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ITEMA 2020Conference Proceedings THE MARKETING MIX - A BASIC TOOL IN THE MANAGEMENT OF THE TOURIST DESTINATION Delia Fratu1 DOI: https://doi.org/10.31410/ITEMA.2020.55 Abstract: Kotler's 2002 definition of place marketing is as follows: "Place marketing means designing a site to meet the needs of its target markets. The development of places means the development for a place of a systematic long-term marketing strategy, directed towards the identification and development of the natural and potential attributes of an area”. The elaboration of a marketing mix for the tourist destination is the main tool for marketing planning and for adopting the most appropriate strategies. Given that each tourist destination has its specificity, the marketing mix must contain its own elements, adapted to the objectives set. In this paper we chose to exemplify a way to apply and combine the components of the following marketing mix: product, price, distribution, promotion, staff, partnerships, packaging, security, process management for the tourist destination Brasov Area. Keywords: Place marketing, Marketing mix, Tourism, Destination. 1. BRASOV AREA- A TOURIST DESTINATION tourist destination is defined according to the following variables: the attractions and the environment within the destination, the facilities and services available at the A destination, the accessibility of the destination, the image and the brand of the destination. 1.1. Defining the Tourist Destination Brasov Area Brasov Area is located in a special natural setting. In the southern part it is delimited by the Făgăraş, Bucegi, Piatra Mare, Piatra Craiului and Postăvaru Mountains, in the Eastern part there is the Braşov depression, and in the Western part it is bordered by the Olt river valley. Due to the geographical potential, mainly mountainous, tourists coming to the area can practice sports and recreational activities in all seasons. Being located in the center of the country, in the famous Transylvania region, Brasov Area is one of the most visited tourist destinations in Romania. The multitude of ethnic groups (Saxons, Hungarians) that marked the development of this area and their influence on architecture, local culture is an attraction for tourists. In Brasov Area, tourists can discover one of the most beautiful cities in Romania - the city of Brasov which is a medieval city with a multitude of attractions: cultural tourist attractions (Dramatic Theater Sica Alexandrescu, Brasov Opera, Gheorghe Dima Philharmonic, Reduta Cultural Center, Library County, French Alliance, First Romanian School, etc.), historical and religious tourist attractions (Catherine Gate, Weavers' Bastion, White Tower and Black Tower, 1 Transilvania University Brasov, 32 Avram Iancu street, Brasov, Romania 55 ITEMA 2020 Conference Proceedings Graft Bastion, Black Church, St. Bartholomew's Church, St. Nicholas Church, etc.), natural tourist attractions (Tâmpa Nature Reserve), museums (History Museum, Museum of Art and Ethnography, Museum of Urban Civilization, etc.) as well as various events (musical, theatrical, cinematographic, etc.). Most of the tourists who come to Brasov Area aim to visit the surroundings of Brasov, very rich in historical, religious, cultural and natural objectives: Poiana Brasov and Predeal resorts are the most famous winter resorts in Romania, during the summer being sought for mountain tourism, cycling, conference tourism; the villages in the Bran-Moeciu area are real Transylvanian mountain villages where tourists can know the local traditions and customs, to mention the presence of the famous Bran castle - Dracula's castle; the town of Râşnov with the peasant fortress; the city of Făgăraş with its fortified fortress; the churches and fortified fortresses in the villages around the city of Brasov; Piatra Craiului National Park Nature Reserve. It should be mentioned that besides the worldwide known Dracula's Castle from Bram Stocker's book which became a brand in itself, we can also say about Bran that it is an important representative of the word "brand" by joining the words Bran-Destination, this as an interpretation modern after its Norwegian origin. Figure 1. Map of Barsa land- Brasov area Source:.https://upload.wikimedia.org/wikipedia/commons/1/11/Map_of_Burzenland%2C_19 59.jpg Figure 2. Image of Bran Castle Source: https://www.twoscotsabroad.com/bucharest-to-transylvania-bran-castle/ 56 THE MARKETING MIX - A BASIC TOOL IN THE MANAGEMENT OF THE TOURIST DESTINATION Figure 3. Image of Rasnov Citadel Source: https://en.wikipedia.org/wiki/R%C3%A2%C8%99nov_Citadel#/media/File:R%C3%A2%C5 %9Fnov_Citadel_(Rosenauer_Burg)_01.jpg The accommodation possibility is diverse and adapted to all requirements and budgets: from hostels and tourist cabins to hotels and pensions. Tourist services in the Brasov area are developed and diversified as a whole, but there is room for improvement. Meal services are generally diversified and of good quality. There is an untapped opportunity to attract the Western European public interested in organic and home-cooked food with Romanian specifics. This is expected from the accommodation units in the rural area, but most of them opt for the more convenient option, namely the purchase of food from the supermarket. Even though there is a wide range of local handicrafts, there are not many shops that specialize in selling them. Recently, there have been several shops dealing with the sale and rental of items for outdoor recreation (mountain bikes, tents, etc.). Travel agencies are an important element for the development of a tourist destination such as Brasov Area. There are about 80 travel agencies in the area but only a few are focused on incoming tourism activity. Along with them, several associations work to promote the area as a tourist destination and to develop a sustainable tourism (Association for the Promotion and Development of Tourism - fulfills the role of destination management organization, County Sustainable Development Agency and Metropolitan Association for Sustainable Development). Transport services are satisfactory, even good compared to other areas of the country. The railway transport service between Bucharest-Predeal-Brasov is quite good. Lately, most of the roads in the area have been rehabilitated. However, there are still roads that are almost non- functional, mostly in rural areas, they need to be identified and rehabilitated. The inauguration of an airport in the Brasov area would be a future investment that would ensure the development of tourism. Tourist information services have been improved recently. There is a tourist information network at the level of Brasov Area, comprising 7 centers: Brasov, Predeal, Rasnov, Fagaras, Prejmer, Bran, Zarnesti. The mission of the tourist information offices is to inform the tourists about the attractions in the area and to promote them by offering informative materials. 57 ITEMA 2020 Conference Proceedings In Brasov Area, there are several possibilities for schooling in the field of tourism. Transilvania University of Brasov offers those interested the opportunity to study in Economics of Commerce, Tourism and Services. Other schools specializing in tourism are the School of Hotel Management, the Brasov School of Tourism. There are also post-secondary training programs for tourism available in Bran and Brasov. The access of tourists in the Brasov area is facilitated by the acceptable road and railway infrastructure, compared to other areas of the country, which connects with the country's capital, but also with Western Europe. Transport infrastructure is the biggest problem of Romanian tourism. Investments in a highway that crosses Romania are very necessary and urgent. The construction of an airport would create the possibility of connections between the Brașov Area and the main western cities. The tourist destination was promoted under the brand "Be.Live It". This brand aims to promote the cultural diversity and dynamics of a modern, new area and was presented at the World's Leading Travel Trade Show in Berlin where it took 2nd place. This brand was designed by the Association for the Promotion and Development of Tourism (APDT) in partnership with the Brasov County Council, the Agency for Sustainable Development of Brasov County (ADDJB) and the advertising agency Firestarter, to represent the tourist destination area. Brasov at the Berlin Tourism Fair and to promote a favorable image of it internationally. The problem was that not enough money was invested to promote it both nationally and internationally. Even if the idea was good, it did not ensure its visibility at all and without promotion it did not have any significant results. 1.2. Types of tourism practiced in the Brasov area The tourist offer of the Brașov area provides conditions for practicing many forms of tourism: Mountain hiking tourism is favored by the existence of mountain massifs, large areas covered with forests, the existence of marked trails, mountain huts and accommodation bases in neighboring towns. Cultural-historical and religious tourism is favored by the existence of numerous historical, religious and architectural monuments throughout the area. Sport tourism such as mountaineering, downhill skiing, cross-country skiing, horseback riding, mountain biking, hang gliding and gliding, hunting and sport fishing in hilly and mountainous areas, "image hunting" safari of some species such as wolf, bear and lynx, in Brasov living 30% of Europe's large carnivorous population. Thematic scientific tourism by sections of biodiversity,
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