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PARTEA ÎNTÂI




      3ULPD        SDUWH     D    DFHVWHL

OXFU UL      vúL      SURSXQH          V
                                              FIRMA DE TURISM
                                                      ù,
familiarizeze            cititorul     cu
SDUWLFXODULW       LOH    ILUPHORU     GH



                                              3(5)250$1         (/(
turism, indiferent de statutul
úL   DFWLYLWDWHD      ORU       KRWHOXUL

restaurante, cafenele,
DJHQ LL GH WXULVP                                  SALE
      3HUIRUPDQ HOH              ILUPHORU

de turism sunt determinate
de variabile specifice, care
QX VH UHJ VHVF OD ILUPHOH FX

DFWLYLWDWH     LQGXVWULDO            'H

DFHHD SDUWHD vQWkL FODULILF

modul de formare a cererii                        CAPITOLUL 1
turistice în contextul strate-
giilor adoptate de firme dar
úL   vQ   FRQWH[WXO          HFRQRPLF
                                                STRUCTURA,
                                              3(5)250$1         (/(
general.


                                               ù, 675$7(*,,/(

                                             FIRMELOR DE TURISM
                                                  CAPITOLUL 2

                                             FORMAREA CERERII
                                                TURISTICE
Capitolul 1
Structura, performantele
 si strategiile firmelor
        de turism




              ÌQ FDGUXO WHRULHL HFRQRPLFH LQGXVWULDOH VXQW GRX

              DERUG UL      LPSRUWDQWH        SDUDGLJPD        VWUXFWXULL

              FRQGXFHULL úL SHUIRUPDQ HL úL WHRULD MRFXOXL



              $PEHOH      DERUG UL    SRW     SDUWLFLSD   OD   explicarea
              RIHUWHL    WXULVWLFH   úL   D    VFKLPE ULORU     DFHVWHLD

              7HRULLOH       HYROX LRQDUH         LQVWLWX LRQDOH       úL

              SVLKRORJLFH     GHúL    VXQW     DEVHQWH    vQ    OLWHUDWXUD

              WXULVWLF   VXQW XWLOH FD ED]H GH GLVFX LL úL SHQWUX

              FHUFHW ULOH YLLWRDUH GLQ GRPHQLX
6758785$ 3(5)250$1                          (/( ù,

                         STRATEGIILE FIRMELOR
                             DE TURISM


              1.1   $ERUG UL QHRFODVLFH úL PRGHUQH DOH SHUIRUPDQ HORU

PLANUL              firmelor
CAPITOLULUI   1.2 Mediul economic industrial
              1.3 Modele comportamentale ale firmei
               6WUXFWXUD FRPSRUWDPHQWXO úL SHUIRUPDQ HOH

                  intermediarilor din turism
              1.5 Sectorul tour-operatorilor în paradigma SCP
              1.6 Gradul de concentrare în paradigma SCP
              1.7 Comportamentul úL SHUIRUPDQ HOH WRXU-operatorilor
                  din Marea Britanie
               (YDOXDUHD SDUDGLJPHL 63 vQ FRQWH[WXO SLH HORU

                    turistice
               7HRULD MRFXOXL úL WXULVPXO




                • 3LH H FRPSHWLWLYH úL SLH H FRQWHVWDWH
                • (FRQRPLH HYROX LRQLVW
                • (FRQRPLH LQVWLWX LRQDO
                • Teoria alegerii publice
                • Industria de servicii
CONCEPTE        • 3HUIRUPDQ D ILUPHL
                • Elementele structurale ale sectorului
                  tour-operator
                • Grad de concentrare
                • Teoria jocului
                • Jocuri repetitive
1                 Structura, performan HOH úL VWUDWHgiile
                             firmelor de turism

                               1.1 $ERUG        UL QHRFODVLFH úL PRGHUQH

                                    DOH SHUIRUPDQ HORU ILUPHORU



$QDOL]D QHRFODVLF   D VWUXFWXULL SLH HL HVWH XWLO   vQ LGHQWLILFDUHD GLIHULWHORU WLSXUL GH SLH H RIHU                    ind o privire
JHQHUDO   DVXSUD DVSHFWHORU OHJDWH GH FRQGXFHUHD úL SHUIRUPDQ HOH ILUPHORU 8QHOH IHQRPHQH FXP DU IL

FRPSHWL LD LPSHUIHFW  ROLJRSROXO úL LQFHUWLWXGLQHD FD úL QHFHVLWDWHD GH D H[SOLFD GLQDPLFD SLH HL VXQW

prezentate neadecvat de analiza tradL LRQDO      XUHQWHOH GH JkQGLUH HFRQRPLF                        LQGXVWULDO        DX vQFHUFDW V

XPSOH JROXULOH O VDWH GH DERUG ULOH WUDGL LRQDOH       HOH VXQW     H[SOLFDWH vQ          DFHDVW       OXFUDUH SHQWUX D VXV LQH

DQDOL]HOH HFRQRPLFH DYDQVDWH úL D H[SOLFD IRU D WXULVPXOXL




                                        În cadrul curentelor        HFRQRPLFH LQGXVWULDOH VH GLVWLQJ GRX                          DERUG UL

                                        vQ H[DPLQDUHD FRQGXFHULL úL SHUIRUPDQ HORU ILUPHORU SH GLIHULWH WLSXUL

                                        GH SLH H

                                        ÏPrima,       SDUDGLJPD VWUXFWXULL FRPSRUWDPHQWXOXL úL SHUIRUPDQ HL

                                        (SCP)     HVWH IRORVLW      vQ   VSHFLDO      vQ   VWXGLLOH HPSLULFH GHVSUH                 ILU   mele
  Tipuri de                             SURGXF WRDUH 'HúL D IRVW VXELHFWXO XQRU FULWLFL PDL DOHV VXE DVSHFWXO

                                        ED]HL WHRUHWLFH D DQDOL]HL SDUDGLJPD U PkQH XQ FDGUX GH OXFUX XWLO
  DERUG    UL DOH
                                        ILLQG UHOHYDQW     úL vQ PXOWH VHFWRDUH FXP HVWH úL WXULVPXO
  SHUIRUPDQ HORU
                                        ÏA      doua     R   DERUGDUH         PDL    UHFHQW       HVWH    WHRULD        MRFXOX    i, care
  firmei                                DQDOL]HD]      VWUDWHJLLOH       SH   FDUH    ILUPHOH     DU    WUHEXL     V      OH   DGRSWH       vQ

                                        DERUGDUHD DF LXQLORU úL UHDF LLORU SUREDELOH DOH FRPSHWLWRULORU 7HRULD

                                        jocului s-D     DSOLFDW     H[WHQVLY     vQ    VLWXD LLOH      GH   ROLJRSRO       úL   D    XúXUDW

                                        vQ HOHJHUHD LQWHUDF LXQLORU GLQ FDGUXO ILUPHL úL D UH]XOWDWHORU DFHVWRU

                                        DF LXQL vQ GLQDPLF  6H SDUH F               DFHDVW      WHRULH HVWH IRDUWH LPSRUWDQW

                                        vQ   vQ HOHJHUHD      FRPSRUWDPHQWXOXL              úL   VWUDWHJLLORU       RIHUWDQ LORU           GLQ

                                        turism.

                                        ÌQDLQWH GH D VWXGLD DQDOLWLF DFHVWH GH]YROW UL HVWH ELQH V                        UHFDSLWXO P
  Curentele                             pe scurt    DERUG ULOH FDUH DX IRVW DGRSWDWH vQ HFRQRPLH vQ FHHD FH

                                        SULYHúWH SLD D SH FDUH ILUPHOH RSHUHD]                   úL PRGDOLW      LOH vQ FDUH DFHDVWD
  economice în
                                        LQIOXHQ HD]      VWUXFWXUD úL         FRPSRUWDPHQWXO ILUPHORU 6H YRU                       GLVFXWD
  domeniul industrial                   mai întâi principalele curente economice din domeniul industrial,
                                        FDUH    FRQWULEXLH     OD    H[SOLFDUHD        IHQRPHQHORU           vQ       FRPSDUD LH           FX

                                        DERUG ULOH     GHVFULSWLYH        DVXSUD      RIHUWHL     vQ    WXULVP      úL    PRGLILF ULORU

                                        DFHVWHLD 9RU IL SUH]HQWDWH WHRULL DOH úFROLORU DXVWULHFH GH HFRQRPLH

                                        FRPSRUWDPHQWDOH HYROX LRQLVWH LQVWLWX LRQDOH úL SVLKROR                         gice.
                                        X WRDWH F     QX VH DSOLF        vQWRWGHDXQD RIHUWHL WXULVWLFH úL QX H[LVW                       QLFL

                                        în literatura despre turism, aceste concepte sunt utile în definirea
                                        FRQWH[WXOXL QHFHVDU DQDOL]HL úL YRU IL XWLOH FHUFHW ULORU YLLWRDUH Va fi

                                        DSRL H[SOLFDW    SDUDGLJPD 63 LQGLcându-VH DSOLFD LLOH DFHVWHLD vQ

                                        servicii, inclusiv în cazul intermediarilor din turism. Vor fi evaluate
                                        úL S U LOH IRUWH FD úL OLPLWHOH 9D IL VXEOLQLDW UROXO WHRULHL MRFXULORU vQ

                                        H[SOLFDUHD VWUDWHJLLORU ILUPHORU GLQ WXULVP vQ FRQWH[W GLQDPLF FD úL

                                        modifiF     ULOH DIHUHQWH vQ VWUXFWXUD SLH HORU WXULVWLFH
1.2 Mediul economic industrial

                                        Paradigma SCP (Chamberlin 1933, Bain 1956, Marin 1917) a
                                        GRPLQDW      JkQGLUHD          HFRQRPLF               SkQ        vQ   DQLL     ¶    RQIRUP             DFHVWHL

                                        SDUDGLJPH VWUXFWXUD SLH HL SH FDUH RSHUHD]                                    ILUPHOH HVWH vQ XOWLP
    Paradigma SCP
                                        LQVWDQ       IDFWRUXO          GHWHUPLQDQW             DO       PRGHOXOXL       GH        FRQGXFHUH           úL   DO

                                        SHUIRUPDQ HORU úL HVWH P VXUDW                         SULQ LQWHUPHGLXO XQRU LQGLFDWRUL FXP

                                        DU IL SURILWDELOLWDWHD 9DULDELOHOH VWUXFWXULL SLH HL FXP DU IL QXP UXO

                                        GH FXPS U WRUL úL YkQ] WRUL FD úL JUDGXO GH FRQFHQWUDUH DO DFHVWHLD VH

                                        presupun stabLOH vQ DFHDVW                  SDUDGLJP 

                                        3DUDGLJPD             63     HVWH    R    DQDOL]           HPSLULF           FDUH    DFFHSW             LGHHD     F

                                        VWUXFWXULOH       SLH HL      GH     UHJXO           GLIHU      GH     FRQFHSWXO             GH    FRPSHWL LH

                                        SHUIHFW      $VWIHO         GDF      ILUPHOH          vúL      VWDELOHVF      SUH XULOH           PXOW      SHVWH

                                        costurile marginale, vor avea loc interYHQ LL JXYHUQDPHQWDOH úL VH YRU
                                        LQWURGXFH P VXUL GH VWLPXODUH D FRPSHWL LHL 'HFL 63-ul este

                                        orientat politic.


                                        În contrast cu modelul empiric SCP,                                     úFRDOD        GH       OD   KLFDJR         a
                                        FRQWLQXDW         V        SURSDJH     R    DERUGDUH             ED]DW        SH     PRGHOXO             QHRFODVLF

  ùFRDOD                                FRQYHQ LRQDO            DO    HFKLOLEUXOXL            SH    WHUPHQ       OXQJ        vQ    FDGUXO         SLH HORU

                                        FRPSHWLWLYH 7H]HOH UHVSHFWLYH VH UHIHU                                 OD IDSWXO F            UHVXUVHOH VXQW
  de la Chicago
                                        DORFDWH RSWLP SULQ LQWHUPHGLXO IRU HORU GH SH SLD                                         úL SLD D HVWH FHD

                                        FDUH DUH SXWHUHD V              HFKLOLEUH]H VLWXD LD SUH XULORU H[FHVLYH GHRDUHFH

                                        úL DO L RSHUDWRUL DX OLEHUWDWHD V                     LQWUH SH SLD        




2 FRQWULEX LH VHPQLILFDWLY  FDUH PRGLILF    SDU LDO SR]L LLOH RDUHFXP UHVWULFWLYH úL FRQYHQ LRQDOH D IRVW FHD D

lui Barimol (1982). Acesta a promovat teoria          SLH HORU FRQWHVWDWH SOHFkQG GH OD DGHY UXO F                                              PR delele
WUDGL LRQDOH QX DX UHXúLW V   H[SOLFH vQWUXWRWXO VWUXFWXULOH FRPSHWL LRQDOH ùFRDOD GH OD KLFDJR FRQVLGHU                                                 F

SLH HOH GHYLQ FRPSHWLWLYH VDX PDL SX LQ FRQWHVWDWH
SH WHUPHQ OXQJ DVWIHO vQFkW SULQFLSDOLL EHQHILFLDUL VXQW

FRQVXPDWRULL LDU LQWHUYHQ LLOH JXYHUQDPHQWDOH QX VXQW FRQVLGHUDWH vQWRWGHDXQD QHFHVDUH ,GHLOH úFROLL GH OD

KLFDJR DX IRVW DGRSWDWH úL GH XQLL HFRQRPLúWL GLQ (XURSD -XQJ úL 6KHSKHUG
úL +R úL 0RUULV

(1991)).


                                        2 FRQWURYHUV               vQGHOXQJDW       V D PDQLIHVWDW vQWUH DGHS LL úFROLL 
                                                                                        -                                                          hicago
                                        úL   FHL     DL       63      FDUH       VSULMLQHDX             SXWHUQLF         úFRDOD           GH    JkQGLUH

                                        FRPSRUWDPHQWDO                HYROX LRQLVW                úL   LQVWLWX LRQDO            FDUH      QX    DFFHSWD

                                        LGHHD    F    SLH HOH         vQ    JHQHUDO         GHYLQ      FRPSHWLWLYH             SH    WHUPHQ        OXQJ
    ùFRDOD                              HUFHW ULOH           vQ     GRPHQLX        DX        PXWDW       GH]EDWHUHD          SULYLQG            VWUXFWXUD

    DXVWULDF                            FRPSHWLWLY            D SLH HORU úL vQ DOWH GRX                  GLUHF LL 8QD VH UHIHU                  OD QDWXUD

                                        GLQDPLF           D     SLH HORU         LDU       FHDODOW        OD    FDUDFWHULVWLFLOH                ILUPHORU

                                        VHFWRDUHORU           GH    DFWLYLWDWH     úL       SLH HORU     ùFRDOD       DXVWULDF            OD    FDUH     DX

                                        DGHUDW +RDN 0HQJHU 0HVHV úL LQL LDO 6FKXPSHWHU                                               (dezavuat de
                                        neo-austrieci), s-D                 FRQFHQWUDW          DVXSUD        SURFHVXOXL           FRPSHWL LHL            vQ

                                        FRQWUDVW FX DQDOL]D HFKLOLEUXOXL VWDWLF FDUH HUD SXQFWXO GH UHIHULQ                                               vQ

                                        DQDOL]HOH         FRQYHQ LRQDOH                 DOH        VWUXFWXULL         SLH HORU          7HRUHWLFLHQLL

                                        PHQ LRQD L DILUPDX F                 PRGLILFDUHD úL LQFHUWLWXGLQHD VXQW HQGHPLFH úL

                                        FHL LPSOLFD L vQ SURFHVHOH HFRQRPLFH WUHEXLH V                                       LD GHFL]LL vQ DFHVW

                                        FRQWH[W 2ULFXP VH DILUP                       F  vQ WLPS DYkQG H[SHULHQ                         úL EHQHILFLL

                                        UH]XOWkQG GLQ SHUPDQHQWD DFXPXODUH GH FXQRúWLQ H VH SRW OXD GHFL]LL

                                        mai bune în perioadelH XUP                          WRDUH DVWIHO VH FUHHD]               FRQGL LL GH SLD

                                        PDL FRPSHWLWLYH +DHN
D QXPLW DFHDVW                                          VLWXD LH R ³RUGLQH

                                        HPHUJHQW ´ GDU QX XQ HFKLOLEUX
0DL UHFHQW FHUFHW WRUL FDUH SRW IL FRQVLGHUD L FRQWLQXDWRUL DL úFROLL QHR-austriece, cum sunt Kirzner

 (
5HHNLH
úL /LWWOHFKLOG
DX IRORVLW WHUPHQXO GH ³HFRQRPLH HYROX LRQLVW ”. Într-o astfel
 GH ÄHFRQRPLH HYROX LRQLVW ´ PHWRGHOH GH UHDOL]DUH D DFWLYLW                            LORU HYROXHD]        SH P VXU          FH VH DFXPXOHD]

 FXQRúWLQ HOH



7HRULD HFRQRPLHL HYROX LRQLVWH D       avansat paralel cu cea a HFRQRPLHL LQVWLWX LRQDOH úL SDU LDO FX FXUHQWXO GH
JkQGLUH DO úFROLL DXVWULHFH (VWH YRUED vQ SULPXO UkQG GH YL]LXQHD HQGRJHQ                                     vQ FDUH FUHGLQ HOH QRUPHOH

RELFHLXULOH VRFLHW     LL DU SXWHD FRQGXFH OD DSDUL LD LQVWLWX LLORU FDUH IDFLOLWHD]                             FRPSRUWDPHQWXO FRUSRUDWLY

7HRULLOH SULYLQG HYROX LD LQVWLWX LLORU VH ED]HD]               SH FHOH XWLOL]DWH vQ ELRORJLH úL PDWHPDWLF                                  úL LPSOLF

VHOHF LD QDWXUDO  +LUVFKOHLIHU
OH D OXDW vQ FRQVLGHUDUH FkQG D IRUPXODW PRGHOXO IXQF LRQ ULL VRFLDOH ú
                                              -                                                                                                              i
LQVWLWX LRQDOH DUJXPHQWkQG F        WHRULD MRFXOXL SRDWH SUHYHGHD UH]XOWDWXO FRPSRUWDPHQWXOXL FROHFWLY úL FDUH

VXQW FDUDFWHULVWLFLOH XPDQH QHFHVDUH FUH ULL LQVWLWX LLORU DIHUHQWH



 2IHUWD WXULVWLF      HVWH XQ FD] LQWHUHVDQW GHRDUHFH SUH]LQW                   SULQ LQVWDELOLWDW        ea sa în anumite sectoare, un
 JUDG GH LPDWXULWDWH vQ FHHD FH SULYHúWH GLQDPLFD ILUPHORU GH WXULVP VSUH GHRVHELUH GH SLH HOH VWDELOH úL

 PDWXUH GLQ VHFWRDUHOH LQGXVWULDOH úL SURGXF             WRDUH GH VHUYLFLL



6XEOLQLLQG QDWXUD GLQDPLF        D VLVWHPXOXL GH SLH H úL GH LQVWLWX LL ùFRDOD DXVWULDF                           D HFRQRPLHL HYROX LRQLVWH

vO FLWHD]   DGHVHD SH 0DU[
ÌQ DQDOL]D VD DVXSUD FRPSHWL LHL 0DU[ D GH]Y OXLW DWkW SURFHVXO GDU D úL

HYDOXDW UH]XOWDWHOH vQ WHUPHQLL LPSDFWXOXL DVXSUD GLVWULEXLULL YHQLWXOXL úL ERJ                                    LHL úL DORF U       ii resurselor.
$GHS LL OXL 0DU[ DYHDX WHQGLQ D V         VXEDSUHFLH]H SHUFHS LD VD DVXSUD FRPSHWL LHL úL V                                   DFFHSWH YL]LXQHD OXL

FRQIRUP     F UHLD   SURGXF LD   LQGXVWULDO    YD   GHYHQL      PDL       FRQFHQWUDW            $FHDVW       DWLWXGLQH        D   LQIOXHQ DW       vQWU   -o
RDUHFDUH P VXU       FRQFHSWHOH HFRQR  mice, în special în domeniul monopolului.

7HRULD HFRQRPLF        LQVWLWX LRQDO  GHúL vQ HVHQ           DGHU       OD SULQFLSLLOH WHRULHL QHRFODVLFH LQWURGXFH FRQFHSWH

SULYLQG FRVWXULOH LQIRUPD LHL WLPSXOXL úL WUDQ]DF LHL FD úL GUHSWXULOH GH SURSULHWDWH GUHSW FRQVWUkQJHU                                             i ce
DF LRQHD]     DVXSUD RELHFWLYHORU DIDFHULORU 'H DVHPHQHD HD VXEOLQLD]                           QHFHVLWDWHD WHVWHORU HPSLULFH DVXSUD

LSRWH]HORU SULYLWRDUH OD FRQVWUkQJHUL 3kQ          DLFL WHRULD HFRQRPLHL LQVWLWX LRQDOH HVWH GHVWXO GH DSURDSH GH FHD

VSHFLILF    HFRQRPLHL LQGXVWULDOH

                                              3HUVSHFWLYD          LQVWLWX LRQDO           DVXSUD       DFWLYLW    LL    GH    DIDFHUL      HVWH    XQD

                                              UHODWLY    QRX       úL   GLQ       DFHVW      PRWLY    QX   H[LVW       R    vQ HOHJHUH     FODU        D

                                              SULQFLSLLORU VDOH 'H H[HPSOX XQLL HFRQRPLúWL UHVSLQJ SULQFLSLLOH

                                              PD[LPL] ULL SURILWXOXL úL UD LRQDOLW                       LL vQORFXLQGX        -le cu conceptul
    5HOD LD
                                              OXL   6LPRQ
GH       VDWLVIDF LH      D   PXQFLL          3HULFROXO      HVWH    F

    ILUP    PDP       - ILOLDO                DEDQGRQDUHD            DWkW      GH       PXOWRU    SULQFLSLL        ODV        WHRULD     HFRQRPLHL

                                              LQGXVWULDOH I U         FRQ LQXW DVWIHO F               RULFH FHUFHWDUH HVWH vQ vQWUHJLPH

                                              GHVFULSWLY 

                                              2 UHOD LH ILUP         -PDP – ILOLDO              H[LVW    vQ VLWXD LD vQ FDUH ERJ              LD XQHL

                                              S U L GHSLQGH GH DFWLYLW                   LOH GH PXQFD FHOHLODOWH (VWH SRVLELO FD

                                              DFHVW     WLS   GH    UHOD LL        V    H[LVWH    vQ    FDGUXO     XQHL       ILUPH    FD    úL    vQWUH

                                              SURGXF WRU úL FRPHUFLDQW VDX DF LRQDUL úL PDQDJHPHQW

                                              RVWXULOH WUDQ]DF LHL VXQW LPSRUWDQWH vQ UHOD LD ILUPD PDP                                    – ILOLDO     

                                              GHRDUHFH        SRDWH       IL    QHFHVDU            PRQLWRUL]DUHD              FRPSRUWDPHQWXOXL

                                              DQJDMDWXOXL       SHQWUX         D       DYHD   VLJXUDQ D      F     RELHFWLYHOH         ILUPHL      VXQW

                                              DWLQVH    ÌQ   VHFWRUXO         WXULVPXOXL        DFHDVW         UHOD LH      VH   VWDELOHúWH      vQWUH

                                              RSHUDWRULL GH WXULVP úL DJHQ LL GH                       turism. Comisioanele oferite de
                                              RSHUDWRUL VXQW GH UHJXO                    GH          vQ $QJOLD GDU GDF              DJHQ LLOH DX

                                              YkQ] UL PDL PDUL DWXQFL VH SO WHVF FRPLVLRDQH PDL PDUL


2   DOW    GH]YROWDUH LPSRUWDQW     SH DFHDVW       OLQLH OHJDW            GH FRVWXULOH GH WUDQ]DF LH úL                     LQFHUWLWXGLQL       a fost
LQYHVWLJDUHD LQRYD LHL vQ VSHFLDO UROXO FHUFHW ULL úL GH]YROW ULL GH H[HPSOX 6KHUHU
6WRQHPDQ
'RULV
úL 5HLQJHQXP
'HVLJXU QX WRDWH FHUFHW ULOH úL GH]YROW ULOH SURGXVHORU RIHULWH VDX

proceselor realizate, cum ar fi “cRQWUROXO          WRWDO DO FDOLW           LL´ úL FRVWXULOH GHVFRSHULULL úL DGRSW ULL ORU VXQW

VXELHFWH DOH LQFHUWLWXGLQLL ([LVW    LQFHUWLWXGLQL úL UHIHULWRDUH OD JUDGXO SkQ                       OD FDUH R DQXPLW            ILUP     SRDWH V         -
úL SURWHMH]H RULFH GHVFRSHULUH SHQWUX D FXOHJH EHQHILFLLOH UH]XOWDWH GLQ FRVWXULOH FX GH]YROWDUHD ÌQFHUF UL GH

D PRGHOD LQRYD LD úL FUHúWHUHD V DX I FXW vQ FDGUXO PRGHOHORU QHRFODVLFH H[ 'RVJXSWD úL 6WLJOLW]
                                   -                                                                                                          – 1980,
3ULVVPDQ úL 6XOSPDQ      –  $JKLP úL +HZLWW – 1992, 1998).
2 FDUDFWHULVWLF    LQWHUHVDQW   D GH]YROW ULORU HYROX LRQLVWH úL LQVWLWX LRQDOH DOH HFRQRPLHL LQGXVWULDOH úL D

conceptelor – FRVWXO WUDQ]DF LLORU DQDOL]D UHOD LHL ILUP             PDP     - ILOLDO     úL SURFHVXO GH LQRYD LH                  – HVWH DFHHD F
LGHQWLILF   IHQRPHQHOH SLH HL PHGLXO H[WHUQH DO DIDFHULORU úL VHFWRDUHOH GH                      activitate.

3UREOHPD FDUH DSDUH vQ DFHVWH DULL GH LQYHVWLJD LH úL FDUH HVWH UHOHYDQW                     vQ GH]YROWDUHD HFRQRPLHL LQGXVWULDOH

HVWH JUDGXO vQ FDUH VH SRW LQWHUFRUHOD IHQRPHQHOH HFRQRPLFH DVWIHO vQFkW V                            VH PLQLPL]H]H LPSDFWXO QHJDWLY

vQ FHHD FH SULYHúWH FRVWXULOH RSHUD LRQDOH DOH ILUPHL VDX VHFWRUXOXL GH DFWLYLWDWH $FHVW DVSHFW ULGLF                                                       R

SUREOHP     GH LPSRUWDQ   IXQGDPHQWDO    vQ DQDOL]D RIHUWHL úL DQXPH DUDQMDPHQWHOH RUJDQL]D LRQDOH                                          .

                                         HUFHW ULOH           vQ     GRPHQLXO          HFRQRPLHL         LQGXVWULDOH           GHPRQVWUHD]

                                         preocuparea de a DYHD R ED] WHRUHWLF VROLG 'DYLHV úL
                                         colaboratorii –  6FKPDOHQVHH úL :LOOLQJ – 1989; Basn – 1993;
   Teoria jocului                        S. Martin –
'H DFHHD HVWH MXVWLILFDW XWLOL]DUHD XQRU WHUPHQL
    úL PRQRSROXULOH                      ca 1RXD (FRQRPLH ,QGXVWULDO úL Noua Organizare ,QGXVWULDO  Nu
                                         este în totalitDWH R FRLQFLGHQ IDSWXO F DFHVWH PLúF UL DX IRVW
                                         stimulate de teoria jocului, ca un mijloc de a analiza strategiile de
                                         afaceri. Utilizarea teoriei jocului permite nu numai încorporarea
                                         LQFHUWLWXGLQLL          úL   D   LQIRUPD LLORU         DVLPHWULFH         GDU     IDFH        SRVLELO         úL

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1 Structura, Performantele Si Strategiile Firmelor De Turism

  • 1. PARTEA ÎNTÂI 3ULPD SDUWH D DFHVWHL OXFU UL vúL SURSXQH V FIRMA DE TURISM ù, familiarizeze cititorul cu SDUWLFXODULW LOH ILUPHORU GH 3(5)250$1 (/( turism, indiferent de statutul úL DFWLYLWDWHD ORU KRWHOXUL restaurante, cafenele, DJHQ LL GH WXULVP SALE 3HUIRUPDQ HOH ILUPHORU de turism sunt determinate de variabile specifice, care QX VH UHJ VHVF OD ILUPHOH FX DFWLYLWDWH LQGXVWULDO 'H DFHHD SDUWHD vQWkL FODULILF modul de formare a cererii CAPITOLUL 1 turistice în contextul strate- giilor adoptate de firme dar úL vQ FRQWH[WXO HFRQRPLF STRUCTURA, 3(5)250$1 (/( general. ù, 675$7(*,,/( FIRMELOR DE TURISM CAPITOLUL 2 FORMAREA CERERII TURISTICE
  • 2. Capitolul 1 Structura, performantele si strategiile firmelor de turism ÌQ FDGUXO WHRULHL HFRQRPLFH LQGXVWULDOH VXQW GRX DERUG UL LPSRUWDQWH SDUDGLJPD VWUXFWXULL FRQGXFHULL úL SHUIRUPDQ HL úL WHRULD MRFXOXL $PEHOH DERUG UL SRW SDUWLFLSD OD explicarea RIHUWHL WXULVWLFH úL D VFKLPE ULORU DFHVWHLD 7HRULLOH HYROX LRQDUH LQVWLWX LRQDOH úL SVLKRORJLFH GHúL VXQW DEVHQWH vQ OLWHUDWXUD WXULVWLF VXQW XWLOH FD ED]H GH GLVFX LL úL SHQWUX FHUFHW ULOH YLLWRDUH GLQ GRPHQLX
  • 3. 6758785$ 3(5)250$1 (/( ù, STRATEGIILE FIRMELOR DE TURISM 1.1 $ERUG UL QHRFODVLFH úL PRGHUQH DOH SHUIRUPDQ HORU PLANUL firmelor CAPITOLULUI 1.2 Mediul economic industrial 1.3 Modele comportamentale ale firmei 6WUXFWXUD FRPSRUWDPHQWXO úL SHUIRUPDQ HOH intermediarilor din turism 1.5 Sectorul tour-operatorilor în paradigma SCP 1.6 Gradul de concentrare în paradigma SCP 1.7 Comportamentul úL SHUIRUPDQ HOH WRXU-operatorilor din Marea Britanie (YDOXDUHD SDUDGLJPHL 63 vQ FRQWH[WXO SLH HORU turistice 7HRULD MRFXOXL úL WXULVPXO • 3LH H FRPSHWLWLYH úL SLH H FRQWHVWDWH • (FRQRPLH HYROX LRQLVW • (FRQRPLH LQVWLWX LRQDO • Teoria alegerii publice • Industria de servicii CONCEPTE • 3HUIRUPDQ D ILUPHL • Elementele structurale ale sectorului tour-operator • Grad de concentrare • Teoria jocului • Jocuri repetitive
  • 4. 1 Structura, performan HOH úL VWUDWHgiile firmelor de turism 1.1 $ERUG UL QHRFODVLFH úL PRGHUQH DOH SHUIRUPDQ HORU ILUPHORU $QDOL]D QHRFODVLF D VWUXFWXULL SLH HL HVWH XWLO vQ LGHQWLILFDUHD GLIHULWHORU WLSXUL GH SLH H RIHU ind o privire JHQHUDO DVXSUD DVSHFWHORU OHJDWH GH FRQGXFHUHD úL SHUIRUPDQ HOH ILUPHORU 8QHOH IHQRPHQH FXP DU IL FRPSHWL LD LPSHUIHFW ROLJRSROXO úL LQFHUWLWXGLQHD FD úL QHFHVLWDWHD GH D H[SOLFD GLQDPLFD SLH HL VXQW prezentate neadecvat de analiza tradL LRQDO XUHQWHOH GH JkQGLUH HFRQRPLF LQGXVWULDO DX vQFHUFDW V XPSOH JROXULOH O VDWH GH DERUG ULOH WUDGL LRQDOH HOH VXQW H[SOLFDWH vQ DFHDVW OXFUDUH SHQWUX D VXV LQH DQDOL]HOH HFRQRPLFH DYDQVDWH úL D H[SOLFD IRU D WXULVPXOXL În cadrul curentelor HFRQRPLFH LQGXVWULDOH VH GLVWLQJ GRX DERUG UL vQ H[DPLQDUHD FRQGXFHULL úL SHUIRUPDQ HORU ILUPHORU SH GLIHULWH WLSXUL GH SLH H ÏPrima, SDUDGLJPD VWUXFWXULL FRPSRUWDPHQWXOXL úL SHUIRUPDQ HL (SCP) HVWH IRORVLW vQ VSHFLDO vQ VWXGLLOH HPSLULFH GHVSUH ILU mele Tipuri de SURGXF WRDUH 'HúL D IRVW VXELHFWXO XQRU FULWLFL PDL DOHV VXE DVSHFWXO ED]HL WHRUHWLFH D DQDOL]HL SDUDGLJPD U PkQH XQ FDGUX GH OXFUX XWLO DERUG UL DOH ILLQG UHOHYDQW úL vQ PXOWH VHFWRDUH FXP HVWH úL WXULVPXO SHUIRUPDQ HORU ÏA doua R DERUGDUH PDL UHFHQW HVWH WHRULD MRFXOX i, care firmei DQDOL]HD] VWUDWHJLLOH SH FDUH ILUPHOH DU WUHEXL V OH DGRSWH vQ DERUGDUHD DF LXQLORU úL UHDF LLORU SUREDELOH DOH FRPSHWLWRULORU 7HRULD jocului s-D DSOLFDW H[WHQVLY vQ VLWXD LLOH GH ROLJRSRO úL D XúXUDW vQ HOHJHUHD LQWHUDF LXQLORU GLQ FDGUXO ILUPHL úL D UH]XOWDWHORU DFHVWRU DF LXQL vQ GLQDPLF 6H SDUH F DFHDVW WHRULH HVWH IRDUWH LPSRUWDQW vQ vQ HOHJHUHD FRPSRUWDPHQWXOXL úL VWUDWHJLLORU RIHUWDQ LORU GLQ turism. ÌQDLQWH GH D VWXGLD DQDOLWLF DFHVWH GH]YROW UL HVWH ELQH V UHFDSLWXO P Curentele pe scurt DERUG ULOH FDUH DX IRVW DGRSWDWH vQ HFRQRPLH vQ FHHD FH SULYHúWH SLD D SH FDUH ILUPHOH RSHUHD] úL PRGDOLW LOH vQ FDUH DFHDVWD economice în LQIOXHQ HD] VWUXFWXUD úL FRPSRUWDPHQWXO ILUPHORU 6H YRU GLVFXWD domeniul industrial mai întâi principalele curente economice din domeniul industrial, FDUH FRQWULEXLH OD H[SOLFDUHD IHQRPHQHORU vQ FRPSDUD LH FX DERUG ULOH GHVFULSWLYH DVXSUD RIHUWHL vQ WXULVP úL PRGLILF ULORU DFHVWHLD 9RU IL SUH]HQWDWH WHRULL DOH úFROLORU DXVWULHFH GH HFRQRPLH FRPSRUWDPHQWDOH HYROX LRQLVWH LQVWLWX LRQDOH úL SVLKROR gice. X WRDWH F QX VH DSOLF vQWRWGHDXQD RIHUWHL WXULVWLFH úL QX H[LVW QLFL în literatura despre turism, aceste concepte sunt utile în definirea FRQWH[WXOXL QHFHVDU DQDOL]HL úL YRU IL XWLOH FHUFHW ULORU YLLWRDUH Va fi DSRL H[SOLFDW SDUDGLJPD 63 LQGLcându-VH DSOLFD LLOH DFHVWHLD vQ servicii, inclusiv în cazul intermediarilor din turism. Vor fi evaluate úL S U LOH IRUWH FD úL OLPLWHOH 9D IL VXEOLQLDW UROXO WHRULHL MRFXULORU vQ H[SOLFDUHD VWUDWHJLLORU ILUPHORU GLQ WXULVP vQ FRQWH[W GLQDPLF FD úL modifiF ULOH DIHUHQWH vQ VWUXFWXUD SLH HORU WXULVWLFH
  • 5. 1.2 Mediul economic industrial Paradigma SCP (Chamberlin 1933, Bain 1956, Marin 1917) a GRPLQDW JkQGLUHD HFRQRPLF SkQ vQ DQLL ¶ RQIRUP DFHVWHL SDUDGLJPH VWUXFWXUD SLH HL SH FDUH RSHUHD] ILUPHOH HVWH vQ XOWLP Paradigma SCP LQVWDQ IDFWRUXO GHWHUPLQDQW DO PRGHOXOXL GH FRQGXFHUH úL DO SHUIRUPDQ HORU úL HVWH P VXUDW SULQ LQWHUPHGLXO XQRU LQGLFDWRUL FXP DU IL SURILWDELOLWDWHD 9DULDELOHOH VWUXFWXULL SLH HL FXP DU IL QXP UXO GH FXPS U WRUL úL YkQ] WRUL FD úL JUDGXO GH FRQFHQWUDUH DO DFHVWHLD VH presupun stabLOH vQ DFHDVW SDUDGLJP 3DUDGLJPD 63 HVWH R DQDOL] HPSLULF FDUH DFFHSW LGHHD F VWUXFWXULOH SLH HL GH UHJXO GLIHU GH FRQFHSWXO GH FRPSHWL LH SHUIHFW $VWIHO GDF ILUPHOH vúL VWDELOHVF SUH XULOH PXOW SHVWH costurile marginale, vor avea loc interYHQ LL JXYHUQDPHQWDOH úL VH YRU LQWURGXFH P VXUL GH VWLPXODUH D FRPSHWL LHL 'HFL 63-ul este orientat politic. În contrast cu modelul empiric SCP, úFRDOD GH OD KLFDJR a FRQWLQXDW V SURSDJH R DERUGDUH ED]DW SH PRGHOXO QHRFODVLF ùFRDOD FRQYHQ LRQDO DO HFKLOLEUXOXL SH WHUPHQ OXQJ vQ FDGUXO SLH HORU FRPSHWLWLYH 7H]HOH UHVSHFWLYH VH UHIHU OD IDSWXO F UHVXUVHOH VXQW de la Chicago DORFDWH RSWLP SULQ LQWHUPHGLXO IRU HORU GH SH SLD úL SLD D HVWH FHD FDUH DUH SXWHUHD V HFKLOLEUH]H VLWXD LD SUH XULORU H[FHVLYH GHRDUHFH úL DO L RSHUDWRUL DX OLEHUWDWHD V LQWUH SH SLD 2 FRQWULEX LH VHPQLILFDWLY FDUH PRGLILF SDU LDO SR]L LLOH RDUHFXP UHVWULFWLYH úL FRQYHQ LRQDOH D IRVW FHD D lui Barimol (1982). Acesta a promovat teoria SLH HORU FRQWHVWDWH SOHFkQG GH OD DGHY UXO F PR delele WUDGL LRQDOH QX DX UHXúLW V H[SOLFH vQWUXWRWXO VWUXFWXULOH FRPSHWL LRQDOH ùFRDOD GH OD KLFDJR FRQVLGHU F SLH HOH GHYLQ FRPSHWLWLYH VDX PDL SX LQ FRQWHVWDWH
  • 6. SH WHUPHQ OXQJ DVWIHO vQFkW SULQFLSDOLL EHQHILFLDUL VXQW FRQVXPDWRULL LDU LQWHUYHQ LLOH JXYHUQDPHQWDOH QX VXQW FRQVLGHUDWH vQWRWGHDXQD QHFHVDUH ,GHLOH úFROLL GH OD KLFDJR DX IRVW DGRSWDWH úL GH XQLL HFRQRPLúWL GLQ (XURSD -XQJ úL 6KHSKHUG
  • 7. úL +R úL 0RUULV (1991)). 2 FRQWURYHUV vQGHOXQJDW V D PDQLIHVWDW vQWUH DGHS LL úFROLL - hicago úL FHL DL 63 FDUH VSULMLQHDX SXWHUQLF úFRDOD GH JkQGLUH FRPSRUWDPHQWDO HYROX LRQLVW úL LQVWLWX LRQDO FDUH QX DFFHSWD LGHHD F SLH HOH vQ JHQHUDO GHYLQ FRPSHWLWLYH SH WHUPHQ OXQJ ùFRDOD HUFHW ULOH vQ GRPHQLX DX PXWDW GH]EDWHUHD SULYLQG VWUXFWXUD DXVWULDF FRPSHWLWLY D SLH HORU úL vQ DOWH GRX GLUHF LL 8QD VH UHIHU OD QDWXUD GLQDPLF D SLH HORU LDU FHDODOW OD FDUDFWHULVWLFLOH ILUPHORU VHFWRDUHORU GH DFWLYLWDWH úL SLH HORU ùFRDOD DXVWULDF OD FDUH DX DGHUDW +RDN 0HQJHU 0HVHV úL LQL LDO 6FKXPSHWHU (dezavuat de neo-austrieci), s-D FRQFHQWUDW DVXSUD SURFHVXOXL FRPSHWL LHL vQ FRQWUDVW FX DQDOL]D HFKLOLEUXOXL VWDWLF FDUH HUD SXQFWXO GH UHIHULQ vQ DQDOL]HOH FRQYHQ LRQDOH DOH VWUXFWXULL SLH HORU 7HRUHWLFLHQLL PHQ LRQD L DILUPDX F PRGLILFDUHD úL LQFHUWLWXGLQHD VXQW HQGHPLFH úL FHL LPSOLFD L vQ SURFHVHOH HFRQRPLFH WUHEXLH V LD GHFL]LL vQ DFHVW FRQWH[W 2ULFXP VH DILUP F vQ WLPS DYkQG H[SHULHQ úL EHQHILFLL UH]XOWkQG GLQ SHUPDQHQWD DFXPXODUH GH FXQRúWLQ H VH SRW OXD GHFL]LL mai bune în perioadelH XUP WRDUH DVWIHO VH FUHHD] FRQGL LL GH SLD PDL FRPSHWLWLYH +DHN
  • 8. D QXPLW DFHDVW VLWXD LH R ³RUGLQH HPHUJHQW ´ GDU QX XQ HFKLOLEUX
  • 9. 0DL UHFHQW FHUFHW WRUL FDUH SRW IL FRQVLGHUD L FRQWLQXDWRUL DL úFROLL QHR-austriece, cum sunt Kirzner (
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  • 15. GH VDWLVIDF LH D PXQFLL 3HULFROXO HVWH F ILUP PDP - ILOLDO DEDQGRQDUHD DWkW GH PXOWRU SULQFLSLL ODV WHRULD HFRQRPLHL LQGXVWULDOH I U FRQ LQXW DVWIHO F RULFH FHUFHWDUH HVWH vQ vQWUHJLPH GHVFULSWLY 2 UHOD LH ILUP -PDP – ILOLDO H[LVW vQ VLWXD LD vQ FDUH ERJ LD XQHL S U L GHSLQGH GH DFWLYLW LOH GH PXQFD FHOHLODOWH (VWH SRVLELO FD DFHVW WLS GH UHOD LL V H[LVWH vQ FDGUXO XQHL ILUPH FD úL vQWUH SURGXF WRU úL FRPHUFLDQW VDX DF LRQDUL úL PDQDJHPHQW RVWXULOH WUDQ]DF LHL VXQW LPSRUWDQWH vQ UHOD LD ILUPD PDP – ILOLDO GHRDUHFH SRDWH IL QHFHVDU PRQLWRUL]DUHD FRPSRUWDPHQWXOXL DQJDMDWXOXL SHQWUX D DYHD VLJXUDQ D F RELHFWLYHOH ILUPHL VXQW DWLQVH ÌQ VHFWRUXO WXULVPXOXL DFHDVW UHOD LH VH VWDELOHúWH vQWUH RSHUDWRULL GH WXULVP úL DJHQ LL GH turism. Comisioanele oferite de RSHUDWRUL VXQW GH UHJXO GH vQ $QJOLD GDU GDF DJHQ LLOH DX YkQ] UL PDL PDUL DWXQFL VH SO WHVF FRPLVLRDQH PDL PDUL 2 DOW GH]YROWDUH LPSRUWDQW SH DFHDVW OLQLH OHJDW GH FRVWXULOH GH WUDQ]DF LH úL LQFHUWLWXGLQL a fost LQYHVWLJDUHD LQRYD LHL vQ VSHFLDO UROXO FHUFHW ULL úL GH]YROW ULL GH H[HPSOX 6KHUHU
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  • 21. 2 FDUDFWHULVWLF LQWHUHVDQW D GH]YROW ULORU HYROX LRQLVWH úL LQVWLWX LRQDOH DOH HFRQRPLHL LQGXVWULDOH úL D conceptelor – FRVWXO WUDQ]DF LLORU DQDOL]D UHOD LHL ILUP PDP - ILOLDO úL SURFHVXO GH LQRYD LH – HVWH DFHHD F LGHQWLILF IHQRPHQHOH SLH HL PHGLXO H[WHUQH DO DIDFHULORU úL VHFWRDUHOH GH activitate. 3UREOHPD FDUH DSDUH vQ DFHVWH DULL GH LQYHVWLJD LH úL FDUH HVWH UHOHYDQW vQ GH]YROWDUHD HFRQRPLHL LQGXVWULDOH HVWH JUDGXO vQ FDUH VH SRW LQWHUFRUHOD IHQRPHQHOH HFRQRPLFH DVWIHO vQFkW V VH PLQLPL]H]H LPSDFWXO QHJDWLY vQ FHHD FH SULYHúWH FRVWXULOH RSHUD LRQDOH DOH ILUPHL VDX VHFWRUXOXL GH DFWLYLWDWH $FHVW DVSHFW ULGLF R SUREOHP GH LPSRUWDQ IXQGDPHQWDO vQ DQDOL]D RIHUWHL úL DQXPH DUDQMDPHQWHOH RUJDQL]D LRQDOH . HUFHW ULOH vQ GRPHQLXO HFRQRPLHL LQGXVWULDOH GHPRQVWUHD] preocuparea de a DYHD R ED] WHRUHWLF VROLG 'DYLHV úL colaboratorii – 6FKPDOHQVHH úL :LOOLQJ – 1989; Basn – 1993; Teoria jocului S. Martin –
  • 22. 'H DFHHD HVWH MXVWLILFDW XWLOL]DUHD XQRU WHUPHQL úL PRQRSROXULOH ca 1RXD (FRQRPLH ,QGXVWULDO úL Noua Organizare ,QGXVWULDO Nu este în totalitDWH R FRLQFLGHQ IDSWXO F DFHVWH PLúF UL DX IRVW stimulate de teoria jocului, ca un mijloc de a analiza strategiile de afaceri. Utilizarea teoriei jocului permite nu numai încorporarea LQFHUWLWXGLQLL úL D LQIRUPD LLORU DVLPHWULFH GDU IDFH SRVLELO úL coQVWUXF LD GH PRGHOH GLQDPLFH FX PDUH SXWHUH GHPRQVWUDWLY 7HRULD MRFXOXL D UHGHVFKLV LQWHUHVXO SHQWUX YHFKHD IRUP D monopolurilor, a modelelor oligopolurilor, ca cele descrise de %HWUDQG RQUXVW úL 6WDFNHOEHUJ 6 0DUWLQ – 1993), incluse în textele de ED] DOH PDFURHFRQRPLHL DVWIHO F GH]YROWDUHD WHRULHL oligopolului este acum un element dominant în economia LQGXVWULHL $FHDVW DQDOL] D JHQHUDW QRL FRUHO UL DOH XQRU SUREOHPH FXP DU IL FRQGL LLOH GH LQWUDUHLHúLUH GH SH SLD VWDELOLUHD SUH XULORU UROXO SXEOLFLW LL vQ HOHJHULOH FRQWUDFWXDOH GH FRODERUDUH vQWUH GLIHULWHOH HOHPHQWH DOH FHUHULL úL RIHUWHL úL FRQIOLFWHOH $FHDVW WHRULH UHDFFHQWXDW D IRVW FULWLFDW SHQWUX IDSWXO F vQFHUFkQG V ofere modele asupra comportamentului industriei, testabile HPSLULF D HúXDW 'H DVHPHQHD V-D GDW R DWHQ LH PDL PDUH SURSRU LHL úL LPSDFWXOXL LQWHUYHQ LLORU GH H[HPSOX OHJLVOD LHL DQWL- PRQRSRO UHJOHPHQW ULORU SLH HL VXEYHQ LLORU úL WD[HORU 5ROXO SROLWLFLL úL LPSDFWXO DFHVWHLD DVXSUD DYX LHL ate în D IRVW H[DPLQ cadrul teoriei alegerii publice (de exemplu, Buchanon – 1968). ÌQ FLXGD FRQIOLFWXOXL DSDUHQW GLQWUH GRULQ D WHRUHWLFLHQLORU GH D GH]YROWD PRGHOH JHQHUDOH DOH RIHUWHL úL LQVLVWHQ D HPSLULFLORU GH D VWDELOL PRGXO vQ FDUH ILUPHOH VH FRPSRUW DFFHQW uând asupra vQ HOHJHULL D FHHD FH GHWHUPLQ PRGHOXO GH RIHUW V DX I FXW PDUL - SDúL vQDLQWH $VWIHO H[LVW R vQ HOHJHUH PDL EXQ D UHOD LLORU GLQWUH Modelele LQWHUPHGLDUL úL SURGXF WRULL GH EXQXUL GH FRQVXP úL GLQWUH DQJDMDWRUL comportamentale úL DQJDMD L 0RGHOHOH RIHU H[SOLFD LL úL UHIOHFW UL PDL EXQH DOH DOH SLH HL UHDOLW LL 2ULFXP PDMRULWDWHD SURJUHVHORU V -au înregistrat în úL HOHPHQWHOH ORU GH]YROWDUHD PRGHOHORU FRPSRUWDPHQWDOH DOH SLH HL vQFRUSRUkQG HOHPHQWH DOH WHRULHL MRFXOXL úL I FkQG DSHO OD QR LXQL FD GLIHUHQ LHUHD SURGXVHORU VHJPHQWDUHD SLH HL GLVFULPLQDUHD SUH XULORU UHDF LLOH ILUPHORU ID GH SUH XULOH LPSXVH GH ULYDOLL ORU úL VWUDWHJLLOH FRPSHWLWLYH FDUH QX DX OHJ WXU FX SUH XULOH ÌQDLQWH GH D H[DPLQD PRGDOLW LOH vQ FDUH GLIHULWHOH DERUG UL DGXF FODULILF UL SULYLQG comportamentul pe SLH HOH WXULVWLFH HVWH XWLO V WUHFHP vQ UHYLVW teoriile comportamentale ale firmelor, teorii care s-au dezvoltat în DIDUD DQDOL]HORU HFRQRPLFH GH ED]
  • 23. 1.3 Modele comportamentale ale firmei Modelele comportamentale ale firmei au evoluat simultan FX QRXD HFRQRPLH LQGXVWULDO vQ VSHFLDO vQ cadrul psihologiei economice 7HRULLOH RULHQWDWH VSUH FRPSRUWDPHQW QX VH ED]HD] DúD GH PXOW SH FHOH GRX DVHU LXQL PDMRUH VSHFLILFH DQDOL]HORU FRQYHQ LRQDOH úL DQXPH Õ deciziile în firme sunt identice cu cele ale indivizilor din firme; Õ RSWLPL]DUHD SR]L LLORU vQ FDGUXO ILUPHL LQIOXHQ HD] comportamentul firmei. 'LQ SHUVSHFWLYD SVLKRORJLHL HFRQRPLFH D[LRPD UD LRQDOLW LL SHUFHSXW FD R LSRWH] HVWH VXELHFW DO WHVWHORU empirice. HHD FH VH SRDWH UHSURúD DFHVWRU VWXGLL HVWH IDSWXO F DQDOL]D FRPSRUWDPHQWXOXL vQ DIDFHUL GXFH OD HYLGHQ LHUHD XQRU FRQFOX]LL FDUH OD UkQGXO ORU LQGXF JHQHUDOL] UL ODUJL FH DGDXJ HOHPHQWH QRL vQ SURFHVXO GH FRQVWUXF LH D WHRULLORU SULQ LQWHUPHGLXO SURFHVXOXL LQGXFWLY HUFHW WRULL vQ GRPHQLXO FRPSRUWDPHQWXOXL ILUPHL DILUP F FHL FDUH LDX GHFL]LLOH QX SRW DSOLFD PRGHOH FODUH GH DOHJHUH GDF QX DX FXQRúWLQ H GHVSUH SRVLELOHOH HIHFWH DOH DF LXQLORU ORU úL QX DX FHUWLWXGLQHD UH]XOWDWHORU 3UHIHULQ HOH SRW IL LQFRQVLVWHQWH LDU GHFLGHQ LL V DU SXWHD V - QX DLE UHJXOL IHUPH VDX HOHPHQWH GH RULHQWDUH IHUPH FDUH V -L DMXWH V LD GHFL]LL ÌQ DFHVW VHQV SUHVXSXQHULOH VSHFLILFH WHRULHL HFRQRPLFH WUDGL LRQDOH VXQW vQ FRQVHQV FX REVHUYD LLOH I FXWH GH UHSUH]HQWDQ LL WHRULLORU FRPSRUWDPHQWDOH vQ DIDFHUL FD 6LPRQ
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  • 31. $ERUGDUHD DUH DYDQWDMXO F RIHU XQ FDGUX FODU FDUH HYLW GHVFULHUL QHVWUXFWXUDWH SHUPL kQG H[DPLQDUHD SLH HORU vQ VHQVXO FRQFHSWHORU DXWHQWLFH FXP DU IL VWUXFWXUD SLH HL FRQGXFHUHD úL SHUIRUPDQ HOH ILUPHORU RPSOH[LWDWHD DERUG ULL 63 vQ FDGUXO LQGXVWULHL VHUYLFLLORU HVWH SUH]HQWDW vQ )LJ 0RGXO GH FRQGXFHUH D ILUPHL VH UHIOHFW vQ FRPSRUWDPHQWXO GH VWDELOLUH D SUH XULORU vQ SROLWLFLOH GH publicLWDWH GH PDUNHWLQJ GH FHUFHWDUH úL GH]YROWDUH úL LQRYDUH FkW úL vQ PRGXO GH VROX LRQDUH D XQRU FRQIOLFWH 3URFHVXO GH LQRYD LH HVWH UHDOL]DW SH GH R SDUWH GDWRULW WHKQRORJLHL LDU SH GH DOW SDUWH GDWRULW FRPSHWL LHL GH SH SLH H GH H[HPSOX vQ WXULVP SUHVLXQHD DVXSUD RIHUWDQ LORU GH D LQVWDOD VLVWHPH FHQWUDOH GH UH]HUYDUH VDX PLMORDFH HOHFWURQLFH GH SXEOLFLWDWH úL GH GHFRQWDUH FX VFRSXO UHGXFHULL FRVWXULORU §©¦¨¦ §¥¢¢  ¤ ¦ ¤ £ ¡ Cererea Oferta Elast )¥ # 0)( '% # ! 42 #1 % $ Produs: intangibil 0 # 3 3 # 7DDB#@0% 7! 56 3 # ! 8 perisabil # %CA 9 T # 3 # PH# 3 ¨)1 # 3 # I# 3 ¥#41GF E 9# 5 H ! 7W4V7( 6 #1U U Substituirea al produsului # 3 ! 3 2 R(¨¥#4S)RC # Q F 1 #1 0( RI0DRC R2 ! ! 7¨ 3 4)! ))C 47)Y# X U (9 ( 1 3 U( a ` UC% ¨! 4¨dc ! bF C9! ! infor e Structura F R( 3 UC 3 C 3 2 R(¨07( 3 e 3 BbF 3 7UU 3 Q 3 FR( 3 C C 'F F 3 fS7(' F U# U3 # 3 d# 3! g # 3 ! ! 2 # 2 # 3 ¨d # # ! R% S)¥# H 5 #1 Nivelul costurilor Gradul de diversificare B! )DCD A 3 4)!d# 3 ! 3 # R% h U % Ca – ` B 3 R6 UB! 3 # ¨! U U! # – „† rrV‡¢d† I „… Rus ƒ‰ˆ € „ ƒx Concentrarea Produsul: omogenitate - 3 # %B# 3 # )1 e 3 )%bFB# D# E # U` legislative Comportamentul 3 3 )%bFB# D# E )2 # U` 3 UC 3 ( # R2 7( R'! 3 C 2 DC T 3 U %# F F UR( #'D¢r% 7 6 3 F C 1 3 Publicitatea B0D C 0% # R % U!% ! q 3 pF # 0(D)C R2 )S! )# ! 3 i `0 % # ! 5 1 3 #1 ` # %# 3 ¨0D¥ 3 U# )# T ( %C ` Carteluri/asocieri 7( 3)C RC )2 U U 3% 3 ! 06D0% Th ! C UC ( # 6 ! UP9 4`# c!d# ! 7 6 !7@Hr7( 3 ! U U 1 )Sd# 3 DA 0% 3 3 ( ‘ #1 ! ! !'F f0 % C # ! 7 6 ¨ ’ )2 BrD C pdC 3 U! % C F € RpyRIvdus  € v xw t 7R)3 I7@S7! X’ %# 6 ” (9 H # “ d# • 0bF ! ! ! %# Satisfacerea consumatorului teritoriului )3 1 3 3 # B f3 T‚ ! % db ! d# dC 3 – 1# F iului 'F S!d# # P# T # 2 H ! )S! dC #1 Profitabilitatea Figura 1.1. ParaGLJPD 63 DSOLFDW XQHL LQGXVWULL GH VHUYLFLL
  • 32. 3HUIRUPDQ HOH ILUPHORU VH SRW P VXUD SULQ HOHPHQWH FXP DU IL VDWLVIDF LD FRQVXPDWRULORU HILFLHQ D RSHUD LXQLORU UDWHOH GH FUHúWHUH DOH ILUPHL úL VHFWRUXOXL VHJPHQWHOH GH SLD FXFHULWH úL profitabilitaWHD ÌQ FDGUXO RIHUWHL WXULVWLFH LQGLFDWRULL GH P VXUDUH D ,QWHUYHQ LD VWDWXOXL SHUIRUPDQ HORU SH WHUPHQ VFXUW VXQW LQIOXHQ D L GH DF LXQL SURPR LRQDOH FXP DU IL ODQVDUHD SDFKHWHORU WXULVWLFH GH YDFDQ FD] în reglementarea vQ FDUH VLQJXUXO VFRS HVWH FUHúWHUHD YkQ] ULORU úL D VHJPHQWHORU GH SLH HL WXULVWLFH SLD DGHVHD DFHVWHD SH ED]D VF GHULL HILFLHQ HL úL SUREDELOLW LL 3HUIRUPDQ HOH VXQW DIHFWDWH úL GH SROLWLFD vQ VHFWRUXO SXEOLF vQ VSHFLDO GH PRGLILF UL DOH UHJOHPHQW ULORU OHJLVODWLYH DUDQMDPHQWH LQWHUQD LRQDOH OHJLVOD LD GLQ GRPHQLXO FRQFXUHQ HL ontrolul SUH XULORU D H[HUFLWDW R LQIOXHQ SXWHUQLF vQ VHFWRUXO GH WUDQVSRUW WXULVWLF GH H[HPSOX WDULIHOH SH OLQLLOH DHULHQH LQWHUQD LRQDOH SH FDUH JXYHUQHOH vQ PRG LPSOLFLW GDF QX FKLDU vQ PRG GHVFKLV OH -au VXEYHQ LRQDW 0DL PXOW SURPRYDUHD WXULVPXOXL GH F WUH LQVWLWX LLOH SXEOLFH úL RIHULUHD GH VXEYHQ LL úLVDX VWLPXOHQWH ILVFDOH DX DYXW LPSDFW PDUFDQW DVXSUD SURGXF LHL GH H[HPSOX vQ UHOD LLOH GH RIHUWDUH WXULVWLF SHQWUX FD]DUH 5HOD LLOH GLQWUH VWUXFWXUD FRQGXFHUHD úL SHUIRUPDQ HOH ILUPHORU úL FDGUXO XQRU SLH H FD úL FRQGL LLOH GH ED] SHQWUX FHUHUH RIHUW úL SROLWLF vQ VHFWRUXO SXEOLF VXQW LOXVWUDWH SULQ OLQLLOH FRQWLQXH vQ ILJXUD úL DUDW OHJ WXULOH FDX]DOH vQWUH VWUXFWXUD GH FRQGXFHUH úL SHUIRUPDQ 'DU IRUPXO UL PDL UHFHQWH DOH PRGHO ului nu H[FOXG SRVLELOHOH LQIOXHQ H SH FDUH FRQGXFHUHD úL SHUIRUPDQ HOH OH-ar putea avea asupra structurii, SHUPL kQGX OH GH DFHHD GHWHUPLQDUHD HQGRJHQ $VWIHO FRQGXFHUHD FDUH LQFOXGH DF LXQLOH PDQDJHULORU úL - DQJDMD LORU GLQ ILUP UHIOHFW LPSRUWDQ D SH FDUH HFRQRPLD LQVWLWX LRQDO R DFRUG LQIOXHQ HL FRPSRUWDPHQWXOXL XPDQ DVXSUD UH]XOWDWHORU 'H DFHHD XOWLPHOH FRQVLGHUD LL GH DQDOL] 63 VXJHUHD] F QX QXPDL SHUIRUPDQ HOH úL FRQGXFHUHD GDU úL SROLWLFD vQ VHFWRUXO SXEOLF DIHFWHD] VWUXFWXUD SLH HL 1.5. Sectorul tour - operatorilor în paradigma SCP Modelul SCP poate furniza analize economice, de exemplu în sectorul tour-operatorilor acest sector GH LQkQG R FRW LPSRUWDQW D RIHUWHL WXULVWLFH ÌQ WDEHOXO HVWH SUH]HQWDW VWUXFWXUD WRXU -opeUDWRULORU GLQ $QJOLD FDUH HVWH FDUDFWHUL]DW GH SUH]HQ D XQXL PDUH QXP U GH ILUPH vQWU R ]RQ - JHRJUDILF GLVWLQFW úL FX XQ QXP U PDUH GH FOLHQ L 'HúL EDULHUHOH GH LQWUDUH úL LHúLUH VXQW vQ JHQHUDO PDL SX LQ QXPHURDVH LQGLFDWRUXO GH FRQFHQWUDUH GLQ SXQ ctul de vedere al VHJPHQWHORU GH SLD HVWH ULGLFDW
  • 33. $SOLFDUHD SDUDGLJPHL 63 vQ DQDOL]D FRPSDUDWLY D VHFWRUXOXL WRXU -operator vQ 0DUHD %ULWDQLH úL 68$ Tabelul 1.1. Elemente structurale Dimensiunea elementelor structurale • 1XP UXO FXPS U torilor )RDUWH PXQ L GH H[HPSOX PLO vQ 0DUHD Britanie în 1994 • 1XP UXO ILUPHORU )RDUWH PXOWH GH H[HPSOX SHVWH vQ 68$ úL SHVWH vQ 0% • 0 ULPHD ILUPHORU 'LIHULW úL GLYHUVLILFDW vQ IXQF LH GH QXP UXO GH YDFDQ H YkQGXWH úL FRWD GH SLD ÌQ JHQHUDO FRVWXUL MRDVH FX H[FHS LD PDULORU ILUPH WRXU • Bariere de intrare -operatoare. 8úXULQ D LQWU ULLLHúLULL VH P VRDU SULQ • ULWPXO GH FUHúWHUH DO QRLORU ILUPH vQ 68$ vQ DQL SHULRDGD 1982- úL WRW 0% vQ DQL SHULRDGD -1994; • ULWPXO GH GLVSDUL LH vQ 68$ úL (XURSD vQ DQL SkQ vQ
  • 34. • 6WUXFWXUD úL P ULPHD Costuri fixe relativ ridicate la contractare, reduse uneori prin clauze costurilor speciale. 5HVXUVH SRWHQ LDOH SHQWUX HFRQRPLLOH GH VFDO ÌQ JHQHUDO VF ]XW FX H[FHS LD PDULORU RSHUDWRUL FDUH IDF SDUWH GLQ • Diversificare conglomerate 5LGLFDW P VXUDW SULQ FRWD GH SLD • Concentrarea • în SUA 10 mari firme controlau în 1992, 30% diQ SLD • vQ 0% SULPHOH ILUPH FD P ULPH FRQWURODX GLQ SLD vQ • Caracteristicile produsului (WHURJHQH SXWHUQLF GLIHUHQ LDWH SUH XUL GLVFULPLQDWRULL VWUDWHJLL VSHFLILFH de segmentare Comportament • RPSRUWDPHQWXO SUH XULORU 'RPLQDWH GH R UHODWLY ULGLFDW HODVWLFLWDWH D FHUHULL 5 ]ERDLH DOH SUH XULORU UHFXUHQWH QX QHDS UDW LQL LDWH GH ILUPHOH GRPLQDQWH vQ VFRSXO FUHúWHULL FDSDFLW LL IL[H GH RFXSDUH úL S VWU ULL FRWHL • Publicitatea GH SLD 'H LQH R SRQGHUH LPSRUWDQW vQ YkQ] UL úL FRVWXUL • Strategia de ÌQ VSHFLDO SHUVXDVLY QX LQIRUPDWLY SURGXF LH PDUNHWLQJ 2ELHFWLYH YROXP PDUH GH YkQ] UL úL FUHúWHUHD ILUPHL GLIHUHQ LHUHD • Cartele / conglomerate SURGXVHORU VHJPHQWDUHD SUH XULORU • ,QRYD LD Teoretic nici una 7HKQRORJLD LQIRUPD LHL SULYLQG UH]HUY ULOH VFDS XQHRUL FRQWUROXOXL • Prevederi legislative sectorului /HJLVOD LH SULYLQG UHOD LD WRXU -operator – DJHQ LH 8QHOH SUHYHGHUL OHJLVODWLYH SULYLQG IUDQúL]DUHD úL PDQDJHPHQWXO 3HUIRUPDQ D • 6DWLVIDF LD FRQVXPDWRUXOXL 0RGHUDW GHWHUPLQDW GH QXPHURDVH FRPSRQHQWH DOH SURGXVXOXL FDUH SRW FUHD QHPXO XPLUL 3ROLWLF GH ILGHOL]DUH ID GH PDUF • (ILFLHQ D 0RGHUDW SURILWXO EUXW IRDUWH GHV VXE ,QIOXHQ DW GH FRQFXUHQ D DFHUE D SUH XULORU 'LILFLO GH DVLJXUDW GH F WUH ILUPHOH H[LVWHQWH SH SLD GDU UHODWLY VWDELO OD • UHúWHUHD ILUPHL primele 5-10 firme. UHúWHUH PDL UDSLG vQ ID]HOH LQFLSLHQWH úL vQ FHOH LQRYDWLYH • RWD GH SLD 8UP ULW ULJXURV GH F WUH PDULL RSHUDWRUL • Profitabilitate ÌQ JHQHUDO PDL PLF GH 3XWHUQLF LQIOXHQ DW GH HYROX LD FLFOXOXL HFRQRPLF 3ROLWLFD SXEOLF • 5HJOHPHQW UL OHJLVODWLYH 5HIHULWRDUH OD QXP UXO YDFDQ HORU úL D F O WRULLORU DHULHQH VROLFLWDWH 3UHYHGHUL SULYLQG SURWHF LD FRQVXPDWRULORU 'HUHJOHPHQW UL SULYLQG WUDQVSRUWXULOH • /HJLOH FRQFXUHQ HL ,QIOXHQ HD] UHODWLY SX LQ DVRFLHUHD ILUPHORU
  • 35. RVWXULOH GH FDSLWDO VXQW VF ]XWH LDU LGHQWLILFDUHD XQHL QLúH úL FKHOWXLHOLOH DIHUHQWH SURPRY ULL SURGXVXOXL SHQWUX D -l aduce în DWHQ LD SRWHQ LDOLORU WXULúWL QX FRQVWLWXLH REVWDFROH PDMRUH OD LQWUDUHD SH SLD (VWH QHFHVDU FD úL FOLHQ LL V ILH FRQYLQúL GH YLDELOLWDWHD ILUPHL vQ FHHD FH SULYHúWH JDUDQ LD DVXSUD SO LORU vQ DYDQV 8Q FRVW VHPQLILFDWLY DO LQWU ULL HVWH GHFL FHO UHIHULWRU OD FHULQ HOH GH DQJDMDPHQW 6H SRW ULGLFD vQV úL EDULHUH VXSOLPHQWDUH GH LQWUDUH 7HRULD IDFH GLVWLQF LH vQWUH EDULHUHOH QHXWUH úL FHOH VWUDWHJLFH SH FDUH OH ULGLF ILUPHOH KLDU vQ VLWXD LD vQ FDUH VH SUHVXSXQH F H[LVW LQIRUPD LL SHUIHFWH WHRULD HFRQRPLF SRDWH DU WD F ILUPHOH H[LVWHQWH RVWXULOH LQWU ULL sunt avantajate. De exemplu, acestea pot ridica bariere de pre-intrare SH SLD D WXULVWLF SULQ LPSOHPHQWDUHD VFKHPHORU GH OLFHQ H úL IUDQFL]H SULQ FUHDU ea de SURGXVH GH PDUF SULQ ILGHOL]DUHD FOLHQ LORU úL IXUQL]RULORU SULQ FRQWUDFWH FX KRWHOXUL úL IXUQL]RUL SH WHUPHQ QHOLPLWDW $FHVWH WLSXUL GH DVLPHWULL vQWUH SR]L LLOH FHORU FDUH GRUHVF V LQWUH úL FHL FDUH VXQW GHMD SH SLD DX IRVW FRQVLGHUDWH GH DGHS LL 63 FD EDULHUH GH LQWUDUH iar mai recent au fost interpretate ca avantaje ale primului venit /LHEHUPDQ úL 0RQWJRPHU
  • 36. %DULHUHOH SRVW -intrare, cum ar fi HFRQRPLD GH VFDO úL SUH XULOH GH LQWUDUH VF ]XWH SRW IL LGHQWLILFDWH úL pot conferi în teUPHQL DEVROX L DYDQWDMH GH FRVW Barierele strategice de intrare sunt instaurate prin eforturile FRQúWLHQWH I FXWH GH ILUPHOH H[LVWHQWH SH SLD GH D vPSLHGLFD Bariere strategice accesul firmelor nou venite. Exemple tipice sunt adoptarea de GH LQWUDUH SH SLD SUH XUL OLPLW SHQWUX GLIHUHQ LHUHD SURGXVHORU FUHúWHUHD FKHOWXLHOLORU FX SXEOLFLWDWHD HIRUWXUL VSRULWH SHQWUX FUHúWHUHD HILFLHQ HL VDX D a tour-operatorilor FDSDFLW LORU SHQWUX VF GHUHD FRVWXULORU GH SURGXF LH )LUPHOH vúL vQW UHVF GH DVHPHQHD DFWLYLWDWHD VWUDWHJLF GH ED] 3ULQ DFWLYLWDWHD strategic GH ED] ILUPD vúL DWLQJH RELHFWLYHOH LQkQG FRQW GH RSRUWXQLW LOH DPHQLQ ULOH SXQFWHOH WDUL úL FHOH VODEH DOH VDOH ÌQ WHUPHQL HFRQRPLFL DFWLYLWDWHD GH ED] SHUPLWH DWLQJHUHD vQ GLQDPLF D HFRQRPLLORU GH VFDO VDX R H[WLQGHUH D GLIHUHQ LHULL produsHORU ÌQ XQHOH FD]XUL ILUPHOH H[LVWHQWH SH SLD vúL FUHHD] FDSDFLW L GH UH]HUY SHQWUX D FUHúWH UDSLG UH]XOWDWHOH úL SUH XULOH GDF LQWU QRX YHQL L SH SLD DFHúWLD YRU DYHD R SR]L LH QHSURILWDELO ILLQG IRU D L V LDV UDSLG GH SH SLD 0HQ LQHUH a de FDSDFLW L GH UH]HUY HVWH R VWUDWHJLH FDUH vQVHDPQ R UHDO DPHQLQ DUH SHQWUX SRWHQ LDOLL QRX YHQL L úL FDUH HVWH VSULMLQLW GH R VWUDWHJLH GH SHGHSVLUH SULQ LQWHUPHGLXO XQXL U ]ERL DO SUH XULORU ,QWHJUDUHD SH YHUWLFDO FDUH LPSOLF LQYHVWLUHD vQ elemente cu FRVWXUL PDUL úL FDUH QX SRW IL DFRSHULWH SH WHUPHQ VFXUW FXP DU IL DFKL]L LRQDUHD XQHL OLQLL DHULHQH VDX D XQXL ODQ GH KRWHOXUL SRDWH constitui un pre-DQJDMDPHQW FDUH DF LRQHD] FD R RSUHOLúWH OD LQWUDUH úL LHúLUH vQ VSHFLDO vQ VLWXD LD în care se pot realiza economii VXEVWDQ LDOH OD FDSLWROXO FRVWXULORU Tour-RSHUDWRULL QX DX XUP ULW vQ PRG FRQWLQXX DVHPHQHD VWUDWHJLL GH D ULGLFD EDULHUH vQ VLQH (L DX DYXW PDL GHJUDE WHQGLQ D V VH D[H]H SH FUHúWHUHD VHJPHQWHORU GH SLD DFFHSWkQG LGHHD F QX DX VXILFLHQW SXWHUH de a-L H[FOXGH SH FHL QRX YHQL L ÌQ DFHVW VHQV WHRULD HFRQRPLF VXJHUHD] F LQYHVWLUHD vQ HOHPHQWH FX FRVWXUL PDUL úL FDUH QX SRW IL DFRSHULWH SH WHUPHQ VFXUW DUH DFHODúL QLYHO úL SHQWUX ILUPHOH VWDELOH úL SHQWUX FHL noX YHQL L 8Q DVWIHO GH SXQFW GH YHGHUH SDUH DSOLFDELO vQ VHFWRUXO WRXU -operatorilor din Anglia de la mijlocul anilor 90. ,SRWH]D XQXL QLYHO VF ]XW DO FRVWXULORU FDUH QX SRW IL DFRSHULWH SH WHUPHQ VFXUW GH F WUH WRDWH VHFWRDUHOH HVWH FRQVLGHUDW R DERUGDUH VLPSOLVW VWUDWHJLF (VWH PDL SUREDELO FD DFHVW QLYHO V YDULH]H GHSLQ]kQG GH VHJPHQWXO GH SLD SH FDUH VH GRUHúWH LQWUDUHD úL GH JUXSXO VWUDWHJLF GH FDUH DSDU LQH R DQXPLW ILUP
  • 37. RQGL LLOH GH LQWUDUHLHúLUH QX VXQW vQ PRG QHFHVDU DFHOHDúL úL vQ OHJ WXU XQHOH FX DOWHOH SH vQWUHDJD LQGXVWULH VDX SLD GDU SRW IL VSHFLILFH XQRU DQXPLWH VHFWRDUH VDX VHJPHQWH 9RP GD XQ H[HPSOX FDUH LOXVWUHD] QX QXPDL FRQGL LLOH GH LQWUDUHLHúLUH GDU úL OHJ WXULOH GLQWUH DFHVWHD 6 SUHVXSXQHP F XQ WRXU –operator de SH XQ VHJPHQW VSHFLDOL]DW SH XQ SURGXV GH H[HPSOX GH YDFDQ GRUHúWH V VH H[WLQG SH SLD (FRQRPLD GH VFDO úL GHFL UHGXFHUHD FRVWXULORU XQLWDUH SRW DF LRQD GUHSW FRQGL LL GH LQWUDUH FDUH WUHEXLH vQGHSOLQLWH 3HQWUX D UHDOL]D DVHPHQHD HFRQRPLL RSHUD torul poate lucra cu SURSULD OLQLH DHULDQ úL FX ODQ XO SURSULX GH KRWHOXUL FHHD FH vQVHDPQ FRVWXUL VXEVWDQ LDOH úL FDUH QX SRW IL DFRSHULWH SH WHUPHQ VFXUW DGLF R EDULHU GH LQWUDUH ,GHHD JUXSXOXL VWUDWHJLF HVWH F SH R SLD GLYHUVLILFDW GLQ SXQFWXO GH YHGHUH DO GLPHQVLXQLL úL LPSRUWDQ HL ILUPHL DO SURGXVHORU H[LVW VLPLOLWXGLQL vQWUH XQ QXP U GH FRPSDQLL úL SURGXVHOH ORU FHHD FH VXJHUHD] LQWHUHVH FRPXQH úL GH DFHHD DFHVWH FRPSDQLL SRW IL FODVLILFDWH vQ FDGUXO XQRU JUXSH LGHQWLILFDELOH úL distincte. Pentru tour-RSHUDWRUL FRQIRUP 1 (YDQV úL 6WDEOHU VXQW WUHL QLYHOXUL GH FRPSDQLL LGHQWLILFDWH SULQ GLPHQVLXQH FDSLWDOL]DUH VHJPHQW GH SLD úL JDPD GH SURGXVH RIHULWH (VWH XWLO V UHH[DPLQ P DFHDVW FDUDFWHULVWLF SHQWUX D LOXVWUD FRQFHSWXO de grup strategic. Primul nivel, constând din aproximativ 10 RSHUDWRUL HVWH PDL LQWHJUDW úL ELQH FDSLWDOL]DW úL VHUYHúWH PDL PXOWH VHJPHQWH GH SLD 5HDOL]HD] HFRQRPLL GH VFDU úL GH LQH R SXWHUH FRQVLGHUDELO SH SLD $O GRLOHD QLYHO GH OD OD de firme, este mai VSHFLDOL]DW GDU DUH XQ VHJPHQW GH SLD FRQVLGHUDELO HHD FH D U PDV DO WUHLOHD QLYHO HVWH IRUPDW GLQ QXPHURDVH FRPSDQLL PLFL DGHVHD GH VLQH VW W WRDUH FX LQYHVWL LL UHGXVH 1.6. Gradul de concentrare în paradigma SCP În cadrul modelului SCP s-a încercat determinarea celei mai bune metode de evaluare a gradului de concentrare, ca un indicator al FRPSHWLWLYLW LL SLH HL RQFHQWUDUHD ULGLFDW DU VXJHUD R VWUXFWXU GH ROLJRSRO SH FkQG R LQFLGHQ VF ]XW D DFHVWHLD DU LQGLFD R SLD Gradul SXWHUQLF FRPSHWLWLY 7RWXúL DSDU OLPLWH vQ XWLOL]DUHD XQRU DVWIHO GH GH FRQFHQWUDUH úL LQGLFDWRUL EUX L FXP DU IL QXP UXO GH ILUPH (VWH GH SUHVXSXV FD vQ FD]XO H[LVWHQ HL XQXL QXP U UHGXV GH ILUPH DFHVWHD V ILH DQJDMDWH competitivitatea într-R FRPSHWL LH V OEDWLF SH FkQG vQ FD]XO H[LVWHQ HL PDL PXOWRU SLH HL ILUPH HOH V ILH VHSDUDWH VSD LDO VDX V VHUYHDVF VHJPHQWH GLIHULWH GH SLD úL DVWIHO V SRDW FUHD R VLWXD LH UHODWLY QHFRPSHWLWLY DúD FXP GHILQHúWH KDPEHUOLQ QR LXQHD GH FRPSHWL LH PRQRSROLVW D DWDUH HVWH QHFHVDU V VH LD vQ FRQVLGHUDUH GLPHQVLXQHD UHODWLY D ILUPHORU FD úL SUH XULOH FRVWXULOH QLYHOXULOH GH SURILW úL VHJPHQWHOH GH SLD SHQWUX D VH LGHQWLILFD FkW GH FRPSHWLWLY HVWH R SLD $O L IDFWRUL FXP DU IL LQWHQVLWDWHD OHJ WXULORU vQWUH ILUPH DX GH DVHPHQHD XQ impact asupra gradului de concentrare. Tour-RSHUDWRULL vQ VSHFLDO FHL FDUH RIHU SDFKHWH GH SURGXVH vQ PRG QRUPDO DX QHYRLH GH OLFHQ SHQWUX D DYHD DFFHV OD PLMORDFHOH Indicatori GH WUDQVSRUW DVWIHO F HVWH SRVLELO V VH HVWLPH]H GHVWXO GH ELQH QXP UXO ILUPHORU 3H GH DOW SDUWH GLPHQVLXQHD RIHUWHL SRDWH IL de m VXUDUH GHILQLW vQ PDL PXOWH PRGXUL )UHFYHQW VH IRORVHVF LQGLFDWRUL VLPSOL D SHUIRUPDQ HORU GH FRQFHQWUDUH FDOFXOD L vQ IXQF LH GH VHJPHQWXO GH SLD QXP U GH YDFDQ H DXWRUL]DWH SULQ OLFHQ VDX HIHFWLY YkQGXWH
  • 38. úL QXP U GH tour-operatorilor firme. În Anglia, sectorul dominant de ofertare este cel al SDFKHWHORU GH YDFDQ vQ VWU LQ WDWH úL XQ LQGLFDWRU FKHLH SHQWUX P VXUDUHD FRQFHQWU ULL HVWH VHJPHQWXO GH SLD GHULYDW GLQ QXP UXO GH YDFDQ H YkQGXWH ,QIRUPD LL GHVSUH YDULDELOH FXP DU IL capitalL]DUHD QXP UXO GH DQJDMD L FLIUD GH DIDFHUL VXQW JUHX GH RE LQXW vQ FD]XO ILUPHORU PLFL RPSDUkQG WRXU-operatorii din $QJOLD úL 68$ VH FRQVWDW F vQ 68$ vQ -1994 primele 40 de ILUPH GH WXULVP FRQWURODX GLQ WRDWH YDFDQ HOH YkQGXWH ÌQ Anglia, gUDGXO GH FRQFHQWUDUH HUD úL PDL ULGLFDW SULPHOH ILUPH GH WXULVP DX YkQGXW vQ úL vQ GLQ WRWDOXO GH PLOLRDQH GH YDFDQ H
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  • 48. (YDOXDUHD SDUDGLJPHL 63 vQ FRQWH[WXO SLH HORU WXULVWLFH 3DUDGLJPD 63 HVWH LQGLFDW SHQWUX D DQDOL]D FDUDFWHULVWLFLOH VWUXFWXULL SLH HL DOH FRPSRUWDPHQWXOXL úL SHUIRUPDQ HORU ILUPHORU SHUPL kQG XWLOL]DUHD XQHL JDPH ODUJL GH YDULDELOH 'H DVHPHQHD 63 RIHU XQ FDGUX XWLO vQ FDUH V ILH GHVFULVH VHFWRDUHOH GH DFWLYLWDWH úL SLH HOH FD ED] SHQWUX DQDOL]H ULWLFLOH DGXVH 63 VH UHIHU OD IDSWXO F VH SUHVXSXQH VWUXFWXUD Critica SLH HL IL[DW vQ FDGUXO HFKLOLEUXOXL VWDWLF DO WHRULHL QHRFODVLFH limitându-VH DVWIHO OD DQDOL]HOH DVXSUD SURFHVHORU SLH HL (VWH paradigmei SCP DGHY UDW F LHúLQG GLQ WLSDUXO DQDOL]HL FRQYHQ LRQDOH D SLH HORU abordarea aceasta a fRVW XWLOL]DW vQ VFRSXO VWDELOLULL FRQGL LLORU GH SH SLH HOH IRDUWH FRPSHWLWLYH ROLJRSROLFH úL PRQRSROLVWH 3DUDGLJPD 63 vQ IRUPD HL RULJLQDO QX DUH SUHWHQ LD GH D SUH]HQWD SURFHVXO VFKLPE ULORU SH SLH H QX H[SOLF vQ VSHFLDO VWUXFWXUD SUHFLV D SLH elor, impactul asupra barierelor de intrare, GLPHQVLXQLL úL QXP UXOXL GH ILUPH úL HIHFWHOH FUHúWHULL DFHVWRUD DVXSUD VWUXFWXULL 3UREOHPD LGHQWLILF ULL FRQH[LXQLORU FDX]DOH GHFXUJH vQ PDUH GLQ DQDOL]D HFKLOLEUXOXL VWDWLF DO PRGHOXOXL úL GLQ presupunerea unHL VWUXFWXUL D SLH HL GHWHUPLQDWH FDUH OD UkQGXO HL GHWHUPLQ FRQGXFHUHD úL SHUIRUPDQ HOH ILUPHL HUFHW ULOH PDL UHFHQWH FDUH vQFHDUF V LD vQ FDOFXO QDWXUD GLQDPLF úL LQFHUWLWXGLQLOH SLH HORU DX SXV accent pe structura costurilor firmelor individuale, incluzându-OH SH DFHOHD DVRFLDWH GH DFKL]L LD GH LQIRUPD LL úL GHUXODUHD WUDQ]DF LLORU $X IRVW LQYHVWLJDWH vQ VSHFLDO LPSDFWXO QDWXULL DFWLYHORU IL[H QHFHVDUH DVXSUD ILUPHORU PRPHQWHOH GH DFKL]L LH D LQWU ULORU YDULDELOH OHJ WXULOH GLQWUH LQWU UL úL LHúLUL VFDUD úL JDPD LHúLULORU 3DUDGLJPD 63 QX DU WUHEXL XWLOL]DW QXPDL SHQWUX DQDOL] FL úL FD un punct de plecare pentru examinarea problemelor economice în JHQHUDO )RU D HL FRQVW vQ IDSWXO F HVWH R PHWRG FRUHVSXQ] WRDUH pentru oferirea XQHL SHUVSHFWLYH D SLH HL vQ RSR]L LH FX FHD ED]DW QXPDL SH VHFWRU $UH PHULWXO GH D RIHUL R YL]LXQH KROLVWLF úL GH D LGHQWLILFD R JDP ODUJ GH YDULDELOH FDUH VXQW VXSXVH H[DPLQ ULL 0HWRGD HYLGHQ LD] LPSRUWDQ D DQXPLWRU FDUDFWHULVWLFL GH H[HPSOX Analiza coQGL LLOH GH LQWUDUH FDUH DX LPSRUWDQ DVXSUD QXP UXOXL úL GLPHQVLXQLORU ILUPHORU úL SXQH vQ HYLGHQ FRQFXUHQ LDOLWDWHD VHFWRULDO FX SLH HORU FRPSRUWDPHQWXO ILUPHL vQ GLUHF LD SUH XULORU VWUDWHJLLORU úL metoda SCP SURILWDELOLW LL ) U vQGRLDO GDF DúD FXP V D VSXV SLH - ele turistice VXQW QX QXPDL FRPSOH[H GDU úL vQ GH]HFKLOLEUX DWXQFL DU WUHEXL XWLOL]DWH úL XOWLPHOH UH]XOWDWH DOH DQDOL]HORU HFRQRPLFH DVXSUD VHFWRUXOXL FDUH LDX vQ FRQVLGHUDUH QDWXUD ORU GLQDPLF ÌQWU DGHY U - H[SOLFD LLOH HFRQRPLFH DVXSUD VHFWRUXOXL WXULVWLF úL DVXSUD VWUDWHJLLORU DIDFHULL QX WUHEXLH V ILH vQJU GLWH GH XQ FDGUX VSHFLILF GH DQDOL] DúD FXP HVWH SDUDGLJPD 63 3UREDELO F YDULHWDWHD FXUHQWHORU GLVFXWDWH OD vQFHSXWXO FDSLWROXOXL SRDWH RIHUL SURIXQ]LPH vQ RSHUD LXQLOH SH SLH HOH WXULVWLFH 3URFHVHOH GLQDPLFH FDUH LQIOXHQ HD] FRPSRUWDPHQWXO ILUPHORU úL FX FDUH VH FRQIUXQW ILUPHOH VFKLPE ULOH vQ VWUXFWXULOH SLH HL úL PRGXULOH YDULDWH GH DQDOL]H RIHULWH GH GLYHUVHOH FXUHQWH GH JkQGLUH HFRQRPLF SRW IL OXDWH vQ FRQVLGHUDUH GH WHRULD jocului D F UHL UHOHYDQ SHQWUX WXULVP YD IL GLVFXWDW vQ FRQWLQXDUH
  • 49. 7HRULD MRFXOXL úL WXULVPXO $QDOL]HOH FRQYHQ LRQDOH DOH RIHUWHL úL VWUXFWXULL SLH HORU V -au Teoria jocului GRYHGLW QHDGHFYDWH SHQWUX H[SOLFDUHD UHOD LLORU VWUDWHJLFH GLQWUH úL ROLJRSROXO firme, în special în FRQWH[WXO ROLJRSROXOXL FDUH GHYLQH R IRUP GLQ FH vQ FH PDL GRPLQDQW GH FRQFXUHQ 7HRULD MRFXOXL SRDWH IL DGDSWDW FRQGL LLORU FDUH H[LVW SH SLH HOH GRPLQDWH GH ROLJRSROXUL PDL DOHV vQ VLWXD LLOH vQ FDUH H[LVW LQFHUWLWXGLQH úL DVWIHO HD SRDWH IL utLOL]DW vQ H[DPLQDUHD PDL PXOWRU VWUDWHJLL FDUH VXQW IRORVLWH GH VHFWRUXO GH WXULVP 6XQW PXOWH VLWXD LL vQ FDUH GHFL]LLOH VXQW LQWHUGHSHQGHQWH LDU ILUPHOH SRW FkúWLJD GDF DGRSW VWUDWHJLL GH cooperare, (ca cele care au fost descrise anterior pentru liniile aeriene), sau pot decide ce strategii competitive sunt necesare, ca în FD]XO RSHUD LXQLORU DJHQ LORU GH WXULVP vQ FDUH SRW FkúWLJD DYDQWDM competitiv dintr-R FRQWLQX DGDSWDUH úL VFKLPEDUH D VWUDWHJLLORU (VWH GH QHFRQWHVWDW IDSWXO F PXOWH ILUPH RIHUWDQWH SH SLD D WXULVWLF LQ FRQW GH FRPSRUWDPHQWXO FHORUODOWH ILUPH FkQG vúL GHFLG SURSULD VWUDWHJLH ÌQWUHEDUHD FUXFLDO HVWH FkQG YD SO WL ILUPD vQ VLWXD LD vQ FDUH VH DOLD] vQ FDUWHOXUL VDX FkQG LQWU vQ FRPSHWL LH Teoria jocului poate fi utilizat vQ H[SOLFDUHD DWkW D FRPSRUWDPHQWXOXL FkW úL vQ SURJQR]DUHD UH]XOWDWHORU VWUDWHJLLORU UHIHULWRDUH OD VWDELOLUHD SUH XOXL DOHJHUHD úL GLIHUHQ LHUHD SURGXVHORU SXEOLFLWDWHD LQYHVWL LLOH GH FDSLWDO IX]LXQL úL SUHOX UL úL VWDELOLUHD GH bariere la intrare 2EVHUYkQG FRPSRUWDPHQWXO úL LQWHUDF LXQLOH ILUPHORU HVWH SRVLELO V VH vQ HOHDJ PRGXO GH RSHUDUH úL HYROX LH DO SLH HORU XQ DWULEXW LPSRUWDQW SHQWUX DQDOL]D DQXPLWRU S U L DOH Utilizarea teoriei sectorului de turism care de-DELD DX DS UXW úL FDUH VXQW vQF LQVWDELOH jocului în studierea EsWH LPSRUWDQW QX QXPDL V VH IDF GLVWLQF LD vQWUH MRFXULOH QRQ - comportamentului FRRSHUDQWH úL FHOH FRRSHUDQWH GDU V VH IDF GLVWLQF LH vQ FHHD FH SULYHúWH FRPSRUWDPHQWXO SDUWLFLSDQ LORU RELHFWLYHOH úL FXQRDúWHUHD firmei UHDF LLORU ULYDOLORU ÌQ PRG QRUPDO vQ FD]XO VLPXO ULORU simple, sunt SUHVXSXVH FRPSRUWDPHQWXO UD LRQDO DO FRPSHWLWRULORU PD[LPL]DUHD SURILWXOXL LQIRUPD LD SHUIHFW úL VLPHWULF DVWIHO vQFkW ILUPHOH FXQRVF VWUXFWXUD FRVWXULORU ULYDOLORU V L FLIUHOH GH DIDFHUL SUH XULOH úL DOWHOH FD úL FRQGL LLOH SLH HL SH FDUH RSHUHD] $VHPHQHD SUHVXSXQHUL UHVWULFWLYH SRW IL UHGXVH vQ VLWXD LL PDL FRPSOH[H FX DMXWRUXO DQDOL]HL jocului. ÌQ SOXV ID GH MRFXULOH FRRSHUDQWH úL QRQ -cooperante, este posibil V VH DSOLFH MRFXULOH FX ÄR VLQJXU WUDJHUH´ VDX FHOH ÄUHSHWLWLYH´ úL Jocurile cooperante PDL PXOW FKLDU V VH IDF GLVWLQF LH vQWUH MRFXULOH VLPXOWDQH úL FHOH úL QRQ-cooperante MXFDWH VHFYHQ LDOH ÌQ DQXPLWH FRQGL LL ILUPHOH FXQRVFkQG LOHJDOLWDWHD FDUWHOXULORU GLQ XQHOH UL SRW DYHD LQL LDO R VWUDWHJLH în turism non-FRRSHUDQW úL XOWHULRU XQ FRPSRUWDPHQW FDUH V GXF OD FRQVWUXLUHD XQRU FDUWHOXUL WDFLWH 'H H[HPSOX PHQ LQ SUH XUL ULGLFDWH úWLLQG F úL ULYDOLL YRU IDFH OD IHO -RFXULOH FX ³R VLQJXU WUDJHUH´ VH DSOLF vQ VLWXD LLOH vQ FDUH WRDWH GHFL]LLOH VXQW OXDWH R VLQJXU GDW GH H[HPSOX V VH IDF R LQYHVWL LH GH FDSLWDO SHQWUX XQ QRX SURGXV VDX V VH SXQ EDULHUH OD LQWUDUH ,QYHUV MRFXULOH UHSHWLWLYH VXQW LQGLFDWH vQ FD]XULOH vQ FDUH LGHHD FHD PDL EXQ HVWH GH D FkúWLJD DYDQWDMH SH WHUPHQ VFXUW 'H H[HPSOX VWUDWHJLLOH GH GLIHUHQ LHUH D SUH XULORU úL SUR duselor se pot schimba frecvent, DVWIHO F ILUPHOH ULYDOH VH DQJDMHD] SHULRGLF vQ MRFXUL QRQ- FRPSHWLWLYH 6XQW VLWXD LL vQ WXULVP vQ FDUH DúD VH úL vQWkPSO OLQLLOH DHULHQH úL GH IHUUERDW úL WRXU-RSHUDWRULL FDUH VH DQJDMD] vQ U ]ERDLH DOH SUH XULORU S entru a-úL FUHúWH FRWD GH SLD LDU GLIHUHQ LHUHD SURGXVHORU ORU HVWH R vQFHUFDUH GH D-úL H[WLQGH SLD D VDX GH D VHUYL XQ QRX VHJPHQW GH FOLHQ L
  • 50. 6H IDFH R GLVWLQF LH vQWUH MRFXULOH VLPXOWDQH úL FHOH VHFYHQ LDOH GHRDUHFH HOH UHSUH]LQW GLIHULWH VLWXD LL GH SLD FHHD FH LPSXQH PRGLILF UL DOH VWUDWHJLLORU ÌQ DQXPLWH FD]XUL GH H[HPSOX vQ PRGHOXO GXRSROXOXL OXL RXUQRW WRDWH ILUPHOH LDX vQ DFHODúL WLPS GHFL]LL DVXSUD QLYHOXOXL UH]XOWDWHORU SH FkQG vQ DQDOL]D 6WDFNHOEHUJ R ILUP ia o astfel de decizie LQGHSHQGHQW LDU ULYDOLL UHDF LRQHD] $FHVWD HVWH XQ IDFWRU LPSRUWDQW vQ VLWXD LLOH vQ FDUH SULPXO FDUH V D PLúFDW SH - Jocurile SLD SRDWH DYHD XQ DYDQWDM ÌQ FD]XO WXULVPXOXL GHFL]LLOH VLPXOWDQH VLPXOWDQH úL VXQW DGHVHD OXDWH vQ VLWXD LD PRGLILF ULORU SH WHUPHQ VFXUW vQ FHH a ce VHFYHQ LDOH SULYHúWH QLYHOXULOH FHUHULL GH H[HPSOX vQWUH OLQLLOH DHULHQH GH IHUERDWXUL úL LQGXVWULD KRWHOLHU 6WUDWHJLLOH VHFYHQ LDOH VDX UHDFWLYH VH DSOLF úL vQ FD]XO WRXU-RSHUDWRULORU XQGH WLPSXO DUH R LPSRUWDQ mai mare. De exemplu, în cazul pachetelor GH SHWUHFHUH D YDFDQ HORU GH YDU RIHULUHD GH F WUH XQ WRXU-operator de discounturi la DFKL]L LRQDUHD FX PXOW WLPS vQDLQWH GXFH DSURDSH VLJXU OD P VXUL VLPLODUH GLQ SDUWHD ULYDOLORU GDF FXPYD DFHVWRUD OL VH SDUH F -úL YRU SLHUGH FRWD GH SLD Anumite suEVHFWRDUH DOH RIHUWHL WXULVWLFH VXQW RUJDQL]DWH vQ ROLJRSROXUL úL GH DFHHD VWUDWHJLLOH VXQW FRPXQH OD VWDELOLUHD SUH XULORU QLYHOXOXL RIHUWHL GLIHUHQ LHULL úL PDUF ULL SURGXVHORU VHJPHQWDUHD SLH HL SXEOLFLWDWHD LQRYD LD úL EDULHUH OD LQWUDUH ÌQ SOXV HVWH SRVLELO V VH LQ FRQW GH FLUFXPVWDQ HOH vQ FDUH R ILUP FKHLH SRDWH H[HUFLWD R VWUDWHJLH GRPLQDQW SRVLELO GLQ FDX]D XQRU DWULEXWH SDUWLFXODUH DOH DFHVWHLD FXP DU IL QXPHOH GH PDUF RIHULQG R VWUDWHJLH RSWLP LQGHSHQGHQW GH FHD D ULYDOLORU 3HQW ru a ilustra DSOLFDUHD WHRULHL MRFXOXL vQ WXULVP VH YRU OXD vQ GLVFX LH FD]XO SXEOLFLW LL DO GHFL]LLORU GH VWDELOLUH D SUH XULORU úL FHO GH FRQVWUXLUH GH EDULHUH OD LQWUDUH FX FDUH V -ar putea confrunta tour-operatorii. Primul HOHPHQW SUH]LQW MRFXO QRQ FRPSHWLWLY úL VLPXOWDQ DO LPSDFWXOXL SXEOLFLW - LL DVXSUD GLPHQVLXQLL úL FRWHL GH SLD DO GRLOHD DVXSUD VWDELOLULL SUH XOXL HVWH XQ H[HPSOX GH MRF QRQ FRRSHUDQW úL UHSHWLWLY DO WUHLOHD HVWH - FD]XO FX ³R VLQJXU WUDJHUH´ úL QRQ FRRSHUDQW - $O GRLOHD úL DO WUHLOHD DUDW SRVLELOHOH UH]XOWDWH DOH comportamentului cooperant. HD PDL VLPSO VLWXD LH HVWH vQ FD]XO vQ FDUH ILUPHOH DX R VWUDWHJLH GRPLQDQW GH LQ R SR]L LH RSWLP úL IDF DOWFHYD GHFkW ULYDOLL ORU $FHVW FRQFHSW GH ED] DO WHRULHL MRFXULORU HVWH L lustrat de cazul tour–operatorilor, FDUH GHFLG GDF úL FXP V IDF SXEOLFLWDWH 6H SUHVXSXQH F SXEOLFLWDWHD HVWH R DFWLYLWDWH FRPSHWLWLY D WRXU - RSHUDWRULORU GH D FDSWD R FRW FkW PDL PDUH GH SLD GDU úL LQIRUPDWLY )LJ SUH]LQW R PDWULFH GH × 2 într-XQ MRF FX GRX ILUPH FDUH UHSUH]LQW XQ GXRSRO IRUP D ROLJRSROXOXL