L. Cismaru
Thursday 11 October 2018 by Libadmin2018


The paper presents the innovative proposal of managing the natural resources of a tourist destination using information and communication technologies. The members of the young generation of consumers, called the Millennials, have a very specific profile which includes technology in the core values. Starting with the Millennials, all strategies will have to address to a new consumer type, generically called “the digital native”. In this context, the paper presents the case study of a tourist destination which has been taken important steps in the process of tailoring the product to the digital natives – Brasov mountain resort in Romania, one of the top tourist destination in this country. Three qualitative research methods have been employed within the present paper: the literature review, the case study and the focus group. A generational profile of the digital native tourist is first presented, based on literature review. The strategic approach of the management team from Brasov tourist destination, related to addressing the new digital native consumer, is included in the paper. Two elements are discussed: first the rebranding campaign and the “E-tourist Brasov” project, which focused on promoting the destination online. Based on these steps, a focus group discussion was organized by the master students of the Faculty of Food and Tourism from Transilvania University on the topic of identifying further steps to be taken by local authorities in order to increase the satisfaction of young consumers. Based on the findings of the focus group discussion, the idea of creating a trip planner application has been formulated. The qualitative research revealed that the Millennials also value nature based forms of tourism. The “E-tourist Brasov” project focused only on the anthropic resources of Brasov tourist destination. Therefore, creating a trip planner for managing the natural resources of Brasov mountain destination can be viewed as a useful strategic approach in the new generational context.

Keywords: digital natives, E-tourist, natural resources management, trip planner

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