ANALYSIS OF TOURISM MOTIVATION TOWARD MARKET SEGMENTATION AND STRATEGIC MANAGEMENT OF BUCOVINA DESTINATION

Carmen Emilia CHAŞOVSCHI, Gerd HESSELMANN, Otilia-Maria BORDEIANU, Elena BUHAC

Abstract


Bucovina is an important destination within Romania, in the North-East of the country. Since years, the core motivation for travelling to Bucovina was culture and nature.In the last period of time was a pressure for a continue development of tourism within the region. The government and tourism stakeholders are making a major commitment to developing the sector. Despite the good intentions, due a misunderstanding of tourism complexity, are invested efforts in developing tourism offers that are not necessary addressing to a tourism need. For this purpose, a reconfirmation of motivation of tourists coming to Bucovina was needed.

Keywords


Market segmentation; Tourism motivation; Strategic management; Tourism destination; Destination management

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