Cluj Napoca: proposal for a new tourism and marketing strategy

Case study diploma yearBellinzona, Cluj Napoca

September-October 2010

Content

1. Introduction

2. Analytical phase

3. Choices

4. Proposals

5. Final recommendations

6. Conclusion

1. Introduction

• Mandate

• Methodology

• Objectives

2. Analytical phase

• Questionnaires submitted to residents in Ticino– In general people know where Transylvania and Romania are– Lack of information – Stereotypes

• Questionnaires submitted to tourists on holiday in Cluj Napoca– Different type of tourists– Generally satisfied – Improvements suggested

2. Analytical phase

• Questionnaires submitted to travel agencies and TO’s in Switzerland and neighbouring countries

– Few TO’s offer Romania and Cluj Napoca – Partnerships needed

– Small and specialized agencies cooperate with local agents

2. Analytical phase

• Questionnaires submitted to the accommodation providers in Cluj Napoca

– Satisfied and willing to improve their offer– Not enough partnership with the tourist office– Implementation of a reservation system

• Managed by the tourist office • Accessible to the accommodation providers • Overview on the availability of each partner

3. Strenghts, weaknesses

• SWOT-Analysis– More strengths than weaknesses

– Focus on traditions and authenticity

– Attractive but not enough guest-oriented

– Some elements to be improved

• More tourist oriented service

• More pedestrian areas

• More typical restaurants

3. Choices

• Potential touristic circuits

– Circuit 1:• Transit point

– Circuit 2:• Reference point

– Circuit 3:• Starting and ending point

– Circuit 4:• Entire vacation in Cluj Napoca

3. Choices

• Comments on the proposed circuits

– Circuit 1:• Low economic impact for Cluj-Napoca

– Circuit 2, 3 and 4:

• Real economic impact for Cluj-Napoca• Better knowledge of the city

3. Choices

• Product targeting focus on few specific markets– 3 segments

• DINKS• Young groups• Senior groups

– Criteria• Time at disposal• Purchasing power• Different interests/motivation

4. Proposals

• Sales manual

– B2B instrument between the tourism operators

– To be distributed only to operators and upon request

• Tourism and travel industry fairs

– Produced by a local institution (city, tourist office, agency)

– To be planned two years before publication

– Sponsored by local partners

4. Proposals• Sample page Hotel

4. Proposals

• Quality system

“How a service succeeds in satisfying specific needs of a guest”

– Hard factors: product quality– Soft factors: service quality

4. Proposals

• Swiss Quality system

– Founded in 1997

– Managed by the Swiss Federation of Tourism

– Adopted by other European countries

– Standard evaluation system

4. Levels of the Swiss system

– Level 1: “Quality service and standards”This level focuses on the company from an internal point of view and puts the quality of staff service at its center.

– Level 2: “The management of quality”Examines quality from the staff, management, guests and mystery team point of view.

– Level 3: “Global quality management system”Introduction of a globally recognized quality system (ISO,…)

4. Proposal for Cluj Napoca

• Criteria to be used for evaluation check-listS - specificM - measurableA - attainableR - realisticT - time oriented

• Rating divided in four levels

4. Proposal for Cluj Napoca

• Quality system– Example of an evaluation check-list

4. Proposal for Cluj Napoca

• Why a quality system for Cluj Napoca?

– Offers have to be comparable– The quality of the product and the service has to

be credible and recognized – The process and system have to be neutral – Clear visibility on Cluj’s core-markets

The goal is to stimulate cooperation among the different touristic operators, maintaining high and

measurable standards of quality.

5. Final recommendations

• Define marketing strategy– Marketing and markets have to be focused

• Adopt a quality management system

• Increase partnerships between operators– Work together and aim for the same goals– Create of a sales book

Because markets and competitors are fast

6. Conclusion

We hope that this study can help Cluj-Napoca to grow even stronger

With our best wishes for your destination!