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 ROLE OF SEGMENTATION IN THE STUDY ON
ROMANIAN SOCIAL TOURIST SERVICES CONSUMER BEHAVIOUR
Author: Nicoleta –Rossela Dumitru, Lecturer Ph. D.
Romanian-American University, Bucharest
Abstract: In the actual Romanian social and economical environment, where for a large part of the people their
income can barely fulfill their basic needs and where only 8% of the population can afford a holiday a year, social tourism is
the only option to raise the number of tourists. The study of the social tourist services consumer behavior aims to shape a
touristy profile of such a person.
The market segmentation process, as an essential part of the study results' analysis, requires the identification of
the segmentation criteria order: job, income, marital status, living environment and age.
Non-parametric correlations meant to identify the criteria that can segment the tourism market in best way are
identified in this study.
Tourism operators might find this study's results useful by adapting their offer according to the needs of their
target consumer.
Key words: social tourism, consumer behaviour, social touristic services, market segmentation
In Romania’s present economic-social context, where the incomes barely satisfy the basic needs
for a big part of the population and under the circumstances where only 8% of the Romanians can
afford one holiday per year, the social tourism is the sole solution of attracting into the touristic circuit
an ever increasing number of people.
The economic activity of the touristic units finalizes into services designed for the market (domestic
or external). As services’ provider, the touristic company has permanent relations with the market;
at the same time, it also intervenes as beneficiary (buyer) for the goods and services necessary for
the organization and deployment of its own activity.
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