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Sustenability and Organic Growth Marketing: an Exploratory Approach on Valorisation of Durable Development Principles in Tourism

Author

Listed:
  • Gheorghe Epuran

    (Transilvania University of Brasov)

  • Lavinia Dovleac

    (Transilvania University of Brasov)

  • Ioana Simona Ivasciuc

    (Transilvania University of Brasov)

  • Bianca Tescasiu

    (Transilvania University of Brasov)

Abstract

Sustainability implies the extension of companies’ classic relations outside the economic sphere, leading to the necessity of justification and legitimisation of the actions performed by them and being a premise for organic growth, a concept known as smart growth. This means creating more products – values, for more customers, with superior productivity and proper management of the risks caused by growth itself. In this context, the expression “grow or disappear” is replaced by “improve in order to stay competitive”. The objective of this paper is to highlight the way in which the implementation of the sustainable development principles are correlated with the aspects of organic growth in tourism and the possibility of evaluating the organic growth from the perspective of sustainable development. In order to achieve the proposed objective, it was conducted a qualitative marketing research among hotel managers in Bra?ov County. Collected using the quota method, the sample is a non-probabilistic type, and the research was conducted based on semi-structured interview, a method chosen in accordance to the type of research. The major contributions of the research process are to highlight the relation between the sustainable development and organic growth, to propose a general configuration of the marketing strategy pillars of sustainable business in tourism and to identify some methods of evaluating the organic growth from the perspective of sustainable development.

Suggested Citation

  • Gheorghe Epuran & Lavinia Dovleac & Ioana Simona Ivasciuc & Bianca Tescasiu, 2015. "Sustenability and Organic Growth Marketing: an Exploratory Approach on Valorisation of Durable Development Principles in Tourism," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 17(40), pages 927-927, August.
  • Handle: RePEc:aes:amfeco:v:40:y:2015:i:17:p:927
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    References listed on IDEAS

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    1. Torres-Delgado, Anna & Palomeque, Francesc López, 2014. "Measuring sustainable tourism at the municipal level," Annals of Tourism Research, Elsevier, vol. 49(C), pages 122-137.
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    Cited by:

    1. Bianca TESCASIU & Angela Eliza MICU, 2015. "Defining Elements of Cities Touristic Attractiveness - A Case Study – Helsinki," Economics and Applied Informatics, "Dunarea de Jos" University of Galati, Faculty of Economics and Business Administration, issue 2, pages 64-69.
    2. Iulia Diana Popa & Dan-Cristian Dabija, 2019. "Developing the Romanian Organic Market: A Producer’s Perspective," Sustainability, MDPI, Open Access Journal, vol. 11(2), pages 1-15, January.
    3. Catalin POSTELNICU, & Dan Cristian DABIJA, 2016. "Challenges And Development Prospects For Tourism In Romania," EcoForum, "Stefan cel Mare" University of Suceava, Romania, Faculty of Economics and Public Administration - Economy, Business Administration and Tourism Department., vol. 5(1), pages 1-10, January.
    4. Codruta Adina Baltescu, 2017. "Green Marketing Strategies Within Romanian Tourism Enterprises," Annals - Economy Series, Constantin Brancusi University, Faculty of Economics, vol. 4, pages 83-89, August.

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    More about this item

    Keywords

    sustainability; marketing; organic/smart growth; sustainable tourism; sustainable development; marketing 3.0.;
    All these keywords.

    JEL classification:

    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism
    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • Q56 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics - - - Environment and Development; Environment and Trade; Sustainability; Environmental Accounts and Accounting; Environmental Equity; Population Growth

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