Facultatea de Ştiinţe Economice / Faculty of Economic Sciences
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Item IMPACTUL GLOBALIZĂRII PRIN MULTICULTURALITATEA INDUSTRIEI TURISMULUI ȘI OSPITALITĂȚII(CEP USM, 2023) Buzdugan, Adriana; Diaconu, SvetlanaGlobalization, as a worldwide phenomenon, has affected practically all areas of social life, especially in the post-war period. The purpose of this study is to identify the phenomenon of globalization and multiculturalism, their effects and influencing factors on the tourism and hospitality industry.Item PROMOVAREA DESTINAȚIILOR TURISTICE PRIN BLOGURILE DE CĂLĂTORII – ELEMENT ESENȚIAL ÎN COMUNICAREA DE MARKETING(CEP USM, 2022-09-27) Buzdugan, Adriana; Nepotu, Lucia; Diaconu, SvetlanaTravel blogs are promotional tools in the marketing mix, part of the public relations component, frequently used to promote a destination or tourist attraction. Depending on the theme of the blog and its user-friendliness, it becomes an information base for the potential consumer of tourism services, as from the articles posted, the potential tourist is informed about the safety of the destination, directions on how to get there, prices, accommodation and food services, as well as pleasant or less pleasant experiences that have been experienced by the author of the blog. The potential consumer of tourist services thoroughly studies their own wishes in relation to planning their next trip. For these reasons, he/she may not only consider a single travel blog, but several that cover the same destination, analyzing the information provided and deciding whether to go ahead with the trip or change the route.Item PROVOCĂRILE COMUNICĂRII DE MARKETING MULTICULTURAL ÎN ATRAGEREA CONSUMATORILOR POTENȚIALI(CEP USM, 2022) Buzdugan, Adriana; Nepotu, Lucia; Diaconu, SvetlanaMulticulturalism is a policy aimed at preserving and developing cultural differences within a single country and around the world, and the theory or ideology that justifies such a policy. Multiculturalism is one of the aspects of tolerance, which consists in the requirement of the parallel existence of cultures for the purpose of their mutual penetration, enrichment and development in the universal mainstream of mass culture. Multicultural marketing can be understood as a communication process aimed at different cultures and subcultures with a plurality of segments of a single consumer market. Argument of this statement is the fact that culture no longer professes the traditional values of a certain historical level of development of society, the forces and creative abilities of a person, expressed in the types and forms of organization of people's life and activities, as well as in material and spiritual values created by them, but only involves any society with its own set of beliefs, values, internal and external relations, goals and norms of behavior (which can determine traditional as well as non-traditional norms from a moral and ethical point of view, categories religious and moral). Dynamically, this phenomenon of multiculturalism and multicultural marketing affected marketing communication strategies being focused towards postmodernist values, by reorienting advertising from goods and services to consumer needs. This paper analyzes the key elements of cross-cultural issues in international marketing communication and provides a framework for creating a global vision of targeting potential consumers.