Romania: Cluj Napoca as an Emerging Tourism Destination Analysis

This research project investigates Cluj Napoca, Romania, as a burgeoning tourism destination. The study explores various factors influencing visitors' decisions, including natural beauty, nightlife, and cultural attractions. It analyzes the city's appeal to diverse demographics, from students to adventure seekers, and examines how factors like transportation, safety, and affordability contribute to its image. The literature review delves into who visits Cluj Napoca and their motivations, alongside an evaluation of factors impacting its destination image. The research identifies gaps in the tourism sector, such as cleanliness and parking issues, and provides recommendations for improvement, including addressing traffic problems and enhancing the quality of food offerings. The project aims to understand Cluj Napoca's potential for growth in the tourism industry and offers insights into marketing strategies to enhance its appeal as a prime travel destination.

Research Project

ABSTRACT
In this research, there is discussion about Romania as emerging destination in industry.
These days, there are different destinations which are emerging because people have more craze
for travelling. Selected destination from Romania is Cluj Napoca which is one of the best place
for the purpose of nature beauty, sightseeing, night life, club, educational purpose, etc. So this
study provides information about different factors of Cluj Napoca which affects decision making
of visitors. It is important to market Cluj Napoca, so it can merged as tourism destination in
industry.

SUMMARY
In this research, information about Cluj Napoca is clear in context of emerging
destination. Many people prefers to visit new place to get adventure and creates life long
memories so there is requirement of marketing strategies through which awareness among
people can be created. This study provides knowledge about factors such as natural beauty, bars
with amazing ambiance, etc. assist visitors to take this destination in consideration while
planning for tourism. At last there are some recommendations which has to be considered some
as providing varieties of food, taking measures for resolving problem of traffic, etc. This assist in
making good image in tourism industry.

Table of Contents
ABSTRACT.....................................................................................................................................2
SUMMARY.....................................................................................................................................3
TITLE:.............................................................................................................................................1
CHAPTER 1: INTRODUCTION....................................................................................................1
Overview of the project...............................................................................................................1
Background of the project...........................................................................................................1
Significance of research..............................................................................................................1
Research Aim..............................................................................................................................2
Research Objectives....................................................................................................................2
Research questions......................................................................................................................2
CHAPTER 2: LITERATURE REVIEW.........................................................................................3
Identify and access who visits Cluj Napoca and why.................................................................3
Analyse and evaluate why are the factors affecting destination image in Cluj Napoca.............4
Identify the gap in tourism in Cluj Napoca.................................................................................5
CHAPTER 3: RESEARCH METHODOLOGY.............................................................................6
CHAPTER 4: ANALYSIS AND FINDINGS.................................................................................9
Data analysis...............................................................................................................................9
Data interpretation.....................................................................................................................11
Summary...................................................................................................................................15
CHAPTER 5: A CRITICAL APPRAISAL, RECOMMENDATIONS & SUGGESTIONS FOR
FURTHER WORK........................................................................................................................16
Critical Appraisal......................................................................................................................16
Recommendations.....................................................................................................................16
Suggestions for further work.....................................................................................................17
CHAPTER 6: CONCLUSIONS....................................................................................................18
REFERENCES..............................................................................................................................19

TITLE:
“ROMANIA AS A DESTINATION IMAGE: A CASE STUDY OF CLUJ NAPOCA.”
CHAPTER 1: INTRODUCTION
Overview of the project
Romania is the country of Balkans on the western shore of Black sea. This country is
famous for its natural beauty, culture, heritage. This destination has very beautiful scenery of
landscape and unspoiled country culture having view of historical culture. This has important
and crucial role being member in European country (Vîlcu, 2015). In context of tourism, this
destination plays crucial role because people prefers to visit this destination due to its culture,
heritage, natural beauty, vegetation, etc. This country is famous for the Carpathian mountains,
Gheorghe Hagi, Sunflower fields, stuffed cabbage leaves, Nadia Comaneci, wine, salt mines,
medieval fortresses, Danube delta, Dracula, George Enescu, etc. In this research, there is
discussion about Cluj Napoca which is city in Romania with vast range of universities, good and
happening night life, parks and gardens, arts and architecture, etc.
Background of the project
Cluj Napoca is the country which is becoming famous in terms of tourist destination. As
per study, it is analysed that few year earlier, this destination is not so famous, but as per scope
of tourist visiting increases, then this destination become famous for its best beauty, natural
vegetation, culture, etc. In this city, there is advancement of social, economical because of
urbanisation and improving visitor's attraction. This country is not famous for its culture, but also
well known place for education as well. There are different landmarks such as Piata Unirii,
Biserica Sfantul Mihail, Palatul Banffy, etc. which makes it easy to understand about its culture
and religion. There is some purity in the environment of Cluj Napoca which makes people feel
peace and luxurious. In this research there is discussion about people who prefers to visit Cluj
Napoca, factors which makes it easy to understand about factors which affects image of Cluj
Napoca as tourist destination (Ungur, Tudor and Ferencz, 2016).
Significance of research
With conducting this research, it is easy to understand about Cluj Napoca as emerging
destination in current market. Researcher wants to open new business in near future at Cluj
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Napoca, so they want to know about growth prospects with context of tourist destination. With
selecting this topic, it is easy to understand about culture, religious values, festivals, etc. through
which business idea can be made more viable in industry. This research is beneficial for reader
as well because they are able to know about Cluj Napoca as emerging tourist destination. These
days, craze for tourism is increasing in industry, hence tourism business of Cluj Napoca gets
improved which assist in social, economic and cultural development of country (Toşa and et. al.,
2018).
Research Aim
To critically analyse and discuss factors affecting destination image and tourism in Cluj
Napoca, Romania.
Research Objectives
 To identify and access who visits Cluj Napoca and why.
 To analyse and evaluate why are the factors affecting destination image in Cluj Napoca.
 To identify the gap in tourism in Cluj Napoca.
Research questions
 Who prefer to visit Cluj Napoca and why?
 Which factors are affecting image of Cluj Napoca and why?
 What are the reasons of gap in tourism in Cluj Napoca?
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CHAPTER 2: LITERATURE REVIEW
Literature review is the section in which there is discussion about setted aims and
objectives with author's pint of view. This is the part of secondary source of information because
information about aims and objectives are gathered from online sources, books, journals, etc.
Identify and access who visits Cluj Napoca and why
Cluj Napoca is the country which makes it famous for culture, educational purpose, night
life, etc. there are different destinations such as Cluj Napoca central park, Morii Canal, St.
Michael's Church, Piața Muzeului, Old Town Streets, Old Fortifications, etc. These are the
places which provides knowledge about working religion, cultural values of this city. As per
view of Eric Golman (2019) , if some one is fond of visiting urban area, then Cluj Napoca is
best. This city is heart of Transylvania,, where students from all over the country prefers to study
from good universities. There is ease in reaching at Cluj Napoca because of airport facility.
There are different destinations which add value to this place because of adventure, sightseeing,
etc. So this place is suitable for youngsters, adults. People who love to gain nature view with
unforgettable memory can view Cluj Napoca. Group of friend can enjoy traditional cuisines,
international dishes, different types of wines with good night life. People who prefers to get best
hospitality services with modernity and high level culture, then this is the best option for such
visitors (Racasan, 2015).
Cluj Napoca is the second largest country in Romania, so this is the historical landmark
for visitors. There is music festival whole year at Cluj Napoca, so this attracts young visitors who
can enjoy it by bustling nightlife of this destination. Some famous places includes-
Union Square is the place which is well known for its architecture. There is excellent
quality of baroque, gothic, neoclassical , etc. different types of style which makes art of this
destination different from others.
Mirror Street is the place which shows historical view of country in form of old buildings
which shows multi-culturism at Cluj Napoca. Hoia- Baciu Forest is the mysterious place which
gives scary feeling to visitors. Apart from this there is discussion about different places which is
best in terms of beauty and amazing sceneries with natural beauty. There are many good places
for trekking, car driving, etc. There are different church which provides knowledge about
culture, religion of this city. Beauty of this city is excellent in which visitor will be in love.
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People who have zeal to visit adventurous as well love for art and architecture, then this is the
best place to visit. In future, this is the best place to visit because of emerging destination (Pop
and Coros, 2016).
Analyse and evaluate why are the factors affecting destination image in Cluj Napoca
In current market, there is more craze for growth of tourism sector because people prefers
to visit for different purpose such as occupation, study, family trips, friends outing, etc. So
people are ready to visit different place for accomplishing their gaols. For instance: individual
prefers to go out for the purpose of education or business trip, then they visit different places for
enjoyment. So this is the reason Cluj Napoca becoming tourist destination for people. According
to GEORGETA GHEORGHE (2019) there are different factors such variety of food, good
sightseeing, night life, etc. which makes possibilities bright for visiting Cluj Napoca. Some
factors are discussed as under-
Experience of Tarnsylvania- Tarnsylvania is the place which is well known in Cluj
Napoca because of its beauty and it provides historical view about city which is best part of
country. In this country, there is amazing view of mountain hills which makes it easy to
understand about culture at Cluj Napoca.
Delicious food with best hospitality- Food quality and taste is the best at Cluj Napoca.
There are different restro, cafes, which has ability to get view of historical culture. Food with
quality is provide with cheap rate, so for visitors this is the best benefit which they can avail.
Less population- At Cluj Napoca, there is less population, so visitors feel calmness and
they can visit different place. There is good night life which attracts people to make this place as
tourist destination. As population is less, so it is easy to enjoy by availing all the services at Cluj
Napoca such as amusement parks, historical palace, church, etc.
Easy reach- Reaching at Cluj Napoca easy because there are different transportation
facilities at such air transport from France, Geneva, etc. So people are ready to visit at such place
where they can reach easily. Apart from this there are different local transport through which
they can directly visit city centre through taxis (Petrescu and Petrescu-Mag, 2018).
Safety priority- For visitors, safety is the prime factor. Cluj Napoca is the city which s
one of the safest destination for solo visitors. People residing there are gentle and calm, if visitors
gets lost in their way, the n people will give straight and forward answers. There is no misleading
or confusing answers.
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Affordable- This city is cheap in terms of food and shelter, so visitors can easily afford to
reside at this destination. Students from all over the world come to get education from different
universities because of quality of education and affordability.
Various types of bars- There are different types of bar at Cluj Napoca with best and
effective ambiance. This facility is also required by youngsters to make their trip memorable.
There is availability of different types of wines and other drinks which makes trip of Romania
best.
From the above discussed points, it is clear that due to above factors Cluj Napoca is
becoming tourist destination for people. These are the reasons due to which people prefers to
visit Cluj Napoca and making this destination as tourism attraction.
Identify the gap in tourism in Cluj Napoca
There is some specific estimation of tourism organisation which assist in making
strategies for providing services to them. As scope of tourism is increasing, so there is some
estimation which has to be done to make proper availability of resources to visitors. But there is
gap in estimation of number of tourists and total actual visitors. This is because of lack of proper
facilities to people and they have bad perception about Cluj Napoca. There are some reasons due
to which there is gap in actual visiting consumers (Ochkovskaya, 2017).
According to Silvia (2019) Lack of cleanliness, low strategies for tourism development,
lack of parking areas, stuck in traffic, etc. are some areas due to which people does not prefers to
visit this place. Some visitors have bad experience while visiting because of rude behaviour of
local people. There is tough competition among people to sale their product and services, so
sometimes people mistreat wit visitors. Young generations at Cluj Napoca is multiculturism, so
they manipulate good and ethical environment of society. Climate at Cluj Napoca is shifting
frequently, so there is issue in providing them appropriate services to consumers. Due to uneven
climate, people does not prefer to visit this place which creates issue in taking this destination for
visitor's attraction. There are small thefts and other activities which affects satisfaction of tourist
while they are visiting Cluj Napoca such as robbery, pocket picking of tourist, etc.
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CHAPTER 3: RESEARCH METHODOLOGY
Research is the in- depth study of topic by collecting information in systematic and
reliable manner. There are different activities which makes complete study,such as introduction,
setting aims and objectives, etc. So there is requirement of proper and systematic collection of
information which is performed with use of proper tools and techniques. Research methodology
is used to understand different techniques through “Research Onion”. Research onion is the
framework which provides complete and systematic information about conducting investigation.
Different tools and techniques which are used in this research are discussed as under-
Research philosophy- Research philosophy is the way for conducting research. This
makes an path way through which it is easy to get knowledge about sequence of conducting
investigation. There are four types of research philosophy i.e. interpretivist, paradigm, positivist,
pragmatist. In this research paradigm research philosophy is used because this provides complete
information about sequence of activities and systematic manner to conduct it (Nicolaie, 2015).
Research approach- There is specific plans and procedure through which study is
conducted in better and relevant manner through abiding complete activities which are shown
and set earlier. There are two types of research approach i.e. deductive and inductive approach.
In this research deductive is more suitable because studying factors which affects destination
image has to be considered which are most suitable and appropriate.
Research design- There is specific system or plan in which study will be conducted. This
is the way through which investigation is done in best and relevant manner. There are three types
of research design i.e. descriptive, exploratory, explanatory. In this study, descriptive research
design is used. Descriptive research design is best because it shows all the information in
systematic and organised manner.
Research method- there are two methods for conducting investigation i.e. qualitative and
quantitative research method. Qualitative research is the best way to conduct investigation
because under this method, information is shown in graphical form which is most suitable for
presentation of collected data. This method also provide reason behind specific view of
respondent. This collects and gathers information in more systematic manner as compared to
quantitative style, so this method is used in this study of factor affecting tour destinations.
Data of information- There is requirement of collecting information for the purpose of
providing appropriate conclusion and recommendations for future. So information is collected
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through two sources i.e. primary and secondary source. Primary source assist in getting personal
views of individuals about factors affecting destination image image of Cluj Napoca. This source
of information includes questionnaire, focus group, personal information, etc. Questionnaire is
used as primary source of information (Nedelea, 2016).
While other method of collecting information is secondary source of information. This is
the method in which data is collected from online sources which is already collected and
gathered by some one others. With collecting information from online sources, it is easy to study
all the prospects about Cluj Napoca and factors affecting tourist destination. In this study both
the methods are used, so this gives complete and reliable information about tourist destination
Cluj Napoca.
Research sampling- Sampling is the way through which selection of some specific
number of respondents from whole population. It is not possible to collect data from all the
respondents, so sampling issued. There are two methods of sampling i.e. random and non
random sampling. In this investigation random sampling is used in which there is equal
possibilities for respondents of being selected from whole population. 35 respondents are
selected for collecting primary information which includes tourist at Cluj Napoca and local
people residing there. There is selection of male as well as female.
Research ethics- There is consideration of confidentiality, deception, right to withdraw
information as ethical consideration for researcher. Team mates are aware about fact for
conducting research, so they perform activities accordingly. Candidates from whom data is
collected as primary source of information are aware about investigation so they provide
complete and reliable information.
Research limitation- There are some limitations faced by researcher while conducting
this study. There is lack of time to collect data because some respondents are not interested in
giving back questionnaire, so team ates are waiting for their revert for providing conclusion and
recommendations (Ilieş and et. al., 2017).
Research reliability and validity- This research is valid and reliable as information
presented through secondary source is properly dated and with authentic source. While collecting
primary information is candidates are selected who are conscious and able to understand research
topic properly. So research is reliable and valid from authenticity point of view.
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Research budget- there is requirement of specific funds through which resources such as
stationary, internet expenses and other overhead expanse can be paid off. So this study requires
approximately £550.
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