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Formarea cererii
turistice

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 FORMAREA CERERII
TURISTICE

Introducere
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turistice
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 2 Formarea cererii turistice

Introducere

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turism.
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Cererea pentru turism depinde de bugetul total disponibil pentru

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consumului turistic

bugetul n-a fost cheltuit în totalitate pentru turism.

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reprezentate grafic.

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- FD GHVWLQD LH SUHIHUDW  3HUVRDQD &

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DYXWSUHIHULQ HGLIHULWHLOXVWUDWHGHFXUEDGH LQGLIHUHQ ,C ICúLDOHJH

Sydney-ul.

&XQRDúWHUHD P VXULL vQ FDUH WLSXULOH GLIHULWH GH WXULVP VDX GHVWLQD LLOH WXULVWLFH VXQW VXEVWLWXLELOH VDX

FRPSOHPHQWDUH HVWHvQPRGVSHFLDOXWLO SHQWUX SODQLILFDUHDWXULVPXOXL úLPDUNHWLQJXOXLGDU HVWH LQVXILFLHQW

H[SORUDW vQOLWHUDWXUDGHWXULVP
 )LJXUD6XEVWLWXLUHDGHVWLQD LLORUWXULVWLFHGDWRUDW IDFWRULORUHFRQRPLFL

úLFRPSRUWDPHQWDOLGHUHIHULQ

(IHFWHOHVFKLPE ULORUGHYHQLWVLSUH XULDVXSUDFHUHULLWXULVWLFH

(FRQRPLúWLL FRQVLGHU  F  FHUHUHD WXULVWLF  HVWH LQIOXHQ DW  vQ SULQFLSDO GH XUP WRULL IDFWRUL YHQLWXULOH

SUH XULOH úL LQIRUPD LLOH UHIHULWRDUH OD RIHUWD WXULVWLF  'H DVHPHQHD DFHúWL IDFWRUL LQIOXHQ HD]  úL

FRPSRUWDPHQWXO DWkW DO IXUQL]RULORU GH WXULVP FkW úL DO LQVWLWX LLORU SXEOLFH UHVSRQVDELOH GH OHJLVOD LD GLQ

turism.
*UDILFHIHFWHOHILHF UHLDGLQWUHDFHVWHYDULDELOHOXDWHVHSDUDWVHSUH]LQW DVWIHOvQILJXUD

)LJXUD(IHFWHOHXQHLFUHúWHULDYHQLWXOXLDVXSUDFRQVXPXOXLWXULVWLF
 ,QFD]XOXQHLFUHúWHULGHYHQLWSUH XULOHU PkQkQGUHODWLYFRQVWDQWH

Cererea pentru efectul acesteia asupra majoriW LL WLSXULORU GH WXULVP úL D PDMRULWDWLL

GHVWLQD LLORU WXULVWLFH HVWH SR]LWLY 'HFL R FUHúWHUH D YHQLWXOXL

WXULVPYDULD]  GHWHUPLQ RFUHúWHUHDFHUHULLWXULVWLFHVLPLODUHIHFWXOXLSHFDUHvODUH

R FUHúWHUH D YHQLWXOXL úL DVXSUD FHUHULL SHQWUX DOWH EXQXUL úL VHUYLFLL
vQIXQF LHGHYHQLW
FRUHOD LD HVWH QRUPDO  úL YDORULOH VDOH VXQW SR]LWLYH SHQWUX WXULVPXO

GH PDV  (VWH WRWXúL SRVLELO FD R FUHúWHUH GH YHQLW V  DWUDJ  R

SU EXúLUHDFHUHULLSHQWUXDQXPLWHIRUPHGHWXULVPFXPDUILFHOGH

PDV  'H DFHHD vQ WHRULH VH IRORVHúWH FODVLILFDU ea formelor de

WXULVP vQIRUPH VXSHULRDUH úL LQIHULRDUH &D H[HPSOX SRDWH IL IRORVLW

FD]XO vQ FDUH R YDFDQ  SH SODMD GLQ &DUUDLEH HVWH vQORFXLW  FX R

YDFDQ OD&RVWD%UDYD

&HOHGRX HIHFWHVXQWLOXVWUDWHvQILJXUD$[DYHUWLFDO UHSUH]LQW 

valorile WXULVPXOXL LDU FHD RUL]RQWDO  YDORULOH FHORUODOWH EXQXUL

/LQLLOH7*VL7C*CUHSUH]LQW OLQLDEXJHWXOXLvQDLQWHúLGXS FUHúWHUHD

YHQLWXOXL úL VXQW SDUDOHOH SHQWUX F  V DX FRQVLGHUDW SUH XUL UHODWLY
-
FRQVWDQWHDWkWSHQWUXWXULVPFkWúLSHQWUXFHOHODOWHEXQ uri. Curbele de
LQGLIHUHQ  LQGLF  SUHIHULQ HOH SHUVRQDOH SHQWUX GLIHULWH IRUPH GH

turism.
'DF  WXULVPXO HVWH XQ SURGXV GH X] FXUHQW SUHIHULQ HOH SRW IL

LOXVWUDWHGHFXUEDGHLQGLIHUHQ ,2 I2 FUHúWHUHDFHUHULLILLQGGHOD271

la OT2 , rezultând punctul E.
'DF HVWHXQSURGXVLQGLFDWGHFXUED,3 I3RFUHúWHUHvQYHQLWDWUDJHR
GHVFUHúWHUHDWXULVPXOXLGHOD271 la OT3, de unde rezulta punctul F.
6H úWLH F  FHUHUHD HVWH GLUHFW SURSRU LRQDO  FX YHQLWXO (D FUHúWH PDL

repede decât acesta atunci când produsul este cunoscut ca bun “de
OX[´ LDU GDF  FHUHUHD FUHúWH PDL vQFHW GHFkW YHQLWXO SURGXVXO HVWH

cunoscut ca produs de uz curent.

'LQ SXQFW GH YHGHUH DO HODVWLFLW LL FHUHUHD WUHEXLH V  ILH HODVWLF  SHQWUX XQ SURGXV GH OX[ vQ UDSRUW FX

VFKLPE ULOHvQYHQLWúLLQHODVWLF SHQWUXXQSURGXVGHX]FXUHQW

$ GRXD VLWXD LH VH UHIHU  OD HIHFWHOH SURGXVH GH VFKLPE ULOH vQ SUH XUL UHODWLYH DVXSUD FHUHULL WXULVWLFH DWXQFL

FkQG YHQLWXO U PkQH FRQVWDQW &HUHUHD úL SUH XULOH VXQW GH RELFHL LQYHUV SURSRU LRQDOH DúD vQFkW R VF GHUH D

SUHWXULORU DWUDJH vQ PRG QRUPDO R FUHúWHUH D FHUHULL úL LQYHUV (IHFWXO VF GHULL SUH XULORU vQ WXULVP HVWH

reprezentat in figura 2.6.

)LJXUD(IHFWHOHVF GHULLSUH XOXLDVXSUDFRQVXPXOXLWXULVWLF

 ,QFRQGL LLOHvQFDUHWXULVPXOGHY ine mai ieftin, bugetul personal poate
VXSRUWD R FKHOWXLDO  PD[LP  SHQWUX WXULVP UHSUH]HQWDW  GH 27C vQ ORF

de OT1 (mai mare), în timp ce maxima cheltuielii pentru celelalte

EXQXUL U PkQH FRQVWDQW  OD 2* FRQVLGHUkQG F  SUH XULOH U PkQ

FRQVWDQWH 5HSDUWL LD FRQVXPXOXL vQWUH WXULVP úL DOWH EXQXUL vQ FD]XO

VF GHULL SUH XULORU HVWH UHSUH]HQWDW  GH OLQLD 7C* 5HSDUWL LD LQL LDO  úL

FHD RSWLP  D FRQVXPXOXL vQWUH WXULVP úL DOWH EXQXUL VXQW UHSUH]HQWDWH

GHSXQFWHOH'UHVSHFWLY(ÌQILJXUDVHSRDWHREVHUYDF RVF GHUH

Cererea pentru DSUH XULORUvQWXULVPGXFHODFUHúWHUHD FHUHULLúLLPSOLFLWDVDWLVIDF LHL
WXULVPYDULD]  R SHUVRDQ  FDUH YD RSWD SHQWUX YDULDQWD 272 → turism (mai mult
vQIXQF LHGHSUH WXULVP úL2*2 = alte bunuri (tot atâtea bunuri), va consuma mai mult
decât în varianta OT1WXULVPúL2*2 →DOWHEXQXULvQDLQWHGHVF GHUHD
SUH XULORU

&HD GH D GRXD VLWXD LH SRDWH DS UHD úL DWXQFL FkQG FHUHUHD SHQWUX XQ

SURGXVWXULVWLFYDULD] vQIXQF LHGHSUH XODOWXLSURGXV

De exemplu, un rezident din Marea Britanie poate opta pentru

SHWUHFHUHDYDFDQ HLvQXQD VDXGRX  VWD LXQLOD0DUHD 0HGLWHUDQ  VDX

XQD vQ )UDQ D úL XQD vQ ,WDOLD 'DF  YDORDUHD IUDQFXOXL IUDQFH] FUHúWH

ID  GH OLUD VWHUOLQ  LDU OLUD LWDOLDQ  U PkQH FRQVWDQW  HO YD DOHJH

VWD LXQHDLWDOLDQ  ÌQILJXUD VXQWUHSUH]HQWDWH HIHFWHOHVFKLPE ULORU

SUH XULORU úL YHQLWXULORU DVXSUD FHUHULL WXULVWLFH ILJXU  FDUH UHSUH]LQW 

GHIDSWRFRPELQD LHvQWUHILJXULOHVL

)LJXUD(IHFWHOHVF GHULLSUH XOXLúLFUHúWHULLDYHQLWXOXLDVXSUDFRQVXPXOXLWXULVWLF

 6  SUHVXSXQHP F  VH SURGXFH R VFKLPEDUH vQ SUH XO WXULVPXOXL vQ

VHQVXO F  WXULVPXO GHYLQH PDL LHIWLQ LQ UDSRUW FX DOWH EXQXUL úL SDQWD

EXJHWXOXLSHUVRQDOVHVFKLPE GHOD7*LQ7C*

3XQFWXO RSWLP DO FRQVXPXOXL HUD LQL LDO vQ ' (IHFWXO VFKLPE ULL vQ

SUH XUL UHODWLYH FR nsiderând venitul constant) este demonstrat trasând

OLQLDGHUXSWXU 33FXDFHHDúLSDQW FDúLQRXDOLQLHDEXJHWXOXL7C*C

vQ UDSRUW FX QRLOH SUH XUL UHODWLYH WDQJHQ LDO FX FXUED LQL LDO  GH

LQGLIHUHQW  ,1 I1 GDF  OLQLD 33 HVWH WDQJHQW  OD FXUED GH LQGLIHUHQ 

LQL LDO VHFRQVLGHU F VDWLVIDF LDúLYHQLWXOU PkQFRQVWDQWH

(IHFWXO VFKLPE ULL vQ SUH XUL UHODWLYH HVWH DU WDW SULQ VFKLPEDUHD
Efectul de SR]L LHL SXQFWXOXL ' FX 6 $FHVW HIHFW HVWH FXQRVFXW FD “efect de
VXEVWLWX LH VXEVWLWX LH´GDWRULW VF GHULLSUH XULORUSRSXOD LDSUHIHU FRQVXPXOGH

úLGHYHQLW turism (relativ mai ieftin) în detrimentul altor bunuri, deci cererea
SHQWUXWXULVPFUHúWHLDUFHDSHQWUXDOWHEXQXULVFDGH

Cel de-al doilea efect este cel al venitului real&KLDUGDF VHFRQVLGHU 

F WXULVPXOHVWHLHIWLQvQWHUPHQLUHDOLSRSXOD LDSRDWHV UHQXQ HODHO

SHQWUXF YHQLWXOUHDOQX LSHUPLWHV

- -l cumpere.
,QGLYLGXOSRDWHGHFLGHV FKHOWXLDVF UHVSHFWLYDVXP FXFDUHDFUHVFXW

YHQLWXO UHDO SHQWUX WXULVP VDX SHQWUX DOWH EXQXUL VDX SX LQ SHQWUX

ILHFDUH 'DF  RSWHD]  D FKHOWXL WRDW  VXPD SHQWUX WXULVP HIHFWXO

VFKLPE ULORU vQ YHQLWYDIL LOXVWUDWGH VFKLPEDUHDSXQFWXOXL 6FX( ÌQ

figura 2.7. unde sunt reprezentate OT2WXULVPXOúL2*2 (alte bunuri);
OLQLD33HVWHSDUDOHO  FX7C*úLUDWDSUH XOXLHVWHPHQ LQXW FRQVWDQW 

SHQWUXDVHLQGLYLGXDOL]DHIHFWXOFUHúWHULLYHQLWXOXL'DF WRDW VXPDFX

FDUH FUHúWH YHQLWXO HVWH FKHOWXLW  SHQWUX DOWH EXQXUL HIHFWXO YD IL

ilustrat de schimbarea lui S cu F, fiind reprezentate OT3 respectiv

OG3.
'DF vQV VXPDFXFDUHFUHúWHYHQLWXOYDILFKHOWXLW DWkWSHQWUXWXULVP

FkWúL SHQWUXDOWHEXQXULSXQFWXO RSWLPVHYD DIODXQGHYD vQWUH(VL )

&X DOWH FXYLQWH FHUHUHD SHQWUX WXULVP SRDWH FUHúWH vQ WLPS FH FHUHUHD

SHQWUXDOWHEXQXULSRDWHV VFDG SRDWHU PkQHFRQVWDQW VDXFUHúWHvQ

UDSRUWFXSUHIHULQ HOHSHUVRQDOHDOHLQGLYL]LORU

ÌQ ILQDO HVWH ELQH V  QRW P F  HIHFWXO GH VXEVWLWX LH FDUH UH]XOW  GLQ
Cererea
VFKLPEDUHD vQ SUH XUL UHODWLYH DúD FXP HVWH GHPRQVWUDW vQ ILJXUD
FRPSHQVDW
DIRVWGHILQLWvQFRQGL LLOHPHQ LQHULLXQXLYHQLWFRQVWDQW2DOW 

pentru turism GHILQL LH D HIHFWXOXL GH VXEVWLWX LH VH ED]HD]  SH VFKLPE ULOH FHUHULL

UH]XOWDWH GLQ VFKLPE ULOH vQ SUH XUL UHODWLYH FD] vQ FDUH XWLOLWDWHD

SURGXVXOXL HVWH FRQVLGHUDW  FRQVWDQW  ÌQ DFHVW FD] FHUHUHD SHQWUX

WXULVP HVWH FXQRVFXW  FD cerere compeQVDW , deoarece individul

UHFXQRDúWH FRPSHQVDUHD HIHFWXOXL VFKLPE ULORU HIHFWXDWH vQ SUH XUL

UHODWLYHSHQWUXF L DIRVWPHQ LQXWQLYHOXOGHVDWLVIDF LH

-

(YROX LDFHUHULLWXULVWLFH

3RSXOD LD DUH SRVLELOLWDWHD V  GHFLG  PRPHQWXO FRQVXPXOXL WXULVWL c.

(FRQRPLúWLLGLQGRPHQLXDILUP F DFHDVW GHFL]LHHVWHLQWHUWHPSRUDO 

YDULD]  GH OD R SHULRDG  OD DOWD 'DF  GH H[HPSOX VXQW FRQVLGHUDWH
Efectul timpului GRX SHULRDGHGHWLPSRSHUVRDQ DUSXWHDGHFLGHV FKHOWXLDVF WRDWH
asupra cererii YHQLWXULOH VDOH vQ SHULRDGD  úL QLPLF vQ viitor (perioada 2), având ca
turistice VFRS PD[LPL]DUHD FRQVXPXOXL LQL LDO 2 DOW  DOWHUQDWLY  HVWH FD R

SHUVRDQ  V  GHFLG  D FKHOWXL úL D FRQVXPD PDL SX LQ vQ SHULRDGD 

pentru a-úL FUHúWH FKHOWXLDOD úL FRQVXPXO vQ SHULRDGD  $FHVWH

alternative sunt ilustrate în figura 2.8.

 )LJXUD9DULDQWHGHDOHJHUHLQWHUWHPSRUDO vQFRQVXPXOGHWXULVP

6HFRQVLGHU R SHUVRDQ  FDUH DUHXQYHQLWGH YDORDUH <1 în perioada 1

úL<2vQSHULRDGDúLFDUHGHFLGHV FKHOWXLHWRW<1 SHQWUXWXULVPúLDOWH

bunuri în perioada  úL WRW <2 SHQWUX WXULVP úL DOWH EXQXUL vQ SHULRDGD

ÌQDFHVWFD]SXQFWXORSWLPDOFRQVXPXOXLDUIL'$FHHDúLSHUVRDQ 

DU SXWHD GHFLGH V  FRQVXPH PDL SX LQ vQ SULPD SHULRDG  SHQWUX D

consuma mai mult în cea de-a doua. În cazul extrem al unui individ
5HSDUWL LD cDUH DOHJH V  QX FRQVXPH QLPLF vQ SHULRDGD  SHQWUX D-úL PD[LPL]D
consumului turistic consumul în perioada 2, punctul optim al consumului ar fi C.
3RVLELOLW LOHGHFRQVXPUHDOHvQFD]XOXQHLFKHOWXLHOLLQL LDOHPDLPLFL
pe perioade de timp úL DO DOWHLD XOWHULRDUH PDL PDUL VXQW UHSUH]HQWDWH JUDI ic prin dreapta
&' 5HSDUWL]DUHD FRQVXPXOXL vQWUH FHOH GRX  SHULRDGH GHSLQGH GH

SUHIHULQ HOHSHUVRQDOH$FHVWHDVXQWLOXVWUDWHGHR FXUE GHLQGLIHUHQ 

FDUH vQ DFHVW FD] DUDW  PRGHOXO GH UHSDUWL LH D FRQVXPXOXL vQWUH FHOH

GRX  SHULRDGH PRGHO FDUH vQ DPEHOH FD]XUL RIHU  DFHODúL QLYHO GH

VDWLVIDF LH

ÌQFD]XO SUH]HQWDW vQ ILJXUD LQGLYLGXODGHFLVV  FRQVXPHvQFHSkQG FXSXQFWXO (FRQVXPkQGPDL SX LQ

WXULVPúLDOWHEXQXULvQSHULRDGD –WHQGLQ UHSUH]HQWDW GH2&1 – pentru a putea consuma mai mult – OC2 –
vQSHULRDGDXUP WRDUH

)LJXUD&RQVXPXOLQWHUWHPSRUDOGHWXULVPGDWRUDWvPSUXPXWXULORUúLvPSUXPXW ULORU
 $FHDVW  VLWXD LH LJQRU  SRVLELOLWDWHD FD SRSXOD LD V  DSHOH]H OD

împrumut pentru a-úLSXWHDFUHúWHFRQVXPXOFXUHQWVDXF DUSXWHDV 

dea bani cu împrumut pentru a-úL SXWHD P UL FRQVXPXO vQ YLLWRU
/XkQG vQ FDOFXO DFHVWH SRVLELOLW L FUHúWH SUREDELOLWDWHD GH UHSDUWL LH

LQWHUWHPSRUDO  D FRQVXPXOXL DúD FXP DUDW  vQ ILJXUD  GH &'& 

Modificarea FDUH LOXVWUHD]  UHVWUkQJHUHD EXJHWXOXL /LQLD &' HVWH PDL DEUXSW 

consumului turistic GHFkW OLQLD HFKLYDOHQW  GLQ ILJXUD  GDW ILLQG IDSWXO F  R SHUVRDQ 

poate avea un venit viitor mai mare, prin urmare un consum viitor
GDWRUDW vPSUXPXWXOXL
PDL PDUH GDWRULW  GREkQ]LORU RE LQXWH GLQ vPSUXPXWXO DFRUGDW

,QGLYLGXO SRDWH GH DVHPHQHD V  IDF  vPS rumuturi în scopul de a-úL

FUHúWH FRQVXPXO vQ SHULRDGD  OLQLD '&  UHSUH]HQWkQG UHSDUWL LD

YHQLWXOXLúLDFRQVXPXOXLvQWUHFHOHGRX SHULRDGHPDLPXOWvQSULPD

úLPDLSX LQvQDGRXDIRORVLQGYHQLWXORE LQXWSULQvPSUXPXW/LQLD

&'&  DUDW SRVLELOLW LOHGHFRQVXPGLQ DPEHOHSHULRDGHvQIXQF LH

GH YHQLWXO RE LQXW DWkW SULQ vPSUXPXWXO GH EDQL FkW úL GLQ GREkQ]LOH

OD vPSUXPXWXO DFRUGDW /LQLD 2&  H[SULP  OLPLWD SRVLELO  GH

FRQVXP PD[LP vQ SULPD SHULRDG  úL ]HUR vQ D GRXD SHULRDG  2&

DUDW  OLPLWD vQ VLWXD LD LQYHUV  LDU &&  FRPELQD LD GH FRQVXP

LQWHUPHGLDU &XUED GH LQGLIHUHQ  ,BIB LOXVWUHD]  FD]XO vQ FDUH R

SHUVRDQ  DOHJH V  vPSUXPXWH EDQL SHQWUX D úL P UL FRQVXPXO LQL LDO
-
în timp ce ILIL LOXVWUHD]  FD]XO XQXL LQGLYLG FDUH SUHIHU  V  GHD EDQL
cu împruPXW XUP ULQG D-úL FUHúWH YHQLWXO úL FRQVXPXO vQ SHULRDGD D
doua.

([LVW  FkWHYD LPSOLFD LL vQ DFHVWH DQDOL]H GDWRUDWH VFKLPE ULORU UDWHL

GREkQ]LL úL D UDWHL LQIOD LHL FDUH DIHFWHD]  SRVLELOLW LOH GH UHSDUWL LH

LQWHUWHPSRUDO DFRQVXPXOXLSRSXOD LHLúLLQGXFHXQFRPSRUWDPHQWGH

FRQVXPDOHDWRUPDLSX LQvQSUH]HQWúLPDLPXOWPDLWkU]LXVDXLQYHUV

'H H[HPSOX vQ ILJXUD  OLQLD LQL LDO  D EXJHWXOXLSHQWUX WXULVP úL

DOWH EXQXUL HVWH &&  2 FUHúWHUH D UDWHL GREkQ]LL GHWHUPLQ  FUHúWHUHD

Modificarea SRVLELOLW LORU YLLWRDUH GH FRQVXP SULQ IDSWXO F  SHUPLWH R FUHúWHUH D

consumului YHQLWXOXL YLLWRU úL GHVFUHúWHUHD SRVLELOLWDWLORU DFWXDOH GH FRQVXP SULQ

WXULVWLFGDWRUDW  FUHúWHUHD FRVWXOXL vPSUXPXWXOXL  1RXD OLQLH D EXJHWXOXL HVWH GHFL

&C&C vQILJXU 
UDWHLLQIOD LHL
Pentru cel care ia cu împrumut, efectul nHWDOFUHúWHULLUDWHORUGREkQ]LL
úLUDWHLGREkQ]LL
DVXSUD FRQVXPXOXL FXUHQW HVWH QHJDWLY GDU SHQWUX FHO FDUH G  FX

vPSUXPXW HIHFWXOQHW SRDWHILDWkWSR]LWLYFkW úLQHJDWLY GHSLQ]kQGGH

P ULPLOH UHODWLYH DOH vPSUXPXWXOXL vQ FRQFOX]LH DSDUH HIHFWXO QHW DO

VXEVWLWX LHL úL HIHFWXO YHQLWXOXL (VWH GH DVHPHQHD LQWHUHVDQW V  QRW P

F RVF GHUHDLQIOD LHLDUHHIHFWHDVXSUDFRQVXPXOXLFXUHQWVLPLODUHFX

FHOHGHWHUPLQDWHGHRFUHúWHUHDUDWHLGREkQ]LL

&RQVHFLQ HOH VXQW PDL FRPSOH[H GDF  VFKLPE ULOH UDWHL LQIOD LHL VXQW

acompaniDWH GH R VFKLPEDUH vQ SUH XULOH UHODWLYH DOH WXULVPXOXL úL DOH
DOWRU EXQXUL FD] vQ FDUH WUHEXLH OXDWH vQ FDOFXO úL HIHFWHOH VFKLPE ULL

volumului veniturilor.
 )LJXUD(IHFWHOHFUHúWHULLUDWHLGREkQ]LLDVXSUDEXJHWXOXLFRQVXPDWRUXOXLGHWX rism

&RQWH[WXOVRFLDODOOX ULLGHFL]LHLvQWXULVP

$WkW EXJHWXO GH YHQLWXUL úL FKHOWXLHOL FkW úL SUHIHULQ HOH SRSXOD LHL

FRQVWLWXLH YDULDELOH HVHQ LDOH FH VWDX OD ED]D IRUP ULL FHUHULL WXULVWLFH

,QIOXHQ D YHQLWXOXL vQ GHWHUPLQDUHD FHUHULL HVWH GH RELFHL H[DPLQDW 

XWLOL]kQG HFXD LL VLPSOH úL VLVWHPH GH HFXD LL DOH FHUHULL WXULVWLFH

FRUHODWH FX GLIHUL L DO L IDFWRUL PDFURHFRQRPLFL 7HRULD WUDGL LRQDO  D

FHUHULL QX H[SOLF  PRGXO vQ FDUH VH IRUPHD]  DFHVWH SUHIHULQ H úL
Rolul gusturi sau procesul prin care se iau deciziile într-un anumit context
comportamentului HFRQRPLF úL VRFLDO &HUFHW ULOH XOWHULRDUH V-au concentrat asupra

individului studierii comportamentului individual privind alocarea venitului fie

SHQWUX FRQVXP VDX HFRQRPLVLUH ILH SHQWUX DFKL]L LRQDUHD DQXPLWRU
în formarea
produse.
cererii turistice RROXO LQGLYLGXOXL vQ IRUPDUHD FHUHULL WXULVWLFH HVWH UHIOHFWDW úL vQ

OLWHUDWXUDWXULVWLF WLPSXULH0DVORZDvQWRFPLWRLHUDUKLH

D QHFHVLW LORU JHQHUDWRDUH GH VWLPXOL SHQWUX LQGLYLG 6WXGLLOH

HFRQRPLFH úL QRQ HFRQRPLFH GLQ  úL  V

- -au ocupat de
PRWLYHOH DFKL]L LRQ ULL XQHL YDFDQ H *UD\  3ODJ 

6FKPROO&URPSWRQúL'DQQ

 2 WHP  IUHFYHQW DERUGDW  vQ VWXGLLOH WHRUHWLFH FDX]DOH HVWH QHYRLD

H[SULPDW  GH LQGLYLG GH D HYDGD GLQ SUHRFXS ULOH ]LOQLFH F XWkQG

H[SHULHQ HQRLFHQXSRWILFXQRVFXWHGHFkWSULQF O WRULL&DUH]XOWDW

DO DFHVWRU FHUFHW UL V D UHDOL]DW R FULWHUL]DUH D IRUPHORU GH WXULVP úL
-
WLSXULORU GH WXULúWL &DWHJRULD GH ³KRLQDUL U W FLWRUL´ DL OXL *UD\

 VXJHUHD] RGRULQ GHDSRUQLODGUXPGHDVHIDFHQHY ]XW

0RWLYD LLOH
vQWLPSFHFDWHJRULDGH³LXELWRULDLVRDUHOXL´VRODULLPSOLF RQHYRLH

comportamentale FH QX SRDWH IL VDWLVI FXW  OD GRPLFLOLX &ULWHULLOH SVLKRORJLFH GH

GHF O WRULH FODVLILFDUHDWXULúWLORUSURSXVHGH3OR\DXDYXWvQYHGHUHPDL

mult dimensiunea FRPSRUWDPHQWDO  úL PDL SX LQ PRWLYD LD SHQWUX D

F O WRUL $FHVWD D GHPRQVWUDW F  PRGHOHOH GH FRPSRUWDPHQW DOH

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H[WUDYHUWLWXO HVWH PDL DYHQWXURV úL vQFUH] WRU vQ VLQH vQ WLPS FH

LQWURYHUWLWXO SUHIHU  ORFXULOH IDPLOLDUH OLQLúWLWRDUH úL vQWkOQLULOH FX

prietenii. Iso-0ROD  6FKXQGH  &URPSWRQ  úL

Dann (19 LGHQWLILF  WUHL PRWLYD LL SULQFLSDOH SHQWUX D F O WRUL
GRULQ DGHHYDGDUHFRQIRUWXOSVLKLFúLSVLKRORJLFvQWU-un mediu fizic

diferit úL LQWHUDF LXQHD VRFLDO . Alte modele comportamentale au

FRQVLGHUDW FD PRWLYD LL SULQFLSDOH GH F O WRULH SUHIHULQ HOH úL

DúWHSW ULOH SHQWUX FRQVXPXO DQXPLWRU EXQXUL úL VHUYLFLL FDUH V 

FRQGXF  OD QLYHOXUL FUHVFXWH GH VDWLVIDF LH LQGLYLGXDO  5RVHQEHUJ

1956, Tishbein, 1963).

Aceste studii cauzale non-HFRQRPLFH VDX VWXGLL PRWLYD LRQDOH

HIHFWXDWH GH SVLKRORJL úL v
n unele cazuri, de geografi, constituie o
FRQWULEX LH LPSRUWDQW ODGH]YROWDUHDPRGHOHORUHFRQRPLFHGLQWXULVP

GLQFHOSX LQGRX PRWLYH În primul rândFHUFHW ULOHH[SOLF UD LXQLOH

úL FRPSRUWDPHQWHOHGLQWXULVPSULQ SULVPDSUHIHULQ HORUWXULúWLORUFDUH

VXQW UHIOHFWDWH SULQ YROXPXO FKHOWXLHOLORU SHQWUX EXQXUL úL VHUYLFLL

6WXGLLOH PRWLYD LRQDOH RIHU  H[SOLFD LL PDL FRUHFWH DOH SURJUHVHORU

QLYHOHORU úL PRGHOHORU GH FHUHUH WXULVWLF 

În al doilea rând, aceste
DERUG UL V -au concentrat pe contextul social al OX ULL GH GHFL]LL vQ
&HUFHW ULOH WXULVP úL GHWHUPLQDUHD SUHIHULQ HORU úL JXVWXULORU SHQWUX FRQVXPXO GLQ

WXULVP$FHVWHDERUG ULH[SOLF úLDQWLFLSHD] FRPSRUWDPHQWXOQRUPDO

PRWLYD LRQDOH
DO WXULVWXOXL &RQWULEX LD H[SHULPHQWXOXL HFRQRPLF úL D SVLKRORJLHL
sunt importante HFRQRPLFH FRQVW  DWkW vQ H[WLQGHUHD QXP UXOXL GH YDULDELOH OXDWH vQ

FRQVLGHUDUH SHQWUX GHWHUPLQDUHD FHUHULL WXULVWLFH FkW úL vQ XWLOL]DUHD

PHWRGHLDQDOLWLFHvQFDGUXOF UHLDDERUGDUHDHVWHvQJHQHUDOPDLPXOW

LQGXFWLY  GHFkW GHGXFWLY  0XOWH GLQ LQIRUPD LLOH IXUQL]DWH GH

FHUFHW ULOH PRWLYD LRQDOH DX IRVW vQJOREDWH vQ FHOH PDL LPSRUWDQWH

modele economice. Experimentul economic este mai performant decât

H[SHULPHQWXO GH ODERUDWRU SHQWUX F  UHDOL]HD]  PHFDQLVPXO GH

LQYHVWLJDUHDOX ULLGHGHFL]LLGHF WUHFRQVXPDWRUúLHVWHXWLOL]DW atunci

FkQG QX VXQW GLVSRQLELOH DOWH LQIRUPD LL 3VLKRORJLD HFRQRPLF 

FRQVLGHU  F  WUHEXLH VXSXVH P VXU ULL úL SHUFHS LLOH LQIRUPD LLOH

LQWHQ LLOHVSHUDQ HOHPRWLYD LLOHSUHIHULQ HOHúLJXVWXULOHFDUHvQPDUH

parte sunt neexplicate sau desconsiderate în cadrul teoriei de

PD[LPL]DUHDHILFLHQ HL
 (FRQRPLúWLL SVLKRORJL VXV LQ F  H[SOLFDUHD SURFHVXOXL SULQ FDUH VXQW

OXDWH KRW UkULOH QHFHVLW  LQYHVWLJDUHD FRQWH[WXOXL VRFLDO vQ FDUH DUH ORF

DFHVW SURFHV PHGLXO VRFLDO LQIOXHQ HD]  SXWHUQLF LQWHQVL tatea

FRQVXPXOXL úL VHOHF LD SURGXVHORU OD QLYHO PLFURHFRQRPLF SUHFXP úL

ULWPXOFRQVXPXOXLúLDOHFRQRPLLORUODQLYHOPDFURÌQWHRULDVDOHJDW 

de venit, Duesenberry (1949), secondat de Liebenstein (1950), a

VXJHUDW F  QLYHOXO úL PRGHOXO GH FRQVXP DO XQX
i anumit grup este
GHWHUPLQDW PDL SX LQ GH YHQLWXO DFWXDO VDX YLLWRU GHFkW GH QLYHOXO úL

modelul de consum al altora, de obicei grupuri cu un venit mediu mai

ULGLFDW&XDOWHFXYLQWHXQJUXSGHFRQVXPDWRULREVHUY XQDOWJUXSGH

UHIHULQ  úL UHSURGXFH PRG elul lui de consum. În felul acesta

SVLKRORJLD HFRQRPLF  SURSXQH FRQFHSWH SVLKRORJLFH  teoria de grup)
Concepte LDU SVLKRORJLD VRFLDO  SURSXQH SRVWXODWH GH FRPSRUWDPHQW FDUH V  ILH

psihologice privind utilizate în analiza la nivel microeconomic.

5HIHULULODDFHDVW WHRULHSVLKRORJLF VHUHJ VHVFúLvQLVWRULFXOFUHúWHULL
comportamentul WXULVWLFH 7HRULD OXL 9HEOHQ  D FRQVXPXOXL DSDUHQW úL FRQFOX]LD
în turism lui Liebenstein a efectului – ³PRE´ ³SH EDQG  UXODQW ´ H[SOLF  FXP

JUXSXULOH FX XQ YHQLW PDL VF ]XW XUPHD]  PRGHOHOH GH YDFDQ  DOH

FHORU ERJD L &ODVLILFDUHD WLSXULORU GH WXULúWL vQ H[WUDYHUWL L úL

LQWURYHUWL L SUHFXP úL FLFOXO GH YLD  DO VWD LXQLORU UHIOHFW  LQIOXHQ D

H[HUFLWDW  GH JUXSXULOH VRFLDOH DOHVH FD HWDORQ 7XULVWXO H[WUDYHUWLW

LQJHQLRV GH H[HPSOX HVWH vQ F XWDUH GH QRL H[SHULHQ H LDU DO L WXULúWL

PDLSX LQDYHQWXURúL úLI FkQGSDUWHGLQ JUXSXUL FXYHQLWPLFFRSLD] 

DFHVW WLS GH FRPSRUWDPHQW $VHPHQHD PDQLIHVW UL DX FRQGXV OD

PRGLILF ULvQPRGHOHOHGHFRPSRUWDPHQWWXULVWLF&HUHUHDSHQWUXXQHOH

GHVWLQD LL DOH SLH HL WXULVWLFH D VF ]XW vQ FD]XO FkWRUYD VWD LXQL OLWRUDOH

binecunoscute din Marea Britanie, determinând intrarea în faza de

GHFOLQ D FLFOXOXL GH YLD  )DFWRUL VRFLDOL LQFOXVLY FRPSDUD LLOH I FXWH

FXDO LFRQVXPDWRULGHWXULVPVXQWLPSRUWDQ LvQDQDOL]HOHSVLKRORJLFH

úLVRFLD le ale comportamentului turistic.

3VLKRORJLD HFRQRPLF  úL VRFLRORJLD FRQVLGHU  VRFLDOL]DUHD

Socializarea HFRQRPLF  FD SH XQ GHWHUPLQDQW LPSRUWDQW DO PRGHOHORU GH

FRPSRUWDPHQW SUHIHULQ HORU úL JXVWXULORU 6RFLDOL]DUHD HFRQRPLF 

consumului turistic
6WDFH\-XQGLQVHUHJ VHúWHúLvQPRGXOvQFDUHFRSLLORU

OH VXQW SUH]HQWDWH DSWLWXGLQLOH SULYLQG FRQVXPXO úL SH FDUH DFHúWLD úL

OHGH]YROW úLvQVXúHVFGHODRFXQRDúWHUHDEDQLORUúLSRVHVLXQLORUúL

SkQ  OD GLIHUHQ LHUHD VRFLDO  úL vQ HOHJHUHD DVSHFWHORU VRFLR-

economice. Conceptul de socializare a consumului are în vedere

rolul indivizilor–FKHLH VSUH H[HPSOX S ULQ LL vQ IRUPDUHD DWLWXGLQLL
copilului la diferite nivele de consum, respectiv modele de consum.
5ROXO E UEDWXOXL VDX DO IHPHLL vQ IDPLOLH SUHFXP úL SURFHVXO GH

intHUDF LXQHGLQFDGUXOIDPLOLHLHVWHGHDVHPHQHDLPSRUWDQW
&HUFHW ULOH DX DU WDW F  UROXO VR LLORU vQ OXDUHD GHFL]LLORU SHQWUX R

SRVLELO DFKL]L LRQDUHGHEXQXULVDXVHUYLFLLSUHFXPúLDPRPHQWXOXL

vQ FDUH VH LD DFHDVW  GHFL]LH HVWH LPSRUWDQW 3HQWUX PDMRU itatea
EXQXULORU úL VHUYLFLLORU FX FkW DFHVWHD VXQW PDL FRPSOH[H GLQ SXQFW

de vedere tehnic, cu atât este mai probabil ca rolul preponderent în

OXDUHDGHFL]LHLV ILHDOE UEDWXOXL+/'DYLVDQG'HELQDQ

1979). In domeniul turismului s-au reali]DW SUHD SX LQH GRFXPHQW UL

DVXSUDSURFHVHORUGHFRQVXPWXULVWLFGXUDELOHúLQHGXUDELOHvQFDGUXO

VDX FKLDU vQWUH JUXSXULOH VRFLDOH 5HIHULWRU OD KRW UkULOH SULYLQG

PRGXOGHSHWUHFHUHDYDFDQ HL)LOLDQWLDQWúL5LWFKLHFRQVLGHU 

F  RSLQLLOH E UEDWXOXL WLQG V  GRPLQH GDU 4XDOHV  DILUP  F 

deciziile sunt luate în comun de ambii parteneri.

 ÌQ OXFU ULOH VDOH FX SULYLUH OD OXDUHD GH KRW UkUL SULYLQG YDFDQ D

.LUFKOHU  D DU WDW F  SULQWUH DOWH YDULDELOH FDUH LQIOXHQ HD] 

Socializarea
FRQVXPXO VH QXP U  úL YkUVWD ID]D FLFOXO YLH LL DO SURGXVXOXL FODVD

consumului
VRFLDO  YHQLWXO úL QD LRQDOLWDWHD ÌQ PRG WUDGL LRQDO PDL DOHV vQ

turistic
familiile din clasele sociale privilegiate, deciziile privind consumul
HUDX OXDWH GH F WUH VR  ÌQ FD]XO IDPLOLLORU FX XQ YHQLW PHGLX

majoritatea deciziilor privind consumul erau luate în comun. Din

punct de vedere al clasei sociale, luarea deciziei îi revenea mai mult
E UEDWXOXL vQ FD]XO FODVHORU VRFLDOH LQIHULRDUH úL VXSHULRDUH 6WXGLLOH

vQWUHSULQVH SkQ  vQ SUH]HQW DX GHPRQVWUDW F  SHUV oana din familie
FDUH GH LQH SXWHUHD ILQDQFLDU  DUH úL LQL LDWLYD FKHOWXLHOLORU

I FkQGX VH U VSXQ] WRDUH GH UH]XOWDW vQ FD]XO vQ FDUH FRQGL LLOH
-
HFRQRPLFH úL VRFLDOH VH VFKLPE  úL DOWH SHUVRDQH SRW SDUWLFLSD OD

procesul decizional.

Experimentul eFRQRPLF SUH]LQW  FKHOWXLHOLOH GH YDFDQ  FD SH XQ

SURFHV LQWHUDFWLY GLQ FDGUXO XQLW LL GH FRQVXP IDPLOLD SUHFXP úL

vQWUH XQLWDWHD GH FRQVXP UHVSHFWLY  úL DOWH JUXSXUL VRFLDOH H[SOLFkQG
Experimentul FRQWH[WXO VRFLDO DO FHUHULL úL FRPSRUWDPHQWXOXL WXULVWLF &RQIRUP

economic ³WHRULHLMRFXULORU´UH]XOWDWHOHVXQWGHWHUPLQDWHGHVFRSXULOHSURSXVHúL

GH VWUDWHJLD IRORVLW  GH SDUWLFLSDQ L 'H H[HPSOX XQXO VDX PDL PXO L
în turism PHPEUL DL XQHL IDPLOLL VH SRW DVRFLD vQ VFRSXO HIHFWX ULL XQHL YDFDQ H

SH OLWRUDO LDU FHLODO L PHPEUL DL IDPLOLHL FDUH GRUHVF R YDFDQ 

FXOWXUDO PDLDFWLY YRUvQFHUFDV RE LQ RVROX LHGHFRPSURPLV

/XDUHD GHFL]LLORU vQ VLWXD LL GH ULVF úL QHVLJXUDQ  SRDWH DYHD ORF úL vQ

FD]XO YDFDQ HORU FDUH SUHVXSXQ FKHOWXLHOL VXEVWDQ LDOH HIHFWXDWH

Deciziile pentru perioade lungi de tiPSFXPDUILGHH[HPSOXLQYHVWL LLOHSHQWUXFDVHOH
consumul turistic GH YDFDQ  $VWIHO GH GHFL]LL VXQW OXDWH vQ FRQWH[WXO XQHL QHVLJXUDQ H

SULYLQG YHQLWXO YLLWRU SUH XULOH LQIOD LD úL GREkQ]LOH 8QLL SVLKR -
vQVLWXD LLOH
VRFLRORJLVXV LQF GHúLvQXQHOHFD]XULFRQVXPDWRUXODUSXWHD diminua
de risc GLQ QHVLJXUDQ  SULQ RE LQHUHD GH PDL PXOW   LQIRUPD LH R GDW  FH YD

IRVW DWLQV XQ QLYHO DFFHSWDELO GH LQIRUPD LL F XWDUHD  GH LQIRUPD LL

VXSOLPHQWDUH FD úL SUHOXFUDUHD DFHVWRUD vQFHWHD]  $FHVW IHQRPHQ

SRDWH DYHD ORF úL vQDLQWH FD SRWHQ LDOXO FRQVXPDWRU V  IL DWLQV

FDQWLWDWHD PD[LP  GH LQIRUPD LH SH FDUH R SRDWH DFXPXOD úL FRQIRUP

conceptului lui Simon (1957), el devine un consumator efectiv.

$FHDVW  VLWXD LH FRUHVSXQGH FRQFHSWXOXL GH UD LRQDOL]DUH FRUHODW  FDUH

este opus teoriei comportamentuOXL FRPSOHW UD LRQDO &RQFOX]LD SRDWH

ILDFHHD F  XWLOL]DWRULL QXVXQWFRQVWDQ L vQ KRW
UkULOH ORUH[SOLFkQGX-

VH DVWIHO IHQRPHQXO GH U VWXUQDUH D SUHIHULQ HORU VXJHUDW úL GH

VLVWHPXOGHHFXD LLDOWLSXULORUGHFHUHUHWXULVWLF 

ÌQ FD]XO SUHIHULQ HORU GH FRQVXP SHQWUX WXULVPXO LQWHUQD LRQDO

XWLOL]DUHD PHWRGHL H[SHULPHQWDOH D SXV VXE VHPQXO vQWUHE ULL DFHOH

PRGHOH vQ FDUH FKHOWXLHOLOH HUDX VXERUGRQDWH GH H[HPSOX RS LXQLORU

I FXWH vQWU R DOW  SHULRDG  /RHZHQVWHLQ  $OWH FHUFHW UL DOH
-
modurilor vQ FDUH LQGLYL]LL úL JUXSXULOH RE LQ VHOHFWHD]  úL IRORVHVF
Metoda LQIRUPD LD vQ GHFL]LLOH SULYLWRDUH OD FRQVXP VXQW HIHFWXDWH FX DMXWRUXO
H[SHULPHQWDO  instrumentarului de marketing (exemplu, Middleton, 1988; Kotler,
8WLOL]DUHDFXQRúWLQ HORUIXUQL]DWHGHDOWHGL
scipline poate
în determinarea
vPERJ L  VHPQLILFDWLY WHRULLOH HFRQRPLFH UHIHULWRDUH OD GHFL]LLOH GH
SUHIHULQ HORU consum în turism. De exemplu, la nivel microeconomic s-a formulat
pentru turism LSRWH]D F  FHUHUHD WXULVWLF  GHSLQGH GH SXWHUHD HFRQRPLF  D DQXPLWRU

LQGLYL]LúLVDXGHFRQVXPXODQWHULR r al grupurilor sociale – etalon.

$U IL SRVLELO  GH DVHPHQHD R HVWLPDUH FDQWLWDWLY  D XQRU YDULDELOH úL

LQFOXGHUHD DFHVWRUD vQ VLVWHPXO GH HFXD LL DO FHUHULL WXULVWLFH ,Q IHOXO

DFHVWDQXDUILRPLVHXQHOHYDULDELOHúLV-ar putea calcula magnitudinea

efectelor acestor variabile asupra cererii.
 Rezumat
 /XDUHD GHFL]LHL vQ WXULVP HVWH LQIOXHQ DW  GH R VHULH GH YDULDELOH FDUH SRW IL P VXUDWH FDQWLWDWLY FXP

sunt:
• P ULPHDYHQLWXOXLGLVSRQLELO
• P ULPHDFRQVXPXOXL
• GXUDWDúLP ULPHDPXQFLLSO WLWHúLDWLPSXOXLQHSO WLW

 'LIHULWHOH FRPELQD LL vQWUH DFHVWH YDULDELOH GHWHUPLQ  DQXPLWH P ULPL DOH FHUHULL úL FRQVXPXOXL

numite:
Õ efectul venitului;
Õ efectul net.
 'H DVHPHQHD XQ ORF LPSRUWDQW vQ IRUPDUHD FHUHULL vO DX úL YDULDELOHOH FDOLWDWLYH GH RELFHL JUHX GH

P surat cantitativ, dar posibil a fi evaluate cu ajutorul modelelor comportamentale. Aceste variabile sunt:
Õ vQFOLQD LDGHDFKHOWXLPDLPXOWSHQWUXWXULVPGHFkWSHQWUXDOWHEXQXULúLVHUYLFLLúLLQYHUV

Õ SUHIHULQ DSHQWUXDQXPLWHIRUPHGHWXULVP

Õ RS LXQHDSHQWUXGHVWLQD LLWXULVWLFHDOWHUQDWLYH

 &RPELQDUHDFHORUGRX FDWHJRULLGHYDULDELOHSURGXFHDQXPLWHHIHFWHDVXSUDFHUHULLWXULVWLFH6XQWPDL

multe categorii de efecte:

Õ HIHFWXOVFKLPE ULLGHYHQLWúLSUH XULvQVHQVXOFUHúWHULLVDXVF GHULLDFHVWRUD

Õ efecteLQWHUWHPSRUDOHvQVHQVXOHIHFWX ULLVDXDPkQ ULLFRQVXPXOXLWXULVWLF

Õ HIHFWXOvPSUXPXWXULORUúLvPSUXPXW ULORU

 5ROXOLQGLYLGXOXLvQIRUPDUHDFHUHULLWXULVWLFHHVWHUHIOHFWDWvQOLWHUDWXUDHFRQRPLF GHGLFDW WXULVPXOXL

de mult timp, de exemplu:

Õ teoria ieUDUKLHLQHFHVLW LORU Maslow (1954, 1968);
Õ WHRULDPRWLYD LHL*UD\3ODJ

 S-DXHIHFWXDWRVHULHGHVWXGLLWHRUHWLFHFDX]DOHFDUHDXFRQGXVODRFULWHUL]DUHDIRUPHORUGHWXULVPúL
WLSXULORUGHWXULúWLúLDPRWLYD LLORUGHF O WRULH

Õ tipuri de WXULúWL KRLQDULúLVRODUL*UD\

• H[WUDYHUWL LúLLQWURYHUWL L3OR\

Õ PRWLYD LLGHF O WRULH

• GRULQ DGHHYDGDUHFRQIRUWXOSVLKLFúLSVLKRORJLFLQWHUDF LXQHDVRFLDO

(Crompton, 1979)
• SUHIHULQ HOHúLDúWHSW ULOH7LVKEHLQ

 ÌQ VIkUúLW SVLKRORJLD HFRQRPLF  úL VRFLRORJLD FRQVLGHU  VRFLDOL]DUHD HFRQRPLF  FD SH XQ GHWHUPLQDQW

LPSRUWDQWDOPRGHOHORUGHFRPSRUWDPHQWDOSUHIHULQ HORUúLJXVWXULORUSHQWUXWXULVP

Cuvinte cheie
 elasticitatea cererii = VHQVLELOLWDWHD FHUHULL vQ YROXP úL VWUXFWXU  OD PRGLILF ULOH GLIHUL LORU IDFWRUL

GHWHUPLQDQ LYHQLWXULWLPSOLEHUSUH XULúLWDULIHHWF

 efect multiplicator = UH]XOWDWXO LQIOXHQ HL SH FDUH R H[HUFLW  WXULVPXO DVXSUD FHORUODOWH UDPXUL úL

VHFWRDUH DOH HFRQRPLHL QD LRQDOH VDX UHJLRQDOH H[SULP  IDSWXO F  RULFH FKHOWXLDO  I FXW  GH WXULVW VH

WUDQVIRUP  VXFFHVLY vQ YHQLWXUL SHQWUX DOWH GRPHQLL DOH HFRQRPLHL DJULFXOWXU  FRPHU  FRQVWUXF LL

VHUYLFLLúD

 FHUHUHWXULVWLF  DQVDPEOXOSHUVRDQHORUFDUHvúLPDQLIHVW GRULQ DGHDVHGHSODVDSHULRGLFúLWHPSRUDU

vQ DIDUD UHúHGLQ HL SURSULL SHQWUX DOWH PRWLYH GHFkW SUHVWDUHD XQRU DFWLYLW L UHPXQHUDWH OD ORFXO GH

GHVWLQD LH

 ]RQ  WXULVWLF   WHULWRULX GH PDUH vQWLQGHUH GH R FRPSOH[LWDWH JHRJUDILF  FDUH LQFOXGH PDL PXOWH

RELHFWLYH ORFDOLW L VDX FRPSOH[H WXULVWLFH úL FDUH SRDWH SUH]HQWD R FDUDFWHULVWLF  DSDUWH ILLQG DVWIHO

SRVLELO GHOLPLWDUHDGHDOWH]RQH

 SLD  WXULVWLF   VIHUD HFRQRPLF  GH LQWHUIHUHQ  D RIHUWHL WXULVWLFH PDWHULDOL]DW  SULQ SURGXF LD

WXULVWLF úLFHUHUHDWXULVWLF PDQLIHVWDW SULQFRQVXPXOWXULVWLF

 conglomerat = UH]XOWDW DO FRQFHQWU ULL PDL PXOWRU WLSXUL GH DFWLYLW L vQWU
-o întreprindere de mari
GLPHQVLXQL FDUH RSHUHD]  vQ JHQHUDO OD VFDU  LQWHUQD LRQDO  8Q H[HPSOX GH FRQJORPHUDW vQ WXULVP vO

constituie asocierea unei mari companii dintr-XQ GRPHQLX RDUHFDUH FX XQ ODQ  KRWHOLHU VDX FX R ILUP 

tour-operatoare.
 HFRQRPLH GH VFDO   DYDQWDMH FH GHULY  GLQ FUHúWHUHD GLPHQVLXQLORU XQHL vQWUHSULQGHUL UHIHULWRDUH OD

UHSDUWL]DUHD SH PDL PXOWH VXEXQLW L D XQRU HOHPHQWH GH FKHOWXLHOL ( de exemplu, cheltuielile de
SURPRYDUHDUHRODUJ DSOLFDELOLWDWHvQLQGXVWULDKRWHOLHU vQVHUYLFLLOHGHDOLPHQWD LHVDXGHWUDQVSRUW

 efect de levier = VSRULUHDUHQWDELOLW LL FDSLWDOXULORUSURSULLDOHXQHLvQWUHSULQGHULFDXUPDUHDHIHFWHORU

pozitive ale capitalului împrumutat

%LEOLRJUDILHVXSOLPHQWDU

CROMPTON, J.L. Motivation for pleasure vocation, Annals of Tourism Research, nr.6, 1979,
p. 408-421
DANN, G.M.S. Tourist motivation: an appraisal, Annals of Tourism Researck, nr.8/1981,
p. 187-219
),/,$875$17úL Joint Purchasing decisions: a comparison of influence structure in family
RICHIE and couple decision-making unit”, Journal of Consumer Research, nr.
7/1980,
p. 131-140
GRAY, H.P. The demand for international travel by the US and Canada, International
Economic Reviow, p. 83-92, nr. 7, 1966..
SCHMOLL, G.A. Tourism promotion, London: Tourism International Press (1977)

ÌQWUHE ULUHFDSLWXODWLYH

• DHILQL LFRQFHSWXOGHEXJHWGLVSRQLELOSHQWUXWXULVPúLQXPL LIDFWRULLGHFDUHGHSLQGHP ULPHDDFHVWXLD

• 'HILQL LFRQFHSWHOHGH

Õ consum;
Õ PXQF SO WLW 

Õ WLPSQHSO WLW

• &HUHIOHFW FXUEHOHGHLQGLIHUHQ PDLvQGHS UWDWHGHRULJLQHDVLVWHPXOXLGHD[HFRQVXP -timp?

• &XPVHQXPHúWHFRPELQD LDvQWUHHIHFWXOGHVXEVWLWX LHúLHIHFWXOYHQ itului?
• &H LQIOXHQ HD]  VHPQLILFDWLY GHFL]LD RSWLP  GH DOHJHUH D WXULVPXOXL FD ILUP  GH FKHOWXLUH D EXJHWXOXL

disponibil?
• &DUHVXQWHIHFWHOHVFKLPE ULORUGHYHQLWúLSUH XULDVXSUDFHUHULLWXULVWLFH"

• &DUHVXQWHIHFWHOHVF GHULLFUHúWHULLSUH XOXLúLYHQL tului asupra consumului turistic?

• &XPLQIOXHQ HD] vPSUXPXWXULOHúLvPSUXPXW ULOHFRQVXPXOLQWHUWHPSRUDOGHWXULVP"

• &XPLQIOXHQ HD] PHPEULLIDPLOLHLOXDUHDGHFL]LHLSHQWUXDFKL]L LRQDUHDGHEXQXULúLVHUYLFLLVDXSURGXVH

turistice?

Teste de autoevaluare

 Care sunt determinantele cheie ale cererii pentru turism? (2 pct.)

a) WLPSXOOLEHUWLPSXOSO WLWFHUHUHDHIHFWLY 
b) FHUHUHDPXQFDSO WLW úLWLPSXOOLEHU
c) FRQVXPXOPXQFDSO WLW úLWLPSXOQHSO WLW

 5HSUH]HQWD LJUDILFGRX FRPELQD LLvQWUHFRQVXPGHWXULVPúLWLPSXOSO WLW (2 pct.)

.
 (IHFWXOQHWHVWHRFRPELQD LHvQWUH (2 pct.)
a) YHQLWXOQHWúLWLPSXOSO WLW

b) SUHIHULQ HOHLQGLYLGXDOHúLFRQVXPXOGHWLPSSO WLWVDXQX

c) HIHFWXOYHQLWXOXLúLSUHIHULQ HOHLQGLYLGXDOH

 5HSUH]HQWD LJUDILFRS LXQHDSHQWUXGHVWLQD LLOHWXULVWLFHDOWHUQDWLYH (2 pct.)

a) OLWRUDOXO0 ULL1HJUHúL0kQ VWLULOHGLQ0ROGRYD

 (IHFWHOHVFKLPE ULORUGHYHQLWDVXSUDFHUHULLWXULVWLFHSRWIL (2 pct.)

a) exclusiv pozitive;
b) exclusiv negative;.
c) ambele.

 CeLQGLF FXUEHOHGHLQGLIHUHQ vQDOHJHUHDGLIHULWHORUIRUPHGHWXULVP" (2 pct.)

 Momentul consumului turistic este decizie: (2 pct.)
a) cu risc înalt;
b) LQWHUWHPSRUDO 
c) cu risc intertemporal.

 &HvQ HOHJH LSULQ (2 pct.)

a) WXULúWLU W FLW ori
b) WXULúWLVRODUL

 5ROXOVR LORUúLVR LLORUvQOXDUHDGHFL]LLORUSHQWUXWXULVPDIRVWVWXGLDWGH (2 pct.)

a) Davis, Debinan, Ritchie.
b) Veblen, Liebenstein.
c) Kirchler.

 3UHIHULQ HOHGHFRQVXPSHQWUXWXULVPXOLQWHUQD LRQDOSRWILHVWLPDWHúLSULQ (1 pct.)

a) PHWRGDH[SHULPHQWDO 
b) PHWRGDFRPSRUWDPHQWDO 

c) teoria jocurilor.

5 VSXQVXUL

1. c
2. UHSUH]HQWDUHJUDILF

3. b
4. UHSUH]HQWDUHJUDILF

5. c
6. SUHIHULQ HOHSHUVRQDOHSHQWUXGLIHULWHIRUPHGHWXULVP

7. b
8. DGRULQ DGHDSRUQLODGUXP

b. iubitori ai soarelui
9. a.
10.a.

.
 Studiu de caz nr. 1

SWXGLD LFXDWHQ LHXUP WRUXOFRQWUDFWGHF O WRULHWXULVWLF úLU VSXQGH LDUJXPHQWDWODXUP WRDUHOHvQWUHE UL

• &DUHVXQWFOLHQ LL-WXULúWLF URUDOLVHDGUHVHD] DFHVWFRQWUDFW"

• &DUHYRUILHIHFWHOHVFKLPE ULORUGHSUH YHQLWDVXSUa cererii turistice?
• 3UH]HQWD LFkWHYDFDWHJRULLGHWXULúWLFDUHYRUvQFKHLDDFHVWFRQWUDFW

• Care va fi momentul consumului turistic?

6&&5,67,$18/6$%5$ù29

Str. Toamnei nr.2

Telefoane:068186346;068187033 Fax 068310810

%21'(&20$1' &2175$&7'(& / 725,(785,67,&

NR................din.........................

6XEVHPQDWXODQ VFXW ODGDWDGHvQORFDOLWDWHD

MXGH XOILXO ILLFD OXL  úL DO  FX GRPLFLOL
ul în ...............
.str. ............................ nr...... bloc........... scara ........ apartament ..... etaj ... posesor al BI.......................
HOLEHUDW GH  OD GDWD GH  YDODELO SkQ  OD GDWD GH...... salariat la .............în

IXQF LDGH

7(/()21VHUYLFLXDFDV PRELO

&RPDQG6&&5,67,$18/6$%UDúRYSDFKHWXOGHVHUYLFLLSUH]HQWDWvQ .....................
(catalog / pliant / alt înscris):.................................
-'HVWLQD LD
- PerioadDQU]LOHQUQRS LFD]DUH
-0LMORDFHGHWUDQVSRUWúLFDWHJRULDORU........................
-7LSXOúLFDWHJRULDVWUXFWXULORUGHSULPLUH
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- Programul turistic ....................................................................................................................................
-$OWHVROLFLW ULVSHFLDOH................................................................................

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GLQFDUHFRSLLvQYkUVW GHúLDF tele de identitate ale acestora:

....................................................................................................................................................................
....................................................................................................................................................................
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&DWDORJXO SOLDQWXODOWvQVFULV  FRQGL LLOHJHQHUDOH GH YkQ]DUH úL Youcherul fac parte din prezentul

contract.
 ,QIRUPD LLOH FXSULQVH vQ PDWHULDOHOH SXEOLFLWDUH SUH]HQWDWH ILHF UXL WXULVW DQJDMHD]  YkQ] WRUXO GH

pachete de servicii în afara cazurilor în care:

- HYHQWXDOHOH VFKLPE UL vQ DFHVWH LQIRUPD LL DX IRVW FRPXQLFDWH turistului înaintea încheierii
contractului.
- PRGLILF ULOHDXIRVWHIHFWXDWHFXDFRUGXOS U LORU

 7XULúWLL FDUH vQFHDUF  SULQ RULFH PLMORDFH V  RE LQ  SH QHGUHSW GHVS JXELUL VDX FHL FDUH vQOHVQHVF

asemenea fapte vor suporta rigorile legii.

6. La data FRQILUP ULL GH F WUH DJHQ LH D VHUYLFLLORU FRPDQGDWH GH WXULVW SUH]HQWXO %21 '(

&20$1' GHYLQHFRQWUDFWGHF O WRULHWXULVWLF vQWUHS U L

6HPQ WXUDWXULVWXOXL 6HPQ WXUDDJHQWXOXL

............................................ ..........................................
Data................................... 'DWDFRQILUP ULL
 Studiu de caz nr. 2

SWXGLD L FX DWHQ LH XUP WRUXO ERQ GH FRPDQG  OD ELOHWXO GH RGLKQ  úL WUDWDPHQW (O HVWH RIHULW GH F WUH 6&

&ULVWLDQXO6$%UDúRYúLHVWHRIHULWWXWXURUWXULúWLORUFDUHDSHOHD] ODDFHDVW VRFLHWDWH

A. 5 VSXQGH LODDFHOHDúLvQWUHE ULFDvQVWXGLXOGHFD]QU

B. 3UH]HQWD LDVHP Q ULOHúLGHRVHELULOHGLQWUHFHOHGRX FRQWUDFWH

6&&5,67,$18/6$%5$ù29

Str. Toamnei nr.2

Telefoane:068186346;068187033 Fax 068310810

%21'(&20$1' &2175$&7'(& / 725,(785,67,&

LA BOT nr................/.........................

1XPHOHúLSUHQXPHOHWXULVWXOXL««««««««««««««««««««««««««««

Adresa .........................................................................................................................................................
7HOHIRQ FRPDQG OD 6& &ULVWLDQXO 6$ %UDúRY SDFKHWXO GH VHUYLFLL vQ

statiunea........................................ SHQWUX SHULRDGD SUH]HQWDW vQ RIHUWD DJHQ LHL

Sume achitate în avans:
- FKLWDQ DQU OHL
- FKLWDQ DQU........................./ .........................= .................................................. lei
Total încasat ..........................................................lei
CONTRACT
2%,(&7 7XULVWXO FDUH SRVHG  %27 ELOHW GH RGLKQ -tratament) bHQHILFLD]  GH VHUYLFLLOH vQVFULVH vQ

DFHVWGRFXPHQWODQLYHOXOFDOLWDWLYúLFDQWLWDWLYSHFDUHO-DDOHVGLQRIHUWDDJHQ LHL

MOD DE UTILIZARE: Cele 2 exemplare BOT sunt prezentate de turist la unitatea prestatoare de la
FDUHSULPHúWHWLFKHWHOHGHFD]DUHúLPDV SURJUDPXOGHPDV úLSHQWUXWUDWDPHQW

5(63216$%,/,7 ,ù,'(63 *8%,5,$VLJXUDUHDVHUYLFLLORUODQLYHOXOFDOLWDWLYúLFDQWLWDWLYvQVFULV

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DFHVWXLDFDUHYDVXSRUWDFRQWUDYDORDUHDGHVS JXELULLSHFDUHRY a achita direct la prestator.

- ÌQ FD]XO QHXWLOL] ULL VDX UHQXQ ULL OD VHMXUXO FRQWUDFWDW SULQ %
OT WXULVWXO YD VXSRUWD SHQDOL] ULOH
precizate în CONDI IILE GENERALE DE VÂNZARE A SERVICIILOR TURISTICE.
- DDF LQWHUYLQH FD]XO GH IRU  PDMRU  GRYHGLW FXDFWH turistul va suporta numai cheltuielile efectuate
GHDJHQ LHSkQ ODGDWDUHVWLWXLULL

- 'DF  VHUYLFLLOH FXPS UDWH QX VXQW FRQVXPDWH LQWHJUDO DJHQ LD QX úL DVXP  UHVSRQVDELOLWDWHD -
GHVS JXELULL5HJXODUL]DUHDVHIDFHFXSUHVWDWRUXO

- ÌQVLWXD LDvQFDUH DSDUHRUHFODPD LHXOWHULRDU VHMXUXOXLDFHDVWD HVWH FRQVLGHUDW QHDYHQLW úLQX HVWH

vQU VSXQGHUHDDJHQ LHL

- $JHQ LD DUH REOLJD LD V  LQIRUPH]H WXULúWLL GHVSUH FRQGL LLOH úL VHUYLFLLOH FH XUPHD]  D IL SULPLWH vQ

cadrul tarifului achitat. Alte cheltuieli care QX VXQW SUHY ]XWH vQ %27 VHUYLFLL VXSOLPHQWDUH WD[H GH

VWD LXQHGHSDUFDUHHWFFDGvQVDUFLQDWXULVWXOXL

$POXDWODFXQRúWLQ FRQGL LLOHJHQHUDOHGHYkQ]DUHDVHUYLFLLORUWXULVWLFH

6HPQ WXUDDJHQWXOXL 6HPQ WXUDWXULVWXOXL

............................................ ..........................................