Professional Documents
Culture Documents
Puiu Nistoreanu3
ANALYSIS OF COMPETITIVENESS IN THE TOURISM
SECTORS WITHIN CENTRAL AND EASTERN EUROPE.
CASE STUDY ROMANIA
Tourism is a rapidly emerging sector in the globalized
economy. The number of competing tourist destinations is vast
and growing. A given region can be regarded as a commercial unit
that tries to attract as many customers i.e. a wider part of the
tourism demand (national and international) through an effective
combination of input resources. Going down the same logical
path, a tourist area must be able to effectively manage inputs,
while the output, the result, consists of indicators such as
arrivals, overnight stays, added value, employment, consumer
satisfaction, etc.
A territory can thus evaluate its performance by quantifying
its tourism efficiency , allowing decision makers to identify and
check any malfunction in the aforesaid process for highlighting a
set of policies and activities.
An efficient performance at regional level can then be
determined based on competitiveness in the region. This analysis
is centered on the tourism sector of Central and Eastern European
region by highlighting the main strenghts and weaknesses of the
analyzed tourism competitiveness, and strategic positioning
possibilities of the Romanian tourism in the region.
Keywords: tourism, competitivity, emerging countries, Central and
Eastern Europe, competitivity index tourism, tourism competitivity
analysis, destination management.
JEL Classification: C13, C43, C82, F15, F59, F63, L83, O10, R11.
1. Introduction. Tourism specific activities in the area have a real
impact on the sustainable economic and social development, considering
the importance of their contribution to GDP and to the labor market
performance.
The impact on the global economy highlights the economic
importance of this domain in the following aspects: diversifying economic
structures, national income, job creation, stimulating investment, inflation.
(Ioncic, 2004)
1
2007
2009
2011
Albania
Bosnia
Bulgaria
Croatia
Estonia
Latvia
Lithuania
Macedoni
a
Monteneg
ro
Poland
Czech R.
Romania
Serbia
Slovakia
Slovenia
Turkey
Hungary
88
102
71
77
33
70
47
79
96
109
76
72
35
68
53
84
108
107
76
61
32
54
44
89
49
62
65
39
36
67
96
60
45
61
52
46
31
64
93
47
37
61
58
53
33
68
85
46
42
63
62
Source:available at http://www.weforum.org/issues/travel-and-tourism-competitiveness
2010
2007
Overall index
Countrie
s
Bulgaria
Czech
Republic
Estonia
Cyprus
Latvia
Lithuania
Hungary
Malta
Poland
Romania
Slovenia
Slovakia
Bulgaria
Czech
Republic
Estonia
Cyprus
Latvia
Lithuania
Hungary
Malta
Poland
Romania
Slovenia
Slovakia
Regulatory
framework
SUBINDEXES OF T & T
Business
Human, cultural,
environment
natural resources
Rank
48
Score
4.39
Rank
54
Score
4.79
Rank
44
Score
4.32
Rank
51
Score
4.05
31
25
24
51
55
38
26
49
63
33
54
4.77
4.88
4.89
4.36
4.34
4.54
4.88
4.38
4.17
4.64
4.35
26
17
23
38
33
24
9
49
51
29
39
5.26
5.5
5.33
5.07
5.14
5.29
5.69
4.86
4.85
5.19
5.05
37
19
14
39
46
45
22
65
66
33
57
4.56
5.09
5.15
4.36
4.21
4.28
4.93
3.81
3.8
4.7
3.96
31
50
44
83
85
48
54
30
66
53
52
4.48
4.06
4.19
3.66
3.66
4.06
4.02
4.48
3.84
4.03
4.04
43
4.36
50
4.75
52
3.84
31
4.48
30
26
24
45
47
33
25
56
69
36
38
4.75
4.85
4.87
4.34
4.33
4.6
4.86
4.18
3.88
4.49
4.42
20
18
27
35
31
19
13
60
72
42
33
5.38
5.41
5.24
5.1
5.21
5.4
5.56
4.51
4.29
4.97
5.11
37
18
17
43
45
41
25
62
66
33
46
4.37
4.91
5.04
4.17
4
4.18
4.73
3.62
3.55
4.53
3.94
25
49
40
82
74
50
43
34
73
61
51
4.51
4.22
4.34
3.75
3.79
4.21
4.28
4.42
3.79
3.98
4.19
Tourism products
Creation
products
of
Human
tourism
tourism
resources
in
Training
the
human
resources in tourism
Development of tourism
infrastructure
Social tourism
Quality of
products
tourism
Marketing actions
Operating the systems of
tourism information
Rising efficiency of the
marketing actions
Las but not least, marketing actions are the key to increasing the
competitiveness of the Romanian tourism sector.Creating a functional
tourism marketing in Romania aims at strengthening promotion and
communication, at increasing the number of foreign tourist arrivals. The
implementation of this system, however, requires close cooperation
between local and regional governments and of that within the tourism
sector.
5. Conclusions. Even if the short-term outlook for the global
travel and tourism sector is considered promising, tourism destinations will
continue to face increasing volatility of traveler demand caused by shortterm shocks such as economic downturns, currency fluctuations, pandemic
outbreaks, etc.
Policymakers should aim to manage downturn periods by linking
consistent short-term crisis responses with their broader travel and
tourism development agenda to build the resilience of their tourism sector
and to find paths to future growth: build up fast crisis-response capability
based on close cooperation between the public and private sectors, reduce
access barriers and implement an open market environment, foster local
initiatives and entrepreneurship to promote domestic tourism, introduce
more flexible investment schemes to create sustainable growth.
These years of global downturn have demonstrated that, although
the crisis hurt traditional source markets, some emerging tourism
destinations have been able to grow not only because of the weakness of
competing destinations but also by leveraging the crisis to pave the way
for future growth..
Overall, the sector has passed through rough times after the
financial crisis, with almost all major destinations having seen a significant
decline in visitor numbers and receipts while overarching trends have
continued to reshape the sector as a whole. The economic downturn of
200809 has left lasting uncertainty on the long-term growth prospects of
the sector, which had become accustomed to high growth rates year over
year.
Pointing out several important aspects, it can be concluded that
Romania needs a stable legislative framework with clearly defined lines of
action. The overall position 66 for tourism competitiveness index should be
countered by a series of measures taken by the managing entities in
tourism.
Every year vocational schools and faculties of tourism provide
skilled labor force, which, however, prefers to changed domains because
of the inadequate working conditions that do not prove competitive.
References:
1. Blanke, J., Chiesa, E. (2011). Global Competitiveness Index. World Economic
Forum: available at http://www.weforum.org/issues/competitiveness-0/gci2012-dataplatform/, viewed on October 21st, 2012;
2. Blanke, J., Chiesa, T. and Trujillo E. (2011). The Travel & Tourism Competitiveness
Report 2011. Beyond the downturn. World Economic Forum, availble at:
http://www.weforum.org/issues/competitiveness-0/gci2012-data-platform,
viewed
on
October 20th, 2012;
11
3. Church, A., Coles, T., (2007). Tourism and the many faces of power, Tourism,
Power and Space, Vol X, pp 23-31.
4. Hornoiu, R., Tanase, M.O., Nistoreanu, P. (2009). ECOROM indicators system
proposal of quality certification un ecotourism. Amfiteatru Economic, vol 11 (26),
Bucharest, pp330-338.
5. IMF (International Monetary Fund) (2010). World Economic Outlook: Recovery,
Risk,
and
Rebalancing.
Washington
DC.
Available
at:
IMF.http://www.imf.org/external/pubs/ft/weo/2010/02/index.htm viewed October 15th,
2012;
6. Ioncic, M. (2006). Romania 2006: Economia serviciilor abordri teoretice i
implicaii practice. Bucharest: Uranus Publishing House.
7. Kendall, K., Gursoy, D. (2007). A Managerial Approach to Positioning and
Branding. Tourism Analysis, 12 (3) pp. 107-110.
8. Nica, A.-M., Stnciulescu, G., (2011). The effects of the global economic crisis on
the tourism competitiveness index value in the Central and Eastern European countries.
FORUM WARE, Internationale Zeitschrift fur Warenlehre 6 (1) pp. 45-56.
9. Nistoreanu, P., Nica, A.-M., Tnase, M., (2011). Considerations on the qualitative
aspects of ecotourism products. Current trends in commodity science. Zeszyty Naukowe
216/2011, pp 89-98.
10.
Nistoreanu, P. (2005). Romania 2005: Economia turismului. Bucharest: AES
Publishing House.
11.
Nistoreanu, P., Tanase, M.O. (2008). Modern means of promoting tourism
destinations. Amfiteatru Economic, vol 10 (26), Bucharest, pp. 265-270.
12.
Nistoreanu, P., Tanase, M.O. (2008). The relationship between the
integrated tourism development of a region and the respective local communities of
Romania. A moral approach. Amfiteatru Economic, vol 10 (23), Bucharest, pp. 41-45.
13.
Ringbeck, J., A. Gautam, and T. Pietsch, 2009, The Travel & Tourism
Competitiveness Report 2009:Managing in a Time of Turbulence. Geneva: World Economic
Forum;
14.
Svoiu, Gh., Dinu, V., Tchiciu, L. (2012). Comercializarea externa a
Romniei n perioade de recesiune global, relevat prin metoda extins a indicatorului
raportului de schimb. Amfiteatru economic, vol 31/2012, Bucharest, pp. 154-175.
15.
Tchiciu, L., Yankov, N., Balalia, A.E. (2010). Education and training needs
in the field of local development in the Lower Danube Macro Region. Amfiteatru
economic, nr 4/2010, Bucharest, pp. 815-838.
16.
igu G,, Maria A., Nica A.-M. (2010) Necesitatea educarii si formarii
specialistilor in domeniul structurilor de primire si serviciilor turistice in regiunea Dunarii
Inferioare. Amfiteatru Economic, Bucharest, nr. 4/2010, pp. 735-761.
17.
WTTC (World Travel & Tourism Council) (2012) TSA Research, available at:
http://www.wttc.org/news-media/news-archive/2008/continued-growth-signalled-traveland-tourism-industry/, viewed on October, 20th, 2012.
Author(s):
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Ana-Maria Nica
Assistant PhD
Tourism and Geography Department, Faculty of Commerce
Bucharest University of Economic Studies.
6th Romana Square, Mihai Eminescu Building, Bucharest, 010374, Romania
Research interests: Business administration, Tourism - Ecotourism, Hotels
and restaurants technology, Hotel management, Education.
Phone: : 0040 21 319 19 00, int 187
e-mail: ana.nica@com.ase.ro
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Puiu Nistoreanu
Professor PhD
Tourism and Geography Department, Faculty of Commerce
Bucharest University of Economic Studies.
6th Romana Square, Mihai Eminescu Building, Bucharest, 010374, Romania
Research interests: Business administration, Management, Marketing,
Services, Tourism - Ecotourism, Hotels and restaurants technology, Hotel
management, Sustainable development, Education
Phone: 0040213191900, int. 202
e-mail: puiu.nistoreanu@com.ase.ro
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