| Issue no. 8 / 2009 |
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Assistant Professor Ph.D. Maja DJUKIC
In time of globalization very important role in touristic enterprise have intangible assets: human capital, information capital and organization capital. Intangible assets, especially human resources drive long-term value creation. So human resources are generally accepted as being strategically important. The main management problem is being able to make alignment of intangible assets and organization's strategy. The tools which management in tourism enterprise can use for this purpose are balanced score card and strategy map, which will be explained in this article.
Key words: organization's strategy, intangible assets, strategic alignment JEL classification: E 29, L 11, L 83
Ph.D. Olexander KYFYAK
Chernivtsi National University AssociateProfessor Ph.D. Alexandru NEDELEA "Ştefan cel Mare" University of Suceava
In this article it is advanced the necessity for regional marketing as tool of strengthening the competitiveness of tourist services' sphere. It is also investigated its essence and specificity in modern conditions. On the basis of certain tendencies and the carried out marketing researches recommendations about formation of effective strategy for regional marketing in а context of necessity for tourism development are offered.
Key words: regional marketing, tourism, region, competitiveness, recreational services, strategy, regional tourist product JEL classification: D21, L11, L83
Professor Maximiliano KORSTANJE
The present research is aimed at describing scientifically how the citizenship practiced the leisure in Ancient Rome ranging from I B.C and I D. C centuries. Almost 123 years of history that deserves being uncovered. Readers who wish having clear how leisure conformed in High Empire should refer to classical biographers such as Cornelius Tacitus and Caius Suetonius. In different manners, both have contributed to understand further about how Romans lived. Like in Greece, mythology encouraged the conflict confronting sons against their fathers. The glory, fame and power were values that a child learned from the cradle. For that, in the lapse of few decades Rome transformed in a military and economic power that subdued all known world for more than four centuries. Under such a circumstance, leisure worked as a vehicle towards hegemony and ideology preventing social fragmentation as well as encouraging a rural migration to urban cities.
Key words: Roman Empire, leisure, pleasure, ideology, mythology JEL classification: L83, N70
Mohammad SHAMSUDDOHA
Tourism appeal includes natural places like beaches, eco-parks, lakes, valleys, rivers, islands etc., archeological sites, historic mosques and monuments, resorts, picnic spots, forest and wildlife. Bangladesh is a riverine country having attractive panoramic beauty. There are hills, valley, canals, lake, eco-park and mangrove forests, rivers, so many islands and the longest beach in the world. In this country, the scope of nature based tourism, resource based tourism, culture based tourism and eco-tourism is quite evident. Bangladesh is trying hard to develop its tourism industry. Therefore the whole situation deserves to be seen from right perspectives. Role of government is positive since the last twenty years both private and public organizations have come forwarded to attract the local and foreign tourists. The cracks of problem could not identify accurately because of the paucity number of researches and investigations in our country. Developed and organized tourism industry could change the economic condition and contribute a big share in the GDP of Bangladesh. This study will impede the opportunities of developing tourism industry in the light of existing resources.
Key words: tourism, development, marketing, Bangladesh JEL classification: D21, L11, L83
Professor Felicjan BYLOK
This paper presents the results of the sociological research conducted among the citizens of Czestochowa concerning its development as a tourist resort. In this article some theoretical aspects of tourism marketing, city marketing, management of local government and management of settlement units are presented. The nature of Czestochowa as a potential tourist resort, mainly in the scope of its history and attractions is an important issue which is discussed in this paper.
The main part of this paper is the discussion on the results of the research concerning opinions about the possible augmentation of tourist traffic within the city, the opportunities and threats for Czestochowa's development, the strengths and weaknesses of the city as a potential tourist resort and also the forms of promotion to create and raise interest among potential visitors. The presented research is a part of the process of the city's strategic development that is based on consultation with the community. Without the approval of the city's inhabitants the implementation of this strategy would be doomed to failure. The paper consists of four parts. The first one is a presentation of Czestochowa. Following this the conceptualization of the issue for analysis and theoretical problems of promoting tourism and the city are discussed. In the third part the methodology of the research is presented: the research process, sampling procedure, structure of the population under analysis. The fourth part of the paper is focused on analysing the issue of developing the tourist resort as one of the key elements of Czestochowa's marketing focus. This part also contains some considerations about the possible ways to promote the city. Key words: tourism, marketing, city management, sociology of local community, strategy of city and regional development JEL classification: J24, L83, O15
THE ROLE OF HOTELS IN THE CONSUMPTION OF CULTURAL TOURISM IN KENYA
Joseph A K. WADAWI
Tourism is Kenya's leading foreign exchange earner, yielding the country over US$500m annually. The industry contributes over 10% of the GDP to the national economy. However, considering that the industry experienced a slump over the period 1994-2003, there are challenges on how to sustain the current tempo of growth in the midst of growing competition, especially in wildlife-based tourism. There is a general feeling that the tourism industry in Kenya needs to avoid over reliance on wildlife and diversify its tourism product base. The industry stakeholders (led by the government) are seeking means and strategies of differentiating the tourism product offering in order to become a destination of choice in international markets. It is with the foregoing in mind that this study focused on investigating the possibility of incorporating cultural tourism as a means of augmenting and diversifying Kenya's tourism product. This is in view of the fact that the country has a vast ethnic diversity with a total of 42 cultural groupings.
These groups spice up Kenya's heritage with various cultural attractions including music, food, dress, architecture, artifacts, dances, language, religious monuments, prayer and worship, family, government and leadership. The question that the research wanted to answer is how the hotels could contribute to the development of cultural tourism in Kenya. Being a key component and beneficiaries of improved performance in tourism, hotels, have a crucial role to play in shaping the nature of the cultural tourism product offering. The study established that many hotels have taken various specific measures in support of cultural tourism including: architectural designs and layouts that depict the surrounding culture; incorporation of local culture in branding and naming of facilities; inclusion of traditional tastes and choices in food; selection of staff uniform based on traditional designs and colours; emphasis on cultural uniqueness in overseas marketing campaigns; and formation of lobby groups seeking government support for cultural tourism The research concluded with a recommendation that it would be a great gain if hotels and the Kenya tourism fraternity could develop consistent frameworks for promoting culture as part of tourism consumption. This would then provide a unique strategic marketing formula for Kenya to have an edge over her competitors. Key words: hotel, cultural tourism, Kenya JEL classification: D21, J24, L83
Associate Professor Ph.D. Liljana ELMAZI
This paper investigates marketing concept application in the most profitable of tourism businesses in Albania. The total population is defined according to the profitability criteria, whereby the stratified sample of 100 tourism businesses was applied. The research is aimed at gathering primary data by the questionnaire sent via mail.
The goal of each economic activity is creating value for the end users. In this context, profit is both a measure of value which the firm has created for the customer and an indicator of how well the enterprise has understood customer needs and translated the understanding into products and services that deliver superior value. From the above stated, the conclusion can be made that the most profitable tourism businesses adopt marketing concept to the largest extent. Key words: marketing concepts, tourism businesses JEL classification: J24, L83, M31
TOURISM WEBSITES CHARACTERISTICS IN A COUNTRY WITH SMALL INTERNET USE - CASE STUDY OF SERBIA
Junior-researcher, MSc. Uglješa STANKOV
Assistant professor, PhD. Nevena ĆURČIĆ Assistant, MSc. Svetlana VUKOSAV Assistant, MSc. Vanja DRAGIĆEVIĆ Junior-researcher Tamara PAVLOVIĆ University of Novi Sad, Serbia
Web is the powerful tool for tourism industry in economically developed countries. That mostly implies high website quality, use of Internet promotion techniques and good management of website distribution elements. However, what kinds of tourism websites characteristics are present in a country with small development and small use of Internet, such as Serbia? Serbia connected to Internet in 1996, and two years later first websites related to tourism subjects appeared, but still has small Internet penetration rate. Many companies in travel industry from developing countries use websites, but not in the right way. The purpose of this paper is to examine and show present tourism websites characteristics in term of its credibility, presentation and type of website content, visibility and search engine rank. The main method used in this research is structural observation of domestic 260 travel websites in Serbia. The results have pointed to the negative websites characteristics and inadequate use of its possibilities in tourism sector in Serbia.
Key words: Internet use, Serbia, tourism, website JEL classification: M15, M30, L86, N74
TOURIST DESTINATION MANAGEMENT
Karmen Andrea MEZEI
Tourism development has environmental and social consequences upon local and global communities. The impact of tourism must be kept within certain limits which are set up by sustainable tourism. Meanwhile the viability of the investment must be assured. Tourism development matrix is the tourist destination. Destination management must ensure the balance between economic, social, cultural, and environmental activities. Competitive destination management organization means a harmonious combination between planning, lobby, coordination and marketing (promotion). The recommendation of an integrated meta plan for Romanian balneal spa could be the choice for a successful tourism development.
Key words: sustainable tourism, destination management, environment, local communities, meta plan JEL classification: Q01, Q56
MULTIPLE REGRESSION ANALYSIS OF MAIN ECONOMIC INDICATORS IN TOURISM
Assistant Ph.D. Erika KULCSÁR
This paper analysis the measure between GDP dependent variable in the sector of hotels and restaurants and the following independent variables: overnight stays in the establishments of touristic reception, arrivals in the establishments of touristic reception and investments in hotels and restaurants sector in the period of analysis 1995-2007. With the multiple regression analysis I found that investments and tourist arrivals are significant predictors for the GDP dependent variable. Based on these results, I identified those components of the marketing mix, which in my opinion require investment, which could contribute to the positive development of tourist arrivals in the establishments of touristic reception.
Key words: coefficient of determinations - , analysis of variance, Student test, multivariate analysis of dependencies JEL classification: D12, L83
DEVELOPMENT OF RURAL TOURISM THROUGH ENTREPRENEURSHIP
Scientific researcher III Ph.D. Camelia SURUGIU
The present paper is addressing the issue of entrepreneurship in rural tourism, identifying its potential to stimulate the rural areas of Romania. Tourism in general and rural tourism in particular are dominated by small business where the spirit of initiative, desire to achieve and the ability to identify market opportunities and to fructify effectively are essential. The Romanian entrepreneurship began to revive after 1989, the efforts initially being shy and the researches carried out indicate that Romanian developer in rural tourism is still optimistic and open to accumulate new knowledge and is interested to develop a business.
Key words: rural tourism, entrepreneurship, development, human resources JEL classification: J24, L83, O15 |
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