DBPapers
DOI: 10.5593/SGEM2014/B51/S20.021

COMPETITIVE, SUSTAINABLE, INNOVATIVE AND IDENTITARY IN DEFINING OLTENIA TOURIST DESTINATION

M. Mazilu, L. Popescu, A. Badita
Wednesday 1 October 2014 by Libadmin2014

References: 14th International Multidisciplinary Scientific GeoConference SGEM 2014, www.sgem.org, SGEM2014 Conference Proceedings, ISBN 978-619-7105-17-9 / ISSN 1314-2704, June 19-25, 2014, Book 5, Vol. 1, 153-160 pp

ABSTRACT
Competitiveness is a rather broad concept and can be analyzed from several
perspectives: of the products, of companies or various economic sectors in the short or long term, being included in various fields - economics, management, politics and culture, each of them with their own perspective. According to OECD (The World Competitiveness Report, 1994) competitiveness is defined as "the ability of a state or a company to generate proportionately higher revenue than the competitors on the world market." From the tourism sector perspective "the competitiveness of a tourist destination is closely related to the ability of a place to optimize its attractiveness for residents and non-residents, to provide qualitative, innovative and attractive travel services to consumers and to attract some of the domestic and global market, while ensuring that available resources underpinning tourism development are used efficiently and sustainably "(OECD, 2013). The competitiveness of European tourism is closely related to sustainability, as the quality of the tourist destination is strongly influenced by the natural and cultural environment and by the way it is integrated into the local community (ec.europa.eu / enterprise/Sectors/tourism/sustainable-tourism). In order to express the viability, competitiveness and international visibility as a tourist destination, a region must highlight its defining elements, the recreational, curative and cultural activities in which it is specialized [1]. The South -West Oltenia Region has important tourism resources, but despite this, the importance of tourism in the local economy is relatively low, its contribution to the regional GDP being only of 1%. The tourism can be a key vector in the development of many areas and in the increasing employment in the region where there are still not too many alternatives. The paper highlights the opportunities for positioning the tourism in Oltenia so as to generate added value inherent in an economic, social, cultural and artistic revival (urban revitalization, urban renewal), by building a competitive advantage in the targeted markets. The main areas approached in the paper are the development of joint regional programs and packages, complex and coherent to capitalize the touristic resources of the entire region, not just punctually, for a city or an area, but to lead to the increased number of tourists, length of stay, and the receipts (direct and indirect) from tourism; the development of new forms of tourism/ tourism products that will also involve the tourists, thus promoting, but preserving the traditions and lifestyle of the local community; and developing a regional brand that should be the basis and added value for all the future actions of tourism promotion.

Keywords: tourist destination, competitiveness, innovative tourism, sustainability, Oltenia