DBPapers
DOI: 10.5593/SGEM2014/B52/S20.031

ECOTOURISM IN VALCEA COUNTY - A MARKETING PERSPECTIVE

A. Botos , M. Mazilu , A .F. Stancioiu , N. Teodorescu
Wednesday 1 October 2014 by Libadmin2014

References: 14th International Multidisciplinary Scientific GeoConference SGEM 2014, www.sgem.org, SGEM2014 Conference Proceedings, ISBN 978-619-7105-18-6 / ISSN 1314-2704, June 19-25, 2014, Book 5, Vol. 2, 229-236 pp

ABSTRACT
Natural and cultural resources, a prerequisite for conducting ecotourism in the
destination Romania as well, coagulate increasingly more market segments, or retain current targeted segments with new ecotourism components, directing them to new products likely to improve both the quality and the value of tourism products. All stakeholders must work towards fulfilling ecotourism objectives (preservation of natural areas, economic encouragement, and social and cultural protection of local communities), starting with local authorities (which must facilitate compliance with specific regulations on new investments to support the sustainable exploitation of the ecotourism potential), and ending with consumers (who are encouraged and educated in the spirit of caring for the environment and the community, an attitude that transcends the limits of vacations, and that is aimed at improving life). The purpose of this paper is to determine how ecotourism is seen and understood by them – the results represent a prerequisite for the development of ecotourism products based on the attitude and dimension perceived by them relating to the ecofriendly lifestyle, on the one hand, and their expectations, preferences and intentions, on the other hand. In this context, we conducted a quantitative, descriptive research on a sample of 472 young people for the destination Vâlcea County, which also has (in addition to the balneotherapy resources making it unique) exceptional natural and cultural resources, being subjected to a “radiograph” revealing the ecotourism potential perceived by young people by rendering the rational dimension of its image among them, and the degree of association of a destination with possible favourite ecotourism activities.

Keywords: ecotourism; Vâlcea County; marketing strategy.