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ANALYSIS OF TOURISM MOTIVATION TOWARD MARKET SEGMENTATION AND STRATEGIC MANAGEMENT OF BUCOVINA DESTINATION

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Author(s): Carmen Emilia CHA┼×OVSCHI | Gerd HESSELMANN | Otilia-Maria BORDEIANU | Elena BUHAC

Journal: Revista de Turism : Studii si Cercetari in Turism
ISSN 1844-2994

Volume: 11;
Issue: 11;
Start page: 71;
Date: 2011;
Original page

Keywords: Market segmentation | Tourism motivation | Strategic management | Tourism destination | Destination management

ABSTRACT
Bucovina is an important destination within Romania, in the North-East of the country. Since years, the core motivation for travelling to Bucovina was culture and nature.In the last period of time was a pressure for a continue development of tourism within the region. The government and tourism stakeholders are making a major commitment to developing the sector. Despite the good intentions, due a misunderstanding of tourism complexity, are invested efforts in developing tourism offers that are not necessary addressing to a tourism need. For this purpose, a reconfirmation of motivation of tourists coming to Bucovina was needed.
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