STRATEGIC MARKETING ALTERNATIVES AT AGRO-TOURISM GUEST HOUSE LEVEL

Abstract

During the last years, tourists started to turn away from the mass tourism and consider the alternative one. Therefore, various forms of tourism were born, among which the rural tourism, to be regarded from two perspectives: it contributes to local and regional development and brings benefits to tourism by creating a new, higher quality holiday concept. This requires the participation of local authorities in the preparing of area development strategies, involving the inhabitants and local traders. By following up the dramatic condition of the Romanian tourism, the insufficient development of the rural tourism and the low involvement degree of the local authorities, we proposed an assessment and recommended strategic marketing alternatives for the improvement of the current condition of the agro tourism guest houses.

Keywords

• Marketing
• Marketing-mix
• Agro-tourism
• Guest houses
• Alternative strategy