Abstract:

The article hereby aims at investigating the impact of promotional communication techniques used by the tourist accommodation units on the preparation and deployment of the negotiation process between them and the tour operator travel agencies on the Romanian market. Under the circumstances of the intensive development of promotional techniques based on the support of Internet, as well as on the forms of communication specific to social networks, the information the negotiation partners have in the tourism business are more diversified and easier to update than in the past. The article presents in a synthetic manner the results of a quantity research on a representative sample at the national level for the tour operator travel agencies in Romania. The exploratory research gives a general picture of the perception of tour operator travel agencies on the role of promotional communication made by travel agencies in the negotiations with them.

One may speak not only of the possibility to optimize the commercial negotiation process but also to successfully apply principles specific to relational marketing, which, within the tourism industry may represent  the key to success for all the partners involved in the exchange process.