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1 Structura, Performantele Si Strategiile Firmelor De Turism

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3ULPD SDUWH D DFHVWHL OXFU UL vœL SURSXQH V familiarizeze cititorul cu SDUWLFXODULW LOH ILUPHORU GH turism, indiferent de statutul œL DFWLYLWDWHD ORU KRWHOXUL restaurante, cafenele, DJHQ LLGHWXULVP 3HUIRUPDQ HOH ILUPHORU de turism sunt determinate de variabile specifice, care QX VH UHJ VHVF OD ILUPHOH FX DFWLYLWDWH LQGXVWULDO ’H DFHHD SDUWHD vQWkL FODULILF modul de formare a cererii turistice în contextul strate- giilor adoptate de firme dar œL vQ FRQWH[WXO HFRQRPLF general. PARTEA ÎNTÂI CAPITOLUL 1 STRUCTURA, 3(5)250$1 (/( ø,675$7(*,,/( FIRMELOR DE TURISM CAPITOLUL 2 FORMAREA CERERII TURISTICE FIRMA DE TURISM ø, 3(5)250$1 (/( SALE
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Page 1: 1 Structura, Performantele Si Strategiile Firmelor De Turism

� 3ULPD� SDUWH� D� DFHVWHL�

OXFU UL� vúL� SURSXQH� V �familiarizeze cititorul cu SDUWLFXODULW LOH� ILUPHORU� GH�turism, indiferent de statutul úL� DFWLYLWDWHD� ORU�� KRWHOXUL��restaurante, cafenele, DJHQ LL�GH�WXULVP� � 3HUIRUPDQ HOH� ILUPHORU�

de turism sunt determinate de variabile specifice, care QX�VH�UHJ VHVF�OD�ILUPHOH�FX�DFWLYLWDWH� LQGXVWULDO �� 'H�DFHHD�� SDUWHD� vQWkL� FODULILF �modul de formare a cererii turistice în contextul strate- giilor adoptate de firme dar úL� vQ� FRQWH[WXO� HFRQRPLF�general.

PARTEA ÎNTÂI

CAPITOLUL 1

STRUCTURA, 3(5)250$1 (/(�

ù,�675$7(*,,/(�FIRMELOR DE TURISM

CAPITOLUL 2

FORMAREA CERERII TURISTICE

FIRMA DE TURISM ù,�

3(5)250$1 (/(�SALE

Page 2: 1 Structura, Performantele Si Strategiile Firmelor De Turism

Capitolul 1

Structura, performantele si strategiile firmelor

de turism

ÌQ�FDGUXO�WHRULHL�HFRQRPLFH�LQGXVWULDOH�VXQW�GRX �DERUG UL� LPSRUWDQWH�� SDUDGLJPD� VWUXFWXULL�FRQGXFHULL�úL�SHUIRUPDQ HL�úL�WHRULD�MRFXOXL� $PEHOH� DERUG UL� SRW� SDUWLFLSD� OD explicarea RIHUWHL� WXULVWLFH� úL� D� VFKLPE ULORU� DFHVWHLD��7HRULLOH� HYROX LRQDUH�� LQVWLWX LRQDOH� úL�SVLKRORJLFH� GHúL� VXQW� DEVHQWH� vQ� OLWHUDWXUD�WXULVWLF � VXQW� XWLOH� FD� ED]H� GH� GLVFX LL� úL� SHQWUX�FHUFHW ULOH�YLLWRDUH�GLQ�GRPHQLX�

Page 3: 1 Structura, Performantele Si Strategiile Firmelor De Turism

PLANUL CAPITOLULUI

1.1 $ERUG UL�QHRFODVLFH�úL�PRGHUQH�DOH�SHUIRUPDQ HORU firmelor

1.2 Mediul economic industrial 1.3 Modele comportamentale ale firmei ����6WUXFWXUD��FRPSRUWDPHQWXO�úL�SHUIRUPDQ HOH�

intermediarilor din turism 1.5 Sectorul tour-operatorilor în paradigma SCP 1.6 Gradul de concentrare în paradigma SCP 1.7 Comportamentul úL�SHUIRUPDQ HOH�WRXU-operatorilor

din Marea Britanie ����(YDOXDUHD�SDUDGLJPHL�6&3�vQ�FRQWH[WXO�SLH HORU�

turistice ����7HRULD�MRFXOXL�úL�WXULVPXO

CONCEPTE

• 3LH H�FRPSHWLWLYH�úL�SLH H�FRQWHVWDWH • (FRQRPLH�HYROX LRQLVW • (FRQRPLH�LQVWLWX LRQDO • Teoria alegerii publice • Industria de servicii • 3HUIRUPDQ D�ILUPHL • Elementele structurale ale sectorului

tour-operator • Grad de concentrare • Teoria jocului

• Jocuri repetitive

6758&785$��3(5)250$1 (/(�ù,�STRATEGIILE FIRMELOR

DE TURISM

Page 4: 1 Structura, Performantele Si Strategiile Firmelor De Turism

1.1 $ERUG UL�QHRFODVLFH�úL�PRGHUQH DOH�SHUIRUPDQ HORU�ILUPHORU

$QDOL]D�QHRFODVLF �D�VWUXFWXULL�SLH HL�HVWH�XWLO � vQ� LGHQWLILFDUHD�GLIHULWHORU�WLSXUL�GH�SLH H��RIHUind o privire JHQHUDO � DVXSUD� DVSHFWHORU� OHJDWH� GH� FRQGXFHUHD� úL� SHUIRUPDQ HOH� ILUPHORU�� 8QHOH� IHQRPHQH�� FXP� DU� IL�FRPSHWL LD� LPSHUIHFW �� ROLJRSROXO� úL� LQFHUWLWXGLQHD�� FD� úL� QHFHVLWDWHD� GH� D� H[SOLFD� GLQDPLFD� SLH HL� VXQW�prezentate neadecvat de analiza tradL LRQDO �� &XUHQWHOH� GH� JkQGLUH� HFRQRPLF � LQGXVWULDO � DX� vQFHUFDW� V �XPSOH� JROXULOH� O VDWH� GH� DERUG ULOH� WUDGL LRQDOH�� HOH� VXQW� H[SOLFDWH� vQ� DFHDVW � OXFUDUH� SHQWUX� D� VXV LQH�DQDOL]HOH�HFRQRPLFH�DYDQVDWH�úL�D�H[SOLFD�IRU D�WXULVPXOXL�

În cadrul curentelor� HFRQRPLFH� LQGXVWULDOH� VH�GLVWLQJ�GRX �DERUG UL�vQ�H[DPLQDUHD�FRQGXFHULL�úL�SHUIRUPDQ HORU�ILUPHORU�SH�GLIHULWH�WLSXUL�GH�SLH H�

ÏPrima, SDUDGLJPD� VWUXFWXULL�� FRPSRUWDPHQWXOXL� úL� SHUIRUPDQ HL�(SCP)� HVWH� IRORVLW � vQ� VSHFLDO� vQ� VWXGLLOH� HPSLULFH� GHVSUH� ILUmele SURGXF WRDUH��'HúL�D�IRVW�VXELHFWXO�XQRU�FULWLFL��PDL�DOHV�VXE�DVSHFWXO�ED]HL� WHRUHWLFH�D�DQDOL]HL��SDUDGLJPD�U PkQH�XQ�FDGUX�GH� OXFUX�XWLO�ILLQG�UHOHYDQW �úL�vQ�PXOWH�VHFWRDUH�FXP�HVWH�úL�WXULVPXO�

ÏA doua�� R� DERUGDUH� PDL� UHFHQW �� HVWH� WHRULD� MRFXOXi, care DQDOL]HD] � VWUDWHJLLOH� SH� FDUH� ILUPHOH� DU� WUHEXL� V � OH� DGRSWH� vQ�DERUGDUHD�DF LXQLORU�úL�UHDF LLORU�SUREDELOH�DOH�FRPSHWLWRULORU��7HRULD�jocului s-D� DSOLFDW� H[WHQVLY� vQ� VLWXD LLOH� GH� ROLJRSRO� úL� D� XúXUDW�vQ HOHJHUHD� LQWHUDF LXQLORU�GLQ�FDGUXO� ILUPHL� úL� D� UH]XOWDWHORU� DFHVWRU�DF LXQL�vQ�GLQDPLF ��6H�SDUH�F �DFHDVW �WHRULH�HVWH�IRDUWH�LPSRUWDQW �vQ� vQ HOHJHUHD� FRPSRUWDPHQWXOXL� úL� VWUDWHJLLORU� RIHUWDQ LORU� GLQ�turism.

ÌQDLQWH�GH�D�VWXGLD�DQDOLWLF�DFHVWH�GH]YROW UL��HVWH�ELQH�V �UHFDSLWXO P�pe scurt DERUG ULOH� FDUH� DX� IRVW� DGRSWDWH� vQ� HFRQRPLH� vQ� FHHD� FH�SULYHúWH�SLD D�SH�FDUH�ILUPHOH�RSHUHD] �úL�PRGDOLW LOH�vQ�FDUH�DFHDVWD�LQIOXHQ HD] � VWUXFWXUD� úL� FRPSRUWDPHQWXO� ILUPHORU�� 6H� YRU� GLVFXWD�mai întâi principalele curente economice din domeniul industrial, FDUH� FRQWULEXLH� OD� H[SOLFDUHD� IHQRPHQHORU�� vQ� FRPSDUD LH� FX�DERUG ULOH� GHVFULSWLYH� DVXSUD� RIHUWHL� vQ� WXULVP� úL� PRGLILF ULORU�DFHVWHLD��9RU� IL�SUH]HQWDWH� WHRULL� DOH� úFROLORU� DXVWULHFH�GH�HFRQRPLH�FRPSRUWDPHQWDOH��HYROX LRQLVWH��LQVWLWX LRQDOH�úL�SVLKRORgice. &X�WRDWH�F �QX�VH�DSOLF �vQWRWGHDXQD�RIHUWHL�WXULVWLFH�úL�QX�H[LVW �QLFL�în literatura despre turism, aceste concepte sunt utile în definirea FRQWH[WXOXL�QHFHVDU�DQDOL]HL�úL�YRU�IL�XWLOH�FHUFHW ULORU�YLLWRDUH��Va fi DSRL� H[SOLFDW � SDUDGLJPD� 6&3�� LQGLcându-VH� DSOLFD LLOH� DFHVWHLD� vQ�servicii, inclusiv în cazul intermediarilor din turism. Vor fi evaluate úL�S U LOH�IRUWH�FD�úL�OLPLWHOH��9D�IL�VXEOLQLDW�UROXO�WHRULHL�MRFXULORU�vQ�H[SOLFDUHD� VWUDWHJLLORU� ILUPHORU� GLQ� WXULVP� vQ� FRQWH[W� GLQDPLF� FD� úL�modifiF ULOH�DIHUHQWH�vQ�VWUXFWXUD�SLH HORU�WXULVWLFH��

1 Structura, performan HOH�úL�VWUDWHgiile firmelor de turism

Tipuri de DERUG UL�DOH�

SHUIRUPDQ HORU�

firmei

Curentele economice în domeniul industrial

Page 5: 1 Structura, Performantele Si Strategiile Firmelor De Turism

1.2 Mediul economic industrial

Paradigma SCP (Chamberlin 1933, Bain 1956, Marin 1917) a GRPLQDW� JkQGLUHD� HFRQRPLF � SkQ � vQ� DQLL� ¶���� &RQIRUP� DFHVWHL�SDUDGLJPH�� VWUXFWXUD� SLH HL� SH� FDUH� RSHUHD] � ILUPHOH� HVWH� vQ� XOWLP �LQVWDQ � IDFWRUXO� GHWHUPLQDQW� DO� PRGHOXOXL� GH� FRQGXFHUH� úL� DO�SHUIRUPDQ HORU�úL�HVWH�P VXUDW �SULQ�LQWHUPHGLXO�XQRU�LQGLFDWRUL�FXP�DU� IL�SURILWDELOLWDWHD��9DULDELOHOH�VWUXFWXULL�SLH HL��FXP�DU� IL�QXP UXO�GH�FXPS U WRUL�úL�YkQ] WRUL�FD�úL�JUDGXO�GH�FRQFHQWUDUH�DO�DFHVWHLD��VH�presupun stabLOH�vQ�DFHDVW �SDUDGLJP � 3DUDGLJPD� 6&3� HVWH� R� DQDOL] � HPSLULF � FDUH� DFFHSW � LGHHD� F �VWUXFWXULOH� SLH HL�� GH� UHJXO �� GLIHU � GH� FRQFHSWXO� GH� FRPSHWL LH�SHUIHFW �� $VWIHO�� GDF � ILUPHOH� vúL� VWDELOHVF� SUH XULOH� PXOW� SHVWH�costurile marginale, vor avea loc interYHQ LL�JXYHUQDPHQWDOH�úL�VH�YRU�LQWURGXFH� P VXUL� GH� VWLPXODUH� D� FRPSHWL LHL�� 'HFL�� 6&3-ul este orientat politic.

În contrast cu modelul empiric SCP, úFRDOD� GH� OD� &KLFDJR a FRQWLQXDW� V � SURSDJH� R� DERUGDUH� ED]DW � SH� PRGHOXO� QHRFODVLF�FRQYHQ LRQDO� DO� HFKLOLEUXOXL� SH� WHUPHQ� OXQJ� vQ� FDGUXO� SLH HORU�FRPSHWLWLYH�� 7H]HOH� UHVSHFWLYH� VH� UHIHU � OD� IDSWXO� F � UHVXUVHOH� VXQW�DORFDWH�RSWLP�SULQ�LQWHUPHGLXO�IRU HORU�GH�SH�SLD � úL�SLD D�HVWH�FHD�FDUH�DUH�SXWHUHD�V �HFKLOLEUH]H�VLWXD LD�SUH XULORU�H[FHVLYH��GHRDUHFH�úL�DO L�RSHUDWRUL�DX�OLEHUWDWHD�V �LQWUH�SH�SLD �

2�FRQWULEX LH�VHPQLILFDWLY ��FDUH�PRGLILF �SDU LDO�SR]L LLOH�RDUHFXP�UHVWULFWLYH�úL�FRQYHQ LRQDOH��D�IRVW�FHD�D�lui Barimol (1982). Acesta a promovat teoria SLH HORU� FRQWHVWDWH�� SOHFkQG� GH� OD� DGHY UXO� F � PRdelele WUDGL LRQDOH�QX�DX�UHXúLW�V �H[SOLFH�vQWUXWRWXO�VWUXFWXULOH�FRPSHWL LRQDOH��ùFRDOD�GH�OD�&KLFDJR�FRQVLGHU �F �SLH HOH�GHYLQ�FRPSHWLWLYH��VDX�PDL�SX LQ�FRQWHVWDWH��SH�WHUPHQ�OXQJ��DVWIHO�vQFkW�SULQFLSDOLL�EHQHILFLDUL�VXQW�FRQVXPDWRULL�LDU�LQWHUYHQ LLOH�JXYHUQDPHQWDOH�QX�VXQW�FRQVLGHUDWH�vQWRWGHDXQD�QHFHVDUH��,GHLOH�úFROLL�GH�OD�&KLFDJR� DX� IRVW� DGRSWDWH� úL� GH� XQLL� HFRQRPLúWL� GLQ� (XURSD� �-XQJ� úL� 6KHSKHUG� ������� úL� +R\� úL�0RUULV�(1991)).

2�FRQWURYHUV �vQGHOXQJDW �V-D�PDQLIHVWDW�vQWUH�DGHS LL�úFROLL�&hicago úL� FHL� DL� 6&3�� FDUH� VSULMLQHDX� SXWHUQLF� úFRDOD� GH� JkQGLUH�FRPSRUWDPHQWDO �� HYROX LRQLVW � úL� LQVWLWX LRQDO �� FDUH� QX� DFFHSWD�LGHHD� F � SLH HOH�� vQ� JHQHUDO�� GHYLQ� FRPSHWLWLYH�� SH� WHUPHQ� OXQJ��&HUFHW ULOH� vQ� GRPHQLX� DX� PXWDW� GH]EDWHUHD� SULYLQG� VWUXFWXUD FRPSHWLWLY �D�SLH HORU�úL�vQ�DOWH�GRX �GLUHF LL��8QD�VH�UHIHU �OD�QDWXUD�GLQDPLF � D� SLH HORU�� LDU� FHDODOW � OD� FDUDFWHULVWLFLOH� ILUPHORU��VHFWRDUHORU� GH� DFWLYLWDWH� úL� SLH HORU�� ùFRDOD� DXVWULDF �� OD� FDUH� DX�DGHUDW� +R\DN�� 0HQJHU�� 0HVHV� úL� LQL LDO� 6FKXPSHWHU� (dezavuat de neo-austrieci), s-D� FRQFHQWUDW� DVXSUD� SURFHVXOXL� FRPSHWL LHL�� vQ�FRQWUDVW�FX�DQDOL]D�HFKLOLEUXOXL�VWDWLF��FDUH�HUD�SXQFWXO�GH�UHIHULQ �vQ�DQDOL]HOH� FRQYHQ LRQDOH� DOH� VWUXFWXULL� SLH HORU�� 7HRUHWLFLHQLL�PHQ LRQD L�DILUPDX�F �PRGLILFDUHD�úL�LQFHUWLWXGLQHD�VXQW�HQGHPLFH�úL�FHL� LPSOLFD L� vQ� SURFHVHOH� HFRQRPLFH� WUHEXLH� V � LD� GHFL]LL� vQ� DFHVW�FRQWH[W��2ULFXP��VH�DILUP �F ��vQ�WLPS��DYkQG�H[SHULHQ �úL�EHQHILFLL�UH]XOWkQG�GLQ�SHUPDQHQWD�DFXPXODUH�GH�FXQRúWLQ H��VH�SRW�OXD�GHFL]LL�mai bune în perioadelH�XUP WRDUH��DVWIHO�VH�FUHHD] �FRQGL LL�GH�SLD �PDL� FRPSHWLWLYH��+D\HN� ������� D� QXPLW� DFHDVW � VLWXD LH�� R� ³RUGLQH�HPHUJHQW ´��GDU�QX�XQ�HFKLOLEUX��

ùFRDOD� de la Chicago

ùFRDOD� DXVWULDF

Paradigma SCP

Page 6: 1 Structura, Performantele Si Strategiile Firmelor De Turism

0DL� UHFHQW�� FHUFHW WRUL� FDUH� SRW� IL� FRQVLGHUD L� FRQWLQXDWRUL� DL� úFROLL� QHR-austriece, cum sunt Kirzner (�������5HHNLH��������úL�/LWWOHFKLOG��������DX�IRORVLW�WHUPHQXO�GH�³HFRQRPLH�HYROX LRQLVW ”. Într-o astfel GH�ÄHFRQRPLH�HYROX LRQLVW ´�PHWRGHOH�GH�UHDOL]DUH�D�DFWLYLW LORU�HYROXHD] �SH�P VXU �FH�VH�DFXPXOHD] �FXQRúWLQ HOH�

7HRULD�HFRQRPLHL�HYROX LRQLVWH�D avansat paralel cu cea a HFRQRPLHL�LQVWLWX LRQDOH�úL��SDU LDO��FX�FXUHQWXO�GH�JkQGLUH�DO� úFROLL�DXVWULHFH��(VWH�YRUED�� vQ�SULPXO� UkQG��GH�YL]LXQHD�HQGRJHQ � vQ�FDUH�FUHGLQ HOH��QRUPHOH��RELFHLXULOH� VRFLHW LL� DU� SXWHD� FRQGXFH� OD� DSDUL LD� LQVWLWX LLORU� FDUH� IDFLOLWHD] � FRPSRUWDPHQWXO� FRUSRUDWLY��7HRULLOH� SULYLQG� HYROX LD� LQVWLWX LLORU� VH� ED]HD] � SH� FHOH� XWLOL]DWH� vQ� ELRORJLH� úL� PDWHPDWLF � úL� LPSOLF �VHOHF LD�QDWXUDO ��+LUVFKOHLIHU��������OH-D�OXDW�vQ�FRQVLGHUDUH�FkQG�D�IRUPXODW�PRGHOXO�IXQF LRQ ULL�VRFLDOH�úi LQVWLWX LRQDOH�� DUJXPHQWkQG� F � WHRULD� MRFXOXL� SRDWH� SUHYHGHD� UH]XOWDWXO� FRPSRUWDPHQWXOXL� FROHFWLY� úL� FDUH�VXQW�FDUDFWHULVWLFLOH�XPDQH�QHFHVDUH�FUH ULL�LQVWLWX LLORU�DIHUHQWH��

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PDWXUH�GLQ�VHFWRDUHOH�LQGXVWULDOH�úL�SURGXF WRDUH�GH�VHUYLFLL� 6XEOLQLLQG�QDWXUD�GLQDPLF �D�VLVWHPXOXL�GH�SLH H�úL�GH�LQVWLWX LL��ùFRDOD�DXVWULDF �D�HFRQRPLHL�HYROX LRQLVWH�vO�FLWHD] �DGHVHD�SH�0DU[���������ÌQ�DQDOL]D�VD�DVXSUD�FRPSHWL LHL��0DU[�D�GH]Y OXLW�DWkW�SURFHVXO�GDU�D�úL�HYDOXDW� UH]XOWDWHOH� vQ� WHUPHQLL� LPSDFWXOXL� DVXSUD� GLVWULEXLULL� YHQLWXOXL� úL� ERJ LHL� úL� DORF Uii resurselor. $GHS LL�OXL�0DU[�DYHDX�WHQGLQ D�V �VXEDSUHFLH]H�SHUFHS LD�VD�DVXSUD�FRPSHWL LHL�úL�V �DFFHSWH�YL]LXQHD�OXL�FRQIRUP� F UHLD� SURGXF LD� LQGXVWULDO � YD� GHYHQL� PDL� FRQFHQWUDW �� $FHDVW � DWLWXGLQH� D� LQIOXHQ DW� vQWU-o RDUHFDUH�P VXU �FRQFHSWHOH�HFRQRmice, în special în domeniul monopolului. 7HRULD� HFRQRPLF � LQVWLWX LRQDO �� GHúL� vQ� HVHQ � DGHU � OD�SULQFLSLLOH� WHRULHL�QHRFODVLFH�� LQWURGXFH� FRQFHSWH�SULYLQG� FRVWXULOH� LQIRUPD LHL�� WLPSXOXL� úL� WUDQ]DF LHL� FD� úL� GUHSWXULOH� GH� SURSULHWDWH� GUHSW� FRQVWUkQJHUi ce DF LRQHD] �DVXSUD�RELHFWLYHORU�DIDFHULORU��'H�DVHPHQHD��HD�VXEOLQLD] �QHFHVLWDWHD�WHVWHORU�HPSLULFH�DVXSUD�LSRWH]HORU�SULYLWRDUH�OD�FRQVWUkQJHUL��3kQ �DLFL��WHRULD�HFRQRPLHL�LQVWLWX LRQDOH�HVWH�GHVWXO�GH�DSURDSH�GH�FHD�VSHFLILF �HFRQRPLHL�LQGXVWULDOH�

3HUVSHFWLYD� LQVWLWX LRQDO � DVXSUD� DFWLYLW LL� GH� DIDFHUL� HVWH� XQD�UHODWLY� QRX � úL�� GLQ� DFHVW� PRWLY�� QX� H[LVW � R� vQ HOHJHUH� FODU � D�SULQFLSLLORU� VDOH�� 'H� H[HPSOX�� XQLL� HFRQRPLúWL� UHVSLQJ� SULQFLSLLOH�PD[LPL] ULL� SURILWXOXL� úL� UD LRQDOLW LL�� vQORFXLQGX-le cu conceptul OXL� 6LPRQ� ������� GH� VDWLVIDF LH� D� PXQFLL�� 3HULFROXO� HVWH� F �DEDQGRQDUHD� DWkW� GH� PXOWRU� SULQFLSLL� ODV � WHRULD� HFRQRPLHL�LQGXVWULDOH�I U �FRQ LQXW��DVWIHO�F �RULFH�FHUFHWDUH�HVWH�vQ�vQWUHJLPH�GHVFULSWLY � 2�UHOD LH�ILUP -PDP �–�ILOLDO �H[LVW �vQ�VLWXD LD�vQ�FDUH�ERJ LD�XQHL�S U L� GHSLQGH� GH� DFWLYLW LOH�� GH� PXQFD� FHOHLODOWH�� (VWH� SRVLELO� FD�DFHVW� WLS� GH� UHOD LL� V � H[LVWH� vQ� FDGUXO� XQHL� ILUPH� FD� úL� vQWUH�SURGXF WRU�úL�FRPHUFLDQW�VDX�DF LRQDUL�úL�PDQDJHPHQW� &RVWXULOH�WUDQ]DF LHL�VXQW�LPSRUWDQWH�vQ�UHOD LD�ILUPD�PDP �–�ILOLDO ��GHRDUHFH� SRDWH� IL� QHFHVDU � � PRQLWRUL]DUHD� FRPSRUWDPHQWXOXL�DQJDMDWXOXL� SHQWUX� D� DYHD� VLJXUDQ D� F � RELHFWLYHOH� ILUPHL� VXQW�DWLQVH�� ÌQ� VHFWRUXO� WXULVPXOXL�� DFHDVW � UHOD LH� VH� VWDELOHúWH� vQWUH�RSHUDWRULL� GH� WXULVP� úL� DJHQ LL� GH turism. Comisioanele oferite de RSHUDWRUL� VXQW� GH� UHJXO � GH� ���� vQ�$QJOLD� GDU�� GDF � DJHQ LLOH� DX�YkQ] UL�PDL�PDUL��DWXQFL�VH�SO WHVF�FRPLVLRDQH�PDL�PDUL��

2� DOW � GH]YROWDUH� LPSRUWDQW � SH� DFHDVW � OLQLH�� OHJDW � GH� FRVWXULOH� GH� WUDQ]DF LH� úL� LQFHUWLWXGLQL�� a fost LQYHVWLJDUHD�LQRYD LHL��vQ�VSHFLDO�UROXO�FHUFHW ULL�úL�GH]YROW ULL��GH�H[HPSOX�6KHUHU���������6WRQHPDQ���������'RULV� ������� úL� 5HLQJHQXP� ��������� 'HVLJXU�� QX� WRDWH� FHUFHW ULOH� úL� GH]YROW ULOH� SURGXVHORU� RIHULWH� VDX�proceselor realizate, cum ar fi “cRQWUROXO� WRWDO� DO� FDOLW LL´� úL� FRVWXULOH� GHVFRSHULULL� úL� DGRSW ULL� ORU�� VXQW�VXELHFWH�DOH�LQFHUWLWXGLQLL��([LVW �LQFHUWLWXGLQL�úL��UHIHULWRDUH�OD�JUDGXO�SkQ �OD�FDUH�R�DQXPLW �ILUP �SRDWH�V -úL�SURWHMH]H�RULFH�GHVFRSHULUH�SHQWUX�D�FXOHJH�EHQHILFLLOH�UH]XOWDWH�GLQ�FRVWXULOH�FX�GH]YROWDUHD��ÌQFHUF UL�GH�D�PRGHOD� LQRYD LD�úL�FUHúWHUHD�V-DX�I FXW� vQ�FDGUXO�PRGHOHORU�QHRFODVLFH��H[��'RVJXSWD�úL�6WLJOLW]�– 1980, 3ULVVPDQ�úL�6XOSPDQ�–�������$JKLP�úL�+HZLWW�– 1992, 1998).

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Page 7: 1 Structura, Performantele Si Strategiile Firmelor De Turism

2� FDUDFWHULVWLF � LQWHUHVDQW � D� GH]YROW ULORU� HYROX LRQLVWH� úL� LQVWLWX LRQDOH� DOH� HFRQRPLHL� LQGXVWULDOH� úL� D�conceptelor –�FRVWXO�WUDQ]DF LLORU��DQDOL]D�UHOD LHL�ILUP �PDP �-�ILOLDO �úL�SURFHVXO�GH�LQRYD LH�–�HVWH�DFHHD�F �LGHQWLILF �IHQRPHQHOH�SLH HL��PHGLXO�H[WHUQH�DO�DIDFHULORU�úL�VHFWRDUHOH�GH activitate. 3UREOHPD�FDUH�DSDUH�vQ�DFHVWH�DULL�GH�LQYHVWLJD LH�úL�FDUH�HVWH�UHOHYDQW �vQ�GH]YROWDUHD�HFRQRPLHL�LQGXVWULDOH�HVWH�JUDGXO�vQ�FDUH�VH�SRW�LQWHUFRUHOD�IHQRPHQHOH�HFRQRPLFH�DVWIHO�vQFkW�V �VH�PLQLPL]H]H�LPSDFWXO�QHJDWLY�vQ� FHHD� FH� SULYHúWH� FRVWXULOH� RSHUD LRQDOH� DOH� ILUPHL� VDX� VHFWRUXOXL� GH� DFWLYLWDWH�� $FHVW� DVSHFW� ULGLF � R�SUREOHP �GH�LPSRUWDQ �IXQGDPHQWDO �vQ�DQDOL]D�RIHUWHL��úL�DQXPH�DUDQMDPHQWHOH�RUJDQL]D LRQDOH.

&HUFHW ULOH� vQ� GRPHQLXO� HFRQRPLHL� LQGXVWULDOH� GHPRQVWUHD] �preocuparea de a� DYHD� R� ED] � WHRUHWLF � VROLG � �'DYLHV� úL�colaboratorii –�������6FKPDOHQVHH�úL�:LOOLQJ�– 1989; Basn – 1993; S. Martin –��������'H�DFHHD��HVWH�MXVWLILFDW �XWLOL]DUHD�XQRU�WHUPHQL�ca 1RXD�(FRQRPLH�,QGXVWULDO �úL�Noua Organizare ,QGXVWULDO � Nu este în totalitDWH� R� FRLQFLGHQ � IDSWXO� F � DFHVWH� PLúF UL� DX� IRVW�stimulate de teoria jocului, ca un mijloc de a analiza strategiile de afaceri. Utilizarea teoriei jocului permite nu numai încorporarea LQFHUWLWXGLQLL� úL� D� LQIRUPD LLORU� DVLPHWULFH�� GDU� IDFH� SRVLELO � úL�coQVWUXF LD� GH� PRGHOH� GLQDPLFH�� FX� PDUH� SXWHUH� GHPRQVWUDWLY ��7HRULD� MRFXOXL� D� UHGHVFKLV� LQWHUHVXO� SHQWUX� YHFKHD� IRUP � D�monopolurilor, a modelelor oligopolurilor, ca cele descrise de %HWUDQG�� &RQUXVW� úL� 6WDFNHOEHUJ� �6�� 0DUWLQ� – 1993), incluse în textele de ED] � DOH�PDFURHFRQRPLHL�� DVWIHO� F � GH]YROWDUHD� WHRULHL�oligopolului este acum un element dominant în economia LQGXVWULHL��$FHDVW �DQDOL] �D�JHQHUDW�QRL�FRUHO UL�DOH�XQRU�SUREOHPH�FXP� DU� IL� FRQGL LLOH� GH� LQWUDUH�LHúLUH� GH� SH� SLD �� VWDELOLUHD�SUH XULORU��UROXO�SXEOLFLW LL��vQ HOHJHULOH�FRQWUDFWXDOH�GH�FRODERUDUH�vQWUH�GLIHULWHOH�HOHPHQWH�DOH�FHUHULL�úL�RIHUWHL�úL�FRQIOLFWHOH��$FHDVW �WHRULH�� UHDFFHQWXDW �� D� IRVW� FULWLFDW �SHQWUX� IDSWXO� F �� vQFHUFkQG� V �ofere modele asupra comportamentului industriei, testabile HPSLULF�� D� HúXDW�� 'H� DVHPHQHD�� V-D� GDW� R� DWHQ LH� PDL� PDUH��SURSRU LHL�úL�LPSDFWXOXL�LQWHUYHQ LLORU��GH�H[HPSOX�� OHJLVOD LHL�DQWL-PRQRSRO�� UHJOHPHQW ULORU� SLH HL�� VXEYHQ LLORU� úL� WD[HORU�� 5ROXO�SROLWLFLL� úL� LPSDFWXO� DFHVWHLD� DVXSUD� DYX LHL� D� IRVW� H[DPLQate în cadrul teoriei alegerii publice (de exemplu, Buchanon – 1968).

ÌQ� FLXGD� FRQIOLFWXOXL� DSDUHQW� GLQWUH� GRULQ D� WHRUHWLFLHQLORU� GH� D�GH]YROWD� PRGHOH� JHQHUDOH� DOH� RIHUWHL� úL� LQVLVWHQ D� HPSLULFLORU� GH� D�VWDELOL� PRGXO� vQ� FDUH� ILUPHOH� VH� FRPSRUW �� DFFHQWuând asupra vQ HOHJHULL� D� FHHD� FH� GHWHUPLQ � PRGHOXO� GH� RIHUW �� V-DX� I FXW� PDUL�SDúL� vQDLQWH��$VWIHO�� H[LVW � R� vQ HOHJHUH�PDL� EXQ � D� UHOD LLORU� GLQWUH�LQWHUPHGLDUL�úL�SURGXF WRULL�GH�EXQXUL�GH�FRQVXP�úL�GLQWUH�DQJDMDWRUL�úL� DQJDMD L�� 0RGHOHOH� RIHU � H[SOLFD LL� úL� UHIOHFW UL� PDL� EXQH� DOH�UHDOLW LL�� 2ULFXP�� PDMRULWDWHD� SURJUHVHORU� V-au înregistrat în GH]YROWDUHD� PRGHOHORU� FRPSRUWDPHQWDOH� DOH� SLH HL�� vQFRUSRUkQG�HOHPHQWH�DOH�WHRULHL�MRFXOXL�úL�I FkQG�DSHO�OD�QR LXQL�FD�GLIHUHQ LHUHD�SURGXVHORU�� VHJPHQWDUHD� SLH HL�� GLVFULPLQDUHD� SUH XULORU�� UHDF LLOH�ILUPHORU� ID � GH� SUH XULOH� LPSXVH� GH� ULYDOLL� ORU� úL� VWUDWHJLLOH�FRPSHWLWLYH�� FDUH�QX� DX� OHJ WXU � FX�SUH XULOH�� ÌQDLQWH� GH� D� H[DPLQD�PRGDOLW LOH� vQ� FDUH� GLIHULWHOH� DERUG UL� DGXF� FODULILF UL� SULYLQG�comportamentul pe SLH HOH� WXULVWLFH�� HVWH� XWLO� V � WUHFHP� vQ� UHYLVW �teoriile comportamentale ale firmelor, teorii care s-au dezvoltat în DIDUD�DQDOL]HORU�HFRQRPLFH�GH�ED] �

Modelele comportamentale DOH�SLH HL� úL�HOHPHQWHOH�ORU

Teoria jocului �úL�PRQRSROXULOH

Page 8: 1 Structura, Performantele Si Strategiile Firmelor De Turism

1.3 Modele comportamentale ale firmei

Modelele comportamentale ale firmei au evoluat simultan FX� QRXD� HFRQRPLH� LQGXVWULDO �� vQ� VSHFLDO� vQ�cadrul psihologiei economice��7HRULLOH�RULHQWDWH�VSUH�FRPSRUWDPHQW�QX�VH�ED]HD] �DúD�GH�PXOW�SH�FHOH�GRX �DVHU LXQL�PDMRUH��VSHFLILFH�DQDOL]HORU�FRQYHQ LRQDOH��úL�DQXPH��

Õ deciziile în firme sunt identice cu cele ale indivizilor din firme; Õ RSWLPL]DUHD�SR]L LLORU�vQ�FDGUXO�ILUPHL�LQIOXHQ HD] comportamentul firmei.

'LQ�SHUVSHFWLYD�SVLKRORJLHL�HFRQRPLFH��D[LRPD�UD LRQDOLW LL��SHUFHSXW �FD�R�LSRWH] ��HVWH�VXELHFW�DO�WHVWHORU�empirice. &HHD� FH� VH� SRDWH� UHSURúD� DFHVWRU� VWXGLL� HVWH� IDSWXO� F � DQDOL]D� FRPSRUWDPHQWXOXL� vQ� DIDFHUL� GXFH� OD�HYLGHQ LHUHD�XQRU�FRQFOX]LL�FDUH��OD�UkQGXO�ORU��LQGXF�JHQHUDOL] UL�ODUJL�FH�DGDXJ �HOHPHQWH�QRL�vQ�SURFHVXO�GH�FRQVWUXF LH�D�WHRULLORU�SULQ�LQWHUPHGLXO�SURFHVXOXL�LQGXFWLY� &HUFHW WRULL� vQ� GRPHQLXO� FRPSRUWDPHQWXOXL� ILUPHL� DILUP � F � FHL� FDUH� LDX� GHFL]LLOH� QX� SRW� DSOLFD�PRGHOH�FODUH� GH� DOHJHUH� GDF � QX� DX� FXQRúWLQ H� GHVSUH� SRVLELOHOH� HIHFWH� DOH� DF LXQLORU� ORU� úL� QX� DX� FHUWLWXGLQHD�UH]XOWDWHORU��3UHIHULQ HOH�SRW�IL�LQFRQVLVWHQWH��LDU�GHFLGHQ LL�V-DU�SXWHD�V �QX�DLE �UHJXOL�IHUPH�VDX�HOHPHQWH�GH�RULHQWDUH�IHUPH��FDUH�V -L�DMXWH�V �LD�GHFL]LL� ÌQ�DFHVW�VHQV��SUHVXSXQHULOH�VSHFLILFH�WHRULHL�HFRQRPLFH�WUDGL LRQDOH�VXQW�vQ�FRQVHQV�FX�REVHUYD LLOH�I FXWH�GH� UHSUH]HQWDQ LL� WHRULLORU� FRPSRUWDPHQWDOH� vQ� DIDFHUL� FD� 6LPRQ� ��������0DUFK� úL� 6LPRQ� ��������0DUFK���������&\HUW�úL�0DUFK���������6LPRQ��������úL�&\HUW�úL�6LPRQ�������� 6H�SOHDF �GH�OD�LSRWH]D�F �RDPHQLORU�GH�DIDFHUL�OH�OLSVHVF�LQIRUPD LLOH�úL�WLPSXO�QHFHVDU�SHQWUX�D-úL�RSWLPL]D�DFWLYLW LOH��'HFL�HL�VXQW�FRQúWLHQ L�QXPDL�GH�H[LVWHQ D�XQXL�QXP U�OLPLWDW�GH�RS LXQL�GLQ�FDUH�SRW�V �DOHDJ ��'H� DFHHD�� FHUFHW WRULL� vQ� GRPHQLX� DX� DQDOL]DW� UHOD LD� vQWUH� VWUXFWXUD� LQVWLWX LRQDO � úL� SURFHVXO� GHFL]LRQDO��YH]L�VWXGLLOH�OXL�6ORYLF�úL�FRODERUDWRULL�– 1977; UngDURQ�úL�FRODERUDWRULL�–�������.DKQHPDQ�úL�FRODERUDWRULL�- 1982). 8Q�DOW�SXQFW�GH�LQWHUHV�vO�UHSUH]LQW �PRGDOLW LOH�SULQ�FDUH�VXQW�LGHQWLILFDWH�SUREOHPHOH��SURFHVXO�GH�vQY DUH�SULQ�H[SHULHQ ��SHUFHS LD�UH]XOWDWHORU�SUREDELOH��DWLWXGLQHD�ID �GH�ULVF��FRQFHQWUDUHD�DWHQ LHL�SH�PDL�PXOWH�SUREOHPH�VDX�DFWLYLW L�úL�DGDSWDUHD�RUJDQL]D LRQDO �

'HúL� SVLKRORJLD� HFRQRPLF �� FD� ED] � GH� DERUGDUH� HPSLULF � D�RUJDQL]D LHL�� VH� FRQFHQWUHD] � SH� SUREOHPHOH� FRPSRUWDPHQWDOH�� HD�QX�LQWU ��vQ�FRQIOLFW�GLUHFW�FX�WHRULD�QHRFODVLF �D�RSWLPL] ULL��SH�FDUH�vQV � R� PRGLILF � SULQ� UHGXFHUHD� LSRWH]HORU� DEVWUDFWH�� &RQWULEX LLOH�SULQFLSDOH�DOH�SVLKRORJLHL�HFRQRPLFH�FRQVW �vQ�IDSWXO�F �HD�D�O UJLW�SRQGHUHD�DQDOL]HORU��LQFOX]kQG�HOHPHQWXO�GH�FRPSRUWDPHQW�XPDQ�úL�D�SXV�DFFHQW�SH�OHJ WXULOH�GLQWUH�VWXGLLOH�WHRUHWLFH�úL�FHOH�HPSLULFH��3kQ � OD� XQ� DQXPLW� QLYHO�� HFRQRPLD� VHFWRUXOXL� úL� SVLKRORJLD�HFRQRPLF � vQ� FDGUXO� ILUPHORU� V-au dezvoltat paralel cu teoria WUDGL LRQDO � úL� DX� IXQF LRQDW� vQ� SDUDOHO�� 'H]YROW ULOH� UHFHQWH� vQ�DFHVWH�GRX � DULL� DOH� DQDlizelor economice, cu mare impact asupra WHVW ULL� PRGHOHORU� WHRUHWLFH� vQ� FRQWH[W� HPSLULF�� DX� FUHVFXW�SRWHQ LDOXO� H[SOLF ULL� VWUXFWXULL� úL� RSHUD LXQLORU� RIHUWHL� WXULVWLFH��0XOWH� GLQWUH� SUREOHPHOH� H[DPLQDWH� SULQ� DERUG UL� WHRUHWLFH� VH�PDQLIHVW � SH� SLH HOH� WXUistice. Mai mult, anumite aspecte ale VWUXFWXULL� úL� RSHUD LXQLORU� GH� SH� SLH HOH� WXULVWLFH�� vQ� VSHFLDO�SHUVLVWHQ D� VXSUD-FDSDFLW LL� úL� GH]HFKLOLEUHORU� SH� DQXPLWH� SLH H��ULGLF � SUREOHPH� vQ� H[SOLFDUHD�� SUHGLF LD� úL� UHOHYDQ D� DQXPLWRU�modele economice sectoriDOH�úL�SVLKRORJLFH��'H�DFHHD��HVWH�QHFHVDU�V � VH� H[DPLQH]H� UH]XOWDWHOH� HPSLULFH� LPSRUWDQWH� GHULYDWH� GLQ�studiul asupra ofertei turistice.

2SHUD LXQLOH de pe�SLH HOH�WXULVWLFH

Page 9: 1 Structura, Performantele Si Strategiile Firmelor De Turism

�����6WUXFWXUD��FRPSRUWDPHQWXO�úL�SHUIRUPDQ HOH intermediarilor din turism

3DUDGLJPD� 6&3� HVWH� R� IRUP � GH� DQDOL] � D� SLH HORU� FRPSOH[H�� vQ� FDUH� DF LRQHD] � ILUPH� GH� GLPHQVLXQL�GLIHULWH�� YDULD] � JUDGXO� GH� FRQFHQWUDUH�� JUDGXO� GH� LQWHJUDUH� úL� JUDGXO� vQ� FDUH� SLD D� SRDWH� LQIOXHQ D�SHUIRUPDQ HOH�� �%RU]HD� ������ 6FKPGHQVX� ������ 'HPLVHW]� ������ &RZOLQJ� úL� :DWHUVRQ� ������ 3HOW]PDQ�1�����6SHQFH�������5��&ODUNH�úL�'RULHV�������'L[LW�������/LHEHUPDQ�úL�0RQWRJPHU\�������7LUROWH������� $ERUGDUHD� DUH� DYDQWDMXO� F � RIHU �XQ� FDGUX� FODU�� FDUH� HYLW � GHVFULHUL� QHVWUXFWXUDWH�� SHUPL kQG� H[DPLQDUHD�SLH HORU� vQ� VHQVXO� FRQFHSWHORU� DXWHQWLFH� FXP� DU� IL� VWUXFWXUD� SLH HL�� FRQGXFHUHD� úL� SHUIRUPDQ HOH� ILUPHORU��&RPSOH[LWDWHD�DERUG ULL�6&3�vQ�FDGUXO�LQGXVWULHL�VHUYLFLLORU�HVWH�SUH]HQWDW �vQ�)LJ������

0RGXO� GH� FRQGXFHUH� D� ILUPHL� VH� UHIOHFW � vQ� FRPSRUWDPHQWXO� GH� VWDELOLUH� D� SUH XULORU�� vQ� SROLWLFLOH� GH�publicLWDWH�� GH� PDUNHWLQJ�� GH� FHUFHWDUH� úL� GH]YROWDUH� úL� LQRYDUH�� FkW� úL� vQ� PRGXO� GH� VROX LRQDUH� D� XQRU�FRQIOLFWH��3URFHVXO�GH�LQRYD LH�HVWH�UHDOL]DW�SH�GH�R�SDUWH�GDWRULW �WHKQRORJLHL��LDU�SH�GH�DOW �SDUWH�GDWRULW �FRPSHWL LHL�GH�SH�SLH H��GH�H[HPSOX��vQ�WXULVP��SUHVLXQHD�DVXSUD�RIHUWDQ LORU�GH�D�LQVWDOD�VLVWHPH�FHQWUDOH�GH�UH]HUYDUH�VDX�PLMORDFH�HOHFWURQLFH�GH�SXEOLFLWDWH�úL�GH�GHFRQWDUH�FX�VFRSXO�UHGXFHULL�FRVWXULORU�

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Structura A �4. ! �%7����4. ! � + ! � 7 + ! A �4. ! �%7%�B� ! .>�*7 + ! 3 ! � .��@�5� � ! .���7 + ! C � ! � � ! �����5� �4� ! � ! ��# � �@0�� ! � � � � Nivelul costurilor Gradul de diversificare D �4� ��< ! � ! �@��="+ ! � ),+,��� �*7 – 7 ��� � ! �*7 – $4� ! � � ���*7 Concentrarea Produsul: omogenitate - ��� � � ! �*� � � ! e

Comportamentul 6+,. + ! � ��.����4� �%7 4! � � ! � 7 + !

Publicitatea E � ! ��� ��<�� �5��� 4! +��,��� � ��# .F� ! G ��� � ��< Carteluri/asocieri D ��+,$�� � � 6��� ! �%7H0(�%����� � $%� � ��� �@�?7 ��<"� '27 ��� � $

IKJ@L�M1N4L�OFP4Q P

Satisfacerea consumatorului R �B� �*� ��� ! � ��� ����� 6 ! ��02� � ! �@�5� � ! .���� 6+@� �5��� � �

Profitabilitatea

IKN4S T U1T V@P�W8XHYHS T V

- ��<,7 �*.>����� ! �legislative - ��<,7 �*.>����� ! � �! � $%� �H����+,.�� ! �47� �4� � ! ��� � +,���*7 Z ��<�� 7 ����+,����� ! ��� ��� 6

+��4� ! +�7 �%7 �! � � ! � 7 + ! [ � ! ��� ),� ! �@�5���� ���B+ ! .�� � � \ ��� � $%� � ��� � �! [email protected]+ � +,�H�*7 : ��]%�50(�%'1��^4$%��� � � \ .>����� _�� ! �@�teritoriului ` ! +@� �@� � ��.>�@� iului

Page 10: 1 Structura, Performantele Si Strategiile Firmelor De Turism

3HUIRUPDQ HOH� ILUPHORU� VH� SRW� P VXUD� SULQ� HOHPHQWH� FXP� DU� IL��VDWLVIDF LD�FRQVXPDWRULORU��HILFLHQ D�RSHUD LXQLORU��UDWHOH�GH�FUHúWHUH�DOH� ILUPHL� úL� VHFWRUXOXL�� VHJPHQWHOH� GH� SLD � FXFHULWH� úL�profitabilitaWHD��ÌQ�FDGUXO�RIHUWHL�WXULVWLFH��LQGLFDWRULL�GH�P VXUDUH�D�SHUIRUPDQ HORU� SH� WHUPHQ� VFXUW� VXQW� LQIOXHQ D L� GH� DF LXQL�SURPR LRQDOH�FXP�DU�IL�ODQVDUHD�SDFKHWHORU�WXULVWLFH�GH�YDFDQ ��FD]�vQ�FDUH�VLQJXUXO�VFRS�HVWH�FUHúWHUHD�YkQ] ULORU�úL�D�VHJPHQWHORU�GH�SLD �� DGHVHD� DFHVWHD� SH� ED]D� VF GHULL� HILFLHQ HL� úL� SUREDELOLW LL��3HUIRUPDQ HOH� VXQW� DIHFWDWH� úL� GH� SROLWLFD� vQ� VHFWRUXO� SXEOLF�� vQ�VSHFLDO� GH� PRGLILF UL� DOH� UHJOHPHQW ULORU� OHJLVODWLYH�� DUDQMDPHQWH�LQWHUQD LRQDOH�� OHJLVOD LD� GLQ� GRPHQLXO� FRQFXUHQ HL�� &ontrolul SUH XULORU�D�H[HUFLWDW�R� LQIOXHQ �SXWHUQLF � vQ�VHFWRUXO�GH�WUDQVSRUW�WXULVWLF��GH�H[HPSOX�WDULIHOH�SH�OLQLLOH�DHULHQH�LQWHUQD LRQDOH��SH�FDUH�JXYHUQHOH� vQ� PRG� LPSOLFLW�� GDF � QX� FKLDU� vQ� PRG� GHVFKLV�� OH-au VXEYHQ LRQDW��0DL�PXOW��SURPRYDUHD�WXULVPXOXL�GH�F WUH�LQVWLWX LLOH�SXEOLFH� úL� RIHULUHD� GH� VXEYHQ LL� úL�VDX� VWLPXOHQWH� ILVFDOH� DX� DYXW�LPSDFW� PDUFDQW� DVXSUD� SURGXF LHL�� GH� H[HPSOX� vQ� UHOD LLOH� GH�RIHUWDUH�WXULVWLF �SHQWUX�FD]DUH�

5HOD LLOH�GLQWUH�VWUXFWXUD��FRQGXFHUHD�úL�SHUIRUPDQ HOH�ILUPHORU�úL�FDGUXO�XQRU�SLH H�FD�úL�FRQGL LLOH�GH�ED] �SHQWUX� FHUHUH�� RIHUW � úL� SROLWLF � vQ� VHFWRUXO� SXEOLF� VXQW� LOXVWUDWH� SULQ� OLQLLOH� FRQWLQXH� vQ� ILJXUD� �� úL� DUDW �OHJ WXULOH�FDX]DOH�vQWUH�VWUXFWXUD�GH�FRQGXFHUH�úL�SHUIRUPDQ ��'DU�IRUPXO UL�PDL�UHFHQWH�DOH�PRGHOului nu H[FOXG� SRVLELOHOH� LQIOXHQ H� SH� FDUH� FRQGXFHUHD� úL� SHUIRUPDQ HOH� OH-ar putea avea asupra structurii, SHUPL kQGX-OH� GH� DFHHD� GHWHUPLQDUHD� HQGRJHQ ��$VWIHO� FRQGXFHUHD�� FDUH� LQFOXGH� DF LXQLOH�PDQDJHULORU� úL�DQJDMD LORU� GLQ� ILUP �� UHIOHFW � LPSRUWDQ D� SH� FDUH� HFRQRPLD� LQVWLWX LRQDO � R� DFRUG � LQIOXHQ HL�FRPSRUWDPHQWXOXL�XPDQ�DVXSUD�UH]XOWDWHORU��'H�DFHHD��XOWLPHOH�FRQVLGHUD LL�GH�DQDOL] �6&3�VXJHUHD] �F �QX�QXPDL�SHUIRUPDQ HOH�úL�FRQGXFHUHD��GDU�úL�SROLWLFD�vQ�VHFWRUXO�SXEOLF�DIHFWHD] �VWUXFWXUD�SLH HL��

1.5. Sectorul tour - operatorilor în paradigma SCP

Modelul SCP poate furniza analize economice, de exemplu în sectorul tour-operatorilor acest sector GH LQkQG�R�FRW �LPSRUWDQW �D�RIHUWHL�WXULVWLFH�� ÌQ�WDEHOXO������HVWH�SUH]HQWDW �VWUXFWXUD�WRXU-opeUDWRULORU�GLQ�$QJOLD��FDUH�HVWH�FDUDFWHUL]DW �GH�SUH]HQ D�XQXL�PDUH�QXP U�GH� ILUPH�� vQWU-R� ]RQ �JHRJUDILF � GLVWLQFW � úL� FX�XQ�QXP U�PDUH�GH� FOLHQ L��'HúL� EDULHUHOH� GH�LQWUDUH�úL� LHúLUH�VXQW� vQ�JHQHUDO�PDL�SX LQ�QXPHURDVH�� LQGLFDWRUXO�GH�FRQFHQWUDUH�GLQ�SXQctul de vedere al VHJPHQWHORU�GH�SLD �HVWH�ULGLFDW��

,QWHUYHQ LD�VWDWXOXL�

în reglementarea SLH HL�WXULVWLFH

Page 11: 1 Structura, Performantele Si Strategiile Firmelor De Turism

$SOLFDUHD�SDUDGLJPHL�6&3�vQ�DQDOL]D�FRPSDUDWLY �D�VHFWRUXOXL�WRXU-operator vQ�0DUHD�%ULWDQLH�úL�68$

Tabelul 1.1.

Elemente structurale Dimensiunea elementelor structurale • 1XP UXO�FXPS U torilor • 1XP UXO�ILUPHORU • 0 ULPHD�ILUPHORU • Bariere de intrare • 6WUXFWXUD�úL�P ULPHD�

costurilor • Diversificare • Concentrarea

• Caracteristicile produsului

Comportament • &RPSRUWDPHQWXO�SUH XULORU • Publicitatea • Strategia de SURGXF LH���PDUNHWLQJ

• Cartele / conglomerate • ,QRYD LD • Prevederi legislative

3HUIRUPDQ D • 6DWLVIDF LD�FRQVXPDWRUXOXL • (ILFLHQ D • &UHúWHUHD�ILUPHL

• &RWD�GH�SLD • Profitabilitate

3ROLWLFD�SXEOLF

• 5HJOHPHQW UL�OHJLVODWLYH • /HJLOH�FRQFXUHQ HL

)RDUWH�PXQ L��GH�H[HPSOX����PLO��vQ�0DUHD Britanie în 1994 )RDUWH�PXOWH��GH�H[HPSOX��SHVWH������vQ�68$�úL�SHVWH������vQ�0�%� 'LIHULW �úL�GLYHUVLILFDW ��vQ�IXQF LH�GH�QXP UXO�GH�YDFDQ H�YkQGXWH�úL�FRWD�GH�SLD ÌQ� JHQHUDO� FRVWXUL� MRDVH�� FX� H[FHS LD� PDULORU� ILUPH� WRXU-operatoare. 8úXULQ D�LQWU ULL�LHúLULL�VH�P VRDU �SULQ� • ULWPXO� GH� FUHúWHUH� DO� QRLORU� ILUPH� ������ vQ� 68$� vQ� ��� DQL�� SHULRDGD�

1982-�����úL�WRW������0�%��vQ���DQL��SHULRDGD�����-1994; • ULWPXO�GH�GLVSDUL LH������vQ�68$�úL�(XURSD�vQ����DQL��SkQ �vQ������ Costuri fixe relativ ridicate la contractare, reduse uneori prin clauze speciale. 5HVXUVH�SRWHQ LDOH�SHQWUX�HFRQRPLLOH�GH�VFDO ÌQ� JHQHUDO� VF ]XW � FX� H[FHS LD� PDULORU� RSHUDWRUL� FDUH� IDF� SDUWH� GLQ�conglomerate 5LGLFDW ��P VXUDW �SULQ�FRWD�GH�SLD � • în SUA 10 mari firme controlau în 1992, 30% diQ�SLD • vQ�0�%���SULPHOH����ILUPH�FD�P ULPH�FRQWURODX�����GLQ�SLD �vQ����� (WHURJHQH��SXWHUQLF�GLIHUHQ LDWH��SUH XUL�GLVFULPLQDWRULL��VWUDWHJLL�VSHFLILFH�de segmentare 'RPLQDWH�GH�R�UHODWLY�ULGLFDW �HODVWLFLWDWH�D�FHUHULL� 5 ]ERDLH� DOH� SUH XULORU� UHFXUHQWH�� QX� QHDS UDW� LQL LDWH� GH� ILUPHOH�GRPLQDQWH��vQ�VFRSXO�FUHúWHULL�FDSDFLW LL�IL[H�GH�RFXSDUH�úL�S VWU ULL�FRWHL�GH�SLD � 'H LQH�R�SRQGHUH�LPSRUWDQW �vQ�YkQ] UL�úL�FRVWXUL� ÌQ�VSHFLDO�SHUVXDVLY ��QX�LQIRUPDWLY 2ELHFWLYH�� YROXP� PDUH� GH� YkQ] UL� úL� FUHúWHUHD� ILUPHL�� GLIHUHQ LHUHD�SURGXVHORU��VHJPHQWDUHD�SUH XULORU Teoretic nici una 7HKQRORJLD� LQIRUPD LHL� SULYLQG� UH]HUY ULOH� VFDS � XQHRUL� FRQWUROXOXL�sectorului /HJLVOD LH�SULYLQG�UHOD LD�WRXU-operator –�DJHQ LH 8QHOH�SUHYHGHUL�OHJLVODWLYH�SULYLQG�IUDQúL]DUHD�úL�PDQDJHPHQWXO� 0RGHUDW ��GHWHUPLQDW �GH�QXPHURDVH�FRPSRQHQWH�DOH�SURGXVXOXL�FDUH�SRW�FUHD�QHPXO XPLUL 3ROLWLF �GH�ILGHOL]DUH�ID �GH�PDUF 0RGHUDW ��SURILWXO�EUXW�IRDUWH�GHV�VXE���� ,QIOXHQ DW �GH�FRQFXUHQ D�DFHUE �D�SUH XULORU 'LILFLO�GH�DVLJXUDW�GH�F WUH�ILUPHOH�H[LVWHQWH�SH�SLD ��GDU�UHODWLY�VWDELO �OD�primele 5-10 firme. &UHúWHUH�PDL�UDSLG �vQ�ID]HOH�LQFLSLHQWH�úL�vQ�FHOH�LQRYDWLYH 8UP ULW �ULJXURV�GH�F WUH�PDULL�RSHUDWRUL ÌQ�JHQHUDO�PDL�PLF �GH��� 3XWHUQLF�LQIOXHQ DW �GH�HYROX LD�FLFOXOXL�HFRQRPLF 5HIHULWRDUH�OD�QXP UXO�YDFDQ HORU�úL�D�F O WRULLORU�DHULHQH�VROLFLWDWH 3UHYHGHUL�SULYLQG�SURWHF LD�FRQVXPDWRULORU 'HUHJOHPHQW UL�SULYLQG�WUDQVSRUWXULOH ,QIOXHQ HD] �UHODWLY�SX LQ�DVRFLHUHD�ILUPHORU

Page 12: 1 Structura, Performantele Si Strategiile Firmelor De Turism

&RVWXULOH� GH� FDSLWDO� VXQW� VF ]XWH� LDU� LGHQWLILFDUHD� XQHL� QLúH� úL�FKHOWXLHOLOH� DIHUHQWH� SURPRY ULL� SURGXVXOXL� SHQWUX� D-l aduce în DWHQ LD�SRWHQ LDOLORU�WXULúWL�QX�FRQVWLWXLH�REVWDFROH�PDMRUH�OD�LQWUDUHD�SH� SLD �� (VWH� QHFHVDU� FD� úL� FOLHQ LL� V � ILH� FRQYLQúL� GH� YLDELOLWDWHD�ILUPHL�vQ�FHHD�FH�SULYHúWH�JDUDQ LD�DVXSUD�SO LORU� vQ�DYDQV��8Q�FRVW�VHPQLILFDWLY� DO� LQWU ULL� HVWH� GHFL� FHO� UHIHULWRU� OD� FHULQ HOH� GH�DQJDMDPHQW�� 6H� SRW� ULGLFD� vQV � úL� EDULHUH� VXSOLPHQWDUH� GH� LQWUDUH��7HRULD�IDFH�GLVWLQF LH�vQWUH�EDULHUHOH�QHXWUH�úL�FHOH�VWUDWHJLFH�SH�FDUH�OH� ULGLF � ILUPHOH�� &KLDU� vQ� VLWXD LD� vQ� FDUH� VH� SUHVXSXQH� F � H[LVW �LQIRUPD LL�SHUIHFWH��WHRULD�HFRQRPLF �SRDWH�DU WD�F �ILUPHOH�H[LVWHQWH�sunt avantajate. De exemplu, acestea pot ridica bariere de pre-intrare SULQ�LPSOHPHQWDUHD�VFKHPHORU�GH�OLFHQ H�úL�IUDQFL]H��SULQ�FUHDUea de SURGXVH� GH� PDUF �� SULQ� ILGHOL]DUHD� FOLHQ LORU� úL� IXUQL]RULORU�� SULQ�FRQWUDFWH� FX�KRWHOXUL� úL� IXUQL]RUL�SH� WHUPHQ�QHOLPLWDW��$FHVWH� WLSXUL�GH�DVLPHWULL�vQWUH�SR]L LLOH�FHORU�FDUH�GRUHVF�V �LQWUH�úL�FHL�FDUH�VXQW�GHMD�SH�SLD �DX�IRVW�FRQVLGHUDWH�GH�DGHS LL�6&3�FD�EDULHUH�GH�LQWUDUH�iar mai recent au fost interpretate ca avantaje ale primului venit �/LHEHUPDQ�úL�0RQWJRPHU\��������%DULHUHOH�SRVW-intrare, cum ar fi HFRQRPLD�GH�VFDO �úL�SUH XULOH�GH�LQWUDUH�VF ]XWH��SRW�IL�LGHQWLILFDWH�úL�pot conferi în teUPHQL�DEVROX L�DYDQWDMH�GH�FRVW�

Barierele strategice de intrare sunt instaurate prin eforturile FRQúWLHQWH� I FXWH� GH� ILUPHOH� H[LVWHQWH� SH� SLD � GH� D� vPSLHGLFD�accesul firmelor nou venite. Exemple tipice sunt adoptarea de SUH XUL�OLPLW �SHQWUX�GLIHUHQ LHUHD�SURGXVHORU��FUHúWHUHD�FKHOWXLHOLORU�FX� SXEOLFLWDWHD�� HIRUWXUL� VSRULWH� SHQWUX� FUHúWHUHD� HILFLHQ HL� VDX� D�FDSDFLW LORU�� SHQWUX� VF GHUHD� FRVWXULORU� GH� SURGXF LH�� )LUPHOH� vúL�vQW UHVF�GH�DVHPHQHD�DFWLYLWDWHD�VWUDWHJLF �GH�ED] ��3ULQ�DFWLYLWDWHD�strategic � GH� ED] � ILUPD� vúL� DWLQJH� RELHFWLYHOH�� LQkQG� FRQW� GH�RSRUWXQLW LOH�� DPHQLQ ULOH��SXQFWHOH� WDUL� úL� FHOH� VODEH�DOH� VDOH�� ÌQ�WHUPHQL� HFRQRPLFL�� DFWLYLWDWHD� GH� ED] � SHUPLWH� DWLQJHUHD� vQ�GLQDPLF � D� HFRQRPLLORU� GH� VFDO � VDX� R� H[WLQGHUH� D� GLIHUHQ LHULL�produsHORU�� ÌQ� XQHOH� FD]XUL�� ILUPHOH� H[LVWHQWH� SH� SLD � vúL� FUHHD] �FDSDFLW L� GH� UH]HUY �SHQWUX� D� FUHúWH� UDSLG� UH]XOWDWHOH� úL� SUH XULOH��GDF � LQWU � QRX� YHQL L� SH� SLD �� DFHúWLD� YRU� DYHD� R� SR]L LH�QHSURILWDELO ��ILLQG�IRU D L�V �LDV �UDSLG�GH�SH�SLD ��0HQ LQHUHa de FDSDFLW L� GH� UH]HUY � HVWH� R� VWUDWHJLH� FDUH� vQVHDPQ � R� UHDO �DPHQLQ DUH�SHQWUX�SRWHQ LDOLL�QRX�YHQL L�úL�FDUH�HVWH�VSULMLQLW �GH�R��VWUDWHJLH�GH�SHGHSVLUH��SULQ� LQWHUPHGLXO�XQXL� U ]ERL�DO�SUH XULORU��,QWHJUDUHD� SH� YHUWLFDO �� FDUH� LPSOLF � LQYHVWLUHD� vQ elemente cu FRVWXUL�PDUL�úL�FDUH�QX�SRW�IL�DFRSHULWH�SH� WHUPHQ�VFXUW��FXP�DU�IL�DFKL]L LRQDUHD�XQHL� OLQLL� DHULHQH� VDX�D�XQXL� ODQ �GH�KRWHOXUL��SRDWH�constitui un "pre-DQJDMDPHQW��� FDUH� DF LRQHD] � FD� R� RSUHOLúWH� OD�LQWUDUH�úL�LHúLUH��vQ�VSHFLDO�vQ�VLWXD LD în care se pot realiza economii VXEVWDQ LDOH�OD�FDSLWROXO�FRVWXULORU��

Tour-RSHUDWRULL�QX�DX�XUP ULW�vQ�PRG�FRQWLQXX�DVHPHQHD�VWUDWHJLL�GH�D�ULGLFD�EDULHUH�vQ�VLQH��(L�DX�DYXW�PDL�GHJUDE �WHQGLQ D�V �VH�D[H]H�SH�FUHúWHUHD�VHJPHQWHORU�GH�SLD ��DFFHSWkQG�LGHHD�F �QX�DX�VXILFLHQW �SXWHUH�de a-L� H[FOXGH�SH� FHL� QRX�YHQL L�� ÌQ� DFHVW� VHQV�� WHRULD� HFRQRPLF � VXJHUHD] � F � LQYHVWLUHD� vQ� HOHPHQWH� FX�FRVWXUL�PDUL�úL�FDUH�QX�SRW�IL�DFRSHULWH�SH�WHUPHQ�VFXUW�DUH�DFHODúL�QLYHO�úL�SHQWUX�ILUPHOH�VWDELOH�úL�SHQWUX�FHL�noX� YHQL L�� 8Q� DVWIHO� GH� SXQFW� GH� YHGHUH� SDUH� DSOLFDELO� vQ� VHFWRUXO� WRXU-operatorilor din Anglia de la mijlocul anilor 90. ,SRWH]D�XQXL�QLYHO�VF ]XW�DO�FRVWXULORU�FDUH�QX�SRW�IL�DFRSHULWH�SH�WHUPHQ�VFXUW�GH�F WUH�WRDWH�VHFWRDUHOH�HVWH�FRQVLGHUDW � R� DERUGDUH� VLPSOLVW � VWUDWHJLF�� (VWH� PDL� SUREDELO� FD� DFHVW� QLYHO� V � YDULH]H�� GHSLQ]kQG� GH�VHJPHQWXO�GH�SLD �SH�FDUH�VH�GRUHúWH�LQWUDUHD�úL�GH�JUXSXO�VWUDWHJLF�GH�FDUH�DSDU LQH�R�DQXPLW �ILUP �

&RVWXULOH�LQWU ULL SH�SLD D�WXULVWLF

Bariere strategice GH�LQWUDUH�SH�SLD � a tour-operatorilor

Page 13: 1 Structura, Performantele Si Strategiile Firmelor De Turism

&RQGL LLOH� GH� LQWUDUH�LHúLUH� QX� VXQW� vQ� PRG� QHFHVDU� DFHOHDúL� úL� vQ� OHJ WXU � XQHOH� FX� DOWHOH� SH� vQWUHDJD�LQGXVWULH� VDX� SLD �� GDU� SRW� IL� VSHFLILFH� XQRU� DQXPLWH� VHFWRDUH� VDX� VHJPHQWH�� 9RP� GD� XQ� H[HPSOX� FDUH�LOXVWUHD] �QX�QXPDL�FRQGL LLOH�GH�LQWUDUH�LHúLUH�GDU�úL�OHJ WXULOH�GLQWUH�DFHVWHD��

6 �SUHVXSXQHP�F �XQ� WRXU–operator de� SH�XQ� VHJPHQW� VSHFLDOL]DW�SH�XQ�SURGXV��GH�H[HPSOX�GH� YDFDQ ��GRUHúWH� V � VH� H[WLQG � SH� SLD �� (FRQRPLD� GH� VFDO � úL� GHFL� UHGXFHUHD� FRVWXULORU� XQLWDUH� SRW� DF LRQD� GUHSW�FRQGL LL�GH�LQWUDUH�FDUH�WUHEXLH�vQGHSOLQLWH��3HQWUX�D�UHDOL]D�DVHPHQHD�HFRQRPLL��RSHUDtorul poate lucra cu SURSULD�OLQLH�DHULDQ �úL�FX�ODQ XO�SURSULX�GH�KRWHOXUL��FHHD�FH�vQVHDPQ �FRVWXUL�VXEVWDQ LDOH�úL�FDUH�QX�SRW�IL�DFRSHULWH�SH�WHUPHQ�VFXUW��DGLF �R�EDULHU �GH�LQWUDUH�

,GHHD�JUXSXOXL�VWUDWHJLF�HVWH�F ��SH�R�SLD �GLYHUVLILFDW �GLQ�SXQFWXO�GH�YHGHUH�DO�GLPHQVLXQLL�úL�LPSRUWDQ HL�ILUPHL�� DO� SURGXVHORU�� H[LVW � VLPLOLWXGLQL� vQWUH� XQ�QXP U�GH� FRPSDQLL� úL� SURGXVHOH� ORU�� FHHD� FH� VXJHUHD] �LQWHUHVH� FRPXQH� úL� GH� DFHHD� DFHVWH� FRPSDQLL� SRW� IL� FODVLILFDWH� vQ� FDGUXO� XQRU� JUXSH� LGHQWLILFDELOH� úL�distincte. Pentru tour-RSHUDWRUL�FRQIRUP�1��(YDQV�úL�6WDEOHU�������VXQW�WUHL�QLYHOXUL�GH�FRPSDQLL�LGHQWLILFDWH�SULQ�GLPHQVLXQH��FDSLWDOL]DUH��VHJPHQW�GH�SLD �úL�JDPD�GH�SURGXVH�RIHULWH��(VWH�XWLO�V �UHH[DPLQ P�DFHDVW �FDUDFWHULVWLF � SHQWUX� D� LOXVWUD� FRQFHSWXO de grup strategic. Primul nivel, constând din aproximativ 10 RSHUDWRUL��HVWH�PDL�LQWHJUDW�úL�ELQH�FDSLWDOL]DW�úL�VHUYHúWH�PDL�PXOWH�VHJPHQWH�GH�SLD ��5HDOL]HD] �HFRQRPLL�GH� VFDU � úL� GH LQH� R� SXWHUH� FRQVLGHUDELO � SH� SLD �� $O� GRLOHD� QLYHO�� GH� OD� ��� OD� ��� de firme, este mai VSHFLDOL]DW� GDU� DUH� XQ� VHJPHQW� GH� SLD � FRQVLGHUDELO�� &HHD� FH� D� U PDV�� DO� WUHLOHD� QLYHO�� HVWH� IRUPDW� GLQ�QXPHURDVH�FRPSDQLL�PLFL��DGHVHD�GH�VLQH�VW W WRDUH��FX�LQYHVWL LL�UHGXVH��

1.6. Gradul de concentrare în paradigma SCP

În cadrul modelului SCP s-a încercat determinarea celei mai bune metode de evaluare a gradului de concentrare, ca un indicator al FRPSHWLWLYLW LL�SLH HL��&RQFHQWUDUHD�ULGLFDW �DU�VXJHUD�R�VWUXFWXU �GH�ROLJRSRO�� SH� FkQG� R� LQFLGHQ � VF ]XW � D� DFHVWHLD� DU� LQGLFD� R� SLD �SXWHUQLF� FRPSHWLWLY ��7RWXúL� DSDU� OLPLWH� vQ� XWLOL]DUHD� XQRU� DVWIHO� GH�LQGLFDWRUL�EUX L��FXP�DU�IL�QXP UXO�GH�ILUPH��(VWH�GH�SUHVXSXV�FD��vQ�FD]XO� H[LVWHQ HL� XQXL� QXP U� UHGXV�GH� ILUPH�� DFHVWHD� V � ILH� DQJDMDWH�într-R� FRPSHWL LH� V OEDWLF �� SH� FkQG� vQ� FD]XO� H[LVWHQ HL� PDL�PXOWRU�ILUPH�HOH�V �ILH�VHSDUDWH�VSD LDO�VDX�V �VHUYHDVF �VHJPHQWH�GLIHULWH�GH�SLD �úL�DVWIHO�V �SRDW �FUHD�R�VLWXD LH�UHODWLY�QHFRPSHWLWLY ��DúD�FXP�GHILQHúWH�&KDPEHUOLQ�QR LXQHD�GH�FRPSHWL LH�PRQRSROLVW ��&D�DWDUH��HVWH�QHFHVDU�V �VH� LD�vQ�FRQVLGHUDUH�GLPHQVLXQHD�UHODWLY �D�ILUPHORU��FD� úL� SUH XULOH�� FRVWXULOH�� QLYHOXULOH� GH�SURILW� úL� VHJPHQWHOH� GH�SLD �SHQWUX�D�VH�LGHQWLILFD�FkW�GH�FRPSHWLWLY �HVWH�R�SLD ��$O L�IDFWRUL�FXP�DU� IL� LQWHQVLWDWHD� OHJ WXULORU� vQWUH� ILUPH� DX� GH� DVHPHQHD� XQ impact asupra gradului de concentrare. Tour-RSHUDWRULL�� vQ� VSHFLDO� FHL� FDUH� RIHU � SDFKHWH� GH� SURGXVH�� vQ�PRG�QRUPDO�DX�QHYRLH�GH�OLFHQ �SHQWUX�D�DYHD�DFFHV�OD�PLMORDFHOH�GH� WUDQVSRUW�� DVWIHO� F � HVWH� SRVLELO� V � VH� HVWLPH]H� GHVWXO� GH� ELQH�QXP UXO� ILUPHORU�� 3H� GH� DOW � SDUWH� GLPHQVLXQHD� RIHUWHL� SRDWH� IL�GHILQLW �vQ�PDL�PXOWH�PRGXUL��)UHFYHQW�VH�IRORVHVF�LQGLFDWRUL�VLPSOL�GH� FRQFHQWUDUH�� FDOFXOD L� vQ� IXQF LH� GH� VHJPHQWXO� GH� SLD � �QXP U�GH�YDFDQ H�DXWRUL]DWH�SULQ�OLFHQ �VDX�HIHFWLY�YkQGXWH��úL�QXP U�GH�firme. În Anglia, sectorul dominant de ofertare este cel al SDFKHWHORU� GH� YDFDQ � vQ� VWU LQ WDWH� úL� XQ� LQGLFDWRU� FKHLH� SHQWUX�P VXUDUHD� FRQFHQWU ULL� HVWH� VHJPHQWXO� GH� SLD �� GHULYDW� GLQ�QXP UXO�GH�YDFDQ H�YkQGXWH��,QIRUPD LL�GHVSUH�YDULDELOH�FXP�DU�IL�capitalL]DUHD�� QXP UXO� GH� DQJDMD L�� FLIUD� GH� DIDFHUL� VXQW� JUHX� GH�RE LQXW� vQ� FD]XO� ILUPHORU� PLFL�� &RPSDUkQG� WRXU-operatorii din $QJOLD�úL�68$��VH�FRQVWDW �F �vQ�68$�vQ�����-1994 primele 40 de ILUPH� GH� WXULVP� FRQWURODX� ���� GLQ� WRDWH� YDFDQ HOH� YkQGXWH�� ÌQ�Anglia, gUDGXO�GH�FRQFHQWUDUH�HUD�úL�PDL�ULGLFDW��SULPHOH���ILUPH�GH�WXULVP� DX� YkQGXW� ������ vQ� ����� úL� ������ vQ� ����� GLQ� WRWDOXO� GH������PLOLRDQH�GH�YDFDQ H�

Gradul GH�FRQFHQWUDUH�úL�

competitivitatea SLH HL

Indicatori de m VXUDUH� D�SHUIRUPDQ HORU tour-operatorilor

Page 14: 1 Structura, Performantele Si Strategiile Firmelor De Turism

8Q�DOW�H[HPSOX�GH�FRQFHQWUDUH�vQ�WXULVP�VXQW�OLQLLOH�DHULHQH��0 VXUDUHD�FRQFHQWU ULL�VHJPHQWXOXL�GH�SLD �se IDFH�SULQ�LQGLFDWRUL�FXP�DU�IL��YHQLWXULOH�GLQ�YkQ] UL��SURILWXO�úL�QXP UXO�GH�SDVDJHUL�VDX�NLORPHWUL�SDVDJHU��'DWRULW �UHJOHPHQW ULORU�VWDWXOXL�úL�D�VXEVLGLLORU�DFRUGDWH�FRPSDQLLORU�QD LRQDOH��XWLOL]DUHD�GDWHORU�VWDWLVWLFH�SHQWUX�HYDOXDUHD�SURILWXOXL�úL�YHQLWXULORU�GLQ�YkQ] UL�SH�SLD D�LQWHUQD LRQDO �QX�VXQW�vQWRWGHDXQD�UHOHYDQWH��La începutul anilor 90, primele 10 dintre cele mai mari linii aeriene, din punct de vedere al indicatorului “Kilometri pasager”, au înregistrat pierderi. Deoarece nu sunt dispRQLELOH�GDWH�FRUHVSXQ] WRDUH�SHQWUX�WRXU-RSHUDWRUL��SHQWUX�LOXVWUDUHD�FRQFHQWU ULL��V-DX�XWLOL]DW�GDWHOH�GH�OD�PDULOH�FRPSDQLL�GLQ�68$�FDUH�HIHFWXHD] �zboruri charter interne.

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SLD D�vQ�GHFHQLXO¶��

Page 15: 1 Structura, Performantele Si Strategiile Firmelor De Turism

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Strategiile alternative de stabilizare D�SLH HL

Strategii pentru a evita concentrarea

Page 16: 1 Structura, Performantele Si Strategiile Firmelor De Turism

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Critica paradigmei SCP

Analiza VHFWRULDO �FX�

metoda SCP

Page 17: 1 Structura, Performantele Si Strategiile Firmelor De Turism

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Utilizarea teoriei jocului în studierea comportamentului firmei

Jocurile cooperante úL�QRQ-cooperante în turism

Page 18: 1 Structura, Performantele Si Strategiile Firmelor De Turism

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Page 20: 1 Structura, Performantele Si Strategiile Firmelor De Turism

Cuvinte cheie

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%LEOLRJUDILH�VXSOLPHQWDU

CHAMBERLAIN, E.H.

The theory of monopolistic competition, Cambridge, Mass.: Harvard University Press.

BAIN, J.S. Barriers to new competition, Cambridge, Mass.: Harvard Universtiy Press.

MARTIN, C.A. AND WITT, S.F.

Tourism demand forecasting models: choice of appropriate variable to represent tourists cost of living”, Tourism – Management, 8,3: pg.233-246.

LITTLECHILD, S.C. The pollacy of the mixed economy, Institute of Economic Affairs, London.

HIRSHLEIFER, J. Research in law and economics vol.4, Evolutionary models in economics and law, London, JAI Press.

STONEMAN, P. The economic analysis of technological change, Oxford, Oxford University Press.

SIMON, H.A. A behavioural model of rational choice, Quarterly Journal of Economics, pg.99-118.

STIGLITZ, J.E. Imperfect information in the product market, Handbook of industrial organization, Amsterdam.

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Page 21: 1 Structura, Performantele Si Strategiile Firmelor De Turism

Teste de autoevaluare

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Page 22: 1 Structura, Performantele Si Strategiile Firmelor De Turism

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