring. The weather phenomenon: if it‟s a rainy year, people won‟t come; they prefer to stay longer in the house. If there are floods, this can also affect camping functionality. Same thing happens if political events jam roads or railways. Following an immediately profit. Camping activity is seasonal. As a result, profitability is evident after a few years. Some camping directors believe that the business is profitable, but on a long term. In the yearly years, must reinvest almost all profit. 2.1 Facts about Transylvania The name Transylvania comes from Latin and means “the land beyond the forest”. Its location is in the centre of Romania surrounded by the arc of the Carpathian mountain chain. Its area is approx. 34177 sq. miles and has a population of approx. 5 million people. The main cities are Alba Iulia, Bistrita, Brasov, Cluj-Napoca, Medias, Miercurea- Ciuc, Sebes, Sibiu, Sighisoara, Targu-Mures. Activities that can be performed as a tourist in Transylvania are biking, camping, caving, climbing, fishing, hiking, nature walks, rafting, skiing, wildlife and bird watching. Sibiu (Hermannstadt in German) was the largest and wealthiest of the seven walled citadels built in the 12th century by German settlers known as Transylvanian Saxons. The riches amassed by its guilds paid for the construction of both impressive buildings and the fortifications required to protect them. 3 Internal analysis 3.1 Camping Salisteanca Salisteanca, a premium class pension and camping, is situated 500 meters of the centre of Saliste and 20 kilometres of Sibiu, cultural capital of Europe in 2007.All this is located
  • 8. 7 in Transylvania where you will find the most beautiful cities of Romania and the most overwhelming landscapes of Europe. In this environs you will find desolate high mountains, charming hillsides, small shepherd villages, medieval fairy tale towns, gothic cathedrals and crystal clear mountain lakes. Everywhere you will meet herds of sheep and in springtime on many chimneys you can see storks which have built their nest. Located in a region renowned for the remarkable popular costumes and for its millenary traditions that are waiting to be discovered, the guesthouse Salisteanca welcomes its customers, the ones looking for relaxation as well as those eager for adventures. We offer 6 places in the pension plus 20 other places in the camping. The bright rooms, nicely decorated with an exquisite sense of colours, offer you the comfort and peace anyone seeks for during holidays; just outside - the courtyard, shadowed by trees over the hot summer days, is the perfect camping place. Access by car is quite easy as you come from the main road (Saliste entrance panel), continue for about 1100m until you see a bridge; pass the bridge and turn on the second street on the left (passing by the post office). After around 200m turn left (follow the signing panels "PENSIUNE & CAMPING SALISTEANCA"), continue for about 100m and take another left (in an acute angle). After 50m you will see the guesthouse on the right side of the road; it has a red signalling panel and there is a pole with a stork nest near the front gate. Our activities include among others: - Initiation in the traditional cooking - Rides in a horse-drawn cart or sleigh - Visits to traditional workshops (weaving mill, furrier’s shop, joiner’s shop, hatter’s shop) - Visit to the Dacian fortress from Tilisca - Trips to the salt lakes of Ocna-Sibiului - Hiking to the Foltea monastery and to the wood sculpture camp from Poiana- Soarelui (1000m in altitude) 4 Stp-analysis To precisely know on what group we‟ll have to focus we use the STP process. STP stands for Segmenting, Targeting and Positioning and will give us a clear view over the
  • 9. 8 market. After this process we can implement our whole marketing strategy on this because we will exactly know who will be able to visit our camping site. 4.1 Segmentation The main purpose of segmentation is simple; we divide the whole market into groups of people with common needs. In this case, for a camping site is it quite simple. The market contains everyone who can afford a holiday abroad. From that group of people, we take out the ones whom go camping every now and then. Some people go camping up to 5 times a year, others once in every 2 years. People who only go to resorts en beach holidays can be left out which does not mean there would be no chance that they will visit our camping but we just don‟t put our focus on them. 4.2 Targeting So we know now that we‟ll have to focus on people who go camping every now and then, but this is still a large group to serve. We thought that it would be appropriate to focus mainly on couples with kids in the high season in months like July and august and off- season on elder people whom have the time to go on a holiday when they retire. Especially people who are German of Dutch because they are like the top camping countries, although Belgium it‟s upcoming in Belgium so we want to take those also in our target group. Also people from neighbouring countries we want to offer a holiday in a high-end piece of conserved nature. 4.3 Positioning We want the give people the perception that we stand for both lots of activities and rest. We think that people can perfectly take a break from real life with both activities and kind of doing nothing and just enjoy the environment. That people have the impression they can forget everything in our camping site. 4.3.1 Image An image is the sum of beliefs, attitudes and impressions of some person or group of persons towards something. Destination images are frequently related to the many factors mentioned above such as accessibility, attractions, cultural links, affordability and stability.
  • 10. 9 The image of the destination is of immense value. When planning to establish a centre of tourism somewhere, one should look out for the image of the place in the market. Fewer people are going to visit if the image tends to be negative. Areas closer to one destination seem to have more accurate image than the ones farther away. Meeting the customer expectations is very important as well. 5 Marketing mix The marketing mix contains of the 4 PS: Price, product, place and promotion. However we think that „People‟ contains also in this case to the marketing mix. 5.1 Price Price really depends on what kind of customer you are. Elderly people will pay a bit less, especially when they are planning to stay for a whole month. Kids will also suffer a discount and kids under the age of 5 will be even allowed for free. Holidays with the whole family does not cost a few euros. Especially when you have drove all the way from Belgium or the Netherlands. The prices in camping also depend on what kind of place you will stay. Like tents will be a lot cheaper because they need less space, campers on the other hand will need a lot of space and uses more electricity. So the price really depends on what kind of customer you really are. But in general, we would like to use the neutral pricing strategy, because people still don‟t know much about us and we have to create an opportunity to fill in their needs and manage that they will get a high perceived value for our camping site. A price tells us something about our service so, if we would use a penetration strategy we would get a cheap image and that would make our purpose totally useless because we just want to let them see that Romania isn‟t an odd poor country. With prices which would be to low it would only confirm those prejudgements. On the other hand we would also not make them too expensive because that would scare people to book a holiday at our camping site. So a neutral pricing strategy would be appropriate at the moment because then we are sure we can give them their expected value for this price or even better. With the prices we have at the moment will be both attractive and competitive, which means that they are beneficial to our consumers but will also give a value in function of the value it offers in comparison with our competitors. Prices are as following (with some minor adjustments vocabulary-wise): Adults: € 3.50 Children: 0-5 Free Children: 5-12 € 2.00 Dogs: Free
  • 11. 10 Tent: € 2.00 Small tent: € 1, 50 Caravan: € 3.00 Camper: € 4.00 Car: € 1.00 Electricity: € 2.50 Shower: Free Wi-Fi: Free Groups (>20persons) 5% discount 5.2 Place In the tourism industry, place plays a key role. In tourism, the product is not distributed to the client, but the clients travel to the product. Thus, unlike physical products, tourism distribution is more related to where you distribute the information about the service (trade shows, resellers, webpages, etc.).( http://freenomads.com/blog/?p=296#sthash.ceSIl5KP.dpbs) Customer`s desire is to be able to enjoy their holiday time, so goods and services should be easily accessible. Most customers are trying to relax so they are hesitating when it comes about to spend a great deal of time trying to get to an obscure location. The camping lies in the middle of rural Romania also known as Transylvania which offers a beautiful environment to explore with a lot of forests and mountains. The camping also offers a great view and lies within reach of a few major roads which lead to Bucharest and the border of Hungary. Once you are in Sebes, the route to the camping is quite easy to follow. From Sebes, which is 20 km far away from Sibiu you take the DN1/DN7- E68/E81 road right direction Saliste, after 1km over the bridge you will follow the signs "Salisteanca". From the main road (Saliste entrance panel), continue for about 1100m until you see a bridge; pass the bridge and turn on the second street on the left (passing by the post office). After around 200m turn left (follow the signing panels "PENSIUNE & CAMPING SALISTEANCA"), continue for about 100m and take another left (in an acute angle). After 50m you will see the guesthouse on the right side of the road; it has a red signalling panel and there is a pole with a stork nest near the front gate. However there is possibility of being picked up from airport to railway station, or even directly to the camping. The place itself is not just a camping but also a pension. And the services are on top considering the very cheap price we are charging. You can choose between staying in your own RV or tent, or being spoiled in one of our cosy rooms. Some of the facilities we offer include a large courtyard(2000 sq. meters) with parking place, central heating inside pension, a swimming pool for children, wireless internet, outdoor dining place, bicycles for hire, Ping-Pong table, badminton field, pastime games. Pets can be accepted but only in the courtyard.
  • 12. 11 The guesthouse consists in 3 bedrooms, each with own bathroom and colour TV, having separate entrance. Two of the bedrooms can be merged into a matrimonial bed, with access to shared bathroom, toilet, a living room with dining place. The camping place for caravans is 800 sq. m of ground with barbeque and dining place, access to plugs, toilets and washing machines. There are shopping opportunities at close distance within 0.2 km, public transport near the camp site, fresh bread available at the camp site as well as a restaurant. Footpaths and roads are lit, there are patrolled grounds, and a lot of quiet during the day and at night. At the reception the spoken languages besides Romanian are English and French. It is important to mention that this camping started initially as a humanitarian project launched by a group of Dutch people who came to the village of Saliste to help some villagers who were living a very hard life. This project did not started as a business or a mean of making some easy money, but it started as a way to help people, to create happiness not by offering tourism services but by offering love. This group of Dutch people felt in love with the place and decided that together with one Romanian native of this village they will start this business in order to be more easily in contact to each other. This is a Romanian-Dutch family business. Taking into consideration the poor image Romania has in the Western-Europe we think that the channels of distribution are very important. The most common and used of these channels had been and will be the Internet. We have the confidence that there would be people who would love our product if only they would know about it. Therefor I will submit below few websites which features presentation of our business: http://www.eurocampings.co.uk/romania/saliste/campsite-salisteanca-117267/ http://en.carta.ro/accommodation-saliste/pensiunea-si-camping-salisteanca/facilitati/ http://www.zoover.be/roemenie/roemenie/saliste/en-camping-salisteanca/pension/fotos http://www.ruraltourism.ro/marg/penmarg/saliste/parau/html/parauen.html http://www.vakantiereiswijzer.nl/vakantie/beoordeling/117096/en-camping-salisteanca/ http://www.zoover.co.uk/romania/romania/salista/en-camping-salisteanca/pension http://en.camping.info/rumania/rumania-west/camping-salisteanca-24433 Below we attach few pictures presenting the inside of the pension just to give you a better view:
  • 13. 12 5.3 Product The camping has a lot to offer, not just a place to stay, but also a perfect view. Other than that it offers lots of activities like mountain bike routes and we would also like to create the possibility to rent mountain bikes because not everyone would be able to carry them along all the way to Romania. Additionally to that, you can enjoy the nature while caving, climbing, hiking or even fishing. There also is an excursion programme with at least two field trips per week. This features trips to places in the region, be it medieval fairy tale towns, where you can ride in a horse- drawn cart or sleigh, or traditional workshops like weaving mills, furrier‟s shops, joiner‟s shops or hatter‟s shops. Another prime example of an excursion destination would be salt lakes of Ocna Sibiului or the Dacian fortress from Tilisca. The camping also offers breakfast, BBQ‟s and every now and again some initiation in the traditional cooking of Romania. For children there is a pool and a games room. There is also a possibility to borrow some sports gear and play Ping-Pong and badminton outside. Camping Salisteanca is proud to be known as a camping site that cares about having a friendly and helpful community and first timers are always welcomed with open arms. Regular community activities like games night or amateur theatres help to get to know each other. The camp is surrounded by beautiful wilderness which of course needs protection. While camping in Salisteanca, you can volunteer to do some environmental work and help clean the forests and lakes. Free showers as well as free TV and Internet access are rounding off this great offer of possibilities to relax and have fun. A great part of the product itself would be the experience, the fact that you forget everything around you for a moment. 5.4 Promotion Promotion will be mainly done by travelling agencies and camping guides. Because that‟s mainly how you reach people who go camping. They choose most of their camping sites by guides and review guides because that is a good reference for them. In the first place those guides offer a brief summary of what the camping has to offer and often has maps also where the camping are marked on, which give easier access. We are aiming as well for http://www.eurocamp.be/ as it is directly engaged into Belgian camping market and does not offer any tourism service from Romania so far. However we think that these online pages can and needs to be improved. We also suggest that the role of social media is very important. We have a Facebook page: https://www.facebook.com/salisteanca. We think a blog to approach subjects related to nature, life, tourism, camping would be very important and would increase the chances of making the business more customer related. A very important niche is the segment of mothers who have their own blogs and so they talk about their experiences. Sending children to our camping would be a very important asset, and the spoken word or word of mouth spread through mother‟s different blogs can play a key role.
  • 14. 13 Check-ins via Foursquare for example is also a reference for some people because every place in there gets a review. Also, talking about Foursquare and check-ins, lots of companies these days offer small discounts or free drinks when you check in on one of those. 6 Value 6.1 Intro First of all, places need to have an attraction to make people travel there. Of course costumers will first and foremost look at all the facilities and services that tourists buy at the place. This includes accommodation, restaurants or leisure facilities. There is also a certain need for transportation that brings tourist to the desired destination. It is key to provide all that information to the potential costumer because otherwise he will most likely choose another supplier. However, if one can make certain that the tourist is able to acknowledge the supplied attraction then there will be demand from the costumer. 6.2 Geographical proximity to markets The distance-decay effect displays that the number of visitors will decrease as the distances that they have to travel to the destination increases. Nonetheless, the amount of traffic depends also on the size and wealth of the origin region market. It seems that travellers with higher income at their disposal choose to travel to further destinations. Distance can also represent a psychological barrier. Some like to be far away from home in their holidays, on the contrary some will feel unsafe when the distance from their origin gets too big. Target costumers live in wealthy countries located in Western Europe; specifically Germany, Belgium and the Netherlands. As stated above costumers with higher income will also travel to further destinations, so Romania will be an attractive destination for these countries. 6.3 Accessibility to markets Here we can differentiate between two categories – physical (infrastructure) and political accessibility. Infrastructure means possible transportation methods like air routes, highways or ferry links. Also the number of seaports and airports factors into this. The level of accessibility due to infrastructure can depend on many factors: funds, physical barriers and transport jurisdictions in the transit region. Our camping site is located in the centre of Romania and lies within reach of a few major roads which lead to Bucharest and the border of Hungary. The level of accessibility is good.
  • 15. 14 By political accessibility one can understand conditions under which visitors are allowed to enter a destination or region. American and Canadian citizens as well as citizens of Australia, New Zealand and most European countries do not need an entry visa to visit Romania (for stays up to 90 - ninety - days). However, a valid passport is required for all overseas/ non-EU visitors. Citizens of the countries of the European Union can enter Romania with a valid passport or National Identity Card. U.S. / Canadian/ Australian/ New Zealand and all European Driver licenses are valid for driving in Romania for 90 days from the date of entry into Romania. 6.4 Availability of attractions Attractions are crucial in getting the attention of tourists. That is why they are considered to be one of the most important factors of a tourism system. The ability of attractions to attract costumers depends on their uniqueness, accessibility, diversity, quantity, quality and also diversity. Attractions can be anything – theme parks and battlefields, scenery or even just climate. People can create attractions or use just use existed natural environment. Activities that can be performed as a tourist in Transylvania are biking, camping, caving, climbing, fishing, hiking, nature walks, rafting, skiing, wildlife and bird watching. In addition to that the region offers high mountains, charming hillsides, small shepherd villages, medieval fairy tale towns, gothic cathedrals and crystal clear mountain lakes. It is safe to say that our customers have enough opportunities to have a good time in and around the camping site. A detailed list about attractions and activists can be found at the internal analysis. 6.5 Cultural links Some people are more attracted by exotic and unfamiliar venues. On the other hand, similarities in culture, languages or religion can be a motivation for people to choose their holiday destination. In addition religious similarities have generated tourist flows from one region to another. Tourists are interested in destination with similar culture also because of the convenience and risk-minimisation factors. Many people do not want to cope with unfamiliar languages and social norms and because of that reason prefer destinations similar to their own origin areas. The ideological and legal barriers that once stood in Romania no longer exist and people are open to making contact with foreigners. There are no taboo subjects, but foreigners will quickly note that people are more interested in talking about topics that touch their lives (such as personal, political, economic, or international situations) than talking about new subjects. Talking about work and asking where people come from are good ice- breakers, as is talking about the weather. People speak loudly in a sing-song manner and generally display their emotions in public. The tone they use is so lively that foreigners often get the impression that speakers are
  • 16. 15 arguing, which quite often is not the case. Tempers may flare easily and are not well hidden. This is contrary to the Western European culture, where people tend to be introverted and more quiet. However, at our camping site this will not be an issue because there will be more Non-Romanian people. 6.6 Availability of services For many tourists it is very important to have good quality in services, be it transportation, accommodation or restaurants. In addition to that basic stuff like policing and medical facilities are critical, to ensure safety to the costumer. Romania is catching up to the Western Countries in this area, but even now it the offered services are solid and should not be a reason to stay away from this country. 6.7 Peace and stability It is important for tourists to feel secure while spending their holiday at a certain destination. When there are signs of social or political instability the market tends to react very sensitive and people will choose other destinations. Romania is situation is stable and it will be too for the foreseeable future. Being part of the European Union helps Romania a lot in this perspective. 6.8 Pro-tourism policies The appeal of a destination can be positively influenced by the introduction and reinforcement of pro-tourism policies. Governments can make support campaigns or advertisement among the residents to promote a welcoming attitude towards visitors in order to get a positive market image. Governments also have to power to make entry requirements less strict and reduce taxes, duties or other costs that affect the tourism industry. Tourism in Romania is growing thanks to government investment in the sector. Promotion and investments in infrastructure are part of the Romania's tourism plan to double income from tourism and to generate jobs, according to Carmen Moraru, general manager at Romania's regional development and tourism ministry. Romania attracted nearly 1.6 million tourists in 2011, a 13 per cent increase from the previous year.
  • 17. 16 7 References and sources C. Florescu – Marketing Philip Kotler - Principles of Marketing file:///D:/Cursuri%20Alsem/marketing%20approach/New%20folder/Oportunitati%20de%2 0afaceri%20-%20Camping-ul,%20ca%20afacere.htm file:///D:/Cursuri%20Alsem/marketing%20approach/New%20folder/PLAN%20DE%20MA RKETING.%20PENSIUNE%20TURISTICA%20%E2%80%9CPESCARUL%E2%80%9D. htm file:///D:/Cursuri%20Alsem/marketing%20approach/New%20folder/PROIECT%20MARKE TING%20TURISTIC%20-%20PROGRAM%20DE%20MARKETING%20- %20PENTRU%20PROMOVAREA%20PE%20PIATA%20INTERNA.htm http://www.eurocampings.co.uk/romania/saliste/campsite-salisteanca-117267/ http://en.carta.ro/accommodation-saliste/pensiunea-si-camping-salisteanca/facilitati/ http://www.zoover.be/roemenie/roemenie/saliste/en-camping-salisteanca/pension/fotos http://www.ruraltourism.ro/marg/penmarg/saliste/parau/html/parauen.html http://www.vakantiereiswijzer.nl/vakantie/beoordeling/117096/en-camping-salisteanca/ http://www.zoover.co.uk/romania/romania/salista/en-camping-salisteanca/pension http://en.camping.info/rumania/rumania-west/camping-salisteanca-24433 http://camping-romania.info/campinguri-in-transilvania/campinguri-in-sibiu/camping-sibiu- camping-salisteanca.html http://www.salisteanca.com/

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