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resurselor natural.
Clasificarea BTM:
1.BTM a cazarii:
1.In functie de principiile deservirii:
*Unitati hoteliere ( hoteluri si moteluri ) *Unitati extrahoteliere (pensiuni, apartamente);
2.In functie de regimul functionarii:
*Permanente (hotelurile si motelurile); *Nepermanente ( pensiuni , cabane )
3.In functie de calitatea serviciilor prestate:
Unitati omologate- calitate de deservire inalta ,cel putin 1 stea ( moteluri si hoteluri )
Unitati neomologate- calitate medie sau joasa ,ce presteaza servicii in general pentru mediul intern
,Ex:Vadul lui Voda)
4.In functie de tipul clientele:
Hotel touristic
Centru de congrese (Leo Grand)
Casa de odihna si tratament
Hotel pentru persoane in tranzit (specific este sejur de 1 noapte linga gari si tren)
Hotel pentru sportive (saturi olimpice)
Hotel pentru alpinisti (cabane la altitudini inalte)
Motelurile
2.BTM a alimentatiei:
1.In functie de amplasare:
Amplasare comerciala ( amplasarea in central comercial sau pe o strada comerciala separat)
Amplasarea institutionala ( in cadrul institutiilor ex:ASEM ) .
Amplasarea industriala ( in cadru fabrici, uzine sau companii private).
In cadrul hotelurilor
2.In functie de extensiunea meniului:
Unitati cu meniu limitat (mai putin de 15 pozitii in meniu)
Unitati cu meniu deplin ( 15-40 pozitii in meniu)
Unitati cu meniu extins ( mai mult de 40 pozitii in meniu)
3.In functie de stilul meniului:
*Meniu complex (business lanch) ;*Meniu a la carte ( meniu obisnuit)
4.In functie de metoda deservirii:
*Servirea de catre chelneri; *Autoservire; *Servirea automatizata (automate electronice)
5.In functie de specializarea meniului:
*Bucate nationale:*Bucate exotice:* Bucate dietetic;*Meniu din produse ale marii;*Meniu vegetarian
3.BTM a transportului :
In functie de tipul de transport:
Tren, automobil, autocar, corabie, avion, alte forme netraditionale (caruta,camila,cal)
4.BTM a agrementului:
In fuctie de tipul de agreement:
Circ,discoteci,teatre,cinema,Sali sportive,gradini zoologice,patinuar ,bazine,booling.
7. Baza tehnico-materiala a cazrii i a transportului
Baza tehnico-materiala (BTM) este reprezentata de cladiri si echipamente turistice ce contribuie la
materializarea resurselor naturale si antropice ale teritoriului ,BTM determina capacitatea de productie a
ofertei turistice.
1.BTM a cazarii:
1.In functie de principiile deservirii:
*Unitati hoteliere ( hoteluri si moteluri );*Unitati extrahoteliere (pensiuni, apartamente )
2.In functie de regimul functionarii:
*Permanente (hotelurile si motelurile);*Nepermanente ( pensiuni , cabane )
4.este caracterizata printr-un grad ridicat de mobilitate si, respectiv, concentrare, determinat de caracterul
rigid al ofertei;
5. exprimand nevoi de ordin superior, este o cerere foarte elastic.
Cererea si oferta turistica se pot afla in urmatoarele raporturi:
1.oferta > cererea, situatie in care capacitatile turistice sunt in excedent , in extrasezon turistic;
2.oferta = cererea, se inregistreaza un grad de utilizare a capacitatilor tur. de 100% echilibrul pietei
3.oferta < cererea, situatie de plin sezon turistic, capacitatile turistice sunt suprasolicitate.
12. Cercetarea cererii turistice
Cererea turistica poate fi analizata in functie de urmatorii indicatori:
1.Volumul si dinamica consumului turistic- acest indicator se analizeaza in expresie fizica ( nr. de
turisti , numarul de nopti si numarul de zile ale turistilor) si in expresie valorica ( incasari din turism,
incasari medii pe turist, cheltuieli totale ale turistilor si cheltuieli pe turist).
2.Structura cererii turistice:
Ponderea consumului intern si extern in totalul consumului touristic sau ponderea
turismului emitator si turismului receptor ( cind turistii vin in tara consumului)
Structura cererii pe tari
Structura cererii pe motivatii: 1.Vacanta si odihna,2.Afaceri, 3.Vizitarea rudelor
4.Tratament
Structura cererii pe mijloace de transport: aerian, naval, terestru.
Structura cereii pe tipuri de cazare : 1.hoteliere, 2.extrahoteliere.
Structura cererii pe forma de organizare a calatoriei:
Turism organizat sau prin agentii turistice
Turism neorganizat sau pe cont propriu
3.Concentrarea cererii in timp:
Ponderea fiecarei luni in consumul total:
Pi-ponderea lunii date; Ci-consumul din luna data ; Ct- consumul total
Coeficientul de sezonalitate lunara:
Kcl- coeficientul concentratiei lunare; C max consumul maximal; Ct- consumul total
Valoarea coeficientului aproape de 1 reprezinta o concentratie mare a turismului.
Coeficientul lunar de traffic:
Vt- venitul total; P-populatie; T-turisti; Zt- zile turisti; S- suprafata teritoriului
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3.Utilizarea preturilor diferentiate (discriminatorii)- diferiti client platesc diferit acelasi produs.
4.Strategia preturilor joase sau de penetrare (indicata in special in cazul activitatii extrasezoniere),
strategie recomandata fie din necesitatea de a se atenua efectul sezonalitatii turistice, fie pentru a penetra
pe noi piete, fie pentru a satisface cererea turistica caracteristica unor anumite segmente de consumatori
care dispun de venituri modeste, fie in scopuri promotionale. Practicarea unui nivel scazut de pret trebuie
facuta insa tinand cont de necesitatea acoperirii costurilor si, eventual, de obtinere a unui nivel minim de
profit. Din acest motiv, firma trebuie sa aleaga cea mai buna combinatie a serviciilor din structura
produsului turistic (cazare, masa, transport, agrement) astfel incat sa asigure o justa corelare a costurilor
legate de utilizarea capacitatilor disponibile cu nivelul de pret corespunzator, iar calitatea serviciilor
prestate sa nu fie compromisa;
5.Strategia preturilor moderate, preturi a caror marime se afla in stransa legatura cu un anumit nivel de
calitate al produsului turistic, produs care este destinat, in general, turistilor cu venituri medii (de
exemplu, hotelul de doua stele sau unitatile de alimentatie publica de categoria a doua); in acest mod se
poate acoperi o mai mare parte din piata, iar firmele pot obtine un profit corespunzator in vederea
desfasurarii in continuare a activitatii;
6.Strategia preturilor inalte,sau de smintinire practicata de catre firme turistice de prestigiu, a caror
oferta se adreseaza unui segment de turisti cu venituri foarte mari, respectiv unei clientele atent
selectionata. Totodata, un nivel ridicat al preturilor se poate practica si in cazul in care oferta este mai
mica decat cererea, respectiv in perioada maximului de activitate, in scopul descurajarii cererii turistice,
sau in situatia in care se urmareste fructificarea avantajului de piata in cazul unui produs nou.
22. Particularitile i funciile distribuiei turistice.
Distributia reprezinta un ansamblu de activitati prin care se realizeaza vinzarea produselor turistice.
Functiile canalului de distributie:
1.Informarea consumatorilor ,2.Promovarea destinatiilor turistice ,3.Stabilirea contactului intre
participantii la distributie 4.adaptarea ofertei la cerintele consumatorilor.,5.Asigurarea riscului.
Participantii la distributia turistica:
Tur-operatorii.
Avand rolul de angrosisti, tur-operatorii sunt organizatori de voiaje si sejururi, care asambleaza
diferitele parti componente ale produselor turistice, oferindu-le, intr-o forma mai mult sau mai putin
completa, clientilor, in mod direct, sau prin intermediul agentiilor de voiaj detailiste.
Agentiile de turism distribuitoare. (Agentiile de voiaj).
Pe piata turistica, agentiile de voiaj indeplinesc rolul de detailisti, distribuind consumatorilor
turistici produsele propuse de tur-operatori, insa ei mai pot fabrica, in mod punctual, produse turistice
la cererea unor grupuri deja constituite sau pentru anumite ocazii (artistice, sportive, politice etc.), sau
pot furniza produse ocazionale , neregasite pe piata turistica ca atare.
3 .Clientii sau turistii
Prin pozitia de intermediar intre prestatorii de servicii turistice si clienti, distributiei ii revine un un rol
important in asigurarea functionarii eficiente a mecanismului activitatii turistice, rol care poate fi
prezentat pornind de la urmatoarele atributii care ii revin:
Distributia asigura adaptarea ofertei la cererea turistica, structureaza produsul turistic in functie de nevoile
clientilor
Distributia asigura transferul serviciilor turistice de la prestatori la beneficiarii lor, prin intermediul
punctelor de vanzare din reteaua turistica.
Distributia faciliteaza achizitionarea si consumarea serviciilor turistice de catre clientela si are rol
de consiliere a clientilor in in ceea ce priveste alegerea produsului turistic.
Distributia joaca un rol care poate fi asimilat celui de Aavocat@ al clientelei, in ceea ce priveste
rezolvarea posibilelor litigii sau evenimente neplacute, scutind astfel turistii de o serie intreaga de
probleme, care solicita timp sau competenta.
Prin personalul implicat, distributia nu numai ca asigura posibilitatea unei ocupari eficiente a fortei de
munca poate conduce, indirect, la cresterea calitatii produsului turistic.
de produsul respectiv.
Scopul principal urmarit prin acest tip de promovare il constituie stimularea cererii turistice si,
respectiv cresterea rapida a volumului de incasari din prestatiile turistice. Dezvoltarea tehnicilor de
promovare a vanzarilor in turism este determinata de o serie de factori, dintre care1:
intensificarea concurentei pe piata turistica, diversificarea alternativelor de petrecere a vacantelor si
concediilor, cresterea numarului de destinatii turistice;
cresterea si consolidarea gradului de independenta a distribuitorilor turistici, diversificarea rolului
acestora, la randul lor interesati de stimularea consumului turistic;
fluctuatiile economice, care determina modificari ale destinatiilor veniturilor consumatorilor, acestia
devenind sensibili la tehnici promotionale;
cresterea gradului de flexibilitate a activitatii personalului de vanzari etc..
Principalele mijloace de promovare a vanzarilor de produse si servicii turistice sunt urmatoarele:
Reducerile de preturi si tarife.
Acestea au drept scop principal stimularea cererii turistice cu precadere in extrasezon,
atragerea de clienti potentiali precum si fidelizarea clientilor efectivi. Pentru a valorifica
corespunzator acest instrument promotional, firma turistica trebuie sa tina cont de o serie de aspecte;
reducerea tarifelor nu trebuie insotita de scaderea calitatii prestatiei turistice, deoarece astfel clientela
nu se castiga, ci se pierde;
perioada optima de aplicare a reducerilor este extrasezonul, uniformizandu-se astfel cererea turistica;
nu trebuie abuzat de folosirea acestui instrument, cu atat mai mult cand este cazul unei clientele de
lux etc..
Exista anumite forme sub care se practica reducerile de preturi si tarife in turism, care pot fi
combinate si cu alte modalitati de promovare a vanzarilor si anume:
vanzarile grupate (oferta-pachet), respectiv vanzarea simultana, intr-un pachet turistic a unor servicii
turistice, la un pret inferior celui rezultat prin insumarea preturilor serviciilor individuale; aceste
pachete turistice pot contine fie servicii distincte (cazare, masa, transport, divertisment), fie
servicii de acelasi fel, caz in care se aplica un tarif regresiv pe unitatea de serviciu dat.
oferte speciale, practicate cu ocazia unor evenimente speciale (concursuri, carnavaluri, festivaluri
etc.) sau in preajma diferitelor sarbatori sau ceremonii religioase (de exemplu, in cazul
pelerinajelor efectuate cu ocazia vizitei Papei Ioan-Paul al II-lea in Romania);
discount-uri si bonusuri, respectiv avantaje acordate clientilor fideli (de exemplu, asa-numitele mile
sau puncte acordate pasagerilor companiilor aeriene in cadrul programelor Afrequent flyer@ si
care combina bonusul cu premiul de fidelitate, nopti de cazare oferite suplimentar pe durata
sejurului etc.).
Concursuri publicitare, tombole, loterii, jocuri.
Acestea sunt folosite in scopul de a crea o atmosfera de interes din partea publicului in care
sunt antrenati -de regula- turistii potentiali; acestea permit popularizarea ofertei turistice,
sensibilizarea clientilor potentiali (mai ales cand sunt insotite de premii oferite prin tragere la sorti),
reprezentantilor mass-mediei si pot implica intr-un grad ridicat distribuitorii turistici, dar folosirea
acestor mijloace difera de la tara la tara, datorita restrictiilor legislatiilor nationale.
Publicitatea la locul vanzarii (P.L.V.).
Cuprinde un ansamblu de tehnici de semnalare audio-vizuala care au drept scop atragerea,
orientarea si dirijarea interesului consumatorilor spre anumite puncte de vanzare a produselor turistice
(se utilizeaza cu succes in reteaua de magazine, in aeroporturi etc.).
Organizarea unor reuniuni de lucru, de tipul seminariilor sau work-shopurilor, cu personalul reprezentant
al firmelor partenere sau colaboratoare, in cadrul carora este difuzata o serie de informatii vizand
produselor turistice si, totodata, se creeaza un contact mult mai strans intre prestatorii de servicii
specifice (hotelierii, transportatorii etc.) si distribuitorii produselor turistice.
Alte modalitati de prezentare a produselor turistice si de informare a clientilor, din randul carora se
detaseaza:
voiajele de stimulare, oferite in special detailistilor turistici (pe parcursul carora, intr-o atmosfera ceva
mai relaxata, se poate asigura cunoasterea indeaproape a destinatiilor turistice; de cele mai multe
ori, organizarea acestor voiaje se realizeaza printr-un efort financiar combinat al mai multor
parteneri (hotelieri, transportatori etc.);
saptamanile gastronomice si degustarile de bauturi alcoolice (prin care se ofera partenerilor
posibilitatea testarii calitatii produselor care alcatuiesc menu-urile ce vor fi oferite, sau, sunt
destinate pur si simplu, turistilor efectivi);
oferirea de cock-tail-uri, prezentarea unor spectacole de un anumit specific (de exemplu, la ANunta
Zamfirei@) etc.