The Importance of Marketing Research in Shaping the Entrepreneurial Culture

Abstract

In the Romanian economics higher education, considering the way the degree programmes offered are structured and carried out, the aim is for the students to acquire the appropriate professional and transversal competences, thus enabling their employment on the labour market or the development of their own business. Marketing and entrepreneurial culture can contribute to increasing the students' motivation to be constantly creative, bold, able to launch and manage successful businesses. The objective of this paper is to present the collaboration between a professor and a student in terms of conducting marketing research in the context of anevolving entrepreneurial culture. The results of the research show that the idea of setting up a "low-cost" travel agency, in the context of an increasing demand for minimalist travel, represents an opportunity that can be turned into a successful business.

Keywords

• marketing research
• tourist behaviour
• minimalist travel