THE WEB PAGE – MARKETING COMMUNICATION MEAN IN THE ACCOMMODATION UNITS’ ACTIVITY

The market of hotel services from Romania has been characterized in recent years, by the significant extension of the accommodation offer. The difficulties inherent associated to the setting up of an accommodation unit are multiplied on the period of its functioning, because the essential problem which needs to be solved is to assure the constant flow of customers which can bring the revenues and the expected profitability. The article aims to highlight some specific elements in the management of web pages of the accommodation units, and the ways in which their content is perceived by the customers who use this alternative for information and reservation. In this respect it was organized a quantitative marketing research with the title “Attitudes, opinions and behaviors of the population from Braşov regarding the way in which the web page influences the activity of accommodation units” with the main target of revealing issues regarding the impact of online communication on the potential tourists and finding what improvements and changes can be brought in order to make it more efficient.