Impact of Marketing Mix Elements on Building the Image of Tourist Accommodation Establishments — An Empirical Study in Romania
Tăchiciu L., Ioncică M., Iosif A., Pantelescu A., The 22nd RESER International Conference – Services and Economic Development Local and Global Challanges – Conference Pogramme and Abstracts, RESER 2012, European Association for Research on Services, 22nd International Conference Bucharest, Romania
13 Pages Posted: 13 Mar 2013
Date Written: September 21, 2012
The tourist performance of accommodation establishments incorporate a number of features which arise from the special characteristics of the offer and from the competitive dynamics. In order to attain a proper position in the tourists’ mind and develop a potential to differentiate themselves, the accommodation establishments must apply specific strategies for approaching the target segments, focus heavily on the marketing tools and provide extra services.
The current research proposes an empirically-derived model whereby the management of urban two, three and four-star hotels and guesthouses can approach customers with a view to creating a proper image in their mind, drawing them to the establishment or gaining their loyalty and maintaining the relationship with them. As the study uses the technique of structural equation modeling, it is highly scientific and carries significant management implications. These are to provide viable solutions to the decision-making factors about the possibilities they have to adjust their products and services to the customers' expectations.
Keywords: accommodation establishment, structural equation modeling, brand image, marketing tools, Romania, hotels, tourist perception
JEL Classification: M30, M31
Suggested Citation: Suggested Citation