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Marketing communication in Tourism Connection challenges in new service sectors

Author

Listed:
  • Pop Nicolae Al.

    (The Bucharest University of Economic Studies, Bucharest, Romania)

  • Baba Cristina Andrada

    (The Bucharest University of Economic Studies, Bucharest, Romania)

  • Anysz Raluca Năstate

    (The Bucharest University of Economic Studies, Bucharest, Romania)

Abstract

The drive for sensational, adventurous and unique experience is a growing tendency in contemporary society. Services adapt to this demand and communication is a main tool of support for these redefined services. Communication can redefine every known type of service by shaping expectations regarding interaction among parties, place of action, time of use, management methods, results and purpose of the information. The mass tourism is evolving into a variety of forms and one of the segments growing in importance is the Adventure tourism which requires, along with the complex and demanding activity, a more specific and canalized interaction on all levels and in all stages. The perception of an activity or a place, the gained support, the safety measures, emergency situations and general opinion are results of the marketing communication. This study observes the Adventure market in terms of reasons, types and trust, by leading a qualitative exploratory research and in-depth interviews with 18 actors and participants and expressing ways of adequate addressing. Romania is a newcomer on the Adventure tourism market and provides opportunities to test approaches.

Suggested Citation

  • Pop Nicolae Al. & Baba Cristina Andrada & Anysz Raluca Năstate, 2019. "Marketing communication in Tourism Connection challenges in new service sectors," Proceedings of the International Conference on Business Excellence, Sciendo, vol. 13(1), pages 1098-1107, May.
    • Handle: RePEc:vrs:poicbe:v:13:y:2019:i:1:p:1098-1107:n:96
    DOI: 10.2478/picbe-2019-0096
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    References listed on IDEAS

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    1. Dan-Cristian Dabija & Catalin Postelnicu & Nicolae Al. Pop, 2014. "Methodology for Assessing the Degree of Internationalization of Business Academic Study Programmes," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 16(37), pages 726-726, August.
    2. Nicolae Al Pop & Mihaela Roman & Adina Săniuţă & Carmen Petrişoaia, 2012. "Relationship Marketing, Engine of Sustainable Development and Organisational Change in the Romanian Business Environment," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 14(32), pages 349-364, June.
    3. Varsha Verma & Dheeraj Sharma & Jagdish Sheth, 2016. "Does relationship marketing matter in online retailing? A meta-analytic approach," Journal of the Academy of Marketing Science, Springer, vol. 44(2), pages 206-217, March.
    4. Jean-Marc Decaudin & Denis Lacoste, 2018. "Services advertising: showcase the customer!," Post-Print hal-02008096, HAL.
    5. Pelau, Corina & Pop, Nicolae Al., 2018. "Implications for the energy policy derived from the relation between the cultural dimensions of Hofstede's model and the consumption of renewable energies," Energy Policy, Elsevier, vol. 118(C), pages 160-168.
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