POTENTIALUL TURISTIC AL ROMANIEI SI VALORIFICAREA ACESTUIA

CUPRINS
                    INTRODUCERE............………………………………………………………….…........3
                      CAPITOL  I TURISMUL. PIAŢA TURISTICĂ………………………........4
                    1.1 CONCEPTE SI DEFINITII……………………………………………………..........4
           1.1.1 Turism. Turist - definiţii……………………………………………………............4
                                                                 1.1.2 Scurt
istoric.....................................................…………………………......
                                                               ............4
                                                              1.1.3 Abordari
    contemporane..............................……………………………..................6
                                                                1.2 FORME DE
      TURISM.......................................………………………………............7
                                              1.2.1 Clasificarea formelor de
                turism.........................…………………..….........…........7
                                                      1.2.2 Forme moderne de
          turism.............................…………………….……...................8
                                                         1.2.2.1 Turismul de
afaceri...........................................…………………..........…........
                                                                           9
                                                      1.2.2.2 Turismul urban
         ...................................……………………………...................11
                                                             1.2. 3 Turismul
rural...............................................……………...........……......
                                                            ..............12
                                                        1.2.3.1 Definiţii şi
concepte.............................................................………....
                                                            ..............13
                               1.2.3.2 Satul turistic.Activitaţile de turism
                                 rural.......………………...……..................14
                                              1.2.3.3 Organizarea turismului
                        rural..............………………………..……..................14
        1.3 PIAŢA  TURISTICA..............…………………………………………....……..........15
                                                                       1.3.1
Caracteristici.......................…………………………………...........…..............
                                                                      ....15
                                                               1.3.2 Cererea
          turistica.................…………………………………….......……...............16
                                                      1.3.3 0ferta turistica
                 ...............………………………………………........…..................17
                            CAPITOL  II  PROGRAMUL DE MARKETING. PROMOVAREA.
                       SPECIFICUL ACESTOR ACTIVITĂŢI IN TURISM…...........18
    2.1 PROGRAMUL - INSTRUMENT AL PLANIFICARII IN CADRUL
                          ACTIVITATII DE MARKETING………………………………………………......18
                                           2.1.1 Planificarea activitaţii de
                         marketing......……………………….......……................18
                                                          2.1.1.1 Nivelurile
      planificării............................………………………...……..............18
                                 2.1.1.2 Misiunea firmei. Misiunea firmei de
                                     servicii..………………....……...............18
                                                      2.1.1.3 Obiectivele de
     marketing.........................……………….........……..................18
                                          2.1.2 Materializarea procesului de
           planificare.........………...................……...................19
                                               2.1.2.1 Funcţiile planului de
      marketing................………….................….....................19
                                               2.1.2.2 Structura planului de
             marketing..............……………............…..….................20
                                                          2.1.3 Programul de
 marketing..............................…………………….....…....................20
                                                2.1.3.1 Tehnici folosite  în
programare.....................….......................……...................
                                                                          21
     2.2 SISTEMUL DE COMUNICATII AL INTREPRINDERII CU MEDIUL.
                        ACTIVITATEA DE PROMOVARE ………………………………………….........22
                                            2.2.1 Sistemul de comunicaţii al
                 firmei...................……………….........……...............22
                                 2.2.2 Locul promovarii în cadrul mixului de
                                      marketing..………………...……..............23
                                                                 2.2.3 Mixul
      promoţional..................………………………………….........…................24
                                                                     2.2.3.1
Publicitatea...............……………………………......................…...............
                                                                     .....24
                                                          2.2.3.2 Promovarea
             vânzarilor..........…………………………............…….................24
                                                           2.2.3.3 Relaţiile
publice......................………………….......................……...............
                                                                        ..25
             2.2.3.4 Utilizarea marcilor, foţele de vanzare şi manifestarile
                                                       promoţionale….…..….25
           2.3 SPECIFICUL  ACTIVITATII DE MARKETING IN TURISM ………....……...25
          2.3. 1 Elementele care diferenţiaza serviciile de bunurile
fizice,
                                 respectiv serviciile turistice de celelalte
                               servicii......………….......……................25
                                                 2.3.2 Mixul de marketing în
                         turism.........……………………………….....…................26
                                                                     2.3.2.1
Produsul....................................…………………....................……...
                                                            ..............26
                                                                     2.3.2.2
Preţul.........................................……………………….............…….....
                                                               ...........27
                                                                     2.3.2.3
Distribuţia...................................…………….........................
                                                     ..…….................28
                                       2.3.3 Specificul promovarii in turism
                .........……………….......................…...................29
                         CAPITOL  III  POTENŢIALUL  AGROTURISTIC DIN ROMÂNIA
                          ŞI  VALORIFICAREA ACESTUIA...…………………….….........31
      3 1 SCURT  ISTORIC  AL  DEZVOLTĂRII  TURISMULUI
                        RURAL  IN  ROMANIA...…………………………………………………..….......31
      3.2. ASPECTE  DIN  EXPERIENŢA  INTERNAŢIONALA  IN DOMENIUL
ORGANIZĂRII ŞI DEZVOLTARII  TURISMULUI
RURAL...........................….........32
                                                   3.2.1. Turismul rural din
                         Austria.........……………………………………..…................32
                                              3.2.2 Turismul rural în Franta
               ............………………………….................…...................33
                        3.3 PRINCIPALELE   ZONE   AGROTURISTICE DIN ROMANIA.
                                                   .............….........34
                                                    3.3.1 Zona agroturistica
                        Bran.............……………………………………….…................34
                                                         3.3.1.1 Satul Bran.
..........................…………………………...................…..................35
  3.3.2 Zona agroturistică Maramureş.....……………………………………..…................35
                                                               3.3.2.1 Satul
  Calineşti.......................………………………………...........…................36
                                3.3.3 Zona agroturistica MarginimeaSibiului.
                                  ......…………………….......…..................37
                                                     3.3.3.1 Satul Sibiel...
          ...............................………………………………...….................38
                                                    3.3.4 Zona agroturistica
                        Muscel............…………………………………….…................38
                                                               3.3.4.1 Satul
 Lereşti.........................………………………………...........….................39
                                                   3.4 CEREREA TURISTICĂ DIN
                    ROMÂNIA.........………………................................39
                               3.4.1 Fluxurile turistice internaţionale spre
                                 România......………………….....................39
                                      3.4.2 Cererea in  turismul  rural  din
                                România.....………………………...….................42
     3.5 PROMOVAREA ACTUALĂ A TURISMULUI RURAL
                 PE PIAŢA INTERNÂ ŞI INTERNAŢIONALĂ...…………………………….........42
                              CAPITOL  IV  PROGRAM DE PROMOVARE A TURISMULUI
                           RURAL DIN ROMÂNIA.......…………………………………..........45
                                     4.1 ANALIZA MEDIULUI INTERN ŞI EXTERN..
                  ........................................................45
                                             4.1.1 Analiza mediului intern..
.................................................................…..........
                                                               ...........45
                                                       4.1.2Analiza mediului
extern....................................................................….
                                                      ....................46
                                                                     4.1.2.1
  Macromediul........................…………………………………......….................46
                                                                     4.1.2.2
 Micromediul...........................…………………………………...…..................46
                                                            4.2 ANALIZA SWOT
................................……………………....................…...............
                                                                         .49
                              4.2.1 Analiza SWOT a potenţialului turistic al
                                   României.....……………...….................49
                        4.2.2 Analiza SWOT a potenţialului turistic rural al
                                 Româmei............……....................50
         4.3 OBIECTIVELE  PROGRAMULUI.....………………………………........…...........50
  4.4 STRATEGIA  DE  PROMOVARE. .....…………………………...........…...............51
  4.5 PROGRAMUL  DE  PROMOVARE. .........……………………….........…..............51
                                          4.5.1 Utilizarea diagramei Gantt..
                             ..............……………………………….….................53
 4.5.2 Utilizarea metodelor PERT şi CPM .....……………………………..……..............55
        4.5.2.1 Stabilirea listei activitaţilor şi evenimentelor.
  Determinarea relaţiilor dintre activitaţi..…………………………...................55
                       4.5.2.2 Estimarea  timpului  necesar  pentru  fiecare
                              activitate..........……......................56
                  4.5.2.3 Trasarea  reţelei PERT. Stabilirea drumului critic
                                         ...………....….…....................56
                                4.6 BUGETUL……………………………………………………………………………..59
         BIBLIOGRAFIE........................……………………………………………….….........61
                                   ANEXE……………………………………………………………………………………..62
                     Harta regiunilor.Harta judetelor…………………………………………………….62
                                Experienta ANTREC…………………………………………………………………63
                                   Scopul ANTREC……………………………………………………………………64
                   Evenimente importante organizate de ANTREC…………………………………65