Delia Fratu – Transilvania University Brasov, 32 Avram Iancu street, Brasov, Romania
DOI: https://doi.org/10.31410/ITEMA.2020.55
4th International Scientific Conference on Recent Advances in Information Technology, Tourism, Economics, Management and Agriculture – ITEMA 2020, Online/virtual, October 8, 2020, CONFERENCE PROCEEDINGS published by the Association of Economists and Managers of the Balkans, Belgrade; Printed by: SKRIPTA International, Belgrade, ISBN 978-86-80194-36-3, ISSN 2683-5991, DOI: https://doi.org/10.31410/ITEMA.2020
Abstract
Kotler’s 2002 definition of place marketing is as follows: “Place marketing means designing a site to meet the needs of its target markets. The development of places means the development for a place of a systematic long-term marketing strategy, directed towards the identification and development of the natural and potential attributes of an area”.
The elaboration of a marketing mix for the tourist destination is the main tool for marketing planning and for adopting the most appropriate strategies. Given that each tourist destination has its specificity, the marketing mix must contain its own elements, adapted to the objectives set.
In this paper we chose to exemplify a way to apply and combine the components of the following marketing mix: product, price, distribution, promotion, staff, partnerships, packaging, security, process management for the tourist destination Brasov Area.
Keywords
Place marketing, Marketing mix, Tourism, Destination.
References
Alhroot, A., Marketing of a destination: Jordan as a case study. PhD thesis, University of Huddersfield. Huddersfield,2007
Ashworth, G., Goodall, B., Marketing tourism places, Routledge, New York, 1990
Avraham, E., et al, Media Strategies for Marketing Places in Crisis, Elsevier, Butterworth-Heinemann, 2008
Baloglu, S, Kozak, M., Managing and Marketing Tourist Destinations Strategies to Gain a Competitive Edge, Routledge, New York, 2011
Candrea, A., Constantin, C., Ispas, A., Tourism Heterogenity in Romanian Urban Destinations, the case of Brasov, Tourism and Hospitality Management, vol.18, no.1. 2012
Destination Marketing Association, The Secrets of Packaging Success for Destination Tourism Organizations, Destination Marketing Association Int Publication, 2007
Dwyer, L., Kim, K., Destination Competitiveness: Determinants and Indicators, Current Issues in Tourism, vol.6, m.5, Routledge, 2003
Fratu Delia: Factors of influence and changes in the tourism consumer behaviour. Buletinul Universităţii Transilvania Braşov, Vol. 4 (53) • No. 1 – 2011 • Series V 120, 2011
Fratu, D., Brychtova, S., Analysis of the Present Situation in Tourism in two European Regions: Pardubice and Brasov, Scientific Papers of the University of Pardubice 21 (3/2011), p.53-67
Howie, F., Managing the tourist destination, Thomson Learning, Londra,2003
Kotler, P., Bowen J., Makens J., Marketing for Hospitality and Tourism, fourth edition, Pearson Education International, Upper Saddle River, New Jersey, 2006
Kotler, P., Asplund, C., Rein, I., Haider, D., Marketing Places in Europe, Prentice Hall, 1999
Malhotra, N., Marketing research – and applied orientation, Pearson Education, Prentice Hall, 2006
Pike, S., Destination Marketing- an Integrated Marketing Communication Approach, Butterworth-Heinenmann, Oxford, 2008
