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Social media in the regional tourism development perspective.

Analyzing Challenges for the Black Sea countries

Gabriela Stănciulescu, PhD

[email protected]

[email protected]

Elisabeta Molnar, PhD Candidate

[email protected]

The ucharest !cademy o" Economic Studies, #omania

Abstract:

Efficiency is generally defined as the extent to which resources or effort is employed in order to achieve a

certain purpose or objective. As per an economic perspective, this term may also mean a minimum quantity of supplies

which can generate a maximum result. But can we talk about efficiency and economic growth from the tourism

perspective !his study aims to present tourism in the context of regional development policies as a main factor of

reducing economic difference between territories and consequently generating growth. !he introductive part will present

some theoretical delimitation for the concepts presented in this study with reference to the European "nion context. !he

#omanian case is further illustrated in the first section of the study. A more particulari$ed is presented in the following

two sections when speaking about #omanian economic background and three areas of growth when talking about

national tourism. !he fourth part describes growth and challenges in the #omanian rural tourism industry with a

particulari$ed case analysis on the %hite &illa 'ension in Bran rural area. !he conclusive section will resume the main

ideas on the tourism perspective for economic growth.

Keywords( economic growth, regional development, tourism.

ntroduction$

Economic gro%th may be considered as the sum o" the changes that can occur in an economy in a

certain &eriod o" time. This result is characteri'ed by the "ollo%ing "actors$ gross (uantitati)e

indicators o" any analy'ed &eriod, structural and (ualitati)e de)elo&ments o" the national economy

and surrounding en)ironment. !ll these changes may &resent a real economic gro%th and a

conse(uent &rogress. The latter re&resents a long term im&ro)ement, %here a country may enable

economic &er"ormances and %ell being status as a conse(uence o" economic de)elo&ment. *n this

conte+t, another subect raised the interest o" many authors -Shanar and !n%ar, /0012 Pa)los

Dimitratos a,b, *oanna 3ioua, and Ste&hen 4oung, /0052 P. Mohl and T. 6agen, /0708$ regional

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de)elo&ment. This is a relati)e ne% conce&t that sees to im&el and di)ersi"y economic acti)ities, to

stimulate in)estments in the &ri)ate sector, and to ha)e a maor contribution to reducing

unem&loyment. !nother obecti)e is to im&ro)e social %el"are. #egional de)elo&ment &olicy is no%

one o" the most im&ortant &olicies o" the Euro&ean 9nion as &er its main obecti)e to reduce social

and economic di""erences bet%een the Euro&ean regions.

The main obecti)e o" this &olicy is to action u&on the elo(uent domains "or de)elo&ment lie

economic gro%th and lo% and medium enter&rises, trans&ortation, education, gender e(uality,

tourism and other rele)ant "ields. The regional de)elo&ment &olicy is based u&on the &rinci&le o"

"inancial solidarity, %hich sti&ulates retribution o" one &art o" the Euro&ean budget -based u&on the

contribution o" the member states8 to the territories and social grou&s that had a lo%er rate o"

de)elo&ment than the most success"ul economies in this 9nion. *n the conte+t o" the latest

economic crisis, the Euro&ean 9nion -/0708 re&orted that this situation hit regions s&eciali'ed in

manu"acturing, in &articular.

)igure * Cohesion Policy s&ending by main theme, /00:;/071 < o" total &lanned e+&enditure.

+ource$ *n)esting in Euro&e=s >uture ? >i"th re&ort on economic, social and territorial cohesion, o) /070.

The highest increases in unem&loyment, ho%e)er, %ere in regions highly de&endent on construction.

#egions s&eciali'ed in tourism, most o" them %ith a GDP &er head belo% the E9 a)erage ha)e not

yet been a""ected signi"icantly. #egions s&eciali'ed in "inancial and business ser)ices, most o" them

ca&ital city regions or metro&olitan regions, ha)e been a""ected to an a)erage e+tent in terms o" the

im&act on GDP and em&loyment. *n general, more ra&id reco)ery is &roected to occur in industrial

regions s&eciali'ed in manu"acturing and those %ith a large share o" "inancial and business ser)ices,

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%hile those more de&endent on tourism, construction and &ublic administration are &roected to

reco)er more slo%ly ->ith #e&ort on Economic, Social and Territorial Cohesion, /0708.

!s &er regional ine(ualities, S. arris and E. Strabol -/0058 ha)e &ointed u& that the

e)olution o" regional ine(ualities should "ollo% a bell;sha&ed cur)e as national GDP &er ca&ita rises

since gro%th by its )ery nature is unliely to a&&ear e)ery%here at the same time.

!able *( #elati)e le)el o" national GDP &er ca&ita and regional ine(ualities in cohesion countries.

+ource$ S. arris and E. Strabol -/0058

!. "he #omanian Conte$t:

Tourism is generally considered as a &otential source "or economic gro%th. *n the &ast "e% years,

#omanian tourism &resented a decrease in the number o" tourists, both #omanian, but also "oreign

tourists -by generally s&eaing in terms o" hotel booings and total e+&enditure8. #omanian touristic

&otential is based u&on a cultural and uni(ue legacy o" the landsca&e. *n an economic &ers&ecti)e,

one could say that tourism may ha)e the ability to increase em&loyment, an as&ect that might

contribute to the regional %ell being. #estructuring the traditional industry o" tourism %ould mean

maor &ri)ate in)estments, but also the alternati)e tourism -rural, cultural, "ishing and hunting

tourism8 because o" its multi&lication e""ects o)er regional and local economies than the one o"

traditional tourism.

This idea is sustained by the argument that #omania is still a largely rural country. *n /00:

the &ercentage o" rural &o&ulation still reached AB< o" the total -ational *nstitute o" Statistics,

/008, a striingly high le)el that clearly di""erentiates #omania "rom the rest o" the Euro&ean 9nion

-/A<8 and suggests the sur)i)al o" a li)ely system o" )illages and small to%ns that continues to &lay

a maor role in the socio;economic and cultural li"e o" the country -Monica *orio and !ndreaCorsale , /070, &. 7B/8.

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The institutional "rame%or, obecti)es, com&etences and instruments s&eci"ic to regional

de)elo&ment in #omania is established by the 3a% on #egional De)elo&ment -number 17B/00A8.

#egional de)elo&ment %as de"ined in the #omanian conte+t by P!D# or The ational #omanian

Plan o" De)elo&ment, a strategy that sees the o&timum resource &lanning such as human, materials

or "inancial means, but also to o&timi'e and resha&e rele)ant acti)ities "or economic gro%th.

#omanian=s regional &olicy has the "ollo%ing maor categories$ *. *m&ro)ing regional economical

structure2 ** ? *m&ro)ing and de)elo&ing regional and local in"rastructure2 *** ? 6uman resources

de)elo&ment2 *F; Tourism de)elo&ment2 F ? Stimulating scienti"ic research, technological

de)elo&ment and in"ormational society2 F* ? #ural &ace de)elo&ment both "rom an economical and

social &ers&ecti)e -htt&$%%%.a&dr&.rocontent.as&+itemH757IlangH#J8. The other "rame%or

"or tourism is PJ# #JP ? #omanian J&erational Program %ith B main domains

-htt&$%%%.in"oregio.roinde+.&h&&ageH!J9T_#JP_!KES8 $

; !+e number 7$ The encouragement o" urban sustainable de)elo&ment2

; !+e number /$ *m&ro)ement o" local and regional in"rastructure o" trans&ortation2

; !+e number 1$ *m&ro)ement o" social in"rastructure2

; !+e number A$ Su&&ort "or local and regional business de)elo&ment2

; !+e number B$ Sustainable de)elo&ment and tourism endorsement2

; !+e number L$ Technical assistance.

The /070 Catalog de)elo&ed by the ational *nstitute o" Statistics &resents in"ormation about the

geogra&hical and administrati)e;territorial organi'ation o" the country and com&rises the main

statistical data series, "or the /00:;/005 &eriod, de"ining tourism acti)ity$ ca&acity o" tourists

accommodation, acti)ity o" tourists accommodation and tra)el agencies, tourism o" #omania by

regions o" de)elo&ment, as %ell as in"ormation about international tri&s registered at the borders o"

#omania and tourism demand o" residents -htt&$%%%.insse.rocmsr%&agesstat#egionale.ro.do8.

2. The actual situation of the Romanian tourism industry

Tourism re&resents one o" the "ast;de)elo&ing sectors in Euro&e. The economic, &olitical and

demogra&hic changes indicate that the &ro&ortion o" common e+&enses "or tourism is increasing "ast,

but the &olitical measures "or &romoting long;term tourism ad)ance slo%ly. Some countries that used

to be little )isited in the &ast, es&ecially in Central and Eastern Euro&e, such as #omania, are

becoming more and more attracti)e due to their economic transition and o&ening o" borders, %hich

&ro)ide them %ith huge &otential "or the de)elo&ment o" tourism. !n e+tremely generous sector and

A

http://www.inforegio.ro/index.php?page=ABOUT_ROP_AXES

http://www.insse.ro/cms/rw/pages/statRegionale.ro.do





a &otential &roducer o" substantial income, the #omanian tourism is struggling to %in the battle in a

com&le+ time o" turmoil.

*t is some%hat o" a &arado+ the "act that, a"ter /0 years, #omania has still a long %ay to go

until bringing the tourism sector to the same le)el as the countries in the Euro&ean 9nion. The lac

o" a clearly "ormulated in)estment &lan in this area led #omania to the loss o" &otential tourists in the

"a)or o" the neighboring countries, %hich ha)e "ound better %ays to encourage and sustain the

tourism de)elo&ment &rograms, as %ell as attracting "oreign in)estments. hile her neighbors ee&

on o""ering more com&etiti)e &rices and )arious attracti)e s&ecial o""ers, and struggle to de)elo& ne%

%ays o" attracting tourists, #omania is still struggling to sol)e &roblems generated by un"air

e+&loitation o" state=s resources and resorts, a"ter the "all o" the communist regime. Such &roblems

%ere accentuated by a de"ecti)e management and a se)ere lac o" coherence in the state=s &olicies in

this matter2 the result a"ter /0 years o" democracy #omania is "alling more and more behind its

neighbors, at least as tourism is concerned.

!ccording to the de)elo&ment strategy "or tourism, a (uarter o" #omania=s sur"ace is

considered a tourist &aradise, and a third has certain &otential. !s sho%n by another study o" the

#esearch *nstitute "or Tourism, o)er hal" o" #omania=s sur"ace has tourist &otential. !ccording to the

"inal data, #omania is di)ided into three areas$ areas o" great )alue, %ith com&lete tourist &otential,

areas %ith a high tourist &otential and areas %ith reduced tourist attracti)eness.

%. S&'" Analysis

! critical re)ie% o" the actual state o" #omanian tourism can be re)ie%ed thorough a SJT

&ers&ecti)e.

S"#()*+"S &(AK)(SS(S

eography

The biodi)ersity o" the Danube Delta

%hich is a #eser)ation o" the ios&here includedin the orld 6eritage o" 9ESCJ2

the di)ersity o" the ational Pars andthe natural &rotected areas %hich includes"orests, laes, un&olluted ri)ers2

-ulture and the cultural patrimony

Medie)al "ortresses and )illages %hich

are ee&ing ali)e the traditional %ay o" li)ing%here tourists can disco)er and enoy the

eography

The industrial &ollution2*nacti)e industrial units %ho &ro)ide an

negati)e )isual im&act2 c8 the &ollution o" thelac Sea, Danube Delta and ri)ers.Culture and the cultural &atrimony

umerous monuments and buildings arein an ad)ance degradation state2

*n"rastructure, trans&ort andcommunication$ un;"inali'ed trans;Euro&eanroads, reduced number o" high%ays.

uman resources

B



#omanian traditions. E.g.$ )illages "or Maramures2

Musical and artistic "esti)als bothclassical and modern lie$ George Enescu,Cerbul de !ur2

3egends lie Dracula.

uman resources

#omanians are %arm and hearty &eo&le,reno%ned "or their hos&itality to "oreigners,"amous "or their res&ect and good %ill to%ardtheir guests and )isitors2

4oung &o&ulation %ith linguistic abilities%hich re&resents a big asset "or the tourismhuman resources.

/arketing

Fery im&ortant ad)ertising &rogramoutside #omania$ ads, mass;media, "airs -a ne%initiati)e o" Ministry o" Tourism ? NE+&lore theCar&athian GardenO ? htt&$%%%.turism.go).ro82

ell;no%n brands$ Dracula andTransyl)ania.

Master Plan de)elo&ed by the #egionalDe)elo&ment and Tourism Ministry "or the"ollo%ing &eriod$ /00:;/0/L. This act isconsidered as a strategic "rame%or in order tosustain tourism de)elo&ment in a closerelationshi& %ith the incoming structural "unds"rom the Euro&ean 9nion.

*nitiati)es o" &romoting #omanian=simage abroad ha)e been made by the TourismMinistry also in the EDE &roect. This is theacronym "or the Euro&ean Destinations "or E+cellence ; a &roect &romoting sustainable

tourism de)elo&ment models across theEuro&ean 9nion. The &roect is based on nationalcom&etitions that tae &lace e)ery year and resultin the selection o" a tourist Ndestination o" e+cellenceO "or each &artici&ating country.

*n the earlier com&etitions, #omania hadthe "ollo%ing assigned EDE destinations-htt&$%%%.turism.go).ro 8$ 6ore'u "or thetheme *ntangible cultural legacy= -in /008 and!&useni atural Par "or the theme Tourism and

&rotected sites= -in /0058.

3o% incomes and the hard %oringconditions &lay an im&ortant role in the %or "orce migration "rom the hotel industry2

Poor &ro"essional (uali"ication in thehotel sector %hich does not com&ly %ith the

em&loyers needs2>e% o&&ortunities to de)elo& a

s&eciali'ed carrier in the tourism industryo&&osite to the de"inition o" a &ro"essionalser)ice ; an art or a &er"ormance o""ered by a(uali"ied e+&erienced indi)idual -normally auni)ersity graduate8 accountable to a third &arty%hich has a code o" ethics, and is conse(uentlysubect to high;(uality control le)els -3a&ierre,>iliatrault and Perrien, 755L, &.578.

0egal framework

Poor incenti)es and su&&ort mechanism"or the in)estors in the tourism industry2

E+aggerated ta+es mae local in)estors intourism to &ay 7A central ta+es and 1 local ones,as a conse(uence the number o" blac maretguest houses is gro%ing2

/arketing

#omania=s image is not a strong, &ositi)eone "or "oreign tourists2

insu""icient mareting research in Qconte+t o" necessity "or tourism de)elo&ment2

&oor collaboration bet%een the &ublic and &ri)ate sectors on mareting matters.

'pportunities "hreats!he geopolitical position 3ocal com&etitors lie Greece, 6ungary,

L

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#omania is located at the crossroads o" the most im&ortant trade routes o" the continent$mid%ay bet%een the northern and southernEuro&e, and on the road lining estern Euro&e

to !sia.This ad)antage can be de)elo&ed in terms

o" transit tourism, but also in terms o" rela+ationtourism due to the relati)ely small distances

bet%een #omania and the %estern countries2#omania is a member o" the Euro&ean

9nion and !TJ. y being a member o" the E9,#omania has access to multi&le &rograms and"unds "or tourism de)elo&ment -e.g.$ the ationalStrategy o" Tourism de)elo&ed by Elena 9dreaunder to logo o" the Car&athian Garden8.

Turey, ulgaria2Global economical crisis$ tourism is

es&ecially )ulnerable to economic uncertaintyand )olatility "or a sim&le reason2

*n short, to medium term there is almost

certain to be a trend o" tra)ellers s&ending less ontra)el. Those tourism and hos&itality businesses%hich can ada&t to ser)ice tra)ellers on a tighter

budget %ill do %ell2The increase o" the oil &rice$ the tourism

%ill be a""ected as the !ir carriers are su""ering because oil is the second largest e+&ense "or mostairlines -a"ter labour8.

hen taling about the human resource and its abilities to interact %ith customers -tourists8 in the

tourism industry, it is interesting to "irst analy'e some theoretical "acts about a &rescribed scri&t to

best interact %ith &eo&le in this business area. Jrgani'ations cannot be taled about %ithout

considering the role that emotions &lay %ith a commercial &ur&ose. Em&loyees are re(uired to

&er"orm a &re;%ritten role in order to ensure customer satis"action and a message consistent %ith the

strategy and )alues o" the com&any. !lmost an ob)ious &art o" any &ersonal "rame%or, emotions

can hardly be considered in the organi'ational bacground as subect to a transaction. oring e""ort

is described either to be &hysical or intellectual. 6o%e)er, one can scarcely thin that another

category can be added to this ty&ology ? emotional e""ort. The %age recei)ed by an em&loyee "or his

%or re&resents the e+change coin "or the three ty&es o" e""ort -&hysical, intellectual and emotional8.

!rlie #ussell 6ochschild -751/0018 has "irst &ut the commerciali'ation o" "eelings into

theory %hen she "irst analy'ed the "light attendances= %or and their e""ort to maintain a continuous

smile e)en %hen &assengers got angry or %hen the &lane had di""iculties during the "light. Personal

sills o" the human resource %ere means to manage emotions but also subects to commerciali'ation.

*n this conte+t, emotional work can be de"ined as the &rocess o" "eeling management so that a &ublic

image can be dis&layed at a "acial and bodily le)el2 this %or is sold in e+change "or a %age and

there"ore has e+change )alue -6ochschild, 751/0018. The di""erence bet%een emotional %or and

other ty&es o" labor is made by the "ollo%ing characteristics -harton, 7551, &. /08$

; >acial or )erbal contact - face1to1face or voice1to1voice8 %ithin the social interaction2

; The em&loyee is re(uired to induce a certain state o" mind to the client or to the consumer2

; *t enables the em&loyer the o&&ortunity to control the emotional acti)ities o" the em&loyees

-through training, &olicy and &er"ormance e)aluation8.

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Jur needs ha)e di)ersi"ied in a continuous technological de)elo&ment and it became more and more

di""icult to satis"y them %ith the hel& o" traditional means. The ser)ice sector is a contem&orary "ield

"or economic gain and satis"action o" needs. hether %e thin o" a restaurant or o" a motel, the

&hysical %or -the one o" the coo or o" the hotel maintenance &ersonnel8 is embedded by the

intellectual and emotional e""ort -%aiter and the rece&tionist "or instance8. !s "or any other

merchandise, em&loyees must &er"orm, &romote and trade ser)ices as e""icient as &ossible in order to

gain economical ad)antage.

The element that best di""erentiates goods "rom ser)ices is re&resented by the "act that the

latter re&resent Nintangible acti)ities, that are created and consumed simultaneously, being deli)ered

to the end customer through the social interaction bet%een their su&&lier and the clientO -6ochschild,

7512 Reme and Schaa", 755, apud arthon, 7551, /0L8. Jn the other hand, there can be ser)ices

that im&ly scarcely no contact %ith the consumer. >or instance, the *T &rogrammer has no need to

interact %ith his com&any=s clients in order to create the necessary so"t%are -otone, /00:, 71A8. The

%ay %orers manage tensioned situations, the im&act that all this can ha)e at an indi)idual le)el and

the %ay &eo&le &ercei)e an interaction %ith the client ha)e been subects o" interest "or many authors

-!sh"orth and 6um&hrey, 75512 >ineman, /001/00B2 6ochschild, 751/0012 Payne and Coo&er,

/007/00A8. orers seem to regard their emotional e+&ressions as a commodity that may be

e+changed "or the best &er"ormance e)aluations and &ay checs.

This is a dual e""iciency &ers&ecti)e$ both at an indi)idual and an organi'ational le)el.

Emotions are thought as resources "or &ersonal gain -the %age8 and "or organi'ational &ur&oses

-customers= satis"action and com&etiti)e ad)antage8. They are also subect to the com&any=s control

through training and &er"ormance e)aluation$ em&loyees are constantly monitored %hen interacting

%ith customers so that a desirable attitude is dis&layed. !s a re)erse "actor, emotional e""ort can also

be subect to sel";control demands on burnout, an+iety, and absenteeism -Diestel and Schmidt, /0708.

Jn the other hand, emotional dissonance &artially mediates the relationshi&s o" negati)e a""ecti)ity

and intrinsic moti)ation %ith emotional e+haustion -arate&e and !leshinloye, /0058.

Smile is no% eti(uette o" &ro"essionalism in many o" the obs %here there is a direct

interaction %ith the client. e)ertheless, %e li)e in a %orld %here our choice "or the &lace %e %ould

lie to %or im&lies also our choice "or the %ay %e %ill "eel= -#a"aeli and orline, /007, &. 70L8.

Moreo)er, this is no% a to& ingredient "or %oring %ith clients in customer ser)ice obs, a domain

that can easily be de"ined as a series o" acti)ities designed to enhance the le)el o" customer

satis"action ?the "eeling that a &roduct or ser)ice has met the customer=s e+&ectations -arlo%,

/00A8.



Current organi'ations do not only call "or %orers to "orget their "amily &roblems %hen they

enter the o""ice. These re(uirements go e)en "urther by asing em&loyees to dis&lay a certain mood

or attitude to%ards clients regardless o" the emotions they truly "eel. This &rocess is called "eeling

management and emotions are there"ore subect to commercial transactions. *t is not an altruistic

action as both &arties ha)e to gain$ organi'ations en"orce their no%ledge and com&etiti)e ad)antage

and %orers trade their emotions in e+change "or a %age. The com&anies no% no% that a ha&&y

client is a loyal customer. There"ore both the (uality o" the &ro)ided ser)ice and additional acti)ities

%ould ha)e a su&reme &ur&ose$ sustaining no%ledge and com&etiti)e ad)antage.

3. Romanian Economic Background and 2 Failed Areas of Growth

6ighly critici'ed on its de)elo&ment o)er the &ast years, tourism is one o" the main economic areas

that couldn=t reach a signi"icant &otential e)en though natural resources lie the Danube, the lac

Sea, and the mountains could ha)e been o" most o" its hel&. The &oor management o" touristic

&otential and the lac o" e""icient strategies ha)e le to notable decline o" attracti)eness in %hat

regards the "oreign in)estment. !ccording to *n"o Pages, tourism should contribute at least B< to the

#omanian GDP instead o" ust 7;/ < it no% does.

*n &resent, it is almost ine+&licable ho% a country lie #omania, %ith such an im&ortantnatural and historic &otential attracts so "e% tra)elers

-htt&$%%%.roconsulboston.comPages*n"oPagesusiness&agesTourism.html8. Some attem&ts to

sustain the #omanian tourism ha)e been made by the go)ernment. ith "e% success "actors, but lots

o" %ea &oints %hich could be critici'ed, this section %ill describe the "ollo%ing stimulating

attem&ts$ Si in #omania, Predeal;!'uga Si !rea Proect, and Dracula Par Proect$

1 '#E2EA01A3"A +45 A#EA 'roject -htt&$%%%."actboo.netcountryre&ortsro8 1 The

resort %ould ha)e had to accommodate more than AB00 &eo&le, o""ering them many entertainment

&ossibilities. The de)elo&ment o" the si slo&e is a main concern, as its im&ortant to ee& the tourists

ha&&y. The si slo&e %ould ha)e been e+&anded to reach a&&ro+imately B1, ha. This area %as

granted by the State >orest !dministration, %ith the a&&ro)al o" the Ministry o" aters and

En)ironmental Protection. The "inal length o" the slo&es -Predeal U lin %ith !'uga8 %ould ha)e

reached "rom /000 m to 7/,100 m. The cable trans&ort %ould ha)e accommodated "rom L00 siers to

,/00 siers. The sno%maing "acility to be &ut in &lace %ould had to e+tend the si season by one

month. This &roect %as thought to bring about a lot o" &ositi)e results among %hich, an increased

number o" tourists, more obs and the construction acti)ity de)elo&ment. The estimated budget o"

5

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this &roect %as$ si slo&es -Euro 1,BA/,L008, sno% "acility -Euro L,L70,008, and cable trans&ort

-Euro 7A,50,L008, total -Euro /B,71A,0008.

; D#!C93! 3!D Proect -htt&$archi)es.cnn.com/007J#3Deuro&e0:08 ; This is a

&roect launched by the #omanian Ministry o" Tourism. >ourteen maor "irms "rom S&ain, *taly, the

9nited States o" !merica, >rance, Germany and elgium e+&ressed their interest in the Dracula 3and

&roect. The inauguration o" the Dracula 3and %as &lanned to tae &lace in the summer o" /00/ and

the entire &roect %ould ha)e needed "unds o" about VL0 million. The &roect initially recei)ed L

billion lei incenti)es "rom the state and more than 71.000 &eo&le subscribed to the ca&ital o" the

com&any. The stages o" the Dracula Par can be synthesi'ed as "ollo%ing -Ed%ard Pastia, /00A8$

; March /007$ the &resentation o" the &roect at the *nternational >air in erlin2

; Wuly /007$ the local administration a&&ro)es the &lan "or touristic de)elo&ment o"

Sighisoara site2 &art o" the "unds %here obtained by &ublic subscri&tion2

; o)ember /007$ Dracula Par is o""icially launched by the Tourism Ministry2

; December /007 ? March /00/$ %ith the hel& o" C# -#omanian Commercial an8 a

&ublic o""er "or stocs is launched2 1 million dollars are raised2

; Wanuary /00/$ 9ESCJ and Prince Charles o" Great ritain contest this &roect2

; May /00/$ the current &resident declares he is not a "an o" this &roect2

; Wune /00/$ the &roect relocates "rom Sighisoara2

; Jctober /00/$ Price%aterhouseCoo&ers launch a study "or this relocation and Snago) is

designed as the main area o" interest2

; >ebruary /00A$ the "ormal documentation "or the birth o" the industrial &ar in Snago) is

raised at the Ministry o" *nternal !dministration2

; Wune /00A$ the latter reects the &roect2

; Se&tember /00A$ a Go)ernmental !ct is a&&ro)ed "or the birth o" the industrial and touristic

&ar in Snago) at Flasiei ranch.

; December /00A$ corru&tion accusations are raised and later on the com&any cannot be

subscribed to the Stoc Maret2

; >ebruary /00L$ the &roect is sto&&ed and the contract ends

4. *rowth and challenges in the #omanian rural tourism industry

!"ter the end o" the communist regime, in 755, the di""icult transition "rom a &lanned to a maret

economy caused the decline o" the "ormerly dominant industrial sector, %hose labor "orce %as only

&artially absorbed by the ser)ices sector. !s a result, many unem&loyed %orers had to return to an

70



agricultural li"e. Thus, #omania is still a largely rural country. *n /00: the &ercentage o" rural

&o&ulation still reached AB< o" the total -ational *nstitute o" Statistics data, /008, le)el that

di""erentiates #omania "rom the rest o" the Euro&ean 9nion -/A<8 and suggests the sur)i)al o" a

li)ely system o" )illages and small to%ns that continues to &lay a maor role in the socio;economic

and cultural li"e o" the country.

Due to the di""iculties undergone by the agricultural sector, many "amily "arms ha)e had to

loo "or ne% %ays to sur)i)e and one solution "ound %as to host tourists in the "amily &ro&erty.

J)er the last t%o decades, rural tourism contributed to reduction o" emigration "rom rural areas and

generated bene"its di)ersi"ying the economy, through the cultural e+change %hich de)elo&ed

bet%een urban and rural areas, and by adding ne% )alue to rural li"e.

The o""icial rural accommodation structures, %hich are conceded signi"icant ta+ reductions

by the national go)ernment as an encouraging measure, are$ tourist pension -%ith a ma+imum o" 70

rooms and 10 beds, "rom 7 to ma+imum B daisies o" com"ort8 and agro,tourist pensions -%ith the

same si'e limit, but obliged to &ro)ide at least a &art o" meals "rom their o%n &roduction2 com"ort

classi"ication that ranges "rom a minimum o" 7 daisy to a ma+imum o" A daisies8.

)igure 6( Distribution o" rural accommodations structures in #omania

+ource$ *orio M. and Corsale !. -/0708

77



E)en be"ore #omania=s accession to E9, the Euro&ean 9nions S!P!#D &rogram, -S&ecial

!ccession Program "or !griculture and #ural De)elo&ment8, "ocused on directions lie rural

in"rastructure, "arm moderni'ation, increase in "ood &rocessing ca&acity to re)itali'e the rural areas

in line %ith common belie"s and &ractices in se)eral other Euro&ean countries. !d)antages sought by

rural tourism "or our country could be summari'ed as "ollo%s$ a8 economic gro%th, di)ersi"ication

and stabili'ation through em&loyment creation in tourism business2 b8 &ro)ision o" su&&lementary

income in "arming, cra"t and ser)ice sector2 c8 o&&ortunity to reali'e the economic )alue o" s&eci"ic,

(uality;based &roduction o" "ood &roducts, as %ell as o" unused and abandoned buildings2 d8

increment in social contacts, es&ecially in breaing do%n the isolation o" the most remote areas and

social grou&s2 e8 the o&&ortunity to re;e)aluate the heritage and its symbols, the en)ironment and the

identity.

Conclusions:

#omania is still struggling to sol)e &roblems generated by un"air e+&loitation o" state=s resources and

resorts, a"ter the "all o" the communist regime. Such &roblems ha)e been accentuated by a de"ecti)e

management and a se)ere lac o" coherence in the state=s &olicies in this matter2 the result being that

#omania is "alling more and more behind its neighbors, at least as tourism is concerned. The

#omanian touristic ser)ices are still labeled as being o" &oor, doubt"ul or unacce&table (uality ? a

situation %hich &re)ents all e""orts "or &romoting the #omanian touristic &roduct ? both in the

country and abroad ? "rom ha)ing the e+&ected results, "urthermore there is an acute lac o"

o&erati)e training o" the tourism sta"". The main di""erence bet%een #omania and its com&etitors is

that the latter ha)e no%n a constant, linear gro%th in the tourism industry, %ithout any maor

obstacles in their de)elo&ment, %hile in #omania, the tourism &olicies led by the go)ernment ha)e

had more negati)e e""ects, than &ositi)e ones, on the o)erall de)elo&ment2 this is best re"lected %hen

%e loo at #omania=s strategy o" attracting Nlo% costO tourism %hich is su&&osed to attract lo% and

medium;%aged em&loyees &eo&le "rom ulgaria, 9raine, and #e&ublic o" Molda)ia, but highly

unliely to boost the re)enues to the state budget "rom tourism any time soon.

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71

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