The Online Marketing Mix of Hospitality Units From Harghita, Mureş and Covasna Counties,Romania: Two Exploratory Studies
The Online Marketing Mix of Hospitality Units From Harghita, Mureş and Covasna Counties,Romania: Two Exploratory Studies

Summary/Abstract: Since the Internet as a communication and distribution channel left its experimental state it has changed the approach to marketing communication. Considering the rapid growth of Romania’s tourism market, small tourism enterprizes such as guesthouses also began to keep up with the newest marketing communication trends. We conducted two exploratory studies. a) Owners of hospitality units already have a competitive vision to some degree on ‘good marketing’ and putting related strategies in practice. In the first study, using an online questionnaire on a sample of N=65, we gathered data about the way hospitality units think about their marketing activity, the marketing tools they use, with an emphasis on online marketing tactics and tools. b) In the second study we emphasize the importance of the use of online marketing tools in influencing the customer’s decisional process in the case of Harghita county guesthouses, especially the website as a central hub in communicating the service and the brand

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