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The Role of Marketing in Luxury Tourism: A Case Study on the Structures of Tourist Reception in Romania

Author

Listed:
  • Raluca-Giorgiana Chivu (Popa)

    (The Bucharest University of Economic Studies)

Abstract

Tourism is a pleasant and relaxing activity for people who choose to disconnect from daily activities to relax, visit other places and discover different cultures. As in the case of other types of goods or services, in the case of tourist services, some differences make them accessible to the general public or luxury, depending on the quality and experience offered. In the case of luxury tourism, however, things are different due to the types of beneficiaries and their perception. In this article, we aim to make a theoretical approach to the concepts of tourism, marketing in tourism and luxury tourism, followed by a case study conducted on official statistics in Romania on the types of accommodation available and the number of beneficiaries depending on the conditions offered. This will highlight the differences in demand on the Romanian market for luxury and medium tourist services and highlight the differences between Romanian tourists and foreign tourists who choose to spend their nights in Romania.

Suggested Citation

  • Raluca-Giorgiana Chivu (Popa), 2021. "The Role of Marketing in Luxury Tourism: A Case Study on the Structures of Tourist Reception in Romania," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(2), pages 636-645, December.
    • Handle: RePEc:ovi:oviste:v:xxi:y:2021:i:2:p:636-645
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    File URL: https://stec.univ-ovidius.ro/html/anale/RO/2021-2/Section%204/12.pdf
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    References listed on IDEAS

    as
    1. Aurelia-Felicia STĂNCIOIU & Andreea BOTOŞ & Mihai ORZAN & Ion PÂRGARU & Octavian ARSENE, 2013. "Integrated marketing communication in tourism – an analysis. Case study: Muntenia and Oltenia," Theoretical and Applied Economics, Asociatia Generala a Economistilor din Romania - AGER, vol. 0(6(583)), pages 7-34, June.
    2. Ionela – Valeria POPESCU & Valerică OLTEANU, 2014. "Luxury Tourism: Characteristics And Trends Of The Behavior Of Purchase," SEA - Practical Application of Science, Romanian Foundation for Business Intelligence, Editorial Department, issue 4, pages 319-324, July.
    3. repec:agr:journl:v:6(583):y:2013:i:6(583):p:7-34 is not listed on IDEAS
    4. Ian Yeoman & Una McMahon-Beattie, 2011. "The Changing Meaning of Luxury," Palgrave Macmillan Books, in: Ian Yeoman & Una McMahon-Beattie (ed.), Revenue Management, chapter 6, pages 72-85, Palgrave Macmillan.
    5. Arisetyanto Nugroho, 2017. "ASEAN Tourism Marketing Communication Attribute: An Exploratory Research at Goaseantv," European Research Studies Journal, European Research Studies Journal, vol. 0(3A), pages 383-395.
    6. Ian Yeoman & Una McMahon-Beattie, 2018. "The future of luxury: mega drivers, new faces and scenarios," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 17(4), pages 204-217, August.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    marketing tourism; luxury tourism; tourism services;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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