ASPECTS OF TOTAL QUALITY MANAGEMENT APPLIED IN ...

Annals of the University “Constantin Brâncuşi”of Tg-Jiu, No. 1/2008, Volume 2,
ISSN: 1842-4856
THE CONCEPTUAL APPROACHMENT OF TOURISTICAL MARKETING
LECT. UNIV. DR. RABONTU CECILIA IRINA
CONSTANTIN BRANCUSI UNIVERSITY,TARGU-JIU
ECONOMIC SCIENCES FACULTY
The possibility of accommodating the marketing to all areas of human activity is unanimously accepted by
specialists. One of the fundamental peculiarities of marketing, that characterizes the necessity, the importance and its
dynamism, is constituted by universality. The adaptation of the marketing optic to the specific of the different domains
of activity leaded to the acceleration of the process of specialization and implementation. A distinct social-economic
phenomenon, a really important and with a great potential economic branch, as well as a clearly outlined science, both
theoretically and practically, are represented by tourism. The inclusion of marketing in the touristical activity became a
necessity as a consequence of the emphasis of the phenomenon of “touristification” of the planet, of the inclusion of
tourism in the daily activities of the human being like a new modus vivendi., of the spectacular increase of the
touristical offers in all geographical regions of the world, of its economic and social importance both in the national
activities and at the level of the international economic relationships and of its role of stimulating the global economic
system.
The touristical marketing represents an eloquent proof of the contemporary process of
multiplying of the spheres of activity in which the science rapidly penetrates. The touristical
marketing is the most convincing expression of the deepening of the specialization of marketing, of
the delimitation and the particularization of the marketing politics, of the informational and of
decision systems. As a consequence of the dynamism and its role in the socio-economic life, of the
effects felt by the economical agents confronted with problems whose solution imposed their
approach in a new vision, the conceptualization of marketing in tourism was realized long before
the introduction of marketing in the sphere of services. Thus, the practical realities and the literature
of specialty unequivocally proves the apparition and the development of the touristical marketing
in the process of specialization.
The firsts intents of specialization of the theory of the touristical marketing dates from the
year 1965 in Spain, then in 1971 in Switzerland.
The touristical marketing is one of the components of marketing as a science, discipline, art
or demarche and is particularized by the specific characteristics given, fundamentally, of the
extremely complex character of the touristical product.
The expansion of tourism in the last decades was extremely accentuated, several attractive
touristical destinations appeared on the touristic market, new countries and regions that joined the
touristical circuit. The tourism as an economic and social phenomenon is strongly influenced by
seasonality; is a well-known fact that at the pick of the touristic season the demand is accentuated,
determining the so-called strangling phenomena in transports, housing, public alimentation and
complimentary services.
The technical-scientific discoveries had an important role in the consolidation and the
diversification of the touristic offer, through the construction of some receiving touristical structures
with destination of housing, fun, restoration or in the improvement of the means of transport, in the
modernization of the roads and international airports, etc.
Under these conditions, the massive development of tourism, its importance in economy, the
creation of a diversified offer and the existence of the touristical seasonality, imposes the
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