OPINIONS ON THE ATTRIBUTES OF THE TOURISM EXPERIENCE. CASE STUDY. MOUNTAIN-BASED TOURISM DESTINATION

Experiential marketing, along with relationship marketing,expresses reality of the current economy, and of the society in general, in which the (subjective) consumer involvement in the creation of tourism product is an essential condition of the consumption act. Although the control of the companies dealing with destination management and, respectively, marketing is limited in terms of product policy (and, by default, customer satisfaction), the marketing specialist's task is all the more difficult, as the successful construction of an experience requires a deep understanding of consumer so as to "orchestrate" a unique, individual experiential background, which during the interaction with the consumer can generate satisfaction/enthusiasm. In this context, a marketing quantitative research has been conducted, on a sample of 105 respondents aged 18-24 years, in order to capture the opinions on the attributes of the tourism experience in a mountain-based destination important type of tourism in Romania. Knowing the relevant attributes, from the perspective of young people, can represent an instrument for building an experience, according to consumer expectations.