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Marketing strategies in developing internal tourism in the Republic of Moldova

Author: Cavcaliuc Ina
Degree:doctor of economics
Speciality: 08.00.06 - Marketing; Logistics
Scientific adviser: Viorelia Moldovan-Batranac
doctor, associate professor (docent)
Scientific council:


The thesis was presented on the 30 November, 2007
Approved by NCAA on the 28 February, 2008


Adobe PDF document1.23 Mb / in romanian


CZU 339.138:338.48(478)(043)/338.48:339.138(478)(043)

Adobe PDF document 1.09 Mb / in romanian
217 pages


strategic alternatives, internal tourism, sustainable development, tourism demand, tourism supply, tourism resources, tourism motivation, strategical objectives, marketing strategy, touristic market, the attractivity degree of the given place, product policy, price policy, placement policy, promotion policy etc.


The purpose and the objectives of this thesis are determined by the necessity of research and development of the theoretical, methodological and practical perspectives of the elaboration of marketing strategies and the possible directions for developing and promoting internal tourism in the Republic of Moldova, taking into consideration the cultural, behavioural and motivational peculiarities of the internal tourism users. The tourism marketing strategy and tactical planning activity should be considered as part of the overall tourism marketing planning model and an expression of the output of the dynamic planning process for a specific period of time.

The main aim is to pull tourism marketing alternatives in tourism activity regarding the objectives, market targets and marketing mix programmes.

It was also outlined in the paper the necessity of tourism market segmentation. Tourism suppliers must define the target segments in order to design suitable tourism product, price, placement and promotional strategies. Internal tourism market may be segmented by tourist users, intermediaries (travel agents) or different suppliers of tourism services (hotels, transportation, accommodation). At the same time, demographic and behavioural approaches to segmentation may also be used.The main aim of this thesis is to develop effective tourist products and services and target these to those tourism segments with most potential. The potential of each major tourist target market can be determined through marketing research and forecasts.

The designation of a marketing mix programme would depend on the characteristics of the target segments. The target market profile should indicate where existing clients and prospects are located, their demographic and socio-economic characteristics, buying habits and other pertinent information necessary for the development of appropriate marketing mix activities.

Hence the need, for the internal tourism market, to have a wider perspective when using conceptual frameworks, empirical results and other management techniques, the reason being that the marketing tools are concerned with making optimal decisions among alternative courses of action and achieving strategical objectives and growth.

The practical importance of the work consists in the suggestions and the recommendations concerning the improvement of the methodological approaches in the development of the new strategies with reference to the development and promotion of the internal tourism in our republic.