UNIVERSITATEA BABE-BOLYAI CLUJ-NAPOCAFACULTATEA DE TIINE ECONOMICE I GESTIUNEA AFACERILORDEPARTAMENTUL DE MARKETING

DISCIPLINA: DESTINAII TURISTICE NAIONALE I INTERNAIONALESpecializarea de masterat: Administrarea afacerilor n turism, comer i servicii anul II

PROGRAMA ANALITIC an universitar 2012-2013

1. CONCEPTUL DE DESTINAIE TURISTIC. dESTINAII TURISTICE NAIONALE I INTERNAIONALE1.1. Destinaia turistic: definiie, elemente componente1.2. Analiza schimbrilor la nivelul mediului de marketing al destinaiei turistice1.3. Planificarea strategic a destinaiilor turistice1.4. Guvernana destinaiilor turistice1.5 Resurse turistice naionale i internaionale

2. MARKETINGUL DESTINAIILOR TURISTICE2.1 Particularitile marketingului la nivelul destinaiilor turistice2.2 Factorii critici n succesul marketingului destinaiilor2.3 Segmentarea pieelor la nivelul destinaiilor turistice2.4 Poziionarea destinaiilor turistice2.5 Mixul de marketing specific destinaiilor turistice2.6 e-marketing la nivelul destinaiilor turistice2.7 Modaliti de evaluare a performanelor unei campanii de marketing la nivel de destinaie turistic2.8 Abordarea durabil n marketingul destinaiilor turistice

3. COMPETITIVITATEA TURISTIC A DESTINAIILOR TURISTICE3.1 Factori determinani ai competitivitii destinaiilor3.2 Importana determinrii factorilor competitivitii destinaiilor3.3 Destination Management Organizations (DMO)3.4 Crearea competitivitii destinaiei turistice3.5 Evaluarea competitivitii destinaiei turistice3.6 Modele ale competitivitii destinaiei turistice3.7 Evaluarea performanei destinaiilor turistice

4. PROMOVAREA I MANAGEMENTUL IMAGINII UNEI DESTINAII TURISTICE4.1 Modelul de formare a imaginii unei destinaii turistice4.2 Formarea imaginii i alegerea destinaiei4.3 Profilul segmentelor de imagine4.4 Schimbarea imaginii, schimbarea realitii4.5 Actorii implicai n managementul imaginii unei destinaii turistice4.6 Imaginea public i imaginea media a locurilor4.7 Factori care influeneaz imaginea public a unei destinaii turistice4.8 Elemente de branding ale destinaiilor turistice4.9 Influena evenimentelor, filmelor, celebritilor, etc. asupra imaginii i promovrii unei destinaii turistice4.10 Aciuni i strategii aplicabile destinaiilor turistice n perioade de dezastre i crize

BIBLIOGRAFIE:1) Avraham, Eli, Ketter, Eran, Media Strategies for Marketing Places in Crisis, Elsevier Butterworth-Heinemann, 20082) Beirman, David, Restoring Tourism Destinations In Crisis-A Strategic Marketing Approach, CABI Publishing, 20033) Handbook on e-marketingfor Toursim Destination, European Travel Comission, 20084) Handbook on Tourism Destination Branding, European Travel Comission, 20095) Kolb, M.B., Tourism Marketing for Cities and Towns. Using Branding and Events to Attract Tourist, Elsevier Butterworth-Heinemann, 20066) Kozak, M., Destination Benchmarking: Concepts, Practices and Operations, CABI Publishing, Wallingford, 20087) Laws, E., Richins, H., Agrusa, J., Scott, N., Tourist Destination Governance: Practice, Theory and Issues, CABI International, 20118) Morgan, N., Pritchard, A., Pride, R., Destination Branding: Creating the Unique Place Proposition, 3rd.Edition, Oxford: Elsevier, 20109) Neacu,N., Bltreu, A., Monica, N., Draghila, M., Resurse i destinatii turistice - interne i internaionale.Ediia a II-a, ed.Universitar, 201110) Pike, Steven D., Destination Marketing Organisations. Advances in Tourism Research series, Elsevier: Amsterdam, 200411) Pike, Steven D., Destination Marketing: An Integrated Marketing Communication Approach, Elsevier Butterworth-Heinemann, 200812) Ritchie, J.R.B., Crouch, G.I., The Competitive Destination: A Sustainable Tourism Perspective, CABI Publishing, 200313) igu, Gabriela (coord.), Resurse i destinaii turistice pe plan mondial, ed.Uranus, Bucureti, 200814) Vanhove, N., The Economics of Tourism Destinations, Elsevier Butterworth Heinemann, Oxford, 2005

Director de departament, Titular de disciplin,Prof.univ.dr. Ioan PLIA Lect.univ.dr. Alexandra Maria DRULE