In the touristry merchandise development policy of the Prahova, one of import facet is forming Tourss thematic paths such as the Wine Route, Road Princes, Way Fruit. To this terminal, this paper proposes developing a selling program to advance natural, ethno-cultural, historical and wine attractive force of vicinities situated on the path “ Wine Road ” . By implementing this selling program is expected to increase both the figure of tourers who choose as their vacation finish or weekend such a tourer circuit and increase its repute.
World touristry has entered a period of really crisp international fight. If the competition went past particularly with monetary values, with a inclination to equalise their conquering of a market involvement, today occur really heterogenous elements as: touristry merchandise distinction, advertisement, selling actions.[ 1 ]
Harmonizing to J. Krippendorf, touristry merchandise is a really complex construction with the chief constituent able to pull possible tourers is the natural touristry resources, cultural, spiritual, and human history of the country.[ 2 ]In this regard, the country was marked tourist path Prahova Wine Road, where the beauty of natural, historical and architectural blend harmoniously.
Get downing from these premises, this paper aims to develop a selling program to advance natural, ethno-cultural, historical and wine attractive forces, on thematic path of theWine Road in Prahova county.
Why a selling program? A Selling is the cardinal factor in making a successful touristry concern.
The intent of this program is to heighten the local touristry resources and to measure the impacts of touristry activities on the development of the country. The program contains these chapters: justification of the tourer merchandise, SWOT analysis of touristry in the country, current market analysis, selling aims, schemes, action program and the budget program.
Justification of the tourer merchandise
Wine Road tourer path through the celebrated vineries of Prahova County and includes Michigans at sign of the zodiacs, the royal tribunal and monasteries. The route passes through the vicinities of FilipeAYtii de
The resources in these small towns, ancient churches and monasteries 100s of old ages old, where the Rumanian spirit is kept alive by the attempts of the locals and their pastoral, ruins of castles and other marks in Prahova County historic heritage, represent an attractive peculiarly for tourers eager to cognize the traditions and cultural hoarded wealths of this country.
Besides, the pattern of wine touristry allow tourers wine tasting of traditional but besides knowledge the traditional fables and historical figures who made their grade on topographic points. Cellars, some historic memorials, allow visitants to savor the wealths hidden in them, either in private or as portion of events.
Tourists can see the Tohani vineries, located on the estate of Prince Nicholas, celebrated for ruddy vino made from grapes dried on Valea CalugareascA? Research Institute in vino, the merely of its sort in the state. Tourists can see the topographic point attempt attach toing the procedure of obtaining vino and besides have the chance to measure the consequences of this attempt.
By advancing the tourer circuit will supply historical and cultural heritage of the towns on this path, will increase the visibleness and attraction of wine touristry, thereby easing the publicity of vineries in the county, which will enable the development of touristry in the country and attract investors. This will excite the development country, new occupations, increase foreign exchange net incomes, all ensuing in long term quality of life.
SWOT analysis of touristry in the country
SWOT analysis is one of the most popular tools of strategic direction[ 3 ]that identifies strengths and failings of the tourer merchandise, menaces and chances in the external environment.The SWOT analysis provides information that is helpful in fiting the tourim resources and capablenesss to the competitory environment in which it operates.
Designation of SWOTs are indispensable because subsequent stairss in the procedure of be aftering for accomplishment of the selected aims may be derived from the SWOTs. The purpose of any SWOT analysis is to place the cardinal internal and external factors that are of import to accomplishing the aims.
Wine Road localities on offers exceeding tourer potency due to the natural and highly valuable heritages in footings of their senior status while ;
Each vinery that has I‹ Wine Road ‘ path runs through his hoarded wealth fables and historical figures who made their grade on topographic points ;
On this manner tourers can see several wine makers and wine savoring scintillating repute, being initiated into the traditions of wine making ;
The route runs through wooded hills and vales, offering a landscape of alone beauty.
Sightsing path under I‹ Wine Road ” are small known to tourers, a low degree of publicity and development of tourer information centres, but besides related services in this country of activity ;
Vineyards and wine makers located on this path are non known and appreciated in their true historical value ;
Presently, the Wine Road non profit from on-line publicity ;
Tourist parts lack an appropriate web of multifunctional centres specialising in touristry, leting tourers entree to information, information services and specific events.
The country has a clime conducive to prosecuting possible specific touristry throughout the twelvemonth ;
Wine Road across many wooded countries provide a natural environment, sought and appreciated by most tourers ;
The route is marked with marks ;
The attempt Prahova governments were obtained financess for upgrading countries and included sightseeing on this path ;
The concern governments to advance the touristry potency through acute national run that will assist increase the fight of touristry in South – Muntenia.
Known and busy tourer paths such as the Prahova Valley, is strong competition to pull tourers on Wine Road ;
Tourists penchants for Prahova country focuses peculiarly on mountain touristry and winter athleticss resorts Azuga Busteni, Predeal ;
There is high competition from states known for wine touristry such as France, Italy ;
It finds weak concern, particularly the immature, the cognition and values that marked the development country ;
Although much improved, substructure is non reflected in European criterions.
Current Market Analysis
The complex procedure of version supply to market demands requires an attempt of placing, analysing and quantifying its. While turn toing market analysis merchandises is heterogenous, it can accomplish a cleavage harmonizing to the tourer attractive forces included on the Wine Road path. Segmentation is an of import tool for strategic planning. The accent is on efficiency and client satisfaction degree of service.[ 4 ]
Wine Tourism. Practicing this type of touristry in Prahova County is served by the being of traditional assortments, alone dirts and alone corsage of vino. Vineyard “ Great Hill ” called “ Motherland Red Wine ” in the Southern Carpathians bend, rennet is the Rumanian vino country with climatic conditions really similar to the Bordeaux part. Vineyard centres are BoldeAYti, Valea Calugareasca, UrlaA?i – Ceptura, Tohani – Mizil, Cricov. In these turning countries can be practiced that signifier of touristry, including helping visiting vineries and wine production procedure.
Besides, wine makers can be a particular finish, heightening local touristry supply, such as professional vino tasting, forming synergistic competitions and celebrations with countrified traditional Rumanian nutrient. Here, tourers can take part in a figure of specific events such as the Wine Festival from Valea Calugareasca, organized by the Chamber of Commerce and Industry Prahova in coaction with County Council.
Weekend tourers and pilgrims in monasteries.Some sociological surveies conducted in the counties of Romania have stated penchants for a important section of tourers sing the monasteries and topographic points where traditions are being kept unchanged foundation on which the universe today.
Rumanian people is basically a Christian state – an Orthodox antediluvian spiritualty that remained alive for centuries, standing informant to ancient churches and monasteries 100s of old ages. Located in a natural scene of exceeding beauty, many of them surrounded by trees as secular, these aims in Prahova county cultural heritage can function as tourer attractive forces of the weekend for many dwellers of urban agglomerations in the county but and the next. In this respect, particular attending should be paid to this market section through targeted regional advertisement and information runs.
Miniholydays. An of import section of clients is the group of tourers who choose to pass vacations miniholydays within organized by travel bureaus and circuit operators. This section is extremely competitory market, so that marketing scheme should be oriented towards a comprehensive information both possible tourers and travel agents and circuit operators so that they form an overview of possible country and inclusion its vacation agenda.
Business Tourism.An of import section of the market that could be explored is longer term participants in events such as concern conventions, conferences, meetings, scientific Sessionss. Possible development of touristry concern premises situated on the path “ Wine Road ” may be the mark of a hereafter undertaking, because investing is needed to construct conference suites equipped with equal installations.
Puting selling aims
Aims is what we want to accomplish, and demo how schemes for accomplishing them. A touristry selling nonsubjective requires set uping a balance between touristry merchandises and their markets.[ 5 ]
From the analysis of failings and chances related to cultural and historical development of touristry in Prahova County, a clear set of aims designed chiefly to inform and pull possible tourers to the country to run into their demands and desire. This is a brief:
Informing and exciting possible consumers about the bing touristry merchandises thematic route the Wine Road ; A
Visibility increasing of tourer natural, ethno-cultural, historical and wine attractive force on the Wine Road path ;
Determination of favourable alterations in outlook and wonts of possible tourers ;
Measure the effectivity of promotional and communicating.
Schemes for execution of selling aims
Schemes identified ( table 1 ) have character type pull schemes affecting advertisement and publicity actions for the consumer market, targeted end-user and aimed to make on it to bespeak merchandises from travel bureaus and circuit operators.
Attraction scheme is focused on application, seeking the creative activity or increase them. The end is to supply adequate information to pull consumers[ 6 ].
Table 1. Matrix aims and selling scheme
Informing and exciting possible consumers about the bing touristry merchandises thematic route the Wine Road.
Making a set of promotion stuffs to project a positive image of touristry merchandises.
Establishing an initial set of standards for puting advertisement in assorted mediums of communicating.
Visibility increasing of tourer natural, ethno-cultural, historical and wine attractive force on the Wine Road path.
Electronic means to advance touristry merchandises.
Determination of favourable alterations in outlook and wonts of possible tourers
Guaranting maximal exposure for touristic path the Wine Road and its touristry advantages.
Measure the effectivity of promotional and communicating
Execution of marketing research utilizing techniques tourers sentiment canvass.
Action program for implementing general selling schemes
It is of import to develop the overall selling schemes into elaborate programs and plan. Although these elaborate programs may cover each of the 7 P ‘s, the focal point will change, depending upon specific schemes identified. These programs must hence be: clear, quantified, focused, realistic and agreed.
The action program for implementing selling schemes identified is presented in table 2.
Table 2 Action program for implementing selling schemes
Making a set of promotion stuffs to project a positive image of touristry merchandises.
Making promotional cusps and booklets incorporating a brief description of natural, ethno-cultural, historical and wine attractive force on thematic path of theWine Road
Making travel itinerary circulars incorporating presentation of ” Wine Road ” path.
Editing a monographic album of the tourer path aˆz Wine Road ” .
Making a tour usher in English for international communicating.
Establish a calendar of cultural events organized in vicinities on the path aˆzWine Road ” .
Function of the vino in which will calculate the chief centres of vino in Prahova County.
Making a documental movie.
Production of a picture topographic point.
Achieving a panel of information in many vicinities: FilipeE™tii de PA?dure, FloreE™ti, BA?icoi, Plopeni, Zamfira, BoldeE™ti, Bucov, VA?rbila, Valea CA?lugA?reascA? , JercA?lA?i, UrlaA?i, Ceptura, Tohani, Mizil located on the path aˆzWine Road ” .
Making out-of-door panels will be mounted on the chief roads of Romania.
Establishing an initial set of standards for puting advertisement in assorted mediums of communicating
Categorization harmonizing to precedence aims of audience communicating handiness and cost.
Establish standards for mensurating the impact of advertisement
Electronic means to advance touristry merchandises.
Making a web site of touristry itinerary aˆzWine Road ”
Making a DVD with synergistic presentation on the circuit attractions aˆzThe Wine Road “ .
Sent by direct mail to tour operators and tourer companies of promotional stuffs to advance the touristry potency of vicinities situated on the path aˆzWine Road ” .
Guaranting maximal exposure for touristic path “ Wine Road ” and its touristry advantages
Engagement in touristry carnivals organized in Romania and other states.
Forming cultural and science events to advance the touristic potency of vicinities on aˆzWine Road “ .
Forming in Tohani, Valea CA?lugareasca, UrlaE›i and Mizil, of cultural and artistic events during grape aggregation.
Execution of marketing research utilizing techniques tourers sentiment canvass
Develop a questionnaire to measure the satisfaction of tourers.
Market study and analysis consequences
The chief recommendations of this selling program are to advance natural, ethno-cultural, and historical attractive force on thematic path the Wine Road in Prahova county, through advertisement stuffs, development of electronic agencies of publicity, organisation of scientific, cultural, engagement in carnivals and exhibitions. By implementing this selling program is expected touristry development in Prahova county, by pulling foreign and Rumanian tourers, outlooks are the undermentioned:
Increasing the consciousness of touristry on the vino route path, at the national degree ;
Increased communicating portion at least 10 % ;
Increasing the figure of tourers at least 10 % during one twelvemonth.
Deliverables will be transporting out studies to supervise satisfaction of tourers and an analysis of specific market sections of tourers.