Cluj Napoca: proposal for a new tourism and marketing strategy Case study diploma year Bellinzona, 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-list S - specific M - measurable A - attainable R - realistic T - 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!