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Tourism market heterogeneity in Romanian urban destinations, the case of Brasov

Author

Listed:
  • Adina Nicoleta Candrea

    (Faculty of Economic Sciences, Brasov, Romania)

  • Cristinel Constantin

    (Faculty of Economic Sciences, Brasov, Romania)

  • Ana Ispas

    (Faculty of Economic Sciences, Brasov, Romania)

Abstract

This paper is set on the context of tourism marketing and it investigates the concept of segmentation as an important tool in the management of urban tourism destinations. Segmentation presumes the existence of heterogeneity among customers in the market, and has received considerable support within the tourism literature while urban tourism has been the object of intensive research for several years. Based on a quantitative research, the present study, aims to provide a deeper insight into the typology of tourists visiting Romanian urban tourism destinations, with a focus on the city of Brasov. The survey reveals that the studied sample can be grouped into different clusters according to their socio-demographic and travel characteristics. As the results demonstrate that each of the identified tourists segments has different profiles, the implications for destination management are discussed. Recommendations are also highlighted in order to assist destination managers to formulate marketing strategies adapted to the different market segments, aiming to better position Brasov as an urban destination on the competitive national and international market.

Suggested Citation

  • Adina Nicoleta Candrea & Cristinel Constantin & Ana Ispas, 2012. "Tourism market heterogeneity in Romanian urban destinations, the case of Brasov," Tourism and Hospitality Management, University of Rijeka, Faculty of Tourism and Hospitality Management, vol. 18(1), pages 55-68, May.
    • Handle: RePEc:tho:journl:v:18:y:2012:n:1:p:55-68
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    Citations

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    Cited by:

    1. Maria-Luminita Cojocea & Monica-Maria Coros, 2018. "Upscale And Luxury Hotels In Romania Facing Digital Advocacy: Success Or Failure?," JOURNAL STUDIA UNIVERSITATIS BABES-BOLYAI NEGOTIA, Babes-Bolyai University, Faculty of Business.
    2. Engelina du Plessis & Melville Saayman, 2018. "Aspects contributing to tourism price competitiveness of South Africa," Tourism Economics, , vol. 24(2), pages 146-156, March.
    3. Mihai Duguleană & Victor-Alexandru Briciu & Ionuț-Alexandru Duduman & Octavian Mihai Machidon, 2020. "A Virtual Assistant for Natural Interactions in Museums," Sustainability, MDPI, vol. 12(17), pages 1-17, August.
    4. Cornelia Pop & Cristina Balint, 2018. "Romanian Urban Tourism: A Survey Of Accommodation Facilities," JOURNAL STUDIA UNIVERSITATIS BABES-BOLYAI NEGOTIA, Babes-Bolyai University, Faculty of Business.
    5. Fernanda A. Ferreira & Oana Ruxandra Bode & Rozalia Veronica Rus & Valentin Toader, 2018. "The Influence Of Hotel Attributes On Room Rates. The Case Of Bucharest," JOURNAL STUDIA UNIVERSITATIS BABES-BOLYAI NEGOTIA, Babes-Bolyai University, Faculty of Business.

    More about this item

    Keywords

    Market heterogeneity; Profile; Segmentation; Urban destination; Tourists;
    All these keywords.

    JEL classification:

    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism

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