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

See all articles by Dan-Cristian Dabija

Dan-Cristian Dabija

Babes-Bolyai University Cluj-Napoca, Faculty of Economics and Business Administration, Department of Marketing

Alexandru Chis

Universitatea Babes-Bolyai; Universitatea Babes-Bolyai

Date Written: September 21, 2012

Abstract

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

Dabija, Dan-Cristian and Chis, Alexandru and Chis, Alexandru, Impact of Marketing Mix Elements on Building the Image of Tourist Accommodation Establishments — An Empirical Study in Romania (September 21, 2012). 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, Available at SSRN: https://ssrn.com/abstract=2232906 or http://dx.doi.org/10.2139/ssrn.2232906

Dan-Cristian Dabija (Contact Author)

Babes-Bolyai University Cluj-Napoca, Faculty of Economics and Business Administration, Department of Marketing ( email )

Str Teodor Mihali, Nr.58-60
Cluj-Napoca, RO- 400591
Romania

Alexandru Chis

Universitatea Babes-Bolyai ( email )

58-60 Teodor Maniu street, Cluj-Napoca
67 Iuliu Maniu street, Sighetu Marmatiei
RO-3400 Cluj-Napoca, Cluj 435500
Romania

Universitatea Babes-Bolyai ( email )

FSEGA
Str Teodor Mihali, Nr.58-60
Cluj-Napoca, Cluj RO- 400591
Romania

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