ASPECTS OF TOTAL QUALITY MANAGEMENT APPLIED IN ...

Annals of the University “Constantin Brâncuşi”of Tg-Jiu, No. 1/2008, Volume 2,
ISSN: 1842-4856
application of some modern research methods for the organization, the development and the
promotion of the different forms of tourism, therefore, the use of the principles and of the methods
of marketing in the activity of tourism as well. As a consequence, the penetration of the optic of
marketing in the domain of tourism come to welcome the multiple preoccupations created by the
development of tourism in general, of the necessity of getting to know the motivations of the
touristical demand, of the general behavior of the consumer of touristical services and of
discovering of new distribution possibilities in a permanently developing concurrence.
In order to define the concept of touristical marketing we need to follow some steps :
- the familiarization with the requests of the touristic market as a starting point of the
touristical activity, that makes possible the familiarization with the exterior environment
in which the unity of tourism will eventually deploy its activity. This process is a
dynamic one because both the requests of the tourists and the touristic market rapidly
evolve from one period to another;
- the prevision of marketing that appears as a preliminary necessity in the activity of
touristical marketing. Through its concurrence the conditions in which the firm of
tourism will continue to function get be known;
- the action the firm of tourism has upon the interior environment, the establishment of the
decisions that the firm has to take in order to be able to offer what the touristic market
expects to receive from it.
The concept of marketing is based on :
Knowledge → Prevision → Action
This can also be expressed through the necessity of getting to know in order to be able to
anticipate and the necessity of anticipation in order to be able to action.
The prevision and the knowledge are activities that action in the exterior environment of the
firm of tourism, and the action refers to the activity of the firm itself, to its interior environment that
can be influence as it wants. In this respect the action is a conscious, objective and necessary
process through which the touristical firm adapts its activity to the requests of its clients.
Therefore, the concept of touristical marketing takes the form :
Research → Prevision → Adaptation
This can be put across through the research of the exterior environment in order to be able to
detect its evolution and the accomplishment of the previsions in order to adapt the interior
environment to the conditions of the exterior environment.
We can’t neglect the fact that the touristical firm has a motif, a purpose in this process of
adaptation, namely the realization of a profitable economic activity.
We can therefore sustain that marketing is placed at the centre of the three defining
activities, that is : request, offer and benefit.
The touristical marketing was defined in many ways; among the most suggestive definitions
we can count the following :
1. – professor Eugeniu Nicolescu looks upon the touristical marketing as representing
the politic promoted by the enterprise or the touristical organization, that, constantly aware of the
present and evolving requests of touristic consumption, aims at the permanent adaptation of the
offer inherent to these requests, using specific methods and techniques, in order to obtain their
optional satisfaction and the realization of a profitable economic activity under the conditions
given by the market; ( Nicolescu, E. – Marketing in Tourism, The Sport-Tourism Publishing
House, Bucharest, 1975 )
2. – Iosif Constantin Dragan : “ The touristical marketing represents the ensemble of
operations that ensure the scientific prospecting of the market in order to model the touristical
offer according to the tourists’ needs and motivations.”
The author of this definition thinks that there is a strong connection between the activity of
marketing and the touristical one from at least two perspectives :
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