POIANA BRAŞOV RESORT POSITIONING ON THE ROMANIAN MOUNTAIN TOURISM MARKET

• Main Author: CODRUŢA-ADINA BĂLTESCU
• Format: Article
• Language: English
• Published: University of Petrosani 2010-01-01
• Series: Annals of the University of Petrosani: Economics
• Subjects: positioning; tourism industry; mountain resort; mountain tourism market; McKinsey matrix
• Online Access: http://www.upet.ro/anale/economie/pdf/20100203.pdf

Within a tourism industry characterized mainly by massive competition and similar offers, choosing a certain product significantly depends on the comfort degree and the existing facilities, on the quality and range of proposed services, on the time and distance to be covered, on safety, cleanliness, quietness and loyalty offers, all these representing principles of product performances assessment. In choosing the differentiation axis one will take into account also the tourists expectations, competence positioning and the potential strengths of the product, elements that compose the "golden triangle" where stands the positioning. This article aims to position Poiana Braşov resort within the Romanian mountain tourism, using in this respect the McKinsey matrix, the statistical information related to the tourist activities carried out within the resort, as well as the related national studies.