THE ANALYSIS OF TOURIST CONSUMER'S PERCEPTION ON THE IMPORTANCE OF COMMERCIAL IN TOURISM

The demarcation of perceptions with regard to ad's role in tourism means a typical process for contouring the positioning of tourism’s product promoted in consumer's mind. For this reason, the construction of tourist commercials as a function of consumers' perceptions, but also the relationship which they have, reported to experience sensations that make up tourist, is essential in building a positive tourist images. In this respect, it has been carried out a quantitative marketing research, on a sample of 63 respondents, with the aim of knowing the perception against the main sources of information in the purchasing tourist product, the degree of involvement in the search for information on the tourist's product, the commercial influence on the promotion of tourist destinations, the main supports of the ad where they take over the information, the degree of involvement by type of advertising, sufficient information presented in a report, the relationship between the quality of ad's decision and the inspection, the elements which help to distinguish better the information on a tourist destination and the impact of provided informations by advertising about a tourist destination. JEL Classification: L83, M31, M37 1.Introduction The open borders, the decrease of transport costs, the emergence of a culture of leisure and entertainment, advanced communication and social media have determined, in the past few years, the rapid growth of tourism activity. The OMT, international tourist arrivals reached 1087 million in 2013 (as compared to 25 million in 1950). Tourism ranks 4 in the top of the most traded goods and services in the world (after fuel industries, chemical products and auto products) and represented 30% of world exports of commercial services (UNWTO, 2014). As a result, tourism has become one of the sectors of export with the fastest growing, the main generator of jobs, income and local taxes for destinations. This extremely rapid increase of tourism activity involves a strong competition between the different tourist entities which offers a wide range of products, in relation to natural conditions, cultural, economic or specific policy. The competitive environment at global level requires a management of these entities, efforts to promote in order to create a portfolio of attractive tourist products to potential tourists. Tourism sector is a heterogeneous sector, with a wide variety of travel products (Matias et al, 2011) and, of course, only a strategic policy supported by advanced marketing tools, etourism technology, awareness campaigns to the environment and a very good conceived advertisement, may respond effectively to consumer requirements tour (Wall and Mathieson, 2006). On the other hand, the transformation process of tourism in a mass phenomenon, which started in the mid of the twentieth century, has led to tourism demand segmentation, depending on different criteria (nationality, cultural environment, social status or education, incentives, etc.). Duality of this process the heterogeneity of tourist products and the segmenting of tourists determine a pretty fierce competition between tourist entities to attract potential tourists, increasing the level of competitiveness of entities. To meet various customer segments of the population it is necessary that the offer to include tourism products with as many attributes that provides utility. 1 « Constantin Brâncoveanu » University, Pitesti, Faculty of Management Marketing in Business Affaires Ramnicu Valcea, România, iordache72@yahoo.com 2 « Constantin Brâncoveanu » University, Pitesti, Faculty of Management Marketing in Business Affaires Ramnicu Valcea, România