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Investigating Potential Strategies for Increasing Tourism Competiveness at the Black Sea Shore

Author

Listed:
  • Adina-Roxana Munteanu

    (The Bucharest University of Economic Studies)

  • Raluca-Daniela Rizea

    (The Bucharest University of Economic Studies)

  • Anca Gabriela Ilie

    (The Bucharest University of Economic Studies)

  • Roxana Sârbu

    (The Bucharest University of Economic Studies)

Abstract

During 2009-2011 the tourism industry at the Black Sea shore experienced a significant downturn as a direct result of the global economic crisis and a shy growth in 2012-2013 period. In this context of difficult macroeconomic conditions and a hardly predictable number of tourists, the suppliers of tourism services need a constant revision of strategy in order to increase their competitiveness and adapt to external market conditions. The main objective of this study is to investigate the competitive strategies that hotels managers in Mamaia resort, Romania, could adopt considering customers` expectations and hospitality industry best practices. In order to achieve this, a best practice benchmarking analysis was performed considering several locations on the seaside in France, Italy, Spain and Turkey. Following this analysis, several strategies are drafted, such as: use of social media, creation of packaged deals, targeting the business segment and advertising by using the cultural and historical context of the location. Moreover, a short survey among social media users revealed some of the tourists` expectations regarding their holidays at the Romanian Black Sea shore, such as quality of accommodation facilities, personalized services and entertainment possibilities.

Suggested Citation

  • Adina-Roxana Munteanu & Raluca-Daniela Rizea & Anca Gabriela Ilie & Roxana Sârbu, 2014. "Investigating Potential Strategies for Increasing Tourism Competiveness at the Black Sea Shore," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 16(Special 8), pages 1253-1253, August.
    • Handle: RePEc:aes:amfeco:v:37:y:2014:i:16:p:1253
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    References listed on IDEAS

    as
    1. Karhunen, Päivi, 2008. "Managing international business operations in a changing institutional context: The case of the St. Petersburg hotel industry," Journal of International Management, Elsevier, vol. 14(1), pages 28-45, March.
    2. Carmen MORARU, 2012. "Tourism Contribution to the Economic Growth of Romania; a Regional Comparative Analysis," Romanian Statistical Review Supplement, Romanian Statistical Review, vol. 60(2), pages 161-168, May.
    3. Laura Cristina MANIU & Andreea MARIN-PANTELESCU, 2012. "Managing the Hotels Service Products and E-Services. Case Study: Researching Tourists’ Satisfaction Regarding the Hotels Services in Romania," Journal of Knowledge Management, Economics and Information Technology, ScientificPapers.org, vol. 2(1), pages 1-13, February.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    sun-tourism; hotel; tourism services; best practice benchmarking; competitive;
    All these keywords.

    JEL classification:

    • L82 - Industrial Organization - - Industry Studies: Services - - - Entertainment; Media
    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism
    • L84 - Industrial Organization - - Industry Studies: Services - - - Personal, Professional, and Business Services
    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software

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