Theoretical and Applied Economics Volume XX (2013), No. 6(583), pp. 7-34 Integrated marketing communication in tourism – an analysis. Case study: Muntenia and Oltenia Aurelia-Felicia STĂNCIOIU The Bucharest University of Economic Studies
[email protected] Andreea BOTOŞ The Bucharest University of Economic Studies
[email protected] Mihai ORZAN The Bucharest University of Economic Studies
[email protected] Ion PÂRGARU Polytechnic University of Bucharest
[email protected] Octavian ARSENE The Bucharest University of Economic Studies
[email protected] Abstract. The multitude of factors interfering in the process of image formation and the way in which they act in a unique combination, similar to a genetic code for a consumer, influences the image study of a tourism destination in the direction of becoming a complex process. In the marketing activity of each destination, the analysis of the importance of destination’s resources represents an essential step, however, as the multifaceted tourism product presents (in combination with, as well as through other policies – price, distribution etc.) a strong diversification, the distinction between the real, objective situation of the destination’s resources and the lack of their communication, on the one hand, and the distinction between the real situation and the way in which the resources are “presented” (in the direction of maximising or minimising them), on 8 Aurelia-Felicia Stăncioiu, Andreea Botoș, Mihai Orzan, Ion Pârgaru, Octavian Arsene the other hand, can constitute