Using SWOT analysis to substantiate marketing strategies for balneo-tourism
Article Sidebar
Main Article Content
Abstract
Given its social, economic and environmental impact, together with its history and tradition, balneo-tourism counts among the most important forms of tourism practiced in Romania, thus being useful to constantly identify, analyse and develop ways of supporting its positive evolution on a long term. The purpose of this article is to present, along with theoretical references regarding the importance of substantiating marketing strategies in balneo-tourism marketing planning, the results of a SWOT analysis developed in order to create better-adapted marketing strategies for balneo-tourism in Romania. The SWOT analysis is based on a qualitative research, conducted among several Romanian experts directly involved in the field of balneo-tourism. Therefore, the results obtained and the conclusions drawn can be used to substantiate marketing strategies for balneo-tourism in Romania, emphasising the main strengths and opportunities, such as the various, high quality, natural resources and the positive dynamic of the tourism market, and improving or limiting the impact of the weaknesses and threats, such as the insufficient specialised human resources and the lack of financial resources. The paper presents a series of recommendations regarding the addressed matter and offers a comprehensive point of view upon relevant aspects that should be dealt with in order to support more efficiently the Romanian balneo-tourism evolution.
Keywords: Tourism, SWOT analysis, marketing strategy, qualitative research.
Downloads
Article Details
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).