Romanian Tourism: Wine and Gastronomy as Tourist Products and Specialized Vocabulary

Monica Maria COROȘ, Alexandra Viorica DULĂU

Despite its rich and varied cultural and natural heritage, Romania fails to capitalize these resources and to adequately valorize them in the development of its inbound and international tourist and hospitality industry. The World Economic Forum (Crotti & Misrahi, 2015) makes it clear that Romania is one of the least competitive European destinations, ranking 66th at global level (out of the 141 investigated countries), 32nd among the 37 European destinations and being the last EU-member state of EU-28. Given the poor competiveness of the quality of the destination’s natural environment, Romania’s natural resources rank 79th at global level. At the same time, its cultural resources and its business travel industry are identified as competitive advantages, occupying the 49th place worldwide.

The most recent country brand, Explore the Carpathian Garden, established and launched in 2010, focuses on Romania’s natural and cultural heritage, emphasizing the development and promotion of nature-based tourism (active vacations and ecotourism) and of cultural products, particularly: food and wine tourism, festivals and events, traditions and folklore etc. (www.romania.travel).

The program Romania’s Wine Routes was launched in the early 2000’s. Previous researches (Dulău & Coroș, 2010 and Dulău, Coroș & Coroș, 2010) revealed that Romania, despite its appreciated cuisine, with local dishes but also with many Central-Eastern European and also Balkanic influences, has not managed to successfully develop and promote its gastronomic tourism. Moreover, despite having been in the 1930’s the 5th Euopean exporter of wines and now the 10th producer of wine at European level, Romania has not capitalized on its wine routes.

Nowadays, one of Romania’s most valuable Medieval Transylvanian towns, Sibiu, the European Cultural Capital of 2007, is going to be the European Gastronomic Region of 2019 (Deleanu, 2016). At the same time, the wine industry has also begun to be more visible (http://www.revino.ro) in terms of the development of œnologic tourism.

Currently, most of a destination’s visitors make their travel arrangements online, using a large variety of applications and digital devices. Therefore, digital promotion has become the key trend of hospitality marketing.

Bearing in mind all of the above-mentioned aspects, the authors intend to repeat their previous analyses of 2009-2010 (Dulău & Coroș, 2010 and Dulău, Coroș & Coroș, 2010) and to extend them to today’s gastronomic and wine tourism supply. In this respect, the websites and apps of the identified wine-cellars are going to be analyzed, extending the previous grid.

From a methodological point of view, the paper is an interdisciplinary desk-research paper, aiming to analyze both the management and marketing aspects of the identified gastronomic and wine tourism providers. A special attention is granted to the quality of the written communication both in terms of language quality and diversity, respectively in terms of communication impact. Because of the fact that the wine industry relies on educated consumers, the research will also focus on establishing if the Romanian providers of gastronomic and wine services contribute to the education of the consumer, by developing and promoting a specialized vocabulary.

References:

Crotti, Roberto & Misrahi, Tiffany, 2015, The Travel & Tourism Competitveness Report. Growth Through Shocks, World Economic Forum, Geneva.

Deleanu, Traian, 2016, “Sibiul va fi Regiune Gastronomică Europeană în 2019. Aproape nouă milioane de euro, bugetul estimat”, in Turnul Sfatului, September 29, 2016, http://www.turnulsfatului.ro/2016/09/29/sibiul-va-fi-regiune-gastronomica-europeana-2019-aproape-noua-milioane-de-euro-bugetul-estimat/

Dulău, Alexandra Viorica & Coroș, Monica Maria, 2010, “Is There a Gastronomic Tourist Offer in Romania?”, in Revista Economică, No 5 (52), Vol. 1, pp. 101-111.

Dulău, Alexandra Viorica, Coroș, Monica Maria & Coroș, Marius, 2010, „The Promotion of Romania’s Cultural and Tourist Heritage by the Means of the Websites of Specialized Restaurants”, in Latest Trends on Cultural Heritage & Tourism – Proceedings of the 3rd WSEAS International Conference on Cultural Heritage and Tourism (CUHT ’10), Corfu Island, Greece, July, 22-24, 2010.

*** www.romania.travel

*** http://www.revino.ro

Monica Maria Coroş

Beginning with the academic year 2008/2009,  she has become assistant lecturer at the Faculty of Business, Universitatea Babeş-Bolyai from Cluj-Napoca. Nowadays, she teaches seminars of General Management and Management of Services in the Hospitality Industry, and of Travel Agency Management, Entrepreneurship disciplines. She graduated in 2005 two specializations: Managerial Assistance and Business Administration, at the Faculty of Business and Communication and Public Relations, at the Faculty of Political and Administrative Sciences, both at Universitatea Babeş-Bolyai from Cluj-Napoca. She continued her studies within the Business Administration Master program of the Faculty of Business, which she graduated in 2006. Having as research topic the Management of Tourism Demand and Supply, in January 2014 she gained her doctoral degree in Management. Monica Maria Coroş has collaborated at the elaboration of three international books and of seven textbooks in Romania; she has authored and coauthored over 50 scientific and specialized articles and research papers published abroad and in Romania, or presented at international conferences; she has published 4 papers indexed by ISI Thomson. During the academic year of 2005/2006 she gained an academic prize for student scientific research and she was also granted the Rehau Award; in 2017 she was granted the Gaudeamus Award, by the Romanian Association of Tourism Journalists and Writers. She has been and continues to be a member of several research teams (both in the field of hospitality and SMEs). She has published a book on the Management of Tourism demand and Supply (C.H. Beck, Bucharest, 2014).

Alexandra Viorica Dulău 

Associate Professor, Ph.D., is a member of the Department of Modern Languages and Business Communication within the Faculty of Economics and Business Administration of Babeş-Bolyai University, Cluj-Napoca, Romania. She has been teaching Business Communication in French to the 3rd year students, French for Business Courses to the 1st and 2nd year students and the MA course – French for Business, 2nd language. Her main areas of interest are: Business Communication in French, Business French, Didactics, French literature, Tourism. She is the author or coauthor of several courses (Notions de communication en français des affaires, Améliorez votre français des affaires, Français A1-B1 : Manuel & Cahier de l’étudiant, Français B2-C1. Sciences exactes et de la terre, Français B2-C1. Sciences humaines, Teste de limba franceză), and of over seventy contributions – including translations – in collective volumes (Présences et interférences franco-ibériques, Peter Lang, Bern ; Les Voix des Français, à travers l’histoire, l’école et la presse, Peter Lang, Oxford; Dictionnaire des relations franco-roumaines, etc.) and in scientific journals from France, Greece, Holland, Italy, Romania. Invited to deliver scientific conferences (Rouen, France and Milan, Italy), she received the 4th Prize for Teachers at Jeu-Concours de la Chambre de Commerce et d’Industrie de Paris (France, 2005).