Felicia–Aurelia STĂNCIOIU, Professor PhD
Academy of the Economic Studies, Bucharest Octavian ARSENE, Director of the General Board for Development and International Relations, Ministry of the Small and Middle Enterprises, Trade, Tourism and liberal professions
Nicolae TEODORESCU, Professor PhD
Academy of the Economic Studies, Bucharest
Mirela MAZILU, Lecturer PhD
University of Craiova – University Centre of Drobeta Turnu Severin
Ioan COSMESCU, Professor PhD
„Lucian Blaga” University of Sibiu
Roxana Cristina MARINESCU, Assistant Lecturer PhD
University of Craiova – University Centre of Drobeta Turnu Severin Key words: SWOT analysis, tourism destination, case study. Abstract:The SWOT analysis may be used for a tourism destination in order to turn into good account its tourism potential, as well as for the tourism enterprise and product. Due to this fact, after different SWOT analysis were finished concerning the tourism regions / areas in Romania, there were detected along the time some aspects which may have negative implications upon the next stage in the marketing of any destination. Starting from these observations, a conceptual-methodological approach of one destination represents a hard work which must have as its starting point the concept itself of “destination”. In the assessment of the destination of Oltenia de Sub Munte, for a better understanding of such analyses, there will be mainly considered the tourism product, respectively the ,,cultural tourism” (or the "cultural resource / artificial component „within the destination), without stipulating a certain market; and certain actions / generic activities, as strong points / weak points / opportunities / threats, valid for any type of tourism or tourism product. The accomplishment of a SWOT analysis will have no strategic results before being completed with the elements of attractiveness of a destination which confer identity to it and before settling a marketing objective.
Tool of the strategic management / marketing with practical valances and strategic results, the SWOT analysis represents in tourism as well a way to understand the enterprise and environment. It may be used also for a tourism destination in order to turn into good account its tourism potential, by potential being understood “the totality of the natural and anthropical resources and infrastructure which may be general (water, sewerage system, roads) and specific (systems of accommodation etc). Because the so-called analysis is “just a link of a witting strategic process” and technical approaches are numerous, there must be made all the steps: - assignation of the profile of the firm (type of activity, geographical area, state of the competition environment, management orientation); - identification and appreciation of the environment factors; 2143
- elaboration of an anticipation; - appreciation of the forces / weaknesses in finances, marketing, production, organization etc. of the enterprise; - enouncement of the strategic solutions; - selection of the strategies; - preparation of the implementation plans. Due to this fact, on the one hand, and complexity and specific features of the tourism activity, on the other hand, with regard to a destination (region, area, country) the SWOT analysis must be done also for the tourism enterprise and product by considering some elements (see table 1). So, in the analysis of the tourism product and destination, an important role play the tourism resources and conditions with which the region is “endowed” to which there are added firstly the creativity of the one who forms the tourism services package while the important role in the SWOT analysis of the tourism enterprise...