The Fight for the Life of a Tourism Company in a Global Competitive War Environment


  • Doina GURIŢĂ Petre Andrei University of Iasi, Romania


guerrilla marketing, competition, change, strategies, tourism


Lately there is talk of an expansion of some tourist services in most countries. In the developed countries, through the participation of the various economic sectors in the gross national product has brought a profound change in the global competitive environment. It has been observed, from the research carried out that some tourism companies apply as a technique of promotion on the global market the guerilla marketing. Jay Conrad Levinson defines guerrilla marketing as "achieving common goals through unconventional methods" [Robert J. Kaden, 2008]. "Guerrilla fighters" need to know precisely the important motivations and messages that will influence potential customers to become effective customers of the tourism company and existing customers to buy more. That is why it is important to make the locations known to the consumer, the advantages offered by the tourism company has marketing with all its levers.

Author Biography

Doina GURIŢĂ, Petre Andrei University of Iasi, Romania

Lecturer Ph.D., “Petre Andrei” University of Iasi, România


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How to Cite

GURIŢĂ, D. (2020). The Fight for the Life of a Tourism Company in a Global Competitive War Environment. Anuarul Universitatii "Petre Andrei" Din Iasi - Fascicula: Drept, Stiinte Economice, Stiinte Politice, 26, 119-126. Retrieved from

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