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Mamaia Resort Urban Strategic Plan

(2015-2020)

The beauty, clubs, entertainment, party

Professor : Students :

Pedro Liberato Niculita Gabriel Eduard

Dondas Gabriela Stefania

Tatia Bianca

ISCAP - Instituto Superior de Contabilidade e Administrao do Porto

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Summary:

About Mamaia Resort

About Mamaia.....3

1. Mission....7

2. Principles.....7

SWOT Analyze .. 8

Economic Development

1. Aims....10

2. Objectives .......11

Strategic Point..11

Cultural Enviroment Development .13

Procedures .15

Policies instrument ...16

Action Plan 17

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About Mamaia

Considered to be Romania's most popular resort, Mamaia is situated immediately north-east

of Constana's city center. It has almost no full-time residents, being populated mostly during the

summer.

The beach season is at its best between mid June and early September, when average

daytime temperatures range between 25 to 30 degrees Celsius (78 to 86 degrees Fahrenheit). The

water stays warm until mid autumn.

Hotels range from mid-end to exclusive 4 and 5 stars hotels and private clubs. There are also

camping sites in the north.

MAMAIA is the largest and best known resort on Romanian Riviera. Located in the

northern part of the seaside, Mamaia has a privileged position. The resort is attached to Constanta

city and separates Lake Siutghiol of the Black Sea. The preferred destination of tourists during

summer, Mamaia has been the subject of an ample process of modernization, gaining a beautiful

western air. The palm trees, spectacular

fountains, fashionable events and sensational

shows, restaurants and luxurious clubs, quite

terraces, promenade areas, Water Park,

telegondola and entertainment centers, all

these facilities make Mamaia a resort of fine

taste, entertainment and relaxation.

HISTORY

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The story of Mamaia resort starts in 1905, when the building of the first touristic locations

starts on the strip of land between the sea and Lake Siutghiol. The resort was inaugurated one year

later, on the 22nd of August. The small resort, popularly called sea baths, became shortly an oasis

of peace and relaxation for the elites of the time, as well as for the royal family, being visited by a

record number of tourists. In order to facilitate the access in the resort, the authorities at the time

build a railway which links Mamaia to Constanta station, on the present route of Mamaia

Boulevard. The resort rapidly flourishes in the interwar period when it becomes famous abroad. It

is the moment when the first important buildings of the period appear, and we remember now the

Cara-Dalga Castle, the summer residence of the royal family, Albatros Villa (the first

accommodation unit from seaside) and Rex Hotel. The second hotel on the seaside, called Bucuresti

(Iaki at present time) is built towards the ending of the 50s. Mamaia continues to develop fast in the

communist era, when many of the hotels are being built: Patria, National, Dorna, Bicaz, Astoria,

Riviera, Metropol, Majestic, Mercur, Minerva, etc. In the 80s Mamaia continues to develop and

becomes a paradise for the tourists of the former soviet block. The 90s bring a decline of the resort,

but over the years Mamaia regains its title as The Pearl of Romanian seaside.

THE BEACH

Mamaia resort was gifted with one of the largest beaches in the whole Europe. This stretch

on a distance of almost 10 km, between Constanta and Navodari city, and its width reaches almost

200m. The beach is covered with fine sand, without excessive stones and shells, and the entry in the

sea is done smoothly, the depth of the sea growing gradually on a rather long distance. For safety

reasons, the protection and comfort of the tourists, there are lifeguard centers arranged on the beach,

first aid tents, public toilets and sites

of selective collection of waste. A

large part of the beach is arranged

with chaiselongs and umbrellas

which you can enjoy by paying a fee,

but there are areas where you can

enjoy them for free. The beach is

crowded with beach bars and terraces, the perfect places where you can hide from the heat next to a

cocktail or an ice coffee.

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ACCOMODATION AND MEAL

Mamaia is the largest resort of the

Romanian seaside, and this mirrors in its

accommodation capacity. There are over 70

hotels and villas which have till 5 stars offering

approximately 30 thousand places to stay. The

popularity the resort enjoys created and adequate

environment for building new accommodation

places, thus in the last few years beside the

traditional hotels new buildings have appeared, which offer very good conditions for

accommodation: Mailbu Hotel, Florida Hotel, Palm Beach Hotel, Laguna Hotel, Club California

Hotel, Del Mar Hotel, Richmond Hotel and so on. In order to keep up pace with modernization of

the resort, the old hotels themselves were renovated, many of them acquiring an elegant air and full

of refinement: Vega Hotel, Rex Hotel, Iaki Hotel, Flora Hotel, Savoy Hotel, Golden Tulip Hotel,

Palas Hotel, Mercur-Minerva complex and so on. Since the tastes and requirements of the tourists

grow from one season to the other, more and more hotels designed spaces for treatment and

relaxation with swimming pools, saunas, fitness centers, sport fields, beauty and massage saloons

where the tourists can relax and can enjoy modern treatments: Iaki Hotel, Vega Hotel, Palm Beach

Hotel, Rex Hotel, Mamaia Hotel, Savoy Hotel and others. As long as you find yourself in Mamaia

resort you dont need to worry about what and where you eat. There are plenty of restaurants and

terraces, many of them being placed on the one side and the other of the cliff. From fast-foods and

ice cream shops until pretentious restaurants. Mamaia has them all. You can eat from various

cuisines: Lebanese, Italian, Chinese, Turkish, Greek or even French, and, most important you can

eat being saturated no matter the budget you have.

FUN AND RELAXATION

If your seaside holiday doesnt limit itself only to the chaiselong, Mamaia resort is the perfect

destination. The resort offers the tourists a multitude of possibilities regarding fun and leisure time,

no matter the money in your pocket. The recreational centers are an inexhaustible source of

entertainment for those who love water sports, in Mamaia resort exist many such centers both on the

sea shore and the lake shore. The tourists can enjoy the pedal boat, parachute lifting, windsurfing

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and yachting, banana towing, ski jet promenades, nautical ski, diving and sailing boat rides. The

Ovidiu Island is one of the right places for

relaxation. Wrapped by legends of the past,

the island is today a wonderful touristic

complex which contains a restaurant,

accommodation places and a wonderful

garden. You can reach the island by boat

which leaves the Casino area at set

intervals. Aqua Magic is another attraction

of the resort which offers fun at its best.

Inaugurated in 2003, Aqua Magic is the first park in the country which offers the tourists modern

water installations. The telegondola in the resort is a means of transport which allows you to admire

the surroundings for 7 minutes from 50 m altitude, on a 2 km distance. The Holiday Village is the

place where you can find souvenirs stalls, shopping galleries and Romanian cuisine restaurants,

which are designed as small houses from different Romanian regions. The Luna entertainment

park is the destination for fun and amusement which you can avoid once you are spending your

holiday in Mamaia. Full of games and colored lights, the park offers installations which are adjusted

to all ages. There are plenty of sport fields in Mamaia resort, many of them being functional during

winter time. You can challenge your friends to a football or tennis game on the fields of Iaki ,

Oxford, Mamaia or Palm Beach hotels and also in the IDU complex or Sen. There are volley ball

fields arranged on the beach which you can enjoy for free. A walk on the cliff is a relaxation method

available to everyone. Closed to cars traffic, the cliff of the resort is bordered by terraces and

beautiful hotels, green areas, shopping galleries, souvenir shops and the fine sand beach. The most

famous walking areas are those from Perla and Casino areas. There are gardens with benches for

rest and artesian wells in Perla area. Here you can find also the Summer Theater, a place where

entertainment shows and concerts occur all along the summer time. In the area of Casino a

spectacular artesian well can be found, beautifully lit at night. The tourists can walk through the

water jets or they can rest on the benches which border the small square. The Casino area is the

place where open air shows and thematic parades take place. The night clubs in Mamaia resort are

famous for their effervescence and elegance. You can have fun till dawn at unique parties,

organized in their own style by the clubs in the resort. Trips to various attractions from Dobrogea

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are organized by the travel agencies or hotels and they offer you the chance to find out details about

the culture and customs of the place.

1.Mission

Over time, Mamaia has become during the summer, the place of luxury and fun. Summer of

Summer, young people come and having fun and enjoy the moments of summer, luxury clubs and

display their clothes and luxury cars.

Mamaia Resort should be one of the fastest-growing destinations in Romania, through

development based on enhancement and competitiveness of the offer, transforming the sector into

one of the key growth drivers of the local and regional economy.

The Mamaia resort to increase the quality of services, seeks to:

To provide quality tourism services to tourists in Mamaia resort so that to increase the

number of tourists.

The responsible authorities have in order to promote Mamaia nationally and internationally

to attract tourists;

Achieving comprehensive developement and building human resources;

That has reflected the Values tour in Mamaia Resort are:

Responsibility;

Confidence

Quality services

Customer satisfaction;

2. Principles

Romanian Government through the ministry of development and tourism ministry

adopted a series of measures for tourism development in different sectors through a strategic plan:

a. Infrastructure, Land and Environment

Development of transport infrastructure: highways, expressways, linking the

capital of Romania and the sea, the development of railway infrastructure, hotels,

streets and parking lots.

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b. Economic Development

Providing fiscal facilities for new businesses;

Investments in infrastructure;

Renovating or rebuilding any tourist spots;

Unique Relationship and Partnership with Private Sector.

c. Security, Justice and Safety

Ensuring Justice and Equality for All;

Maintaining Security and Stability;

d. Public Sector Excellence

Clarity in the decision;

Reducing bureaucracy;

Quality services;

Working Effectively within the regional Framework.

SWOT Analize

Strengths

natural environment favorable for the development of tourism (Black Sea, fine beaches and

sunny and sandy seabed is completely without rocks, with low slope, lack of tides);

accommodation capacity high, in full extension 4cca. (1/3 of the total accommodation

capacity nationally 1st in the country;

special tradition in tourist activities (over 100 years)

potential high health spa;

special interest of local public authorities and citizens to develop the tourism sector;

Mamaia is rated as resort of national interest;

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Appearance of new tourism products, new to this region (Aqua Magic, gondola, adorning the

resort with exotic palm trees, fountains, arrangement of modern markets where cultural

shows, casinos and amusement parks;

geographically favorable positioning of new tourist products (itinerary tourism, cruise

tourism, business, etc.)

historical and cultural heritage of great value;

qualified and experienced human resources in tourism;

access to tourist areas, modern access routes (motorways, roads, railways) connected to the

main European transport corridors;

Weaknesses

Mamaia overcrowding during peak summer season and weekends

Insufficient parking spaces, based on the number of tourists during the summer

Lack of permanent tourist products

Some agents high prices that discourage foreign tourists, they have the possibility to choose

the best tourist destinations in terms of quality - price ratio

Lack of adequate infrastructure for developing cruises (tourist and entertainment ports)

Weak in terms of tourism potential and cultural history of the area

Presence of industrial sites and commercial port in the vicinity of tourist areas creates image

and comfort problems and is an important factor of environmental pollution Lack of a

common long-term strategies of the investors and central public administration and local

integrated development of the sector

Travel information and promotional materials few and of poor quality.

Opportunities

The economic development of Constanta provides premise tourism development in village,

both by increasing the number of tourists and by increasing investments;

Increasing the level of training and professionalism of the staff of tourism environment

university offers highly qualified personnel and professional consultancy services;

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Better awareness of tourism potential of Constanta, arranging recreational areas within it are

opportunities that can contribute to local tourism development;

Threats

Regarding international target market may represent a threat unfavorable image of Romania

abroad;

Inefficient use of funds for local tourism development;

Difficulty starting a massive process of raising standards of accommodation, necessary to

compete successfully in the international market;

The difficulty of involving the entire tourism sector in support of a marketing program

Tourist covering the entire community;

Collaboration defective stakeholders in the tourism phenomenon.

Economic Development

1. Aims

Our aims are:

to develop tourism in Mamaia Resort by increasing the quality of services offered to

tourists by creating conditions for accommodation, leisure and infrastructure.

settlement of the competitiveness of material and natural base owned by The Black

Sea Romanian Seaside;

establishment of optimisation and development directions in the exploitation of the

existent material base in accordance with new economic and motivational exigencies;

establishment of the most adequate modalities for tourism expansion in the area this

signifying lasting development;

settlement of the institutional background directly or indirectly related to tourism

including the international agreements that encourage or promote the international

tourism circulation, regulations and facilities regarding domestic tourism

development, legal background and organisational measures of environment and

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tourism patrimony protection and turning to account, activity of independent

authorities specialised in tourism field.

2. Objectives

For Mamaia resort, have been defined the following objectives for tourism marketing plan:

Identifying the tourists needs for summer holiday facilities at the Seaside supplied by

tourist agencies in Romania

Increasing the number of tourists at the Romanian Black Seaside that make vacation

arrangements through travel agencies

Supplying a complete package of high quality services to travelers towards the

Romanian Black Seaside

Promoting the tourism supply through diverse means of advertising used by travel

agencies

Creating, developing and promoting a brand of Mamaia.

Stimulating entrepreneurs to invest in tourism.

Increasing information regarding Mamaia resort tourists potential in Romania and

abroad;

Increase the satisfaction of tourists visiting Mamaia resort;

Increase the number of tourists visiting Mamaia resort at least 20% compared to

2014;

3. Strategic Points

3.1 Marketing strategy

Marketing strategies represent ways to achieve marketing objectives and include the

following: market strategy, product strategy, pricing strategy and the promotion.

It is important to note that, considering that the subject of this planning consists of a

tourist destination, can not exert huge control on the product and the price. Therefore, the

main concern will be to promote the destination planning in potential consumers.

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3.2 Market Strategy

Marketing planning for destination resort Mamaia is considering a growth strategy,

which aims is, market expansion, by extension, in the order to increase the number of

foreign tourists. At the same time, differentiated strategy will be applied towards market

structures, given that the promotion of the destination will be conducted in several different

market segments (business segment, youth tourism, big events)

3.3 Product strategy

Policy options relating to the product (Mamaia tourist destination), aimed at

repositioning the destination as a dynamic, growing, which suggests increasingly more

cultural, artistic and sporting activities. The region will therefore perfect choice for

business tourism, the tourism and city-break (which will encompass tourism focused on

entertainment, event tourism, health tourism and cultural tourism).

Will be selected a product strategy in order to promote market destination Saudi

Arabia, Germany, Belgium which would create a clear and distinct identity, differentiated

from that of other competing destinations, depending on the advantages its choice, and

quality / price.

3.4 Price Strategy

Price strategic optionsin the case of tourist products, shall be fixed in a way that

sufficiently elastic so, to respond to market conditions, changing and to counter the

negative influences of the external environment. Since the main way to provide the British

market tourism products related destination resort is Mamaia-shaped package offer in its

structure, it will involve a variety of companies that provide tourist services (hotels,

restaurants etc) and thus require correlate the price of each final product that the price be

less than the sum of individual component tariffs.

At the general level in the the case of tourist products related to the chosen

destination can adopt a moderate pricing strategy, whose size is closely related to the

quality of those products. In this way, it will cover a larger part of the market and providing

travel services companies stand to profit accordingly. The reason for choosing this strategy

is that pricing in the this case must reflect consumer perception, consumers must see the

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connection between the price paid and quality tourism product. It will try to attract tourists

through non-price competition, which will not involve changing prices, but consumer

confidence potential. Mamaia resort destination that offers superior advantages over other

competing destinations. Prices will be determined based on prices of competition.

Naturally, there is a certain degree of variability in prices, which constitute a

criterion for differentiation strategies. This diversification is linked to the quality and

complexity of the tourism product. Thus, depending on the categories of tourists, which are

subject, tourism offer of the destination, they can practice differential pricing.

Cultural Environment Development

Enrich Cultural Environment

Improve governance of the cultural sector

Upgrade the regulatory framework for cultural organizations;

Develop physical infrastructure to promote cultural activities;

Identity and nurture talents;

Focus on availability of quality cultural activities.

n ultimii ani, Primaria Municipiului Constana a pus la dispoziie mai multe embleme care s fie

folosite promova statiunea Mamaia, a declarat primarul Radu Mazare, care a incurajat agentii

economici sa le foloseasca gratuit pentru a inscriptiona sepci sau tricouri.

The representatives from Constanta City Hall and the United Nations Development Program

(UNDP) have sighed a protocol regarding the implementation of "Local Agenda 21". The main

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target of this program is to write down the local plan regarding the development of Constanta

Municipality. This plan that consists of major projects, is considered by the entire community as a

priority for a long-term development for the city. While regarding the program access, UNDP have

received from City Hall's employees a list with the priorities and development plans for Constanta

Municipality.

There are 13 plans at urban infrastructure chapter:

- rehabilitation of historic area from Constanta;

- building an access road between the Marina and Mamaia Resort

- building an entire neighborhood in the South area of the city (the veteran's neighborhood), doing

an Area City Planning (ACP) and the relevant infrastructure, and bringing there the necessary assets

- building an entire neighborhood in the West area of the city, doing an Area City Planning (ACP)

and the relevant infrastructure, and bringing there the necessary assets

- building an entire neighborhood in the North area of the city, doing an Area City Planning (ACP)

and the relevant infrastructure, and bringing there the necessary assets

- building a light on ground tube (between Navodari and South Eforie)

- building a ring-road on Ovidiu- Lazu- Agigea axes, for the decongestion of heavy traffic

- rehabilitation of the buildings front part

- doing of an auto subway passage in the peninsular area, for the decongestion of heavy traffic in

Constanta down town

- building a foot bridge in the down town and Mamaia Resort, for a lighter traffic

- doing a master-plan for traffic counting

- set-up a General City Planning for Constanta, agreeably to the city extension and EU demands

- 10 programs for economic and tourism development in Constanta

There are 10 programs regarding the economic and tourism development in Constanta:

- building a foot bridge and a Marina in Mamaia Resort (the Casino area)

- rehabilitation of Tomis Marina and its conversion into an attractive point for the cruising and

itinerary tourism

- rehabilitation of historic and architectural monuments

- launching of the historical area as an international touristic product

- increasing of economic and tourism attractiveness of Constanta North Cliff

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- building an international standard golf coarse

- placing an industrial and technological park outside Constanta Town

- building a business center and a business work-shop

- increasing of economic and tourism attractiveness of Sutghiol Mamaia Lake through the

development of some sport aquatic pleasure places

- building a mall, close to Mamaia Resort, a multi-functional amusement park (as the way

Disneyland looks)

The City Hall's representatives have taken into account and some projects/plans regarding the

environmental preservation:

- ecological rehabilitation of Tabacariei Park

- implementation of a linked management system for waste products in Constanta

- harnessing a Botanical Gardner in Constanta

- strengthening of Black Sea Cliffs

- beach protection against the erosion phenomenon

- harnessing a woods curtain which will lead to atmospheric pollution reduction

- building wind stations in order to cover a part of the power energy needed in Constanta

There are three major plans regarding the social area:

- building an European standard old-people shelter

- building a centre of assistance for those living orphanages;

- building a multifunctional centre of social welfare.

Procedures

Business expectations, rights and responsibilities related to the tourism sector

Expectations

- Maximising the economic benefit from tourism

- Introducing innovative business approaches - Holding on to/improving its ranking in the tourism

economy market

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Rights

- Marketing its tourism products

- Opting for changes in environmental policies toward more sustainable tourism practice

- Promoting and implementing capacity building programmes for strengthening the sustainability of

tourism

Responsibilities

- The introduction of environmental policies and sustainability principles into business practice

- The introduction of technological innovations into operations that can ensure sustainable

management practice

- Ensuring that internal management is in line with sustainability practice

- Improving/ensuring the sustainability of supply chain management by tour operators

- Raising awareness among tourists regarding impacts they may be causing the environment during

their holidays

- Cooperating with local destinations in order to improve the quality of services while ensuring

benefits for the local communities

Policies instruments

Government will work with stakeholders to see whether it is possible to use proxy indicators

for day visitors, other indicators of visitor numbers and a measure of population turnover in the

relevant needs formula for allocating funds to local authorities.

Governments are the key players in managing tourism development. They have a regulatory

role in transport, planning (in particular land-use planning), credit/ financing and destination

management/marketing. Therefore, they have a clear responsibility for decision-making related to

tourism development. There are number of concrete measures that national and local governments

can implement in order to ensure sustainable tourism development.

Tour operators are one of the most important factors in managing tourist destinations. In a

number of countries, in particular in the Black Sea, more than 75% of international tourist arrivals

are controlled by a limited number of major tour operators. Many tourist destinations have already

reached their carrying capacity so the possibility of offering holidays in clean and natural areas is

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becoming increasingly constrained and therefore extremely attractive. In such a context, tour

operators have an interest in investing in environmental protection measures.

The Action Plan

The Action Plan Seaside resorts need to adapt in order to maximise the potential benefits for the

local economy and contribute to national growth. While addressing issues created by their own

success, such as excessive residential growth, dealing with an elderly population structure and lack

of job opportunities and skills, the Seaside Resort Action Plan has identified several opportunities

for success. The Seaside Resorts Action Plan will focus on innovation and the flexibility as the key

components of that success. While many resorts have common problems which will enable shared

best practice, many also have unique issues which require individual solutions. In most resorts there

will be parallel pressures of economic survival and day-to-day maintenance but the two are inter-

related. While acknowledging that seaside resorts make a major contribution to the visitor economy,

the focus of this Action Plan will be on sectors of the tourism industry within resorts that contribute

to this wider economic benefit, such as accommodation, attractions and restaurants.