The results of the present thesis are restrained by a series of limitations, which if avoided in future research; a more reliable image of the explored subject will be obtained.
The sample size is not demographically representative for the population in the UK market.
Due to limited resources, the questionnaire was distributed using social media channels, which are free of charge. Consequently, respondents who use these channels extensively were represented in a higher number in the sample, 72% being aged between 19 and 36 years. As a result, limited insights were obtained about the other age categories.
No incentives (financial or otherwise) were offered to the respondents in order to participate to the study. This was one of the reasons for which the response rate was rather low, of only 38%, as literature states that
“incentives encourage participation to the research” (Monsen and Horn, 2008, p 108).
In terms of the time spent for the data gathering process, only 6 weeks were allocated, while literature recommends the application of longitudinal studies, in order to better understand the phenomenon being researched (Hedeker & Gibbons, 2006).
Due to the fact that a very low percentage of the participants to the study have ever heard of the region of Moldova and even less have ever been there, information about what is the perception of the returning visitor were not obtained.
The present thesis focused specifically on Moldova region, therefore the extension of the results to other regions in Romania has be done carefully.
Considering that the findings in the present thesis were mainly focused on the age group 19 -36 years, it can be argued that future research can concentrated on the other age categories, in order to understand their requirements, desires, level of knowledge and expectations in relation to Moldova.
Taking into account that the new model put forward in the present thesis was developed in relation to Moldova – an almost unknown destination on the British market, future research could be motivated by the application of the complex pyramid in relation to better known destinations in Romania (e.g. Transylvania) or in other countries.
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Appendices
Appendix 1- Map of Romania, pointing where the region of Moldova is situated
Appendix 2- List with the touristic opportunities in Moldova, based on the “Hexagon of Competitive Identity, (Aanholt, 2004).
Appendix 3- Pictures from the Moldova region which were presented to the respondents in the questionnaire Appendix 4 – Types of tourism which are of interest for age group 45 -56
Appendix 5 – Independent t-test analysis based on gender
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Appendix 1- Map of Romania, pointing where the region of Moldova is situated
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Appendix 2: List with the touristic opportunities in Moldova, based on the
“Hexagon of Competitive Identity”, Anholt, (2004)
The list of the branding opportunities which Moldova has to offer was built on The “Hexagon of Competitive Identity” proposed by Anholt (2004).
First pillar: Touristic offer
The different types of tourism on which the region brand can be built on are presented below.
Wine tourism
One type of tourism which can be developed in Moldova is wine tourism, in the “Cotnari” vineyards, situated in the N-E of Iasi, the main city in the region. The wines produced here have been awarded internationally along the years.
“Cotnari” vineyards offer touristic packages to visitors, in which they can visit the production capacity, the vineyards and taste the high quality wines.
Tourism can also taste local dishes and enjoy the peaceful, beautiful nature of the place12.
Sports tourism
The geographical diversity of Moldova is enhanced by the presence in the region of “Ceahlau” Massif , which creates the perfect opportunity for sports tourism.
At the foot of the mountain, “Durau” ski resort can be encountered and which functions all the year round.
The climate and the fresh air make the area perfect for experimenting different sports, like skiing, hiking , Kayaking, etc. but also for leisure.
In addition, “Ceahlau” is not a very difficult mountain to climb, so this is another activity that can be offered to visitors.
The beauty of the place is reinforced by the presence of the “Duruitoarea” Waterfall13.
Salt mines and caves
In Moldavia region, two natural salt mines – “Tragu Ocna” and “Cacica” - open their doors every day to tourists who want to get enjoy the mountains of salt and breathe that special air.
12 http://www.infopensiuni.ro/cazare-cotnari/obiective-turistice-cotnari/podgoria-cotnari_5884 , accessed May 2015
13http://www.neamt-turism.ro/durau.htm, accessed May 2015
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Tragu Ocna salt mine is located at the rate of 240 meters underground. Here, tourists can enjoy the opportunity to inhale the salt air and perform a range of leisure activities.
Inhaling salt air has been proved to be very healthy.
As a matter of fact, between 1974-2005, Targu Ocna salt mine benefited from a so-called sanatorium, “which treated asthmatic diseases, diseases caused by pollution, overloading syndrome and neuroses”14.
“Cacica” is a real "town" underground, where after 280 wooden steps down, a beautiful salt mountain can be discovered. The salt mine has 4 galleries, in which a salt mine, a former ballroom an old cheese warehouse can be enjoyed. In addition, several sports activities can be performed in the salt mine15.
Rural tourism
Besides the main cities, Moldova has a considerable surface of rural zones, where tourists can enjoy fresh air, in a quiet environment. There are many guesthouses in the region, run by locals, who are also happy to cook local dishes with bio ingredients, from their own courtyard.
Spa tourism
One of the unique selling propositions which should be emphasized in relation to Moldova is the “Slanic Moldova” spa resort, which is unique in Romania and in Europe.
The area has important resources in terms of “composition, concentration, complexity of the chemical and therapeutic effects16.
The potential of the resort spa is a defining criterion, but tourist can enjoy here beautiful nature as well17.
City breaks
Moldova region comprises 6 cities in total (Vaslui, Bacau, Vrancea, Galati, Iasi and Neamt), the most important one being Iasi.
Iasi has traditionally been one of the main centers of Romania academic and artistic life and it is a cosmopolitan city, with many interesting places to visit, such as museum, historical monuments, the philharmonic, theaters, etc.
14 http://www.doxologia.ro/sanatate/documentar/aerosolii-salini-un-adjuvant-tratamentele-afectiunilor-respiratorii, accessed May 2015
15 http://www.doxologia.ro/sanatate/documentar/aerosolii-salini-un-adjuvant-tratamentele-afectiunilor-respiratorii, accessed May 2015
16http://www.slanic-moldova.info/slanic-moldova/Prezentare-generala/, accessed May 2015
17http://www.slanic-moldova.info/slanic-moldova/Prezentare-generala/, accessed May 2015
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Being a city with several large universities, Iasi has an interesting night life, with many clubs and bars open until break of down.
The “Palace” project, built inaugurated in 2012 is a large complex in the city center, with office buildings, hotels, shops, parks and many cafes and restaurants.
Iasi also benefits from a new, improved airport so it a city with a high potential to attract visitors.
Second pillar: Investments
Among the most important investments in the region in the last year, the “Palas” project and the modernization of Iasi airport are highlighted.
“Palas” is names “a city in the heart of a city” (http://www.palasiasi.ro/, accessed May 2015), because it is located in the historical area of Iasi, next to the “Palace of Culture”, the most important tourist attraction in Iasi.
“Palas” has a built area of 270.000 square meters and if formed by office buildings, hotels, a large shopping mall, parks and many restaurants and cafes.
It was inaugurated in 2012 and its total value was of 265 million euros18.
Iasi International airport will benefit from a new terminal and a new runway, the project being due at the end of 2015. The final investment was planned to rise to 100 million euros19. The new runway will allow the airport to attract more companies and handle more international flights which is the first step in assuring a higher number of foreign tourists travelling to this city and the Moldova region.
Third pillar: Brands
At the moment, Moldova benefits from one important brand, which if capitalized wisely, can bring a better image and help the region of Moldova become better known abroad.
This brand belongs to “Cotnari” wines, which have gained an impressive amount of international awards along the years. Some of these awards are mentioned below:
-
“CHISINAU 2013, Grasa 1989 - gold, Grasa 2000 - gold, Francusa Clasic 2011 - silver, Chateau 2012 - silver, Tamaioasa Dulce 2012 - silver, Feteasca 1995 - silver, Grasa 1982 - silver, Grasa 2005 - silver
- PARIS-VINALIES 2913, Tamaioasa Dulce 2011 - gold, Grasa 2011 - gold, Chateau 2011 - silver, Feteasca Demisec - silver, Francusa SEL - silver, Grasa 1982 - silver
18http://www.palasiasi.ro/, accessed May 2015
19 http://www.ziare.com/ziare-iasi/stiri-business/al-treilea-terminal-la-aeroport-finalizat-anul-acesta-ce-investitii-se-vor-mai-face-5303401, accessed My 2015
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- BERLIN 2013, Grasa 1982 - gold, Tamaioasa Dulce 2011 - silver - BRUXELLES 2013, Grasa 1982 - silver, Grasa 2005 - silver
- QEBEC 2013, Grasa 2000 - gold, Grasa 2005 - gold, Feteasca Demisec 2012 - silver, Tamaioasa Dulce 2011 - silver
-
BUCURESTI 2013, Grasa 1996 - gold, Grasa 2012 - gold, Tamaioasa 2012 - gold, Chateau 2011 - gold, Tamaioasa 2011 - gold, BLANC 2011 - gold, Francusa Clasic 2011 - silver, Francusa SELECTII 2012 - silver
- SPANIA 2013, Feteasca 1995 - gold, Chateau 2012 - silver, Grasa 1982 - silver, Grasa 2005 - silver, Tamaioasa 2012 - silver
- BUDAPESTA 2013, Grasa 2000 - gold, Chateau 2011 - silver, Feteasca 1995 - silver, Tamaioasa 2011 - silver
- BRUXELLES 2012, 4 gold medals - BUCURESTII 2012, 5 gold medals - CHISINAU 2012, 5 gold medals
- BERLIN 2012, 4 gold medals, 1 silver medal - MENDOZA 2011, 3 silver medals
- QUEBEC 2011, 2 silver medals
- BRUXELLES 2011, 3 gold medals, 1 silver medal - BERLIN 2011, 3 gold medals
- BRUXELLES 2011, 3 gold medals, 1 silver medal
- CHISINAU, 3 GREAT GOLD MEDALS, 3 gold medals, 3 silver medals - BERLIN 2010, THE GREAT GOLD MEDAL, 2 gold medal
- CHISINAU 2010, 7 gold medals, 3 silver medals
-
PARIS 2010, 1 gold medal, 7 silver medals” (http://www.cotnari.ro/en/the-golden-wine, accessed May 2015).
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Fourth pillar: Culture
“Moldavia is one of the fewest regions in Romania which, in the 21stcentury can be proud of having conserved and having perpetuating the traditional values20.
The tourists can experience here different local traditions, like manufacturing pottery from clay or participating to other workshops where they can learn creates different objects for their household from wood or metal.
For Easter or Christmas, visitors can enjoy different local customs specific for that time of the year and which are unique in the world and they can experience very tasty dishes.
Moldova also benefits from a very tasty cuisine, which includes dishes such as “Sarmale”
(abbage leaves stuffed with minced meat), “Tochitura” (main course, prepared of pork meat, with porridge and egg, livers, sheep cheese and sausage), “Moldovian meatballs” and many more21.
Fifth pillar: People
One famous person who was born in Moldova and who is known at an international level is Nadia Comaneci. She won three Olympic gold medals at the Summer Olympics in Montreal in 1976 and she was the first female gymnast in the world to receive a score of 10 from all the members of the jury in an Olympic Gymnastic event. Nadia Comaneci is also one of the best-known gymnasts in the world22.
20 http://businesspress.md/?action=Article&idm=24&id=279&id_lang=1, accessed May 2015
21 http://en.infoturism-moldova.ro/gastronomy, accessed May 2015
22http://www.biography.com/people/nadia-comaneci-9254240, accessed May 2015).
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Appendix 3- Pictures from the Moldova region which were presented to the
respondents in the questionnaire
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3,00 3,45
3,55 4,09
4,55 4,55 4,55 4,64
4,91 5,00
0,00 1,00 2,00 3,00 4,00 5,00 6,00
Bio tourism Rural Tourism/Aagro Tourism Visiting old fortresses City Breaks Spa tourism Sports tourism Experiencing local traditions and customs Unspoilled nature Visiting salt mines and caves Wine tourism
46 - 55 years
Appendix 4 – Types of tourism which are of interest for age group 46 -55
The results show that the top three types of tourism in which the respondents aged between 46 and 55 are interested are: wine tourism, visiting salt mines and caves and enjoying unspoiled nature.
For the last age segment (respondents aged between 56 and 65 years) an insufficient number of respondents was registered, therefore the analysis was not performed.
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Appendix 5 – Independent t-test analysis based on gender
Group Statistics
What is your gender? N Mean Std. Deviation Std. Error Mean
Please rate how appealing you find the following tourist opportunities: - Rural tourism/ agro tourism
Female 71 3,51 1,182 ,140
Male
68 3,34 1,128 ,137
Please rate how appealing you find the following tourist opportunities: - Unspoiled nature
Female 71 3,93 1,366 ,162
Male
68 4,18 1,078 ,131
Please rate how appealing you find the following tourist opportunities: - Spa tourism (relaxation, wellness and bathing in thermal waters)
Female 71 4,48 1,482 ,176
Male
68 4,46 1,419 ,172
Please rate how appealing you find the following tourist opportunities: - Sport tourism/ activities and adventures (ski, hiking, kayaking, etc.)
Female 71 4,61 1,224 ,145
Male
68 4,47 1,215 ,147
Please rate how appealing Female 71 5,03 1,014 ,120
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you find the following tourist opportunities: - City breaks (architecture, night life)
Male
68 4,93 ,935 ,113
Please rate how appealing you find the following tourist opportunities: - Wine tourism - visiting
vineyards and
participating to wine tasting
Female 71 4,51 1,382 ,164
Male
68 4,69 1,083 ,131
Please rate how appealing you find the following tourist opportunities: - Visiting salt mines and caves
Female 71 4,52 1,194 ,142
Male
68 4,49 1,215 ,147
Please rate how appealing you find the following tourist opportunities: - Visiting old fortresses
Female 71 3,73 1,207 ,143
Male
68 4,09 1,267 ,154
Please rate how appealing you find the following tourist opportunities: - Bio tourism (bio food)
Female 71 4,08 1,381 ,164
Male
68 3,91 1,411 ,171
Please rate how appealing you find the following tourist opportunities: - Experiencing local traditions and customs
Female 71 4,63 1,222 ,145
Male
68 4,69 1,011 ,123
Independent Samples Test
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Levene's Test for Equality of Variances
t-test for Equality of Means
F Sig. t df Sig.
(2-tailed)
Mean Differenc e
Std.
Error Differenc e
95%
Confidence Interval of the Difference Lower Upper Please rate
how appealing you find the following tourist
opportunities:
- Rural
tourism/ agro tourism
Equal variances assumed
,250 ,618 ,861 137 ,391 ,169 ,196 -,219 ,557
Equal variances not assumed
,862 136,99 9
,390 ,169 ,196 -,219 ,556
Please rate how appealing you find the following tourist
opportunities:
- Unspoiled nature
Equal variances assumed
3,38 4
,068 -1,179 137 ,240 -,247 ,209 -,661 ,167
Equal variances not assumed
-1,185 132,22 4
,238 -,247 ,208 -,659 ,165
Please rate how appealing you find the
Equal variances assumed
,059 ,808 ,093 137 ,926 ,023 ,246 -,464 ,510
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opportunities:
- Spa tourism (relaxation, wellness and bathing in thermal waters)
Equal variances not assumed
,093 137,00 0
,926 ,023 ,246 -,464 ,510
Please rate how appealing you find the following tourist
opportunities:
- Sport
tourism/
activities and adventures (ski, hiking, kayaking, etc.)
Equal variances assumed
,001 ,973 ,652 137 ,515 ,135 ,207 -,274 ,544
Equal variances not assumed
,653 136,82 4
,515 ,135 ,207 -,274 ,544
Please rate how appealing you find the following tourist
opportunities:
- City breaks (architecture, night life)
Equal variances assumed
,005 ,946 ,614 137 ,540 ,102 ,166 -,226 ,429
Equal variances not assumed
,615 136,81 4
,540 ,102 ,165 -,225 ,429
94 | P a g e Please rate how appealing you find the following tourist
opportunities:
- Wine
tourism - visiting vineyards and participating to wine tasting
Equal variances assumed
8,82 3
,004 -,872 137 ,385 -,184 ,211 -,602 ,234
Equal variances not assumed
-,876 131,86 3
,382 -,184 ,210 -,600 ,231
Please rate how appealing you find the following tourist
opportunities:
- Visiting salt mines and caves
Equal variances assumed
,070 ,791 ,175 137 ,861 ,036 ,204 -,368 ,440
Equal variances not assumed
,175 136,48 1
,861 ,036 ,204 -,368 ,440
Please rate how appealing you find the following tourist
opportunities:
- Visiting old fortresses
Equal variances assumed
,267 ,606 -1,696 137 ,092 -,356 ,210 -,771 ,059
Equal variances not assumed
-1,695 135,85 4
,092 -,356 ,210 -,771 ,059
Please rate how appealing you find the
Equal variances assumed
,188 ,666 ,729 137 ,467 ,173 ,237 -,296 ,641
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opportunities:
- Bio tourism (bio food)
Equal variances not assumed
,729 136,41 8
,467 ,173 ,237 -,296 ,641
Please rate how appealing you find the following tourist
opportunities:
- Experiencing local
traditions and customs
Equal variances assumed
3,17 0
,077 -,301 137 ,764 -,057 ,191 -,434 ,320
Equal variances not assumed
-,302 134,21 4
,763 -,057 ,190 -,433 ,318
All the sig 2 tailed values in the Independent t-Test output generated by SPSS are above 0,05, meaning that there are no statistically significant differences between the means of scores offered by men vs. women in relation to the preferences for difference types of touristic opportunities present in Moldova region.
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