Improving Hotel Services in Romania Using Marketing Campaigns

Marin-Pantelescu Andreea ()
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Marin-Pantelescu Andreea: The Bucharest University of Economic Studies, Romania

International Conference on Marketing and Business Development Journal, 2018, vol. 1, issue 2, 56-68

Abstract: Hotel services represent a basic component of tourism services as tourists spend more than half of the holiday time in these spaces (8 hours of passive rest, 3 hours of active rest, 2 hours for body hygiene and changing the outfit). A tourist product cannot be watched, tried or checked before being purchased. This is why the promotional activity must create a true image, express an accurate description of the offered services. Promotion needs to be compelling in such a way as to determine customers to make the purchasing decision. Thus, promotion must be as diversified as possible to inspire customers. The purpose of my investigation is finding ways to raise the hotel services in Romania. The objective is to research if marketing campaigns has an impact or influence in raising hotel services in Romania. Can we do it? using marketing as a tool to reach our customers and then make them ours for a lifetime? The methodology used in deep interviews with hotel customers during three months before and after the marketing campaigns. The qualitative results have shown the fact that customers are influence to a large extent by the marketing campaigns undertook by the hotels. The implications of the answers of the results offer tour managers a way to increase the quality of the services they provide and also to develop customs loyalties.

Keywords: tourism; marketing; promotional mix; loyalty; qualitative research. (search for similar items in EconPapers)
JEL-codes: M3 Z3 (search for similar items in EconPapers)
Date: 2018
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