PARTEA A TREIA

 $SDUL LD QRLORU SURGXVH

WXULVWLFH RIHU  DJHQ LLORU úL

tour-RSHUDWRULORU ILH úDQVHOH

RE LQHULL XQXL SURILW PDL

mare, fie pierderi însemnate

de consumatori de turism. TOUR-OPERATORUL
 2GDW  FRQFHSXW ù,352'86(/(6$/(
produsul turistic trebuie
promovat (fie prin
promovarea imaginii, fie
prin diferite canale de
GLVWULEX LH 'H RELFHL

FDQDOXO GH GLVWULEX LH

FXSULQGH GRL DJHQ L

LPSRUWDQ L DJHQ LD de

WXULVPúLWRXU -operatorul.

 $FHDVW  FRODERUDUH vQWUH

CAPITOLUL 5
FUHDWRU úL GLVWULEXLWRU

XQHRUL DFHODúL HVWH

DQDOL]DW  vQ DFHDVW  SDUWH D

OXFU ULL
CONCEPEREA
ù,&20(5&,$/,=$5($

PRODUSELOR
TURISTICE

CAPITOLUL 6

TOUR-OPERATORII
 Capitolul 5
Conceperea
si comercializarea
produselor turistice

3URGXVXO WXULVWLF VH IRUPHD]  SULQ YDORULILFDUHD

XQRU UHVXUVH QDWXUDOH vQ FRQGL LL VSHFLILFH ÄGH

SURGXF LH´ FDUH LQFOXGH R VHULH GH DFWLYLW L FH

permit „transformareD´ ORU vQ PDUI  DFHDVWD

XUPkQG V  ILH YkQGXW  FRQVXPDWRUXOXL WHRUHWLF

&RQFHSHUHD úL FRPHUFLDOL]DUHD SURGXVHORU

WXULVWLFH VH UHDOL]HD]  vQ HWDSH VXFFHVLYH

vQFHSkQG GH OD SROLWLFLOH GH PDUNHWLQJ úL

WHUPLQkQGFXDQDOL]HOHGHSUH úLHILFLHQ 
 CONCEPEREA
ù,&20(5&,$/,=$5($

PRODUSELOR TURISTICE

PLANUL &RQ LQXWXOSURGXVHORUWXULVWLFH

&RQGL LLGHFRPHUFLDOL]DUHDSURGXVHORUWXULVWLFH
CAPITOLULUI
0RGDOLW LGHSURPRYDUHDSURGXVHORUWXULVWLFH

5.4 Strategii de comercializare a produselor turistice

HODERUDWHGHDJHQ LLOHGHWXULVP

• Produs turistic
• Pachet de produse turistice
CONCEPTE • Pachet All Inclusive
• %URúXU WXULVWLF

• Fly & driveúLfly & hotel

 &RQFHSHUHDúLFRPHUFLDOL]DUHD
5
produselor turistice

&RPSOH[LWDWHD VHUYLFLLORU UHIOHFWDW  vQ GRPHQLXO WXULVPXOXL GHWHUPLQ  R DERUGDUH PDL DPSO  D FRQFHSWXOXL

GHPDUNHWLQJvQDFWLYLWDWHDWXULVWLF 

Conceptul de marketing turistic, vQ FRQFHS LD 207

'HILQL LD
GHVHPQHD]  R VHULH GH PHWRGH úL WHKQLFL FDUH YL]HD] 

2UJDQL]D LHL VDWLVIDFHUHD vQ FHOH PDL EXQH FRQGL LL SVLKRVRFLDOH WHKQLFH

Mondiale a ILQDQFLDUH HWF D QHYRLORU GH VHUYLFLL WXULVWLFH DOH SRSXOD LHL

H[SULPDWH VDX ODWHQWH I U  FD SRSXOD LD GH SULPLUH V  DLE  GH
Turismului 1
suferit.  $FHDVW  GHILQL LH LJQRU  LQWHUHVXO ILUPHL GH WXULVP

FRQFUHWL]DWvQRE LQHUHDSURILWXOXL

2GHILQL LHPDLFXSULQ] WRDUHHVWHFHDDOXL-RVW.ULSSHGRUIFDUH

FRQVLGHU  F  PDUNHWLQJXO WXULVWLF ÄHVWH R DGDSWDUH VLVWHPDWLF  úL

FRRUGRQDW  D vQWUHSULQGHULORU WXULVWLFH SULYDWH VDX GH VWDW SH

SODQ ORFDO UHJLRQDO QD LRQDO úL LQWHUQD LRQDO vQ YHGHUHD

satisfacerii optime a nevoilor anumitor grupuri determinate de

FRQVXPDWRULvQVFRSXORE LQHULLXQXLSURILW´
2

&RQ inutul produselor turistice

$SOLFD LLOH SUDFWLFH DOH PDUNHWLQJXOXL WXULVWLF FDUH SUHVXSXQH DQXPLWH SDUWLFXODUL] UL DX GHWHUPLQDW

GHVSULQGHUHD DFHVWXLD GLQ PDUNHWLQJXO JHQHUDO úL FRQVWLWXLUHD OXL FD R UDPXU  GH VLQH VW W WRDUH /D DFHVW

lucru au contribuit o serie de caracteristici care privesc: natura cererii de servicii turistice, natura ofertei,
QDWXUD SURGXVXOXL WXULVWLF úL D SUH XULORU DIHUHQWH SDUWLFXODULW LOH DF LXQLORU SURPR LRQDOH GLQ WXULVP

SDUWLFXODULW LOHGLVWULEX LHLHWF

'HILQL L a ConceptXO GH SURGXV WXULVWLF VH UHIHU  OD  XQ DQVDPEOX GH EXQXUL

PDWHULDOH úL VHUYLFLL FDSDELOH V  VDWLVIDF  QHYRLOH GH WXULVP DOH XQHL
produsului SHUVRDQH vQWUH PRPHQWXO SOHF ULL úL PRPHQWXO VRVLULL vQ ORFXO GH

turistic plecare.3

1 

 
   
   
T. Gherasim, D. Gherasim, Marketing turistic, -
R. Lanquar, R. Hollier, Le marketing touristique, PU.F, Paris, 1993, p. 25-40.
2
T. Gherasim, D. Gherasim, op. cit.
Jost Krippedorf, Marketing et tourisme, Berne, 1971, p.25-40.
3
T. Gherasim, D. Gherasim, op. cit. p. 25-40.
 Bunurile materiale la care se face referire sunt concretizate în:
• patrimoniul de resurse naturale, culturale, artistice, istorice,
DUKHRORJLFH WHKQRORJLFH PHGLFDOH HWF FDUH IRUPHD]  FDGUXO

IL]LFGHED] úLFDUHYRUPDQLIHVWDRDWUDF LHSHQWUXWXULúWL

• DQXPLWH HOHPHQWH GH LQIUDVWUXFWXU  VDX HFKLSDPHQWH FDUH GHúL

Bunurile QXJHQHUHD] PRWLYD LDVDXFHUHUHDGHWXULVPFRQWULEXLHvQPRG
materiale ale KRW UkWRU OD VDWLVIDFHUHD DFHVWHLD KRWHOXUL UHVWDXUDQWH WHUHQXUL

produsului VDXV OLGHVSRUWGHVSHFWDFROGHFRQIHULQ HHWF

turistic • XQHOH IDFLOLW L GH DFFHV OHJDWH GH PLMORDFHOH GH WUDQVSRUW GH

YHKLFXOH úL F L GH FRPXQLFD LL DOHVH GH WXULúWL SHQWUX D DMXQJH

la obiectivele dorite.

Produsul turistic nu este defLQLW SULQ HOHPHQWHOH VDOH PDWHULDOH FD DWDUH FL SULQ VHUYLFLLOH VDX SUHVWD LLOH
realizate prin intermediul lor (nu autocarul - ci serviciul de transport, nu hotelul – ci cazarea, nu plaja – ci
DJUHPHQWXOSHFDUHvORIHU 

6HUYLFLLOHFDUHGDXFRQ LQXWSU odusului turistic – denumite servicii turistice – se constituie într-un ansamblu
GH FHO SX LQ SDWUX WLSXUL GH ED]  WRWDO GLIHULWH FD QDWXU  FXP DU IL VHUYLFLL GH WUDQVSRUW GH FD]DUH GH

DOLPHQWD LH úL GH DJUHPHQW 'LQWUH WRDWH VHUYLFLLOH FDUH GDX FRQ L nut produsului turistic, indispensabil este
VHUYLFLXOGHDJUHPHQWvQOLSVDF UXLDFHOHODOWHWUHLFDWHJRULLLHVGLQVIHUDGHFXSULQGHUHDWXULVPXOXL

În afara serviciilor amintite – QXPLWH VHUYLFLL GH ED]  – produsul turistic se distribuie prin viu grai sau cu
DMXWRUXOK U LORUSOLDQWHORUJKLGXULORUEURúXULORUHWF

6HUYLFLLOHGHLQWHUPHGLHUHGHJHQXOUH]HUY ULORUGHORFXULvQPLMORDFHGHWUDQVSRUWvQKRWHOXULúLUHVWDXUDQWH

OD PDQLIHVW ULOH FXOWXUDO –DUWLVWLFH úL VSRUWLYH HWF vQFKLULHULORU GH PLjloace de transport, de schiuri sau de
DOWH PLMORDFH GH SUDFWLFDUH D GLYHUVHORU VSRUWXUL úL MRFXUL DVLJXU ULORU SH WLPSXO F O WRULLORU HWF VXQW GH

asemenea componente ale produsului turistic.

Alte servicii cu caracter special cum sunt cele de secretariat (în timpul congreselor), de traduceri (în timpul
VHMXUXOXLvQVWU LQ WDWHGHVXSUDYHJKHUHDFRSLLORUHWFSRWILJ VLWHvQFRPSRQHQ DPXOWRURIHUWHWXULVWLFH

2IHUWD GH VHUYLFLL LQH FRQW GH FDWHJRULLOH FRPSRUWDPHQWDOH DOH

clientelei turistice, aFHVWHDDS UkQGVXEIRUPD

• VHUYLFLL DIHUHQWH XQRU SUHRFXS UL SDVLYH PDQLIHVWDWH GH UHJXO 
Serviciile cuprinse vQ VSD LLOH GH FD]DUH OHFWXUD XUP ULUHD SURJUDPHORU 5$',2 -
în produsul turistic TV, somnul, igiena;
• VHUYLFLL DIHUHQWH XQRU SUHRFXS UL VHPLSDVLYH FXP DU IL FHOH

oferite în restauranteEDUXULV OLGHWUDWDPHQWHHWF

• VHUYLFLL DIHUHQWH XQRU SUHRFXS UL VHPLDFWLYH YL]LRQ UL GH

VSHFWDFROH VDX GH PDQLIHVW UL VSRUWLYH YL]LWH OD PX]HX VDX

H[SR]L LLSURPHQDGD

• VHUYLFLL DIHUHQWH XQRU SUHRFXS UL DFWLYH FXP DU IL VSRUWXO

H[FXUVLLOHúLGUXPH LLOHYkQ WRDUHDVDXSHVFXLWXOHWF

4

4
T. Gherasim, D. Gherasim, op.cit., p. 25-40
7RDWH FRPSRQHQWHOH SURGXVXOXL WXULVWLF DX PHQLUHD GH D DVLJXUD FRQVXPDWRULORU VDWLVIDF LH FHHD FH QX HVWH

XQ OXFUX XúRU GH UHDOL]DW 3HQWUX D FUHD DúD FHYD DFHVWD WUHEXLH V  FRUHVSXQG  PRWLYD LLORU WXULúWLORU F are
sunt extrem de eterogene.

'LYHUVLWDWHDFRPSRQHQWHORUFDUHGDXFRQ LQXWSURGXVXOXLWXULVWLFSRDWHDYHDUHSHUFXVLXQLDVXSUDFRHUHQ HLúL

LQWHJULW LLVDOH

$QDOL] FRPSDUDWLY vQWUHSURGXVHvQJHQHUDOúLSURGXVHOHWXULVWLFH

Tabelul 5.1.

Criterii Produse în general Produse turistice

Natura produsului tangibil intangibil
Tipul beneficiarului SHUVRDQ IL]LF  SHUVRDQ IL]LF 

SHUVRDQ MXULGLF SHUVRDQ MXULGLF

,QIOXHQ DUHOD LHLSURGXF WRUSUHVWDWRUFRQVXPDWRU VODE SXWHUQLF

Grad de personalizare sF ]XW ridicat

3RVLELOLWDWHDGHFRPHUFLDOL]DUHPRGGHLQWHUQD LRQDOL]DUH ULGLFDW ULGLFDW

*UDGXOGHLPSOLFDUHDFXPS U WRUXOXLODUHDOL]DUHDSURGXVXOXL redus ridicat

0XOWLWXGLQHD ILUPHORU FDUH SDUWLFLS  OD UHDOL]DUHD XQXL SURGXV

turLVWLF HVW XQ DOW HOHPHQW GH OXDW vQ VHDP  'H UHJXO  DFHVWH

ILUPHDOHF URULQWHUHVHVXQWGHVHRULGLYHUJHQWHQXVXQWLQWHJUDWH
Numeroase firme QLFL SH YHUWLFDO  QLFL SH RUL]RQWDO  vQWU R RUJDQL]D LH XQLF  vQWUH
-
de turism HOH H[LVWkQG FHO PXOW DFRUGXUL VDX vQ HOHJHUL PDL PXOW V au mai
SX LQ IRUPDOL]DWH ÌQ YHGHUHD SUHYHQLULL HYHQWXDOHORU VW UL
UHDOL]HD] 
conflictuale între firmele participante la crearea produsului
produse turistice WXULVWLF LQWHJUDUHD FkW PDL DUPRQLRDV  D HOHPHQWHORU VDOH

FRPSRQHQWH HVWH HVHQ LDO  FHHDFHLPSXQH FRRSHUDUHD vQWUHWRDWH

firPHOH úL RUJDQLVPHOH LPSOLFDWH WUDQVSRUWDWRUL SURSULHWDUL GH

KRWHOXUL úL UHVWDXUDQWH FRPHUFLDQ L SURSULHWDUL IXQFLDUL

Pachetele turistice ale tour-RSHUDWRULORU úL FRPHUFLDOL]DUHD

SURGXVHORUWXULVWLFHWUHEXLHV UHSUH]LQWHLPDJLQHDFDOLW LLVLV VH

bXFXUH GH R UHSXWD LH EXQ  6XFFHVXO GHSLQGH GH FXQRúWLQ HOH GH

PDUNHWLQJ DOH H[SHU LORU GH XWLOLWDWHD SDFKHWXOXL WXULVWLF úL

DELOLWDWHDGHFRPHUFLDOL]DUHSHSLD DSURGXVXOXLWXULVWLF

3LD D SURGXVXOXL WXULVWLF HVWH FRPSXV  GLQ EXQXUL úL VHUYLFLL FRQFHSXWH V  VDWLVIDF  FHUHUHD GH YDFDQ H úL

F O WRULLGHDIDFHUL7RXU RSHUDWRULLODQVHD] SDFKHWHWXULVWLFHFDUHVXQWYkQGXWHGLUHFWSULQSURSULDUH HDGH

-
GLVWULEX LHVDXSULQDJHQ LLOHGHYRLDMGHWDLOLVWHSHED]DXQXLFRPLVLRQ

Deci, pachetele turLVWLFH VXQW F O WRULL RUJDQL]DWH SH ED]D XQRU SURJUDPH SUHVWDELOLWH úL GHWDOLDWH SH

VHUYLFLLWXULVWLFH3DFKHWHOHVXQWYkQGXWHvQDYDQVODXQSUH IL[
35(67$725,',5(& ,

• CAZARE
- hotel, motel... TOUR OPERATORI PRODUSE TURISTICE
- VDWHGHYDFDQ INPUT - FXPS U OUTPUT
- circuite
- restaurante Ð
- UH]HUY Ð
- sejururi
• TRANSPORT - produc - croaziere
- avion - produse tematice
- autocar
- vas

Ð
- automobil
- tren %52ù85,
• 35(67$ ,,$8;,/,$5(
- ghid

Ð
- transferuri
- excursii
PUNCTE DE VÂNZARE
- sportive
- culturale

Ð
- DVLJXU UL
TURIST

)LJXUD&LUFXLWXOúLFRPHUFLDOL]DUHDXQXLSURGXVWXULVWLF

&RPHUFLDOL]DUHDSURGXVXOXLWXULVWLFSUHVXSXQHXUP WRDUHOHHWDSH

¾ RUJDQL]DUHD SUHOLPLQDU  FkQG SURGXVHOH VXQW FRQFHSXWH úL

asamblate cu mult înainte de exprimarea cererii clientului.

Tour-operatorul YD DOHJH GHVWLQD LD PLMORDFHOH GH WUDQVSRUW
FD]DUHDúLPRGDOLWDWHDGHvQVR LUHLQFOXVHvQSDFKHWvQDLQWHV 

RIHUHSURGXVXOWXULVWLFSLH HL7RXU XULOH VH GHVI úRDU  vQVR LWH

-
GH JKLG VDX GH FRQGXF WRUXO GH JUXS SH WRW SDUFXUVXO
Etapele F O WRULHL DFHúWLD VH S ot limita la asistarea întâlnirilor dintre
FRPHUFLDOL] ULL FOLHQ L FX UHSUH]HQWDQ LL FRPSDQLLORU vQ FD]XO vQWkOQLULORU GH

DIDFHULVDXvLSRWvQVR LWRWWLPSXO

produsului
¾ FRQFHSHUHD VHUYLFLLORU RIHULWH SRUQLQG GH OD QLYHOXO GH ED] 
turistic VHUYLFLXO RIHULW SRDWH IL GRDU R úHGHUH vQ YDFDQ  VDX VHUYLFLL

PXOW PDL FRPSOH[H WUDQVSRUW GXVvQWRUV vQVR LUH WUDQVIHU

FD]DUHPDV GLYHUWLVPHQWDVLJXUDUHHWF

¾ VWDELOLUHDSUH XULORU –SUH XOSURGXVXOXLHVWHVWDELOLWDQWLFLSDWúL

GH RELFHL VH DFKLW  vQDLQWH GH vQFHSHUHD F O WRULHL SHQWUX

unele SURGXVH FD]XO FOXEXULORU GH YDFDQ  XQGH VH RIHU 

DQXPLWH S U L GLQ SDFKHWHOH WXULVWLFH GHYLQH WRW PDL XWLOL]DW 

plata în sistem credit.

3DFKHWHOHWXULVWLFHDSDUVXEGRX IRUPHYDFDQ HÄ all-inclusive´úLIRUPDPL[W .

Pachetele „all-inclusive´ VXQW IRUPH WUDGL LRQDOH vQ FDUH VH RIHU  R PXOWLWXGLQH GH VHUYLFLL úL FDUH LQFOXG

YDFDQ HFXSHQVLXQHFRPSOHW WRXU -uri organizate, croaziere etc.


9DFDQ HOH FX SHQVLXQH FRPSOHW  LQFOXG DUDQMDPHQWH GH WUDQVSRUW GXVvQWRUV WUDQVIHUXUL FD]DUH úL WRDWH

PHVHOH $FHVW WLS GH YDFDQ  HVWH RIHULW vQ SULQFLSDO GH KRWHOXUL vQ VWD LXQL GHúL UHFHQW FOXEXULOH GH

YDFDQ  FXP DUIL&OXE0HGLWHUDQpHRIHU VHUYLFLLVLPLODUHFXIDFLOLW LSHQWUXGLYHUWLVPHQWúL DFWLYLW L

VSRUWLYH([LVW úLYDULD LLGHODDFHVWWLSGHYDFDQ - GHPLSHQVLXQHLQFOX]kQGPLF GHMXQúLFLQDQXPDL

mic-GHMXQúLYDFDQ HFXVHUYLUHSURSULHFDWHULQJSURSULXvQDSDUWDPHQWele hoteliere.


Tour-urile organizate FRPELQ  vQ JHQHUDO FD]DUHD FX H[FXUVLLOH (OH SRW RIHUL SHQVLXQH FRPSOHW 
demipensiune sau numai mic-dejun. Anumite tour-XUL SRW IL vQVR LWH SH WRW SDUFXUVXO GH JKL]L VDX GH
FRQGXF WRULGHJUXSvQWLPSFHDOWHOHSRWLQFOXGHGRDUWD[HGHF O WRULHúLLQWUDUH7UDQVSRUWXOVHIDFHFX

autocarul, cu avionul sau, mai rar, cu trenul.


Croazierele FRPSHQVHD]  GHFOLQXO QXP UXOXL GH F O WRULL SH PDUH ÌQ OXPH VXQW PDL SX LQ GH  GH

QDYHGHFURD]LHU vQFHOHPDLPXOWHILLQGvQ&DUDLEHúLvQ0HGLWHUDQ 

)RUPXOD PL [W  LQFOXGH WU DQVSRU W ODGH O D GHVWLQD LH FRPELQ DW FX DOWH VHU YLFLL úL DS DU H VXE IRU PD 

„fly & GU LY HV´ úLÄIO\ KRW HO´

„Fly & drives´FRPELQ ]ERUXOFXDYLRQXOúLXWLOL]DUHDPDúLQLORUvQFKLULDWHSkQ ODGHVWLQD LH

3DFKHWHOH ÄIO\  KRWHO´ LQFOXG ]ERUXUL SkQ  OD GHVWLQD LH úL FD]DUH OD KRWHO FRPDQGDW  SULQ  YRXFKHU vQ

GLYHUVHORFDOLW LVWD LXQLVDXSXQFWHGHOHJ WXU 

S-DXGH]YROWDWúLPXOWHDOWHSURGXVHQRLFHRIHU WUDQVSRUWúLFD]DUHFRPELQDWHFXVHUYLFLL specializate pentru

GLIHULWH JUXSXUL YDFDQ H VSRUWLYH VNL JROI SHVFXLW YDFDQ H FX VHUYLFLL GH WUDWDPHQW SHQWUX V Q WDWH
5
F O WRULLGHDYHQWXU LQFHQWLYHSHQWUXFRQIHULQ HHWF

&RQGL LLGHFRPHUFLDOL]DUHDSURGXVHORUWXULVWLFH

,QIRUPD LLOH VFULVH IXUQL]DWH WXULúWLORU GH F WUH DJHQ LLOH GH WXULVP

WUHEXLH V  ILH DVWIHO IRUPXODWH vQFkW V  QX SHUPLW  LQWHUSUHW UL

HFKLYRFH FX SULYLUH OD SUH XO FRQ LQXWXO SDFKHWXOXL GH VHUYLFLL úL OD

DOWH FRQGL LL FH XUPHD]  D IL LQFOXVH vQ FRQWUDFWXO GLQWUH DJHQ LH úL
Contractul
turist.

&RQWUDFWXO GLQWUH DJHQ LD GH WXULVP úL WXULVW HVWH DFRUGXO GH YRLQ 

GLQWUH DJHQ L a tour-RSHUDWRDUH VDX GHWDLOLVW  úL WXULVW FDUH DUH FD

RELHFWFXPS UDUHDXQRUVHUYLFLLWXULVWLFHGHF WUHWXULVWúLHOLEHUDUHD

GRFXPHQWHORU GH SODW  úL D GRFXPHQWHORU GH F O WRULH GH F WUH

cu turistul DJHQ LDGHWXULVP

,QIRUPD LLOHSULYLQGVHUYLFLLOHWXULVWLFHSRWILSUH]HQWDWHWXULVWXOXLVXE

IRUPD XQXL FDWDORJ SOLDQW VDX D XQXL DOW vQVFULV DJHQ LD DYkQG

REOLJD LDV IDF GRYDGDF WXULVWXODSULPLWXQH[HPSODU$JHQ LDGH

turism are obliga LDV IXUQL]H]HWXULúWLORUvQVFULVvQDLQWHDvQFKHLHULL

FRQWUDFWXOXLLQIRUPD LLDGHFYDWHUHIHULWRDUHOD

5 "!#$%& ')(+*-, , !'/.&0/& %#*-,12*354*5 *-, 6 International tourism, McMillan Business, 1995, p. 55-60.
 • ORFDOLWDWHDGHGHVWLQD LH
• ruta de parcurs;
• miMORDFHOHGHWUDQVSRUWXWLOL]DWHFDUDFWHULVWLFLOHúLFDWHJRULDDFHVWRUD
• WLSXOXQLW LORUGHFD]DUHDGUHVHOHúLFDWHJRULLOHGHFODVLILFDUHDDFHVWRUD
• VHUYLFLLOHGHPDV RIHULWHúLFDWHJRULDGHFODVLILFDUHDXQLW LORUGHDOLPHQWD LH
• durata programului, FXLQGLFDUHDGDWHLVRVLULLúLDSOHF ULL
• LQIRUPD LL JHQHUDOH SULYLQG UHJLPXO SDúDSRDUWHORU úL DO YL]HORU IRUPDOLW LOH GH V Q WDWH QHFHVDUH

F O WRULHLúLVHMXUXOXL

• FXDQWXPXODYDQVXOXLGDF HVWHFD]XOSUHFXPúLWHUPHQXOSHQWUXHIHFWXDUHDUHVWXOXLGHSODW 

• QXP UXO PLQLP GH SHUVRDQH QHFHVDU SHQWUX UHDOL]DUHD SURJUDPXOXL úL WHUPHQXO OLPLW  SHQWUX

informarea turistului, în caz de anulare;

• RSRUWXQLW LGHvQFKHLHUHDXQRUDVLJXU ULIDFXOWDWLYHSHQWUXDVLVWHQ vQFD]GHERDO DFFLGHQWHHWF

ÌQDLQWHGHvQFHSHUHDF O WRULHLWXULVWXOYDILLQIRUPDWvQVFULVGHF WUHDJHQ LDGHWXULVPGHVSUH

• numele, adresaúL QXP UXOGH WHOHIRQ DOUHSUH]HQWDQWXOXL ORFDODO DJHQ LHLFDUHSRDWH DFRUGD DVLVWHQ 

WXULVWXOXL vQ FD] GH GLILFXOWDWH $FROR XQGH QX H[LVW  DVHPHQHD UHSUH]HQWDQW WXULVWXO WUHEXLH V  ILH

LQIRUPDWGHVSUHPRGDOLWDWHDGHFRQWDFWDUHDDJHQ LHLGHWXULVP

• PRGDOLW LOH GH D OXD OHJ WXUD FX FRSLLL VDX FX SHUVRDQD UHVSRQVDELO  OD ORFXO GH VHMXU DO DFHVWRUD

SHQWUXS ULQ LLPLQRULORUSDUWLFLSDQ LODDF LXQH

Contractul încheiaWvQWUHDJHQ LDGHWXULVPúLWXULVWYDFRQ LQHFHOSX LQXUP WRDUHOHHOHPHQWH

• GHVWLQD LDGHVWLQD LLOH GH F O WRULH úL vQ FD]XO SHULRDGHORU GH VHMXU GXUDWD úL GDWHOH GH VRVLUH úL G e
plecare;
• PLMORDFHOH GH WUDQVSRUW XWLOL]DWH FDUDFWHULVWLFLOH úL FDWHJRULLOH DFHVWRUD GDWHOH úL RUHOH GH

SOHFDUHVRVLUHODGXFHUHúLODvQWRDUFHUH

• vQFD]XOFD] ULLDGUHVDúLFDWHJRULDGHFODVLILFDUHDOHVWUXFWXULORUvQFDUHVHIDFHDFHDVWD
• servicii dHPDV SHQVLXQHFRPSOHW GHPLSHQVLXQHPLFGHMXQ
• FRQGL LD FD XQ QXP U PLQLP GH SHUVRDQH V  SDUWLFLSH OD DF LXQH úL WHUPHQXO OLPLW  SHQWUX LQIRUPDUHD
turistului cu privire la anulare;
• ruta;
• YL]LWHH[FXUVLLVDXDOWHVHUYLFLLFDUHVXQWLQFOXVHvQSUH XOWotal al pachetului de servicii;
• GHQXPLULOH úL VHGLLOH DJHQ LORU GH WXULVP RUJDQL]DWRDUH DOH DJHQ LHL GHWDLOLVWH GDF  HVWH FD]XO úL DOH
VRFLHW LLGHDVLJXU ULGDF DFHDVWDH[LVW 

• WDULIXO SDFKHWXOXL GH VHUYLFLL FX LQGLFDUHD H[SUHV  D FD]XULORU FkQG DF esta poate fi modificat, a
WDULIHORU SHQWUX DQXPLWH VHUYLFLL WD[H GH DWHUL]DUH vPEDUFDUHGHEDUFDUH vQ SRUWXUL úL SH DHURSRUWXUL

WD[HGHWXULVWGDF DFHVWHDQXVXQWLQFOXVHvQSDFKHWXOGHVHUYLFLL

• WHUPHQHOHúLPRGDOLWDWHDGHSODW 

• VROLFLW ULOHVSHFLDOHGLQSDUWHDWXULVWXOXLDFFHSWDWHGHDJHQ LH

• SHULRDGHOH vQ FDUH WXULVWXO SRDWH UHFODPD QHvQGHSOLQLUHD VDX vQGHSOLQLUHD SDU LDO  D FODX]HORU

contractuale;
• SRVLELOLWDWHDGHWUDQVIHUDOFRQWUDFWXOXLF WUHRWHU SHUVRDQ úLPRGXOGHUHDOL]DUHDDFHVWXLD

• HYHQWXDOHOHPRGLILF ULSHFDUHDJHQ LDOHSRDWHDGXFHVHUYLFLLORUFXPS UDWH

• SRVLELOLW LGHUH]LOLHUHDFRQWUDFWXOXLGHF WUHDJHQ LHVDXGHF WUHWXULVW

• U VSXQGHUHDDJHQ LHLGHWXULVPvQFD]XODQXO ULLH[FXUVLHLDOvQORFXLULLVDXDOQHDVLJXU ULLXQRUV ervicii

FXPS UDWH
ÌQFD]XOvQFDUHWXULVWXOQXSRDWHSDUWLFLSDODF O WRULHDFHVWDSRDWHWUDQVIHUDFRQWUDFWXOXQHLWHU HSHUVRDQH

FDUHvQGHSOLQHúWHFRQGL LLOHDSOLFDELOHDF LXQLLWXULVWLFHUHVSHFWLYH

7UDQVIHUXO SRDWH IL UHDOL]DWQXPDL FX DQXQ DUHD DJHQ LHL GH WXULVP vQ WLPS XWLO vQDLQWHD vQFHSHULL DF LXQLL úL

FX FRQGL LD SO LL LQWHJUDOH D SUH XOXL SDFKHWXOXL GH VHUYLFLL SUHFXP úL D HYHQWXDOHORU FRVWXUL VXSOLPH ntare
ocazionate de acest transfer.

ÌQFD]XOvQFDUHDJHQ LDGH WXULVPHVWHQHYRLW V  PRGLILFHXQDGLQWUHSUHYHGHULOHHVHQ LDOHDOHFRQWUDFWXOXL

DFHDVWDDUHREOLJD LDV LQIRUPH]HWXULVWXOvQWLPSXWLODVWIHOvQFkWHOV SRDW RSWD

• ILHSHQWUXUH]LOLHUHDFRQWUDFWXOXLI U SHQDOLW L

• ILHSHQWUXDFFHSWDUHDQRLORUFRQGL LLDOHFRQWUDFWXOXLLQIRUPkQGGHVSUHDFHDVWDDJHQ LDGHWXULVPvQFHO

mai scurt timp.

În cazul în FDUH WXULVWXO UH]LOLD]  FRQWUDFWXO VDX GDF  DJHQ LD GH WXULVP DQXOHD]  DF LXQHD vQDLQWHD GDWHL GH

plecare, acesta are dreptul:

• V  DFFHSWH vQORFXLUHD DF LXQLL FX XQD HFKLYDOHQW  FX XQD VXSHULRDU  VDX FX XQD LQIHULRDU  3HQWUX

DF LXQHDGHFDOLWDWHLQIHULRDU DJHQ LDYDUDPEXUVDWXULVWXOXLGLIHUHQ DGHSUH 

• V SULPHDVF vQWHUPHQGHúDSWH]LOHWRDWHVXPHOHSO WLWH

ÌQ DFHVW FD] WXULVWXO DUH GUHSWXO DWXQFL FkQG FRQVLGHU  V  VROLFLWH DJHQ LHL GH WXULVP úL GHVS JXELUL SHQWUX

neîndepliniUHDFRQWUDFWXOXLFXH[FHS LDXUP WRDUHORUVLWXD LL

• GDF  DQXODUHD VH IDFH FD XUPDUH D QXP UXOXL GH WXULúWL PDL PLF GHFkW PLQLPXO QHFHVDU SUHY ]XW vQ

contract;
• GDF DQXODUHDVHIDFHSHQWUXFD]XULGHIRU PDMRU 

ÌQFD]XOvQFDUHGXS vQFHSHUHDF O WRULHLRSDUWHLPSRUWDQW GLQVHUYLFLLOHSUHY ]XWHvQFRQWUDFWQXSRDWHIL

UHDOL]DW VDXGDF DJHQ LDGHWXULVPRUJDQL]DWRDUHFRQVWDW F QXOHYDSXWHDDVLJXUDDFHDVWDHVWHREOLJDW 

• V RIHUHWXULúWLORUDOWHUQDWLYHI U FRVWXULVXSOLPHQWDUHvQVFRSXOFRQWLQX ULLF O WRULHL

• V UHVWLWXLHWXULúWLORUGDF HVWHFD]XOVXPHOHFDUHUHSUH]LQW GLIHUHQ DGL ntre contravaloarea serviciilor

DFKLWDWHúLFRQWUDYDORDUHDVHUYLFLLORUHIHFWLYSUHVWDWHXOWHULRU

'DF  QX SRW IL HIHFWXDWH DUDQMDPHQWH DOWHUQDWLYH VDX GDF  GLQ PRWLYH vQWHPHLDWH WXULVWXO QX OH DFFHSW 

DJHQ LDGHWXULVPYDRIHULI U FRVWXULVXSOLPHQWDUHWUDQVSRUWXOUHWXUODORFXOGHSOHFDUHVDXvQDOWORFDJUHDW

GHWXULVWXUPkQGFDDFHVWDV ILHFRPSHQVDWSHQWUXVHUYLFLLOHQHSUHVWDWH

$JHQ LD GH WXULVP HVWH U VSXQ] WRDUH ID  GH WXULVW SHQWUX EXQD H[HFXWDUH D REOLJD LLORU DVXPDWH SULQ

FRQWUDFWLQFOXVLYvQVLWXD LDvQFDUHRDOW DJHQ LHGHWXULVPVDXXQDOWSUHVWDWRUGHVHUYLFLLWXULVWLFHWUHEXLHV 

vQGHSOLQHDVF DFHVWHVHUYLFLL

6HH[FHSWHD] XUP WRDUHOHFD]XUL

• QHvQGHSOLQLUHDVDXvQGHSOLQLUHDGHIHFWXRDV DREOLJD LLORUDVXPDWHSULQFRQWUDFWGLQYLQDWXULVWXOXL

• QHvQGHSOLQLULOHVXQWDWULEXLWHXQXLWHU FDUHQXHVWHSDUWHvQFRQWUDFWLDUFDX]HOHQHUHDOL] ULORUQXSXWHDX

ILSUHY ]XWHVDXHYLWDWH

• QHvQGHSOLQLULOH VH GDWRUHD]  XQRU FDX]H GH IRU  PDMRU  VDX XQRU vPSUHMXU UL SH FDUH QLFL DJHQ LD GH

turism, nici prestatorii de servicii nu le puteau prevedea sau evita.

'HILFLHQ HOHFRQVWDWDWHGHWXULVWODID DORFXOXLFXSULYLUHODUHDOL]DUHDSDFKHWXOXLGHVHUYLFLLYRUILSUH]HQWDWH

SURPSW vQ VFULV DWkW SUHVWDWRUXOXL GH VHUYLFLL FkW úL DJHQ LHL GH WXULVP GH OD FDUH D FXPS UDW SDFKHWXO GH

VHUYLFLL$FHDVW REOLJD LHDWXULVWXOXLWUHEXLHV ILHPHQ LRQDW FODUúLH[SOLFLWvQFRQWUDFW

ÌQVLWXD LLOHvQFDUH DSDUQHPXO XPLULFXSULYLUHODUHDOL]DUHDVHUYLFLLORUWXULVWLFHS U LOHLPSOLFDWHUHVSHFWLY

DJHQ LD GH WXULVP WRXU RSHUDWRDUH DJHQ LD GHWDLOLVW  SUHFXP úL SU
- estatorii de servicii turistice vor lua
P VXULOHFDUHVHLPSXQSHQWUXVROX LRQDUHDDFHVWRUD

ÌQ VWXGLLOH GH FD] QXP UXO    VXQW SUH]HQWDWH FkWHYD FRQWUDFWH vQWUH DJHQ LD GH WXULVP úL WXULúWLL V L vQ

FDUHVXQWSUHFL]DWHFRQGL LLOHGHFRPHUFLDOL]DUHD serviciilor turistice.

0RGDOLW LGHSURPRYDUHDSURGXVHORUWXULVWLFH

0RGDOLW LOHSULQFLSDOHGHSURPRYDUHDSURGXVHORUWXULVWLFHGHF WUHDJHQ LLOHGHWXULVPVXQW

• editarea de materiale publicitare;

• realizarea de campanii publicitare.

IndiferenW GHVWUDWHJLD DOHDV SHQWUX DWLQJHUHDRELHFWLYHORUVDOHRULFH UHDOL]DWRUGHSURGXVHWXULVWLFH WUHEXLH

V -úLUHDOL]H]HFRPHUFLDOL]DUHDSURGXVHORUVDOHSULQXQDGLQFHOHGRX PRGDOLW LPHQ LRQDWH

5.3.1. Editarea de materiale publicitare

Produsele turLVWLFHVXQWFRPHUFLDOL]DWHvQSULQFLSDOSULQLQWHUPHGLXOFDWDORDJHORUúLEURúXULORU

'XS  FH ID]D QHJRFLHULL FX GLIHUL L SUHVWDWRUL GH VHUYLFLL V -a terminat, tour-RSHUDWRULL HGLWHD]  úL GLIX]HD] 

JUDWXLWEURúXULFDUHSUH]LQW GLIHULWHOHSURGXVHWXULVWLFH pe care le propun publicului.

%URúXUD WXULVWLF  HVWH GHILQLW  GUHSW PDWHULDOXO GH SUH]HQWDUH HGLWDW vQWU XQ PDUH QXP U GH H[HPSODUH úL
-
GLIX]DWSULQUH HDXDGHVXFXUVDOHúLGHDJHQ LLGHW urism.

Argumentele comercialeXWLOL]DWHvQEURúXULOHWXULVWLFHVXQW
Argumente • IRWRJUDILDvQFXORULFDUHV VXVFLWHLQWHUHVXOSHQWUXYRLDM
comerciale • SUH XO GH UHIHULQ  YL]kQG V  DWUDJ  DWHQ LD WXULVWXOXL XQHRUL
DFHDVW  WHKQLF  VH IRORVHúWH Goar pentru perioade restrânse, din

extrasezon;
• FDOLWDWHDJUDILF GHRVHELWGHEXQ 
• DPSODVDUHDvQSDJLQ DLPDJLQLORUDVWIHOvQFkWV DWUDJ DWHQ LD

6
(WDSHOHUHDOL] ULLXQHLEURúXUL

&RQFHSHUHDEURúXULL

3UH]HQWDUHD EURúXULL WUHEXLH V  ILH vQJULMLW  SHQWUX F  HD GHWHUPLQ  vQ SDUWH VXFFHVXO YRLDMHORU SH FDUH OH

SURSXQH&DWDORJXOWUHEXLHV DUDWHSURILOXODJHQ LHLúLV ILHDGDSWDWFOLHQWHOHLVDOHWLQHULúLI U SUHWHQ LLVDX

PDL vQ YkUVW  úL SUHRFXSD L GH FRQIRUW vQVW UL L IDPLOLL VDX LQGLYLGXDOL 'H DVHPHQHD EURúXUD WUHEXLH V 

SHUPLW ROHFWXU DWU J WRDUH

6
R. Lanquar, R. Hollier, op. cit.
Studiu de caz nr. 1

-)$  -
- VERSO -
Studiu de caz nr. 2
Studiu de caz nr. 3
 'DF  SHQWUX WH[WH VH DSHOHD]  GLQ FH vQ FH PDL PXOW OD MXUQDOLúWL OD

DPEDVDGRULL ULORU GH GHVWLQD LH OD VFULLWRUL SHQWUX LOXVWUDUH WRXU -
RSHUDWRULL DSHOHD]  OD IRWRJUDILLOH DJHQ LLORU GH SUHV  FKLDU FRPDQG 

veritabile reportaje fotografice. De asemenea, realizatorii se

Regula conceperii RULHQWHD]  WRW PDL PXOW F WUH HGLWDUHD GH EURúXUL WHPDWLFH DYkQG FD

unui material VXELHFW ILH R DQXPLW  GHVWLQD LH ILH R DQXPLW  FDWHJRULH GH FOLHQWHO 

5HJXOD FRQFHSHULL XQXL PDWHULDO SXEOLFLWDU HVWH XUP WRDUHD cu cât o

publicitar
DU  HVWH PDL SX LQ vQFkQW WRDUH FX DWkW IUXPXVH HD úL FDOLWDWHD

IRWRJUDILHL WUHEXLH V  vQIUXPXVH H]H UHDOLWDWHD %URúXUD DWU J WRDUH

HVWHVSHFLILF IUDQFH]LORUvQWLPSFHFDWDORDJHOHJHUPDQHFRQ LQPLFL

IRWRJUDILLDOHFDPHUHORUúLID DGHORUKRWHOXULORU

'LIX]DUHDEURúXULL

%URúXULOHVXQWGLIX]DWHSULQUH HDXDGHVXFXUVDOHDOHUHDOL]DWRUXOXL

úL SULQ DJHQ LLOH GH WXULVP VDX VXQW DGUHVDWH GLUHFW ILH YHFKLORU

clieQ L ILH DQXPLWRU FOLHQ L SRWHQ LDOL VHOHF LRQD L vQ IXQF LH GH
GLIHULWH FULWHULL 9,3 OHDGHU GH RSLQLH 7LUDMXO VH VWDELOHúWH vQ

IXQF LHGHGHQVLWDWHDUH HOHLGHGLVWULEX LHúLGHQXP UXOGHFOLHQ L

Fiecare tour-RSHUDWRU DUH SURSULD SROLWLF  GH GLIX] are. De

&XPúLFXLVXQW H[HPSOX-(772856úL&/8%0(',7(55$1e(vúLGLIX]HD] 

EURúXULOH FX ]JkUFHQLH /D SROXO RSXV FX WRW UHQXPHOH V X
GLIX]DWHEURúXULOH
NOUVELLES FRONTIÈRES este foarte risipitor. Prima
DWLWXGLQH SRDWH O VD LPSUHVLD F  YLLWRUXO WXULVW YD IDFH SDUWH GLQ

HOLW LDUDGRXDF DJHQ LDVHFRQIRUPHD] MRFXOXLSLH HL

/DQVDUHDXQHLEURúXULWUHEXLHvQVR LW GHSXEOLFLWDWHFXLQWHQ LDGH

DRIDFHFXQRVFXW GHWDLOLúWLORUúLSXEOLFXOXLODUJ3HQWUXDPRWLYD

DJHQ LLOH GHWDLOLVWH VH RUJDQL]HD]  VHPLQDULL GH SUH]HQWDUH D

produselor turistice, care adesea iau forma workshop-XULORU úL

concursurilor cu premii.

&RVWXO GH IDEULFD LH DO EURúXULL WUHEXLH UH cuperat prin vânzarea
SURGXVHORU WXULVWLFH 'DU UH]XOWDWXO YkQ] ULORU HVWH úL vQ IXQF LH GH

QXP UXOGHEURúXULGLVWULEXLWH&kWHH[HPSODUHVXQWQHFHVDUHSHQWUXD

YLQGHRF O WRULH"
&kWFRVW
Cei mai mari tour- RSHU DWRU L  JHU PDQL úL EU LW DQLFL  FRQ VL G HU F 
REURúXU "
 EURúXU L SHQW UX R F O WRU L H HVWH PXOW 7LU DMHOH ORU  WU HF OHMHU 

GH XQ  PLOL RQ GH H [ HPS O DU H úL REL HFW LYXO ORU  H VW H R Y kQ ] DU H 

pentru 5-6 EU R úXU L 3H G H DOW  SDU W H VXQW  SU RGXF WRU L FDU H VH

PXO XPHVF FX U H]XO WDW H  PDL PXOW  GHFkW PRGHVW H R YkQ ] DU H 

pentru 20-G HEUR úXU L

5HDOL]DUHD úL SXEOLFDUHD EURúXULL SUHVXSXQ PLMORDFH ILQDQFLDUH

importante, accesibile numai tour-operatorilor mari, ceea ce

GHWHUPLQ  R DQXPLW  FRQFHQWUDUH D RIHUWDQ LORU vQ FDGUXO DFHOXLDúL

PDWHULDO SXEOLFLWDU ÌQ SOXV GXUDWD SHULRDGHORU GH WLS ULUH F uprinse
vQWUHOXQLúLXQDQGLILFXOW LOHGHHVWLPDUHDSUH XULORUDQWLFLSDUHD

LQIOD LHL D YDULD LHL FXUVXOXL GH VFKLPE YDOXWDU SUH XO WUDQVSRUWXULORU

DHULHQH vL GHWHUPLQ  SH FUHDWRULL úL GLVWULEXLWRULL GH   YRLDMH V 

disocieze tot mai mult prezentDUHD SURGXVHORU GH FHD D SUH XULORU
$FHDVWD VH IDFH SULQ DG XJDUHD OLVWHORU GH WDULIH XOWHULRU FHHD FH

vQJUHXQHD]  DF LXQHD GH ILGHOL]DUH DWXULúWLORU2DOW PRGDOLWDWHGHD

UHGXFH FRVWXULOH UHDOL] ULL GH PDWHULDOH SXEOLFLWDUH GLQ FH vQ FH PDL

utilizat  HVWH WHKQLFD ÄVKHOO IROGHU´ DGLF  D SOLDQWXOXL ÄIDG´ $FHVWD

HVWH PDL HFRQRPLF SROLYDOHQW úL QX FRQ LQH IRWRJUDILL FRORU (O HVWH

folosit pentru a experimenta produsele turistice noi pentru care

succesul este incert.
Materialul publicitar trebuie revQQRLW FkQG LPDJLQLOH DX IRVW IRORVLWH GH SUHD PXOWH RUL úL HVWH ELQH V  QX VH

SURSXQ QLFLRGDW DFHOHDúLSOLDQWHFDDOHDOWXLSURGXF WRUWXULVWLFGHSHDFHHDúLSLD 

%URúXUDWXULVWLF  DUH DYDQWDMXOGHDILXQDUJXPHQW FRPHUFLDOIRDUWH ÄFRQFUHW´SHQWUXY ânzarea unui produs

WXULVWLF UHSUH]HQWkQG GH IDSW XQ DQVDPEOX GH VHUYLFLL FH VH YRU FRQVXPD vQ YLLWRU úL GHVSUH FDUH WXULúWLL QX

DXGHFkWRLGHHIRDUWHYDJ DVXSUDFRQ LQXWXOXL

5.3.2. Realizarea de campanii publicitare

În domeniul turismului, exiVW XQDQXPLWSDUDOHOLVPvQWUHDF LXQLOHGH

FRPHUFLDOL]DUH úL FHOH GH SURPRYDUH DPEHOH IDF DSHO OD DFHOHDúL

WHKQLFL $VWIHO SURPRYDUHD LPSOLF  R LQIRUPDUH D SXEOLFXOXL SULQ

Comercializarea SUHV úLUDGLRLDUFRPHUFLDOL]DUHDSUHVXSXQHRLQIRUPDUHVSHFLDOL]DW 
úLSURPRYDUHD (profesionLVW  SULQ UHOD LL FX SXEOLFXO úL SXEOLFLWDWH vQ SUHVD

VLPXOWDQ VSHFLDOL]DW 3DUDOHOLVPXO VH RSUHúWH DLFL FRPHUFLDOL] ULLDG XJkQGX -

i-VH DOWH QRL HWDSH QHJRFLHUHD FX DQJURVLúWLL WRXU -operatorii,
FHQWUDOHOH GH UH]HUY UL HWF vQ DPRQWH LDU vQ DYDO UHDOL]DUHD

cDWDORDJHORU GLVWULEXLUHD ORU GHWDLOLúWLORU VWLPXODUHD ORU SXEOLFLWDWHD

SURGXVHORUWXULVWLFHYkQ]DUHDF WUHSXEOLF .
7

3XEOLFLWDWHD FXSULQGH XQ FRPSOH[ GH DFWLYLW L GH LQIRUPDUH D FRQVXPDWRULORU GHVSUH FRPSRQHQWHOH

FDOLWDWHDúLORFXOXQGHSRDWHILFRQVXPDWSURGXVXOWXULVWLFDOILUPHLvQVFRSXOVWLPXO ULLYkQ] ULORU

Rolul socio-HFRQRPLFDODFWLYLW LLGHSURPRYDUHHVWHHYLGHQWLQIRUPDUHDWXULúWLORUGHVSUHSURGXVHOHRIHULWH

spre vânzare, desprHVHUYLFLLOHDVRFLDWHORUILLQGWRWPDLQHFHVDU GDWRULW FUHúWHULLI U SUHFHGHQWDQHYRLORU
SHQWUXWXULVPúLHILFLHQWL] ULLFDSDFLW LORUGHSURGXF LHúLDWLPSXOXLGHPXQF DOSHUVRQDOXOXLGHYkQ]DUH

'HDVHPHQHDSULQDF LXQLOHGHLQIRUPDUHDJHQ LDGHWXULVPFRQYLQJHúLFKLDUHGXF FRQVXPDWRULLvQFHHDFH

SULYHúWHQHFHVLWDWHDSUDFWLF ULLWXULVPXOXL

3DUWLFXODULW LOHSURGXVXOXLWXULVWLFGHWHUPLQ XWLOL]DUHDXQRUPLMORDFH

8
VSHFLILFHGHSURPRYDUHFDUHVHvPSDUWvQGRX FDWHJRULL :
• mijloace de promovare care DWUDJ WXULVWXO F WUH ILUP  Rolul
DFHVWRUD HVWH GH D DVLJXUD R LQIRUPDUH FvW PDL H[DFW  úL FkW PDL

FRPSOHW  DVXSUD SURGXVXOXL WXULVWLF SHQWUX D JHQHUD GRULQ D GH

FXPS UDUH 'LQWUH DFHVWH PLMORDFH DPLQWLP UHFODPD SXEOLFLWDWHD

Mijloace de
JUDWXLW RUJDQL]DUHDGHvQWkOQLULFRQFXUVXULH[SR]L LL
promovare • mijloace de promovare care VWLPXOHD]  UHYHQLUHD (fidelizarea)
WXULúWLORU5ROXODFHVWRUDHVWHGHDFRQILUPDvQWRWDOLWDWHLQIRUPD LLOH

GLIX]DWHSULQFDWDORDJHEURúXULUHYLVWHDQXQ XULILOPHSXEOLFLWDUH

LQIRUPD LL FDUH WUHEXLH V  VH FRQFUHWL]H]H vQ YkQ] UL ÌQ DFHDVW 

FDWHJRULH LQWU  SURPRYDUHD OD ORFXO YkQ] ULL FRPSRUWDPHQWXO

SHUVRQDOXOXL GH YkQ]DUH SURPRYDUHD SULQ RUJDQL]D LLOH GH WXULVP

GLQvQWUHSULQGHULúLILUPH

7
R.Lanquar, L’économie touristique, Que sais-je? Paris, P.U.F. 1983
8
R.Emilian, Management în servicii798:;5:<>=?>@ A 7BCA @ :<>DEGFB7H-IIJ
&ULWHULXOGHGHOLPLWDUHDFHORUGRX PLMORDF e de promovare nu este foarte riguros. Astfel, punerea în valoare
D PLMORDFHORU GH SURPRYDUH OD ORFXO YkQ] ULL HVWH SRVLELO  QXPDL GDF  DFHVWHD VXQW VXELHFWXO XQRU DQXQ XUL

GHUHFODP GLIX]DWHSULQPLMORDFHGHFRPXQLFD LHvQPDV 

Pentru conducerea departDPHQWXOXL GH YkQ] UL HVWH IRDUWH LPSRUWDQW  GHWHUPLQDUHD FRQWULEX LHL ILHF UXL

PLMORF GH SURPRYDUH OD FUHúWHUHD GHVIDFHULORU úL SH DFHDVW  ED]  DOHJHUHD FHORU PDL HILFLHQWH PLMORDFH GH

SURPRYDUH VH IRORVHVF vQ DFHVW VFRS LQGLFDWRUL FXP VXQW DXGLHQ D DQXQ XULORU GH UHFODP  úL QXP UXO GH

FRQVXPDWRULFDUHDXUHFHS LRQDWPHVDMXOWUDQVPLV

&DPSDQLLOH GH SURPRYDUH úL GH SXEOLFLWDWH VXQWUHDOL]DWH OD LQL LDWLYD

D GRL DJHQ L HFRQRPLFL GLIHUL L DOH F URU LQWHUHVH VXQW

complementare9:
• DJHQ LLOH GLQ WXULVP GLQ DUD GH GHVWLQD LH FDUH VXQW vQ
&LQHLQL LD] 
DGPLQLVWUDUHD0LQLVWHUXOXL7XULVPXOXLVDXDFROHFWLYLW LORUORFDOH

campania de FDUH VH RFXS  GH SURJUDPHOH GH LQIRUPDUH úL GH SURPRYDUH

FRPHUFLDO SHQWUX ULOHVDXORFXULOHGHGHVWLQD LHGHFL promovarea

promovare ?
LQVWLWX LRQDO ;
• tour-operDWRULL úL DJHQ LLOH GH WXULVP GLVWULEXLWRDUH FDUH UHDOL]HD] 

FDPSDQLLOH GH SURPRYDUH úL SXEOLFLWDWH QXPDL SHQWUX SURGXVHOH SH

care le vând, deci SURPRYDUHFRPHUFLDO 

6LQHUJLLOHvQWUHSURPRYDUHDLQVWLWX LRQDO úLSURPRYDUHDFRPHUFLDO 

pot fi considerabile când produsele turistice sunt orientate spre

GHVWLQD LL SHQWUX FDUH RUJDQL]D LLOH SXEOLFH GH WXULVP UHDOL]HD] 

DF LXQL GH SURPRYDUH ÌQ DFHVW FD] WRXU RSHUDWRULL úL DJHQ LLOH GH -
Promovarea WXULVP GLVWULEXLWRDUH FRRSHUHD]  FX DFHVWHD SHQWUX D úL DVLJXUD -
LQVWLWX LRQDO VXFFHVXO SH GHVWLQD LD UHVSHFWLY  $FHDVW  FRRSHUDUH HVWH HVHQ LDO 

pentru asiJXUDUHD XQHL FUHúWHUL FRQVWDQWH úL VXV LQXWH D VRVLULORU GH
WXULúWL

8QHOH DF LXQL GH SURPRYDUH SRW DQWUHQD FRQIX]LL úL GLILFXOW L vQWUH

LQVWLWX LLOH SXEOLFH úL SURIHVLRQLúWL $úD VH vQWkPSO  vQFD]XO vQ FDUH

LQVWLWX LLOH SXEOLFH GH WXULVP ILQDQ HD]  GLUHFW EURúXULOH FRPHUFLDOH

editate de tour-RSHUDWRUL úL FDUH QX SUH]LQW  GHFkW SURSULLOH ORU

SURGXVH 'H DVHPHQHD DQXPLWH LQVWLWX LL ILQDQ HD]  RSHUDWRUL úL QX

DQVDPEOXOGHVWLQD LLORU

ÌQ DFHODúL WLPS VH SRDWH vQWkPSOD FD DQXPL L WRXU RSHUDWRUL V  PRQWH]H SURGXVH WXULVWLFH SHQWUX GHVWLQD LL
-
FDUHQXEHQHILFLD] GHFDPSDQLLSXEOLFLWDUHDOHVHUYLFLLORUWXULVWLFHGLQ DUDvQFDUHVXQWVLWXDWH

Cheltuielile campaniilor trebuie suportate cvasi-H[FOXVLYGHSURGXF WRULLUHVSHFWLYLúLGHDJHQ LLOHGHWXULVP

distribuitoare.

3HQWUXSDFKHWHOHWXULVWLFHFRPSOH[HPHVDMHOHSXEOLFLWDUHFRQ LQWUHLDUJXPHQWHSULQFLSDOH

¾ SUH , care este în general cel de extrasezon;

¾ FRQ LQXW pentru a-OGLIHUHQ LDGHFHODOFRQFXUHQ LORUFDPSDQLDSXEOLFLWDU WUHEXLHV LQVLVWHSHVHUYL ciile
VXSOLPHQWDUHRIHULWHWUDQVSRUWFD]DUHDQLPD LHVDXDOWHSUHVWD LL

¾ LPDJLQHDGHPDUF .

3XEOLFLWDWHDSRDWHvPEU FDXUP WRDUHOHIRUPH

¾ DILúHSOLDQWHH[SXVHvQDJHQ LLOHGHWXULVPGLVWULEXLWRDUH

¾ DQXQ XULUHSRUWDMHFRPXQLFDWHGHSUHV 

9
F. Vellas, Turismul – K LMNPO M LQO>RTS5L-UO VO WMPO 7BC9A @ :<>DYXZD-[ \ ]< @ ^78:;5:<>=? @ A , 1995
¾ spoturi publicitare;
¾ RUJDQL]DUHD GH FRQIHULQ H GH SUHV  FRFNWDLOXUL GH SUHV  GH]EDWHUL vQ UHJLXQHD FDUH VH YUHD D IL

SURVSHFWDW FXLQYLWD LSURIHVLRQLúWLúLUHSUH]HQWDQ LDLWXULVPXOXLVRFLDO

¾ YRLDMHRUJDQL]DWHúLSO WLWHSHQWUX]LDULúWLúLUHSUH]HQWDQ LDLDOWRUDJHQ LLGHWXULVP

¾ participarea la târguri, saloane, burse de turism.

'H DOWIHO RFD]LLOH GH D SDUWLFLSD OD DVHPHQHD PDQLIHVW UL VXQW QXPHURDVH GXS  FXP VH SRDWH YHGHD úL GLQ

tabelul de mai jos, unde sunt prezentate cele mai importante saloane profesioQLVWHGHWXULVPSUHFXPúLFHOH
destinate marelui public din Europa.

Saloanele europene de turism

Tabelul 5.1.

DUD– denumirea An de $F LRQDUL 2UDú Vizitatori Nr. vizitatori 6XSUDID D Nr. de

salonului vQILLQ DUH JD]G SURIHVLRQLúWL din marele m2 H[SR]DQ L

public stand
%(/*,$ù,/8;(0%85*

BFT (Brussels Travel Fair) 1976 Bruxelles 12 000 - 25 000 800 s

SIV (Salon International 1958 Foire de Bruxelles - 200 000 - 300 s
des Vacances) Bruxelles
VAKANTIE SALON 1979 Anvers 165 000 345 s
2. DANEMARCA
FERIE 1983 5 400 45 000 370 s
)5$1 $

MITCAR 1979 Bus et car Paris 10 000 - 21 000 1 200 p

SALON DES VACANCES Foire de Paris 100 000
Paris
SEVI CONGRES 1984 Padco Paris 7 000 - 3 000 250 p
Blenheim
SITT (Salon des 1989 CCI Tarbes Tarbes 5 000 - 6 000 1 200 p
Innovations et Technologies
du Tourisme)
SMTV (Salon Mondial 1976 ASMTV Paris 10 000 20 000 20 000
Tourisme et Voyages) (FFTST,
SNAV,
ADONET,
ETI), Sepic
4. GERMANIA
CBR 1970 Munchen 185 000 600 s
CMT 1969 Stuttgart 35 000 217 000 600 s
ITM (Internationale 1966 AMK Berlin 70 000 80 000 38 000 s
Tourismus Börse)
REISEN 1978 Hamburg 170 000 400 s
5. GRECIA
PHILOXENIA 1985 Foire Thessaloni 225 s
Internationa q
le de
Thessaloniq
6. IRLANDA
HOLIDAY WORLD FAIR 1978 Dublin 1 600 44 000 140 s
7. ITALIA
BIT (Borssa Italiana del 1981 Expo CT Milano 15 700 100 000 80 000 3 500 s
Tourismo)
EXPO VACANZE 1966 Torino 120 000
8. MAREA BRITANIE
CONFEX 1984 ITF Londra 5 300 - 145 s
WTM (World Travel 1980 ITF Londra 48 000 - 22 500 3 200 s
Market)
 DUD– denumirea An de $F LRQDUL 2UDú Vizitatori Nr. vizitatori 6XSUDID D Nr. de
salonului vQILLQ DUH JD]G SURIHVLRQLúWL din marele m2 H[SR]DQ L

public stand
9. OLANDA
VAKANTIE BEURS 1989 11 700 520 s
10. PORTUGALIA
BTL (Bolsa Turistica de 1989 Fil Lisabona 13 000 43 000 24 500 234 s
Lisaboa)
11. SPANIA
FITUR (Feria Internacional 1981 IFEMA Madrid 30 000 23 000 22 000 3 300 p
de Turismo)
MEDITERRANIA 1989 Ex-Rodatur Barcelona - 50 000 119s

5.4. Strategii de comercializare a produselor turistice elaborate

GHDJHQ LLOHGHWXULVP

$JHQ LLOH GH WXULVP UHSUH]LQW  DGHVHD SXQFWH GH WUHFHUH REOLJDWRULL SHQWUX YkQ]DUHD SURGXVH lor turistice ale
tour-RSHUDWRULORUVDXDOHDOWRUSURGXF WRUL$JHQ LLOHGHWXULVPVXQWvQJHQHUDOVLPSOLGLVWULEXLWRULGHSURGXVH

WXULVWLFH GDU GH FRPSRUWDPHQWXO ORU GHSLQGH GHFL]LD GH FXPS UDUH D WXULVWXOXL 'H DFHHD SURGXF WRULL vQ

general, tour-operDWRULLúLRIHUWDQ LLGHSURGXVHWXULVWLFHSRWRSWDSHQWUXXQDGLQXUP WRDUHOHVWUDWHJLL

1. strategia de specializare;
2. VWUDWHJLDGHQHGLIHUHQ LHUH

1. Strategia de specializare: DFHDVW  VWUDWHJLH SUHVXSXQH JkQGLUHD úL FRPHUFLDOL]DUHD GH SURGXVH WXULVWLFH
tematice.

([LVW WUHLSRVLELOLW LGHVSHFLDOL]DUH

Ó 'HVWLQD LDÌQIXQF LHGHFDUDFWHULVWLFLOHSLH HLSHFDUHDF LRQHD] úLDOHVHJPHQWXOXLGHWXULúWLF UXLDLVH

DGUHVHD]  DJHQ LD GH WXULVP FDXW  PRGDOLW L GH D FkúWLJD DFFHSWXO WXULúWLORU SRWHQ LDOL

UHDOL]DUHD GH SURGXVH WXULVWLFH FDUH DX FD ORF GH GHVI úXUDUH R DQXPLW  DU  ]RQ  UHJLXQH

VWD LXQH FDUH HVWH OD PRG  GDWRULW  FDUDFWHULVWLFLORU vQWUXQLWH OLWRUDO vQVRULW GHQVLWDWHD

obiectivelor turistice, originalitatea lor, fenomene naturale rar întâlnite...).

Exemplu:
• COSMOVEL: propune numeroase programe în Turcia;
• 75$167285VHLQWHUHVHD] vQH[FOXVLYLWDWHGH ULOHGH(VW
• $)5,&$7285 úL-a construit imaginea de specialist în Africa, în colaborare cu Paris –
Dakar.

Ó Clientela. Constituie principDOXO HOHPHQW DO PLFURPHGLXOXL DJHQ LHL GH WXULVP GHVWLQDWDUXO ILQDO DO
eforturilor economice ale acesteia:
• ART ET VIE –VHDGUHVHD] FRUSXOXLSURIHVRUDO
• 8&3$ù,237,219$&$1&(6–VHDGUHVHD] WLQHULORU
• KUONI –YL]HD] RFOLHQWHO GHOX[
• VOYAGE CONSEIL –VHDGUHVHD] SRSXOD LHLUXUDOH
$O LUHDOL]DWRULGHSURGXVHWXULVWLFHvQHIRUWXULOHORUGHDVHLPSXQHSHSLD DXDOHVFDJUXSXUL LQW FHOHPDL

Q VWUXúQLFHFDWHJRULLGHWXULúWL

• KDQGLFDSD L+DQGLFDSVVDQVIURQWL ères);

• WLQHULF V WRUL L/H&K âteau de Breteuil –VHDGUHVHD] WLQHULORUF V WRUL LMDSRQH]L

• KRPRVH[XDOL ,QWHUQDWLRQDO *D\ 7UDYHO GLQ 68$ FDUH JUXSHD]  R FRPSDQLH DHULDQ   GH WRXU -
RSHUDWRULúLGHDJHQ LLGHWXULVP

• SHUVRDQH vQ YkUVW  &OXE 5HQQDLVVDQFH GLQ )UDQ D %ULWDQLF Saga Holiday din Marea Britanie, cu o
VWUDWHJLHDJUHVLY SURGXVHOHORUQHILLQGDFFHVLELOHFOLHQ LORUDYkQGVXEDQL

• tineri aventurieri (Top Deck Travel din Marea Britanie).

Ó 7HPD 5HSUH]LQW  ODLWPRWLYXO UHVSHFWLYXOXL SURGXV WXULVWLF 7RDWH SUHVWD L ile (cazare, restaurant,
DJUHPHQW VXQW DGDSWDWH UHVSHFWLYHL WHPDWLFL ÌQ GRULQ D ORU GH D YLQGH FkW PDL PXOWH SURGXVH

WXULVWLFH SURGXF WRULL DX DMXQV OD FRQFOX]LD F  DFHVWHD DU WUHEXL V  FkúWLJH vQ DWUDFWLYLWDWH úL

originalitate. Ei s-DX JkQGLW F  SUHVWD LLOH FRPSRQHQWH QX WUHEXLH DOHVH OD vQWkPSODUH FL DVWIHO

FRPELQDWHvQFkWSURGXVXOV VHGHVI úRDUHFRQIRUPXQHLWHPH

• SIP – s-a afirmat în domeniul pelerinajelor;

• EXPLORATOR –RUJDQL]HD] DYHQWXUL
• VISA TONIC –DUHvQYHGHUHVHMXUXULGHV Q WDWH
• ART ET 9,(úL.25(– s-au specializat pe tematici culturale;
• UNOSEL –RUJDQL]HD] VHMXUXULOLQJYLVWLFH

$FHDVW  VWUDWHJLH HVWH DGHVHD FRQVLGHUDW  FD ULVFDQW  ÌQ IDSW GDF  SLD D YL]DW  HVWH DIHFWDW  VXELW GH XQ

eveniment destabilizator, firma poate înregistra o UHGXFHUH VHQVLELO  D FLIUHL GH DIDFHUL (VWH VXILFLHQW  R
ORYLWXU GHVWDWFDUHGH]YROW LQVHFXULWDWHFDWRXU-RSHUDWRULLVSHFLDOL]D LVWULFWSHDFHDGHVWLQD LHJHRJUDILF 

V ILHDIHFWD L'HH[HPSOX(JLSWúL,VUDHODXIRVWFRQVLGHUDWHPXOWWLPS ULULscante.

Avantajele acestei strategii nu sunt de neglijat:

• VWUDWHJLDGHVSHFLDOL]DUHHVWHRSRUWXQ ODvQFHSXWXODFWLYLW LLFkQGWRXU-RSHUDWRUXOVDXDO LUHDOL]DWRULGH
SURGXVHWXULVWLFHXUP UHVFV -úLFUHDVF FLIUDGHDIDFHUL

• VWUDWHJLD GH VSHFLDOL]DUH SUHVXSXQH R FOLHQWHO  UHVWUkQV  úL VROYDELO  ID  GH VWUDWHJLD GH QHGLIHUHQ LHUH
FDUHSUHVXSXQHXQSXEOLFODUJúLGHFLFXQRDúWHUHDSHUIHFW DWRWDOLW LLFRVWXULORUSHQWUXDSURSXQHSUH XO

FHOPDLVF ]XW

• strategia de specializaUH FRQVWLWXLH SHQWUX QXPHURúL SURGXF WRUL R VROX LH ORJLF  SHQWUX D IDFH ID 

FRQFXUHQ HL úL LQVWDELOLW LL FRPSRUWDPHQWDOH D WXULúWLORU 3HQWUX XQ WRXU RSHUDWRU VSHFLDOL]DW SULRULWDU 
-
HVWH FDOLWDWHD SURGXVXOXL WXULVWLF úL QX SUH XO $VWIHO HO UHXúHúWH V -úL ILGHOL]H]H FOLHQ LL FDUH vL DGXF XQ
YROXPVXILFLHQWGHYDFDQ LHULQRLHYROX LDFLIUHLGHDIDFHULSHUPL kQGX -i venituri rezonabile.

2. 6WUDWHJLD GH QHGLIHUHQ LHUH  $O WXUL GH VSHFLDOL]DUHD SURGXF WRULORU VSHFLILF WXULVPXOXL HVWH úL IRUPDUHD
.
unui seFWRUQHGLIHUHQ LDW)DFWRULLFDUHGHWHUPLQ DERUGDUHDXQHLDVWIHOGHVWUDWHJLLVXQW
• FUHúWHUHDFRQFXUHQ HLSHSLD DPRQGLDO DWXULVPXOXL
• DFFHQWXDUHDFRPSRUWDPHQWXOXLGHSLD DOFXPS U WRUXOXL

&DXUPDUHRIHUWDQ LLúLSURGXF WRULLV DXDGDSWDWúLDXWU

- ecut la:
• FUHúWHUHDHIRUWXULORUGHSDUWLFXODUL]DUHDRIHUWHL

• FUHúWHUHDDWUDFWLYLW LLRIHUWHL

• LQIOXHQ DUHDFDOLW LLúLGLPHQVLXQLLFHUHULLWXULVWLFHIRORVLQGSROLWLFLDJUHVLYHGHPDUNHWLQJ

7RDWHDFHVWHDGDSW ULFHUHIRUWXULILQDQFLDUHPDULFHHDFHDLPSXVFUHúWHUHDGLPHQVLXQLORUILUPHORURIHUWDQWH

prin integrarea sau gruparea lor.

 Rezumat

 6LPLODU DFWLYLW LL GHVI úXUDWH vQ FDGUXO VHFWRDUHORU SURGXF LHL PDWHULDOH SURGXVXO WXULVWLF VH

GHRVHEHúWHWRWXúLVHPQLILFDWLYGHSURGXVHOHGLQFHOHODOWHUDPXULDOHSURGXF LHLPDWHULDOH

 3URGXVXO WXULVWLF HVWH HWHURJHQ úL FRPSOH[ LDU HOHPHQWHOH FDUH vO FRPSXQ QX SRW IL VWRFDWH
GHH[HPSOXORFXULOHGLQDYLRQ] SDGDQRS LOHGHGRUPLW

 3URGXVXO WXULVWLF QX SRDWH DYHD YDORDUH UH]LGXDO  VH SURGXFH úL FRQVXP  vQ DFHODúL ORF úL
SRDWH IL VROLFLWDW GLUHFW VDX SULQ FRQWUDFW FX FRQGL LD FD WXULVWXO V  ILH SUH]HQW QHILLQG

SRVLELO H[SHGLHUHDSURGXVXOXL

 )LHFDUHSURGXVWXULVWLFvúLDUHFLFOXOV XGHYLD UHVSHFWLYVHQDúWHWUDYHUVHD] FkWHYDHWDSH

GH FUHúWHUH úL DMXQJH HYHQWXDO vQ GHFOLQ GHRDUHFH DSDU QRL SURGXVH FDUH VDWLVIDF PDL ELQH

QHYRLOHVDXGRULQ HOHWXULúWLORU

Cuvinte cheie

 produs turistic – D DQVDPEOXO FRPSOH[ GH EXQXUL úL VHUYLFLL SXVH OD GLVSR]L LD FRQVXPDWRULORU

WXULúWLORU GH F WUH XQD VDX PDL PXOWH vQWUHSULQGHUL WXULVWLFH IRUP  GH FRPHUFLDOL]DUH D RIHUWHL

WXULVWLFH(OHPHQWHOHVDOHFRPSRQHQWHFD]DUHPDV WUDQVSRUWHWFVHSRWFRPHUFLDOL]DVHSDUDWVDXVXE

IRUP  GH SDFKHW WXULVWLF E vQ VHQV ODUJ R DPELDQ  VSHFLILF  D IDFWRULORU QDWXUDOL úL DQWURSLFL úL D

DPHQDM ULORU WXULVWLFH FDUH UHSUH]LQW  HOHPHQWH FRPSRQHQWH DOH RIHUWHL WXULVWLFH úL SRW H[HUFLWD R

DQXPLW DWUDF LHDVXSUDWXULúWLORU

 aranjament forfetar – pachet de produse turistice ce include serviciul de transport, cazare, daUúLDOWH
VHUYLFLLYkQGXWVXEJHQHULFXOGHYDFDQ VDXVHMXUODXQSUH IRUIHWDU

 SUH  DO SURGXVXOXL WXULVWLF SUH  IRUIHWDU –SUH VWDELOLWSHQWUX RFDQWLWDWH JOREDO GH P UIXUL I U  D
VH LQHVHDPDGHVWUXFWXUDORU6HXWLOL]HD] GHVHRULODYkQ]DUHD -cuPS UDUHDP UIXULORUFXWRSWDQXO
 rezervarea – UH LQHUHD SUHDODELO  D XQHL FDPHUH VDX D XQXLORF vQWU-un hotel, mijloc de transport etc.,

SHQWUXRDQXPLW ]LFXVDXI U DFRUGDUHDXQHLJDUDQ LLGHF WUHFOLHQWSODW vQDYDQVHWF

 circuit turistic – itinHUDU GH OXQJLPH úL GXUDW  YDULDELOH FX SOHFDUH úL VRVLUH vQ DFHODúL ORF XUP ULQG

YL]LWDUHD SH SDUFXUV D XQRU RUDúH ORFXUL UHJLXQL VDX UL SURGXV WXULVWLF YkQGXW OD XQ SUH  IRUIHWDU GH

F WUHRDJHQ LHGHWXULVPILHWXULúWLORULQGLYLGXDOLILHJUXSXULOor organizate.

 sejur –GXUDW GHWLPSSHWUHFXW vQVFRSWXULVWLFvQWU-RDQXPLW GHVWLQD LHWXULVWLF VDXSHXQLWLQHUDU
 grup minim –JUXSXOPLQLPGHWXULúWLSHQWUXFDUHRILUP GHWXULVPDFRUG UHGXFHUHGHJUXS
 turism individual –IRUP GHWXULVPSUDFWLFDW GHWXULúWLSHFRQWSURSULX
 FURD]LHU  – F O WRULH WXULVWLF  SH PDUH RFHDQ FX YDSRDUH GRWDWH FX FHOH PDL PRGHUQH VSD LL GH

FD]DUHúLFDUHRIHU VHUYLFLLGHvQDOW FDOLWDWH

 GHVWLQD LHGHYDFDQ  –SXQFWWHUPLQXVDOXQHLF O WRULLGHYDFDQ 

 IUDQúL]  –IRUP DFRQWUDFWXOXLGHFHVLXQHSULQFDUHRvQWUHSULQGHUHSURGXF WRDUHVDXSUHVWDWRDUHGH

VHUYLFLLGHQXPLW IUDQúL]RUFHGHQWFHGHD] XQHLDOWHvQWUHSULQGHULGHQXPLW IUDQúL]DWEHQHILFLDUVDX

FHVLRQDU FRQWUD XQHL UHPXQHUD LL GUHSWXO GH XWLOL]DUH D XQHL P UFL VDX D XQHL OLFHQ H FRPHUFLDOH

vQVR LW VDX QX GH UHVSRQVDELOLWDWHD GLQ SDUWHD IUDQúL]RUXOXL GH D DVLJXUD JHVWLXQHD DIDFHULL vQ FRQGL LL

GH UHQWDELOLWDWH SULQ DFRUGDUHD GH DVLVWHQ  WHKQLF  ORJLVWLF  úL PLMORDFH DGHFYDWH GH FRPHUFLDOL]D re.
6LVWHPXO D DS UXW vQ 68$ úL D J VLW R ODUJ  U VSkQGLUH vQ FRPHU  úL WXULVP 6H vQFKHLH SH R SHULRDG 

OLPLWDW  GXS  FDUH VH UHvQQRLHúWH FX WD[H GH LQWUDUH úL SH SDUFXUV FX UHGHYHQ H  OLFHQ  GDW  XQXL

SURGXF WRUGLVWULEXLWRUFRPHUFLDQWHWFGHD produce sau comercializa un anumit produs sau serviciu

într-RDQXPLW ]RQ úLSHULRDG %HQHILFLDUXOOLFHQ HLIUDQúL]DWXOSO WHúWHvQPRGX]XDOSURSULHWDUXOXL

OLFHQ HL IUDQúL]RUXOXL UHGHYHQ H GLQ YkQ] UL GXS  FH D DFKLWDW XQ DQXPLW DYDQV WD[  GH LQWU are).
)UDQúL]RUXOSRDWHDMXWDIUDQúL]DWXOFXUHVXUVHILQDQFLDUHúLH[SHUWL] WHKQLF 

 leasing – RSHUD LXQH GH ILQDQ DUH LQGLUHFW  D LQYHVWL LLORU FDUH FRQVW  vQ vQFKLULHUHD SH ED]  GH

FRQWUDFWDXQRUHFKLSDPHQWHGHSURGXF LHXWLODMHPDúLQLHWFúLLPRELOHFO GLULGHSR]LWHH[LVWHQWH

vQSURSULHWDWHDXQRUVRFLHW LVSHFLDOL]DWHGHOHDVLQJvQVFKLPEXOXQHLFKLULL

 comision –DvQV UFLQDUHDXQHLSHUVRDQHGHDSURFXUDFHYDEVXPDFXYHQLW XQHLSHUVRDQHIL]LFHVDX

MXULGLFH FDUH D SULPLW vQV UFLQDUHD GH D YLQGH WUDQVSRUWD VDX LQWHUPHGLD OLYUDUHD GH P UIXUL VDX

SUHVWDUHDXQRUVHUYLFLL$JHQ LLGHF O WRULLVXQWSO WL LSULQFRPLVLRQFDOFXODWSHQWUXDIDFHULOHORU

 JDUDQ LH FRQWUDFWXDO  – HVWH R FODX]  VSHFLILF  FRQWUDFWHORU FKDUWHU VDX FX JDUDQ LH *DUDQ LD HVWH R

VXP SHFDUHDJHQ LDGHWXULVPVHREOLJ V RSO WHDVF KRWHOLHUXOXLvQVFKLPEXOSXQHULLODGLVSR]L LHGH

F WUH DFHVWD vQ PRG IHUP D XQXL FRQWLQJHQW GH ORFXUL SUHGHWHUPLQDW FD P ULPH úL vQ WLPS LQGLIHUHQW

GDF XWLOL]DUHDHIHFWLY DDFHVWXLDHVWHGRDUSDU LDO &DOFXOXOJDUDQ LHLIRORVHúWHHOHPHQWHGLQFODX]HOH

DQWHULRDUH DOH FRQWUDFWXOXL GXUDW  FRQWLQJHQW úL SUH XUL $VWIHO IRUPXOD GH FDOFXO HVWH QU ]LOH

QUORFXULWDULIORFFRHILFLHQWGHJDUDQWDUH1XP UXOGH]LOHFRLQFLGHFXSHU ioada de punere la

GLVSR]L LH D FRQWLQJHQWXOXL LDU QXP UXO GH ORFXUL HVWH FDOFXODW vQ IXQF LH GH P ULPHD FRQWLQJHQWXOXL

FRQWUDFWXDO 1XP UXO GH ]LOH HVWH GHIDOFDW SH SHULRDGH GH VH]RQDOLWDWH FDUH FRUHVSXQG XQRU WDULIH

diferite. În practica contractelor cKDUWHUvQFKHLDWHGHDJHQ LLOHGHWXULVPGLQ DU QXP UXOGH]LOH HVWH

GH DSUR[LPDWLY  SHQWUX KRWHOXULOH GH SH OLWRUDO úL GH  SHQWUX KRWHOXULOH GLQ VWD LXQLOH GH PXQWH

Coeficientul de garantare, introdus în calcul, poate fi unic sau diferit pe sezonDOLW L SXWkQG DMXQJH

FKLDUVXE vQSHULRDGHOHGH H[WUDVH]RQúLvQMXUGHvQ YkUIXOGHVH]RQ 0 ULPHDDFHVWXLD HVWH

FRUHODW  GH SUHVWDWRU FX FHD D JUDGXOXL GH RFXSDUH XWLOL]DW vQ IXQGDPHQWDUHD WDULIHORU FRQWUDFWXDOH úL

FDUH OD UkQGXO V X DUH FD UHSHUH JUDGXO GH RFXSDUH UHDOL]DW vQ DQXO VDX DQLLSUHFHGHQ L úLSUHYL]LXQLOH

DVXSUD FLUFXOD LHL WXULVWLFH SHQWUX VH]RQXO XUP WRU $O WXUL GH WDULIH úL SUH XUL DFHVW FRHILFLHQW HVWH XQ

HOHPHQWLPSRUWDQWDOQHJRFLHULORUvQWUHS U L3UHVWDWRUXOYDXUP ULXQQLYHOFDUHV ILHFHOSX LQHJDOFX

FHO XWLOL]DW vQ DQWHFDOFXOXO WDULIHORU VDX FDUH V -L DVLJXUH vQ FRQGL LLOH XQHL FRQMXQFWXUL VWDELOH
RE LQHUHDFHOSX LQDDFHOXLDúLJUDGGHRFXSDUHFDvQVH]RQXODQWHULRU3ULQXQLW LOHKRWHOLHUHFDUHDXvQ

compunere úL R XQLWDWH GH DOLPHQWD LH JDUDQ LD SRDWH FXSULQGH úL R SDUWH DIHUHQW  VHUYLFLLORU GH PDV 

&D P ULPH DFHDVWD HVWH FDOFXODW  GH RELFHL SHQWUX D DFRSHUL R SDUWH GLQ FKHOWXLHOLOH GH UHJLH úL

anume costurile fixe pe care unitatea le are pentru a fi „diVSRQLELO ´vQSHUPDQHQ SHQWUXSXEOLFFKLDU
DWXQFLFkQGQXDUHFOLHQ L'LIHUHQ DvQWUHEDUHPXOGHPDV ]L –WXULVWFRQWUDFWXDOúLYDORDUHDFRVWXULORU

fixe/zi –WXULVWVHDFKLW vQSOXVID GHJDUDQ LHvQIXQF LHGHQXP UXOGHWXULúWLVRVL LHIHFWLYúL care au

EHQHILFLDWGHVHUYLFLLGHPDV 3UHYHGHULVSHFLDOHVHUHIHU ODUHGXFHULGHWDULIHSHQWUXVSD LLOHRFXSDWH

SHVWH FRHILFLHQWXOGHRFXSDUHJDUDQWDWSUHYHGHUL FDUH XUP UHVF VWLPXODUHD DJHQ LHLGH WXULVPvQDVWIHO

GH VLWXD LL FDUH VXQW GHRVHELW GH SURILWDELOH SHQWUX KRWHOLHU 3O WLQG JDUDQ LD DJHQ LD GH WXULVP vúL

DVXP  LQWHJUDO ULVFXO FRPHUFLDOL] ULL FRQWLQJHQWXOXL GH ORFXUL WRDWH FODX]HOH FRQWUDFWXDOH WUHEXLQG V 

ILH JkQGLWH vQ DFHVW FRQWH[W 7UHEXLH VXEOLQLDW F  VXPD UHVSHFWLY  QX FRQVWLWXLH R ÄJDUDQ LH´ SHQWUX

KRWHOLHUGHFkWGDF WHUPHQHOHGHDFKLWDUHHúDORQDW DHLDVLJXU vQSHUPDQHQ vQFDV ULDQWLFLSDWHID 

GHSUHVWDUHDHIHFWLY DVHUYLFLLORUVDXFKLDUID GHvQFHSXWXOSHULRDGHLGHvQFKHLHUHDFRQWLQJHQWXOXL

 contingent – alocarea unui anXPLW QXP U GH FDPHUH GH KRWHO VDX ORFXUL GH WUDQVSRUW SHQWUX XQ WRXU -
RSHUDWRU VDX DOWRUJDQL]DWRU GHF O WRULL SHQWUXDOHYLQGH SkQ  ODRGDW  VWDELOLW GXS  FDUHFDPHUHOH

QHYkQGXWHVXQWvQDSRLDWHKRWHOXOXLVDXFXULHUXOXLI U SODW 

 grafic de sosiri – XQPRGX]XDOúL LOXVWUDWLYGHSUH]HQWDUHDSHULRDGHL GHH[SORDWDUHDFRQWLQJHQWXOXL

FXSULQ]kQG vQ RUGLQH FURQRORJLF  GDWHOH GH VRVLUH D WXULúWLORU vQ FD]XO FRPHUFLDOL] ULL ÄSH VHULL´ 6HULD

HVWH R GXUDW  SUHGHWHUPLQDW  H[SULPDW  vQ ]LOH D VHMXUXOXL SURSXV VSUH YkQ]DUH OD DJHQ LD GH WXULVP

(VWHGHRELFHLFRQFHSXW DVWIHOvQFkW]LXDGHvQFHSHUHDXQHLVHULLV FRLQFLG FX]LXDWHUPLQ ULLFHOHL

SUHFHGHQWH $FHVW PRG GH FRPHUFLDOL]DUH HVWH SURSULX DJHQ LLORU JHQHUDOLVWH SHQWUX GHVWLQD LLOH FH

SURPRYHD]  WXULVPXO GH PDV  úL XQGH VRVLULOH GH WXULúWL GHSLQG GH DQXPLWH ]LOH GH RSHUDUH úL GH R

FDGHQ  D FLUFXOD LHL PLMORDFHORU GH WUDQVSRUW &RPHUFLDOL]DUHD ÄSH VHULL´ HVWH VSHFLILF  vQFHSXWXOXL

WXULVPXOXL GH PDV  WXULVPXOXL FD IHQRPHQ VRFLDO (D D SHUPLV DFFHVXO XQRU S WXUL WRW PDL ODUJL DOH

SRSXOD LHL OD WXULVP SULQ WDULIH VF ]XWH FDUH DX SXWXW IL RIHULWH WRFPDL GDWRULW  SRVLELOLW LORU GH

H[SORDWDUH PDL EXQ  D PLMORDFHORU GH WUDQVSRUW ILLQG LPSRUWDQW  PDL DOHV SHQWUX FXUVHOH GH FKDUWHU

VLPSOLILFkQGHYLGHQ HOHvQDJHQ LLOHGHWXULVP

 grad de ocupare – procentaj al camerelor sau al locurilor dintr-R XQLWDWH FX DFWLYLWDWH KRWHOLHU  R

UHJLXQHVDXR DU RFXSDWHvQWU RDQXPLW SHULRDG GHWLPS]LOXQ DQ

-
 %LEOLRJUDILHVXSOLPHQWDU

GHERASIM T. Marketing turistic%XFXUHúWL(GLWXUD(FRQRPLF  .

GHERASIM D
VELLAS F., International tourism, McMillan, Business, 1995.
BECHEREL L.
LANQUAR R., Le marketing touristique, Que sais-je? Paris, P.U.F., 1993.
HOLLIER S.
LUPU N. Hotelul, EconomieúLPDQDJHPHQW, Editura All Beck, 1999

.EMILIAN R. Managementul serviciilor%XFXUHúWL(GLWXUD([SHUW

EMILIAN R. Managementul serviciilor%XFXUHúWL(GLWXUD$6(
67 1&,8/(6&8* 'LF LRQDU SROLJORW H[SOLFDWLY GH WHUPHQL XWLOL]D L vQ WXULVP %XFXUHúWL

LUPU N. Editura ALL, 1997.

,*8*

ÌQWUHE ULúLWHPHGHGLVFX LH

1 &DUHVXQWHOHPHQWHOHGHFKHOWXLHOLFHLQWU vQVWUXFWXUDSUH XOXLXQXLSURGXV"

2 &HUHSUH]LQW SDFKHWXOGHYDFDQ "

3 &HHVWHEXUVDGHWXULVPúLFXFHVFRSVHRUJDQL]HD] "

Teste de autoevaluare

 &RQWUDFWHOHGHWXULVPLQWU GHRELFHLvQYLJRDUH

a) ODGDWDSUHVW ULLVHUYLFLLORUSUHY ]XWH

b ODGDWDVHPQ ULLGHF WUHUHSUH]HQWDQ LLDELOLWD L

c) ODGDWDSO LLJDUDQ LHLFRQWUDFWXDOH

d) ODGDWDSO LLVHUYLFLLORUSUHY ]XWH .

 ÌQFXUVHOHGHWUDQVSRUWDHULDQUHJXODWHH[LVW XUP WRDUHOHDUDQMDPHQWHWXULVWLFH

a) SDUWFKDUWHUúLFKDUWHURZQ -use;
b) LQFOXVLYWRXUúLFKDUWHUGHJUXS

c LQFOXVYWRXUúLSDUWFKDUWHU

GLQFOXVLYWRXUúLFKDUWHU,7

 În categoria cheltuielilor brute GHH[SORDWDUHDOHXQXLKRWHOLQWU 

a) LPSR]LWHOHDVLJXU ULOHDPRUWL] ULOH
b) previzioanele, cheltuielile de gestiune, cheltuieli cu energia;
c) cheltuieli de gestiune, administrative, impozitele;
d FKHOWXLHOLGHIXQF LRQDUHGHJHVWLXQHGHPDUNHWLQJ

 PrinciSDOLLDJHQ LHFRQRPLFLSUHVWDWRULGHVHUYLFLLvQWRWDOLWDWHWXULVWLFHVXQW
a) DJHQ LLFXOWXUDOL
b DJHQ LLSUHVWDWRULGHVHUYLFLLKRWHOLHUH
FDJHQ LLSUHVWDWRULGHVHUYLFLLDJUHPHQW-divertisment;

d) DJHQ LLVLQGLFDOLúLFHLGHDVLJXU UL

 Acoperirea riscXOXLGHQHSUH]HQWDUHDWXULVWXOXLDVXPDWGHKRWHOLHUODFRQILUPDUHDXQHLUH]HUY ULVH

SRDWHIDFHSULQVROLFLWDUHDXQHLSO LDQWLFLSDWHVXEIRUP GH

a) SODWDLQWHJUDO DFD] ULLúLPHVHL

b) SODWDLQWHJUDO vQPRPHQWXOUH]HUY ULLQXPDLDPHVHL

c plata unui avans;

GSODWDSDU LDO DFD] ULLúLPHVHL

5 VSXQVXUL

1. 7UDQVSRUWXOFD]DUHDPDVDDOWHVHUYLFLLJKLGDQXPLWHFXUVXULVHDUDIHVWLY 79$FRPLVLRQXO

DJHQ LHL

2. 3URGXVWXULVWLFRIHULWVSUHYkQ]DUHODXQSUH VSHFLDOGHUHJXO FXSULQGHWRDWHVHUYLFiile.

3. %XUVDGHWXULVPVHRUJDQL]HD] FDREXUV SHQWUXRULFDUHDOWSURGXVúLDUHFDVFRSvQWkOQLUHDGLQWUHPDULL

RIHUWDQ LGHWXULVPVHSUH]LQW RIHUWHOHSUHVWDWRULORUúLVHQHJRFLD] FXDJHQ LLOHUHYkQ] WRDUHDJHQ LLOH

de turism).
Anexa nr. 5.1.
Anexa nr. 5.2.
Anexa nr. 5.3.
Anexa nr. 5.4.