Agro-Tourist Boarding Houses in Romania: Is Their Online Positioning Designed To Be Effective?
Do the Romanian agro-tourist boarding houses design online positioning able to have an effective impact on the target customers? The answer to this question may have critical consequences for the competitiveness, profitability and sustainability of these businesses. Systematic studies on this topic...
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| Format: | Article |
| Language: | English |
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The Bucharest University of Economic Studies Publishing House
2016-11-01
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| Series: | Journal of Emerging Trends in Marketing and Management |
| Subjects: | |
| Online Access: | http://www.etimm.ase.ro/RePEc/aes/jetimm/2016/ETIMM_V01_2016_90.pdf |
| _version_ | 1818009302392111104 |
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| author | Bălan, Carmen |
| author_facet | Bălan, Carmen |
| author_sort | Bălan, Carmen |
| collection | DOAJ |
| description | Do the Romanian agro-tourist boarding houses design online positioning able to have an effective impact on the target customers? The answer to this question may have critical consequences for the competitiveness, profitability and sustainability of these businesses. Systematic studies on this topic are rather few in Romania. The paper presents the findings of one of the first studies aiming to explore this research question. The main objectives of the research were the following: (i) to discern the types of customers targeted by these agro-tourist boarding houses; (ii) to search the main pillars on which positioning relies in this sector; (iii) to identify the points of parity; (iv) to find the types of points of differentiation communicated online; (v) to investigate the core brand promise of the agro-tourist boarding houses. The study was based on the analysis of secondary sources of information available in an online touchpoint such as a portal dedicated to the boarding houses. The online information analyzed focuses on the positioning strategies designed by the agro-tourist boarding houses, not on actual image forged among Romanian and foreign tourists. Based on the research findings, specific recommendations are formulated for the benefit of both the agro-tourist boarding houses and their customers. |
| first_indexed | 2024-04-14T05:40:16Z |
| format | Article |
| id | doaj.art-81e89fc3c6784050bf00efa0342a30c9 |
| institution | Directory Open Access Journal |
| issn | 2537-5865 |
| language | English |
| last_indexed | 2024-04-14T05:40:16Z |
| publishDate | 2016-11-01 |
| publisher | The Bucharest University of Economic Studies Publishing House |
| record_format | Article |
| series | Journal of Emerging Trends in Marketing and Management |
| spelling | doaj.art-81e89fc3c6784050bf00efa0342a30c92022-12-22T02:09:28ZengThe Bucharest University of Economic Studies Publishing HouseJournal of Emerging Trends in Marketing and Management2537-58652016-11-01I1247258Agro-Tourist Boarding Houses in Romania: Is Their Online Positioning Designed To Be Effective?Bălan, Carmen0The Bucharest University of Economic StudiesDo the Romanian agro-tourist boarding houses design online positioning able to have an effective impact on the target customers? The answer to this question may have critical consequences for the competitiveness, profitability and sustainability of these businesses. Systematic studies on this topic are rather few in Romania. The paper presents the findings of one of the first studies aiming to explore this research question. The main objectives of the research were the following: (i) to discern the types of customers targeted by these agro-tourist boarding houses; (ii) to search the main pillars on which positioning relies in this sector; (iii) to identify the points of parity; (iv) to find the types of points of differentiation communicated online; (v) to investigate the core brand promise of the agro-tourist boarding houses. The study was based on the analysis of secondary sources of information available in an online touchpoint such as a portal dedicated to the boarding houses. The online information analyzed focuses on the positioning strategies designed by the agro-tourist boarding houses, not on actual image forged among Romanian and foreign tourists. Based on the research findings, specific recommendations are formulated for the benefit of both the agro-tourist boarding houses and their customers.http://www.etimm.ase.ro/RePEc/aes/jetimm/2016/ETIMM_V01_2016_90.pdfmarketingpositioning strategypoints of paritypoints of differentiationagro-tourist boarding houses |
| spellingShingle | Bălan, Carmen Agro-Tourist Boarding Houses in Romania: Is Their Online Positioning Designed To Be Effective? Journal of Emerging Trends in Marketing and Management marketing positioning strategy points of parity points of differentiation agro-tourist boarding houses |
| title | Agro-Tourist Boarding Houses in Romania: Is Their Online Positioning Designed To Be Effective? |
| title_full | Agro-Tourist Boarding Houses in Romania: Is Their Online Positioning Designed To Be Effective? |
| title_fullStr | Agro-Tourist Boarding Houses in Romania: Is Their Online Positioning Designed To Be Effective? |
| title_full_unstemmed | Agro-Tourist Boarding Houses in Romania: Is Their Online Positioning Designed To Be Effective? |
| title_short | Agro-Tourist Boarding Houses in Romania: Is Their Online Positioning Designed To Be Effective? |
| title_sort | agro tourist boarding houses in romania is their online positioning designed to be effective |
| topic | marketing positioning strategy points of parity points of differentiation agro-tourist boarding houses |
| url | http://www.etimm.ase.ro/RePEc/aes/jetimm/2016/ETIMM_V01_2016_90.pdf |
| work_keys_str_mv | AT balancarmen agrotouristboardinghousesinromaniaistheironlinepositioningdesignedtobeeffective |