EIRP Proceedings, Vol 3 (2008)

Abstract

The promotion as one of the components of the marketing mix, laying stress, în this regard,
on its role în the deployment of the tourism companies’ activity, the structure of the promotional activity în the
touristic sector as well as the use of the promotional strategies în the attainment of the development targets of
the tourism companies.
So, în the paper there have been mentioned the three levels at which it is made the touristic promotion
în Romania, respectively nationally, by the Ministry of the Tourism, under whose subordination it is the
Tourism National Authority, the second level is the regional/local one, concerning the activity carried out by
the Centers/Offices of Touristic Information from a series of localities, and the last level refers to the micro
one, respectively at the level of the tourism companies, which promote their offer individually (the most often).
The important role of the promotion în the deployment of the activity of the tourism companies is
being highlighted by the fact that this makes the connection between the activity of an organization and its
customers (effective or potential), and, în the touristic field, the content of the promotional activity is strongly
stressed by the features of this type of services and of the system of creation and delivery, as well as of the
purchasing behaviour.