MANAGERIAL IMPLICATIONS FOR TOURISM SMES IN THE CONTEXT OF EUROPEAN INTEGRATION: THE CASE OF BRASOV

This paper examines the economic and managerial impact of Romania’s accession to the European Union for small and medium-sized enterprises (SMEs) active in the field of tourism. First, a brief description of the tourism sector in the European Union is given, stressing the fact that this sector is dominated by SMEs. Then, a short comparison is made between EU and Romanian tourism SMEs. Following the main characteristics and tendencies of the tourism sector, a SWOT analysis is developed for Romanian tourism SMEs in the context of European integration. Selected factors of the SWOT analysis are chosen as a starting point for outlining the managerial implications that Romania’s integration into the European Union brings about for tourism SMEs. A particular focus is put on the tourism SMEs in Brasov city, one of Romania’s most important tourist destinations. Furthermore, the managerial features of these SMEs are investigated based upon statistical data and own findings by means of empirical research. Finally, some suggestions concerning the improvement of management of tourism SMEs are made, with a special emphasis on the strategic option to be chosen.