University of “Babeş-Bolyai”from Cluj-Napoca

Faculty of Geography
Geography Doctoral School

PhD Thesis

Hotels and their impact on the tourism of

Transylvania
~Summary~

PhD Coordinator:
Prof. PhD CIANGĂ NICOLAE
PhD Student:
RAHOVAN ARMELA-LINDA

Cluj-Napoca
2013
 TABLE OF CONTENTS

LIST OF FIGURES..……………………………………………………………………………….. 5
LIST OF TABLES…..……………………………………………………………………………… 12
INTRODUCTION………………………………………………………………………………….. 14
1. HISTORY AND METHODOLOGY OF RESEARCHES……………………………… 18
1.1. Limits of the studied area……………………………………………………………........... 30
2. ROLE OF TOURISM DEVELOPMENT PROCESS.................................................... 32
2.1. Principles in the hotel development process………………………………………………. 35
2.2. Stages of the tourism development process……………………………………………….. 37
2.3.The hotel. Conceptualization.……………………………………………………………… 38
2.3.1. Dimensions of the hotel concept……………....……………………………………… 40
2.3.2. Organization of the hotel between neccesities and theoretical guidelines…………… 42
2.4.The relationship between tourism and hotel sector……………………………………..… 56
2.5.The taxonomy of the factors which influence the tourism activity…………………….... 58
3. THE STAGES OF THE HOTELS DEVELOPMENT IN TRANSYLVANIA……….. 61
3.1.The concept of hospitality…………………………………………………………….…… 61
3.2. Institutionalization of the hotel sector in Romania and the impact on the tourism
industry............................................................................................................................... 62
3.2.1. Effects of the professional associations on the tourism development……………….. 66
3.3.The inns-precursors of today’s hotels……………………………………………….…….. 67
3.4.Imposing hotel as a tourist unit with accommodation as its main function. XVIII-XIX
centuries…………………………………………………………………………………….. 71
3.5.First decline of the hotel sector of Transylvania due to nationalization. Period of 1940-
1960…………………………………………………………………………………………. 77
3.6.Recovery of the hotel accommodation offer. The “mammoth” hotels. Period of 1960-1980. 78
3.7. Second decline of the hotel sector. Period of 1989-2000………………………………... 81
3.8.Generation of the hotels built after the year of 2000……………………………………… 83

4. HOTEL PRODUCT………………………………………………………………………… 87
4.1.Quality characteristics of the hotel product…………….………………………………..… 88
4.2.Characteristics of tourist services……………….………………………………………..… 88

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4.3.Accommodation service……………………………………….………………………….. 89
4.4.Case study: Analyzing the hotel services of the 5 stars hotels from
Transylvania…………………………………………………………………………….…. 92
4.5. Hotel services consumer profile……………………………………………………….….. 94
4.6. Motivation factors…………………………………………………..……………………... 97
4.7. Determinant factors......................................................................................................... 100
5. HOTEL TYPOLOGIES……………………………………………………………….….. 106
5.1. Critical perspective on the hotel classification systems ………………………………….. 107
5.2. Hotel classification depending on the comfort degree……………………………………. 109
5.3. Hotel classification depending dimension………………………………..……………….. 115
5.4. Hotel classification depending on the running period…………………...……………….. 122
5.5. Hotel classification depending on location…………………………….………………….. 123
5.6. Hotel classification depending on the quality and rate of services serviciilor…………… 129
5.7. Hotel classification depending on the theme…………………………………………..….. 131
5.8. Hotel classification depending on the target…………………………………………..…... 139
5.9. Hotel classification depending on emplacement*…………………………………….…... 141
6. HOTELS OFFER FROM TRANSYLVANIA............................................................... 142
6.1. Dimension of hotel sector…………………………………………………………….……. 142
6.2. Density of the accommodation places……………………………………..……………… 143
6.3. Comfort coefficient of the accommodation capacity……………………………..……… 144
6.4. Forms of hotel holdings…………………………………………………….……….……... 156
6.4.1. Individual hotels……………………………………………………………………….. 161
6.4.2. Volunatry hotel chains……………………………………………..………………….. 162
6.4.3. Integrated hotel chains………………………………………………..………………... 163
6.5. National hotel chains……………………………………………………………….…….… 171
6.5.1. Continental Hotels…………………………………………………………………….... 171
6.5.2. Aro Palace………………………………………………………………………………. 173
6.5.3. Unita Holding Turism………………………………………………………………..…. 174
6.5.4. Ana Hotels……………………………………………………………….………………. 175
6.5.5. Societatea Comercială de Tratament Balnear și Recuperare a Capacității de Muncă
S.A……………………………………………………………………………………….. 176
6.5.6. Societatea Hotelieră a Confederației Sindicale din România (SIND

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 ROMÂNIA)………………………………………………………………..................... 177
6.6. International hotel chains…………………………………………………..……….……… 178
6.6.1. Hilton Hotels Worldwide………………………………………………….................... 178
6.6.2. Best Western……………………………………………………………………………... 179
6.6.3. Ramada International Hotel&Resorts-Windham……………………………………..... 181
6.6.4. Golden Tulip………………………………………………………………………….….. 182
7. THE IMPACT OF THE HOTELS ON THE TOURISM FROM TRANSYLVANIA… 185
7.1. Economic impact……………………………………………………………………… 185
7.1.1. Case study: Activity analyze of a 5 stars hotel from Transylvania…….... 217
7.2.Social and cultural impact……………………………………………………………... 229
7.3.Environmental impact…………………………………………………………………. 240
7.4.The impact of hotels on the tourist flows dynamics……………….………….............. 250
8. GUIDELINES AND HOTEL DEVELOPMENT PROPOSALS IN
TRANSYLVANIA……………………………………………………………...…… 259
8.1.Analyzing the hotels from the tourist spa resorts of Transylvania………..…………... 260
8.2.Analyzing the hotels from the mountain resorts of Transylvania................................... 261
8.3.Analyzing the hotels from the county seats of Transylvania……………..………...…. 271
8.4.SWOT analysis of the Transylvanian hotels……………………………………….... 279
CONCLUSIONS……………………………………………………………………………………. 284
REFERENCES………………………………………………………………………………………. 289
APPENDIX…………………………………………………………………………………...……… 299

Keywords: tourism, hospitality industry, hotel sector, Transylvania, impact, economy, society,
environment, sustainability, tourist flows, hotel concept.

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INTRODUCTION

The present study aims to highlight the relationship which exists between the tourism
industry and the hotel sector from Transylvania on the assumption that the hotel as tourist unit with
accommodation as its main function, being a component of the tourist material base, trough the
continuos development and adaptation to the needs of the tourists is contributing to the
endowments diversification and to the offer specifity of a certain area. Trough the bibliographic
documentation, case study applications, data processing, analyzing and evaluating the past and
present situations of the hotel sector in Transylvania, it is followed the outlining of a real image of
the present situation of the hotel sector taking in consideration that the history of the hotels begins
in Transylvanya, in Sibiu in 1773 when the first hotel „Împăratul Romanilor” opens in Sibiu. Until
the appearance of the hotel as accommodation unit, the inn had a very important role in
accommodating travelers. Phasing the development process of the accommodation establishments
such as hotels, it is highlighted the correlation which exists between the development of the hotels
and the socio-economic changes which took place in the past in Romania and implicitly in
Transylvania. The hotel has become as far a symbol of the cities, of the tourist resorts and it
represents more than simple accommodation unit, it represents a tourist site. In terms of its three
aspects: economic, social and sustainable, the hotel represents a benchmark of the dimension,
diversity and tourist offer quality of a certain area, being also an essential element in the
development of the tourist act.

Why the hotel sector from Transylvania? Because the Transylvanian touristical region has a
vast and important past in this sector and its development stages reveal the evolution of this
phenomenon with different fluctuations. Through the research topics, of the methods and the
multidisciplinary approach, analyzing the concept of the hotels from geographic, social, economic,
environmental and architectural perspective, the thesis entitled “The hotels and their impacts on
the tourism of Transylvania” represents a study with a higher degree of topicality and importance
in the context in which the tourism of Romania and implicitly the tourism of Transylvania needs a
real and appropriate identity, the identifications of the brands and an appropriate promotion, but
above all it has to assure the high quality of the tourist services at international standards. Through
the extensive analyze of this sector, the study finds an important role and place in the human
geography field, and it represents a rigurous and thorough assembly of informations neccessary for

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every hotel operator. In the same time the study finds its applicability in the privat, but also in the
academic area through its case studies, models and theoretical informations offered.

1. HISTORY AND METHODOLOGY OF RESEARCHES

The study introduces in the researches hotel field from Transylvania the impacts typologies
which these types of accommodation tourist units have on the tourism of the studied region taking
as a start point the researches in impacts of the tourism development on a certain region. The study
of the economic, social and environmental impacts of the tourism on the local communities
occupies a central position since the beginnings of the tourism research studies (Finney and
Watson, 1975; Smith, 1977). In this relationship, the two main parties implied are represented by:
tourists and hosts, tourist representing the active vector of change while the host represents the
passive vector, those supporting the changes (Leite and Graburn, 2012) materialised in positive
and negative impacts. The changes due to the tourist phenomenon which occurs at economic,
social and environmental level are rapid and often dramatic (Nepal, 2012). Tourism seen as a
branch of human geography assumes in a great way the study of the changes which occurs in time
in terms of the three components. The dynamics of the relationships between the providers of the
tourist services and the tourism actors (operators) represents the start point of the studies in the
researches of the tourism phenomenon.Telfer (2012) mentions that the positive impacts which
tourism can have on the development of a community, region or country actions at the economy
level through: contribution to GDP, exchange, jobs creations, incomes, reduction of poverty and
infrastructure development; at social level through revitalization of culture and traditions specific
to the region, at environment level through: sustainable development, environment management
and protected areas sustainability; at politics level through: creation of an image of stability,
security and peace. The hotel sector, as a tourism branch has the same effects on the economy,
society and environment of a certain region.

Tourism represents a system of the economic sectors and of travel behaviors, an ensemble
of facilities, services, resources, motivations and activities which have the main aim to create
individualized and unique tourist experiences (Swanson, 2010). The studies made in this field have
to analyze, first of all, the methods through which this phenomenon integrates in the economic,

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social and environmental environment of a city, zone or region and the changes generated,
manifested through positive and negative impacts on a certain taxonomic unit. In the present study,
it starts from the hypothesis that between the hotels and the tourism industry exists a relationship
of interdependence due to:

 the hotels develop as a consequence of the existence and valorization of the tourist
potential of a certain region;
 tourism, in the absence of hotels, might not function properly.
In order to highlight the types of impact which the hotels have on the tourism of Transylvania, the
choosen methodology is that of the longitudinal study. Therefore, it is considered a study on 12
years (2001-2012) of the following indicators: arrivals of tourist on cathegories (Romanians and
foreigns), overnights, occupancy rate, contribution of hotel sector to the regional GDP, number of
employees in the hotel sector, investments made in this sector, number of jobs created and their
evolution in time, etc. The longitudinal study method it is the main and in the same time the most
important research method used in this study and it allows the analyze of all the indicators for the
choosen study area and identifying the existing relationships between them, but mainly the
relationships created between the two important components: the hotel sector and the tourism
industry. Besides the secondary data obtained from the National Institute of Statistics and the
County Directions of Statistics, also from the Ministry of Regional Development and Tourism, the
primary data were collected from the questionnaires which were applied on case studies and which
had the role to identify the attitude of the hotel managers from Transylvania concerning how they
appreciate the sustainable development. The advantage of this kind of study is that of offering a
real image of the researched topic and its evolution in time, but the great disadvantage is that of the
data dependence of the cooperation with the hotel operators. The case studies performed in this
study have the role to determine the existing impact typologies of the hotels on tourism. Taking in
consideration the data types (primary and secondary) for their analyze it will be taken in
consideration a combination of methods. In the interpretation of qualitative data it will be used the
inductive method, and in the case of quantitative data, the deductive method. The impacts of the
hotels on the tourism of Transylvania are of three main types: economic, socio-cultural and
environmental (see fig.1 and fig.2):

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 • opportunity for employment for the local population;
• opportunities for future investments;
• increasing of incomes as a consequence of tourists
expenditures;
• jobs creation;
Economic • increasing investments;
• creating a positive image of the tourist region;
• development of knowledge and strategies for the
investments in tourism in an adequate manner;
• increasing of accessibility degree as a consequence of
tourist infrastructure development and implicitly of the
hotels development.

• increasing in jobs available in tourism;

• improving living standards;
Socio-cultural • traditions promoting;
• opportunities for development of a carrier in tourism;
• implications in social responsability actions.

• development of new facilities;

• improving general and tourist infrastructure;
Environmental • protection of cultural heritage;
• new management strategies of tourists.

Fig.1. Positive dimensions of the hotel imapcts on tourism

(Source: adaptation after Hall and Page, 2000, after Getz, 1977; Mathieson and Wall, 1982; Ritchie, 1984; Hall, 1992)

• increased inflation;
• real-estate speculation;
• faillure in the strategies of attracting new
tourists;
• better alternatives for investments;
Economic • capital outflows;
• inadequate estimations of development costs;
• formation of a bad reputation due to inadequate
facilities and high prices;
• negative reactions of the competition.

• modification of different traditional events only

to be adapted to tourists;
• changes in the local community structure;
Socio-cultural • hostility from the local community;
• faillure in good collaboration with local
community;
• increasing in administrative costs.

• changes at the natural processes level;

• visual pollution through violation of the
Environmental principle of harmonious integration into the
landscape;
• distruction of architectural heritage.

Fig.2. Negative dimensions of the hotels impacts on tourism.

(Source: adaptation after Hall and Page, 2000, p.122 after Getz, 1977; Mathieson and Wall, 1982; Ritchie, 1984; Hall, 1992)

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 Step 1. Analyzing the stage of the hotel sector development of the studied region.

Step 2. Forecasting the future of the studied region in the case of the development or
involution of this sector.

Step 3. Analyzing the hotels typologies.

Step 4. Identification of the qualitative and quantitative differences in the situation in which
the studied region will evolve due to the development of the hotel sector, but also in the case
of involution.

Step 5. Suggestions for reducing the negative impacts and to improve the positive ones.

Step 6. Analizing the identified impacts.

Step 7. Strategies proposals for the future.

Step 8. Making decisions at hotel sector level and implicitly for the studied region.

Fig.3. Stages in identifying the impacts of the hotels on tourism. (Source: Adaptation after Page, 1995)

The model used to identify the impacts of hotels on the tourism of Transylvania it is one adapted
after the model used by Page (1995) (see fig.3) to identify the impacts which is generated by the
tourism development in the urban area. In order to achieve the proposed results, the objectives of
this study are the following (see fig.4):

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 • of the hotels from Transylvania which through ther history and expansion determined the existence of a real and rich hotel offer;
• of hotel holdings typologies existing on the hotel market of Transylvania;
• of hotel impact typologies on the tourism of Transylvania;
• of the existing relationship between the toursm industry and the hotel sector;
• hotel concepts imposed in the hotel sector;
• of hotel holdingd typologies and their distribution in Transylvania;
IDENTIFICATION • of the tourist facility role and the importance of the hotel in the tourism development;
• of the tourist and hote product content;
• of the motivations which stays at the basis of the tourist and implicitly hotel servces consumer behavior;
• of existing hotel typologies.
• of main stages in the hotel sector evolution from the studied region;
• of the development directions in the hotel sector;
• of territorial distribution of the hotels from Transylvania by dimension, comfort degree, ownership and destination;
• of hotels characteristics by their distribution on destinations(mountain resorts, spa resorts and urban centers);
DETERMINATION • of density of existing accommodation places in Transylvania at every 1000 inhabitants;
• of territorial distribution of the hotels from Transylvania by dimension, comfort degree and emplacement;
• dispersion of hotels affiliated to a national or international hotel chain at the studied region level;
• of the comfort coefficient and dimension coefficient.

• of accommodation capacity and the number of existing hotels in 1989 with the existing number of hotels in 2012;
• of hotels from the spa resorts with those from the mountain resorts of the studied region, following the criteria of comfort degree
and dimension;
COMPARISON • territorial distribution, comfort coefficient and dimension coefficient, also the overnights registered in every county of
Transylvania.

• the evolution of the hotels in the period of 1989-2012;

• territorial distribution of the hotels from Transylvania;
• the evolution of ownerships of the hotels in the period of 1989-2012;
• hotel services offered by the 5 stars hotels from Transylvania;
ANALYZING
• the identified impacts.

• of the history of hotels from Transylvania;

• of the national and international hotel chains on the hotel market of Transylvania;
• development directions present in the hotel sector of Transylvania.
EVALUATION

Fig.4 Main goals of the study of impacts of hotels on the tourism of Transylvania

The applicability and reliability of the paper argues by the principles and methods used in the
proposed research topic (see Table 1).

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 Table 1. Principles used in researching the proposed topic

Name of the principle Justification of use in the study

Principle of distribution Highlighting the dicrapancies which exists at regional level between the counties.
Principle of causality Identification of the temporal and spatial bounds between the 10 counties,
components of the region of Transylvania.
Principle of integration Reporting the characteristics of the component elements to the whole (region).
Principle of actualism Highlighting the changes which occurred in time due to a cause present through
these modifications.

It is required two types of scientific research: deductive research for the part of history of
researches, and the inductive research in order to identify the main characteristics of the hotel
sector of Transylvania. The methods used in this study are the following (see Table 2):

Table 2. Methods used in the research of the proposed topic

Name of the method Justification of use in the study

Method of longitudinal study Following the evolution of the tourism indicators for the studied period (2001-
2012) and identification of the impacts of hotels on the tourism of
Trnsylvania.
Cartographic method Representing the studied area and highlighting the discrepancies at every
county level; the structure, diversity and specificity of the hotel offer argues
someway the strategic position of a county in a region;
Graphing in order to highlight: the evolution of the hotels, their distribution in
the region by comfort degree, dimension, destination, etc.

Case study method Identification of new concepts which are imposing n the hotel sector and the
way in which the hotels from Transylvania have adapted to international
trends.

Questionnaire survey method Preparation and application of fewer typologies of questionnaire surveys
structured differently depending on the issues tracked and targeted market
segments. The results were interpreted through charts, then analyzed and
compared at the level of Transylvania region.
Method of analyze Used in the presented case studies.
Synthesis method Identification of the main conclusions.

Historical method Highlighting the evolution of hotels and of the tourism phenomenon from
Transylvania.

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Through the use of research principles and methods set out, and by processing and analyzing
primary and secondary data, this paper aims to be a strong argument for highlighting the
importance of this typology of tourist accommodation unit, the interdependence between tourism
and impacts that this sector had on the tourism phenomenon.

2. THE ROLE OF THE DEVELOPMENT IN TOURISM

The items pursued in the tourism development strategy aims to „diversify facilities, to create a
specific tourist offer, to assure the flexibility of the offer taking in consideration the the tourist
prefferences, to assure an adequate functionality of the tourist activities (Erdeli et al., 1999: 21). It
has as main objective “the harmonization of tourism with other social and economic activities in
the territory” (Minciu, 1995: 24). Tourist development made according to the specificity of the
region from natural and antrophic point of vue, contributes to the “originality of the tourist image”
(Berbecaru and Botez, 1977: 226). Ensure appropriate use of space, modeling activities and human
interest consistent with this specifity is one of the main goals of tourism planning (Minciu, 1995).
Through this process it is followed to establish an adequate report between the natural ambiance
and the built environment, in a manner in which the negative impact on the environment to be
reduced. Tourist development it is imposing in the geographic space in the same time with “the
modern structure and content which reflects with one of the specific phenomenons of the
contemporary world and that gave the globalization starting with the first half of the last century”
(Ciangă and Dezsi, 2007: 9). As a part of the territory development, the tourist development
represents the process of projection and localization of the new tourist infrastructure, but also the
resizing of the existing one, together with the regularisation process and orientation of the tourist
flows, considering permanently the structure of the demand and offer. It represents “an ongoing
spatio-temporal process proces” (Surd et al., 2005: 325). In the case of this type of accommodation
unit it is followed the adequate integration of the elements of the built environment in a way in
which the aestethics wouldn’t be affected. The dimensions of a hotel investment implies a special
foundation (Falniță and Băbăiță, 2003). This foundation imposes special attention to the location
of the hotel, and also to the study of the market. The existence of a balance between the built
environment and the natural ones it is more than necessary. Otherwise, the negative effects will
soon appear and environmental impacts will be more than undesirable. The hotel is one of the
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basic tourist facilities which facilitate population participations to the tourism activity. Activities
within this typology of tourist organization and also from the third sector, envisages providing the
required services by tourists in a way in which the profitability rate is high. In the specific material
and technical base of tourism, the most important role for accommodation structures that otherwise
are very diverse depending on the size of the investment, profitability, payback, etc.(Benea and
Petroman, 2006).

The hotel represents one of those organizations included in the hospitality industry with an activity
with important economic increasings during the years. Erdeli et al. (1999: 154) defines the hotel as
“building with accommodation function, having a certain number of rooms with one or more beds
and in some casesc with apartments.” The activity of a hotel assures and conditions in the highest
degree the volume of tourism activities (Negrușă, 2006: 16). Through the development of this
sector, from the point of vue of the architecture but also of the provided services, defining the
concept of the hotel can have more dimensions. From the social dimension perspective, the hotel
can be defined as an accommodation establishment which aims to satisfy the need of socializing of
every tourist. Beyond the need of socializing which transformed the hotel unit in a meeting center,
it knows an intens typology as a consequence of the fact that the hotel operators know that the
success of a hotel business stays in a high occuppancy rate which can be sustained only in the
conditions that they fulfill the needs and expectations of the tourists. The economic dimension
gives hotel an important role in the business environment. As it was already mentioned, the hotel
business it is influenced and influences the economy of the region where it is located. Through its
economic dimension it is characterized through : business cyclicity, capital consuming and
extremely competitive. The return of the business is given, mainly, by the combination of
occupancy rate and rate (Vallen and Vallen, 1996). The sustainable dimension offers to the hotel
the role of promoter of responsibility concerning the environment. The tourism industry is
responsible of 5% of the CO2 emmisions and 1% it is represented by the hotel sector (Legrand and
Sloan, 2011). Therefore promoting a responsible attitude within the tourists and hotel operator is
absolutely neccessary. Adopting this attitude conducted to a new type of hotel, the eco-hotel which
are built on ecologically principles.

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 3. STAGES OF THE HOTELS DEVELOPMENT FROM TRANSYLVANIA

Being hospitable is to be responsible to some extent for the happiness of the guest during his
stay. The hotel operators have this duty beyond the high profit. Optimizing gains comes as a result
of a balance between business interests, environmental concerns and social knowledge of the
phenomenon of perspective. Hospitality is an interpersonal exchange between the host and the
guest, characteristic of a lifestyle designed to create certain wellbeing, relaxation, and pleasure.
The Greeks are those who establish the hospitality institution, on the time of Zeus Xenion, the
foreigners’ protector. From the virtue of the faithful people which felt themselves obliged to
accommodate every traveler who needed temporary shelter, the hospitality will became a paid
service. In the Middle Age, the monasteries, the first establishments that offered accommodation to
the travelers, begin to impose a fee to the middle class in order to assure that the donation that
were expected from the part of every traveler is done. This is the first form of paid hospitality, but
it can not be named commerce. The commercial character of hospitality brings in addition to
private hospitality characterized by hosting physiological needs such as thirst, hunger, sleep and
psychological needs, and market profits and limiting production. The first accommodation
establishments as inns are opened with the main aim of doing commerce. Their location was the
center of big markets, but also the most intens circulated commercial roads. Hospitality is a
concept that underpins the development of the hotel industry and and implicitly the restaurants. It
can be defined “providing generous and cordial services” (Negrușă, 2006: 135), implying a
positive attitude from the part of the employees of this sector, that guarantees in a great manner the
financial success of the business. The 19th century highlights the concern of the inn owners to
improve the services offered to guests. Therefore, they expand their properties, improve the
facilities of the rooms and diversify the kitchen, therefore they transform the inn in what in the
future will be named hotel.

In the period of 1945-1948 the tourist material base from Romania is in a poor condition
due mainly to the adverse consequences of the Second World War. In 1948 the tourist material
base will be nationalized, the state will retrieve all the accommodation units and it will transfer it
to social organisms such as the Sindicates or the Ministry of Work. In the period of 1948-1960 will
manifest the union tourism as a result of the accordance of some facilities to the social class with
modest incomes from the unions. In the same period it will be constituted the tourism of the
masses. Beginning with the year of 1956, the hotels from the spa resorts will be improved with
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cure systems and they adopt the “tout service” system which offers to tourists in the same building:
accommodation, food&beverage, treatment (cure) and recreation. While the spa resorts adopt this
system, in the urban area, the hotels were built on the principle of separation the diferemt functions
in independent buildings. In accordance with the program initialized in 1965 for the urban area,
every city with over 25.000 inhabitants has at least one hotel. The period of 1960-1975 it is
considered being the most dynamic for the Romanian tourism. There were made a lot of
investments in the tourist material base, especially in accommodation. The reestablishment of
ONT Carpați in 1955 and the establishment of the Ministry of Tourism in 1971 will follow the
introduction and promotion of the tourist potentiel in the European space, application of an unitary
arrangement concerning the development of the tourist zone, the individualization, typology, size
and location of tourist units and of the largest components (Ciangă, 2006). The author Curinschi
Vorona, in his work “The history of architecture in Romania”, considers that in the period of
1960-1980 is built in a style “rootless and without God”. The modern building was appropriately
integrated in the context of history considering the location of the hotel at the limit of medieval
enclosure. Starting with the year of 1980 the tourist material base begins to involuating due to the
social-economic conditions existing in Romania. This involution will lasts until the beginning of
the 21st century. The establishment of democratic system in Romania, the revolution of 1989
produced major changes in the economy of the country. It was considered that the only method
trough which it can be obtained the economic progress it is the privatization. This economic
process consists in transformation of the state property in privat property and liberalization of the
privat capital, at the basis of the law no.15/1990.

The new generation of hotels, those built starting with the year of 2000, are characterized
trough a higher degree of comfort, multiple demandings, especially concerning the conference
tourism, and more recently the medical tourism. Nowadays, the trends in the hotel sector are more
and more numerous. The hotel has ceassed to represent only an accommodation space, it became a
real source of attractiveness.

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 4. THE HOTEL PRODUCT

In contrast to the product concept which presents material form, its main role is that of
satisfying a need, the services represent those products which does not present material form and
which can be consumed only in a certain place and at a certain moment (Gherasim and Gherasim,
1999). The tourist product its is defined as an ensemble of material goods and services which have
the role to satisfy the needs and wishes of the tourists during their vacation. The accommodation
service represents a basic tourist service, an ensemble of benefits offered to tourists during his
stay. The accommodation units know an important diversification of parallel with the development
of transport infrastructure and the development of the tourism phenomenon. From the virtue of
faithfull people offering accommodation to travelers without claiming any reward, the convents
that provided shelter to foreigners, accommodation paid services turns gradually with increasing
flows of travelers/tourists. In tourism, the hotel product represents “the central element of all the
activities” (Firoiu, 2004: 26). Therefore, in its quality of product, it has a lifecycle which follows
four important stages: launch, development, maturity, decline. The typology of transport means
influences since ancient times the development of accommodation units. The hotel product
diversifies in the same time with the changes which occur in the tourists behavior which prefer this
kind of accommodation units. The complexity and diversity of accommodatin services represent a
prestige factor, an attractivity factor and indirectly a factor of its marketing efficiency increasing
(Bran et al., 1998). A very important aspect is that of employed human resource in the hotel sector,
the hotel service is influenced by the degree of employment human resource, the degree of its
qualification and also by the work organization in the hotel (Bran et al., 1998). The tourism
employee’s behavior it is a part of the tourist product. The tourist services, in general, and the hotel
products in particular, represent experiences for the tourist and performance for the employee,
being the best opportunity for differentiation of a product from another by comfort and ambiance
(Powers, 1995). Therefore, we cannot classify the hotels without correlating the needs, wishes and
motivations of the tourists and the importance of the quality of tourist services offered. The service
is that offering quality to a tourist product. The hotel product knows a bigger and bigger variety, in
the lack of imaterial elements of the quality of service offer, it can not represent a tourist product,
neither competitive. The quality of hotel services perceived by tourists depends on:

 tourists past attitudes and experiences;

 received benefits as consequence of their expenctancies.

15
The quality services will bring direct benefits through customer’s satidfaction and indirectly
through the hotels promotion by the reccommendations made by other guests to friends and their
relatives; customer loyalty and money savings, time and good image through avoiding complaints.
The tourist, in its quality of hotel services consumer, expects that in exchange of the paid money,
receive more than a shelter; it expects to experience and taste the local culture and traditions.

5. HOTEL TYPOLOGIES

The hotels know a continuous diversification which it is related in a strong interdependence

relationship with the changes which occur in the hotel services consumer behavior. In the typology
of this accommodation tourist unit it will be considered the following criteria: comfort degree,
size, location, emplacement, running times, average length of stay, rate, services offered, theme,
market target, ownership. In Romania, according to the Order no.1051/2011 concerning
Methodological Norms concerning the classification certificates, licences and patents, tourist
accommodation units are classified on stars and it is known five degrees of comfort : from one to
five stars (see fig.5).

Fig.5 Distribution at county level of the accommodation places available in the hotels of Transylvania in 2012

(Data source: MDRT, 2012)

16
 The typology of the hotels highlights the imposing of the concept hotels in the hotel sector,
such as the urban hotel, the heritage hotel or the boutique hotel. The urban hotel is almost
synonim with the accommodation unit which below the accommodation component and restaurant,
it offers Spa centers, fitness salons, beauty centers, but especially conference rooms. Heritage
hotels represent the hotels which valorise the local specific through design, traditional cuisine and
they are promoting themselves through their own story. Heritage hotels represent a cultural
heritage left by centuries from the past generations to the present ones. Harris (1999) argues that
when a building has its own biography, it continues to "live" in a certian way. ‟The value of
historical buildings it is differentiating not only through originality and beauty of its architecture,
but through the history of its emplacement, through the stories which have their roots in
rememorating the past events, the stories of employees” (Rahovan, 2013a: 100). The elements
which can transform a hotel in an attractive tourist site for cultural tourism are (see fig.6):

The history/the story of the

hotel emphasized by the
design of the tourist
establishment.

Uniqueness by
Antiqueness architecture and
The hotel - ambiance
tourist site
given its
value and
appeal

Events that took

place in the past and
Location
are brought back to
the present

Fig. 6. Appealing elements of the tourist sight hotels (după Rahovan, 2013a: 102)

“Through the preservation of the hotels historic monument and by inserting them in the tourist
circuit, not only the local authorities show their interest in developing cultural tourism, but it
mainly shows the respect towards the values of the past, towards the personalities of those times
and towards what they have accomplished” (Rahovan, 2013a: 101).

Boutique hotels are hotel units built in historical buildings (see fig.7), in central locations. Rooms
are stilish, often combinning the contemporary style with the antiqueness. These hotels are address

17
to the business tourists which are not satisfyed with the services of a five stars hotel. The attention
to details and the personalized services assures to the boutique hotels the customers’s loyalty this
aspect being a strong argument when the investors choose to invest a big amount of money in a
small hotel.

Fig.7. The map of the boutique hotels from Romania

(Source: Rahovan, 2012d: 180)

6. THE HOTEL OFFER FROM TRANSYLVANIA

The main characteristic of the hotel sector is that of permanent/continuous change, determing a
certain inaccuracy degree when it is followed the whole hotel sector offer. The degree of
development highlights in the same time the degree of economic development and the strategic
position in which the studied region is. From the total of 1308 hotels which exists in Romania,
27% is represented by the hotels from Transylvania with a total of 16994 rooms. Concerning the
size coefficient (see Table 3), calculated as report between total number of accommodation places
from Transylvania and total number of accommodation places from a certain size cathegory
resulted that the highest value it is represented by the hotels from the 51-200 accommodation
places cathegory with a coefficient of 0,48. It was also considered that at the level of the
Transylvania region exists a total of 34247 accommodation places in the hotels (MDRT, 2012).

18
 Table 3. Size coefficient of the hotels from Transylvania
No.crt. Accommodation capacity No. of accommodation Size coefficient
depending on size(no. of places) places/cathegory
1. to 50 places 4761 0,13
2. between 51-200 places 16667 0,48
3. between 201-500 places 11524 0,33
4. over 500 places 1295 0,03
5. Total no. of accommodation 34247
places in Transylvanian hotels

(Data source: MDRT, 2012)

Concerning the density of the accommodation places available in the hotels of Transylvania at
1000 inhabitants, it is remarquable the low value of this indicator at the region level (1,37
accommodation places at 1000 inhabitants).

Table 4. Accommodation places density (at 1000 inhabitants) in the hotels from Transylvania in 2012

No. County No. inhabitants/county No. Of accommodation Accommodation places at

crt. places/county 1000 inhabitants
1. Alba 371520 986 2,65
2. Bistrița-Năsăud 316947 2443 7,70
3. Brașov 598813 10419 17,39
4. Cluj 21413815 5185 0,24
5. Covasna 222065 2671 12,02
6. Harghita 324419 2135 6,58
7. Hunedoara 459967 2494 5,42
8. Mureș 579747 3952 6,81
9. Sălaj 240260 378 1,57
10. Sibiu 426128 3584 8,41
11. Transilvania(total counties) 24953681 34247 1,37
(Data source: National Institute of Statistics and MDRT, 2012)

From fig. 8 it can be observed that the geographic distribution of the accommodation places
available in the hotels of Transylvania highlights differences from a county to another and from a
city to another. It is remarquable the spa tourist resort of Covasna, the mountain tourist resort of
Poiana Braşov and the county seats of Braşov and Cluj-Napoca, with a total of over 2000

19
accommodation places/city while the majority of cities have an existing accommodation capacity
in hotels of maximum 100 accommodation places/city.

Fig. 8 Distribution of the accommodation places available in the hotels of Transylvania’s settlements in 2012

(Source: Rahovan, 2012b: 64; MDRT, 2012)

An integrated hotel chain can be defined as a group of hotels or another types of accomodation
units which function on the name of brand and which belong, are managed and operated under a
business agreement, franchise or management agreement (contract), by a single company (Pop and
Coruțiu, 2006). This type of hotel ownership has advantages and also disadvantages (see Table 4).

Table 4. Advantages vs. Disadvantages of a hotel affiliation to an integrated hotel chain

Advantages Disadvantages
 special assistance in the management of the hotel,  development of a big number of brands in order to
personal trainning and human resource management; answer fewer market segments;
 reservation systems;  standardization as a consequence of the criteria imposed
 accesibility to the financial resources of the head- by the head company.
company.

(Source: adaptation after Lupu, 1998)

20
 Table 5. International hotel chains in Transylvania
No. Name of the hotel chain Yaer of Affiliated hotels Total no. Total no.
crt. affiliation of rooms of places
1. Golden Tulip 2006 Tulip Inn Sunny Hill 4*, 240 478
Cluj-Napoca
Golden Tulip Ana Tower 4*,
Sibiu
Golden Tulip Ana Dome 4*,
Cluj-Napoca
2. Hilton Worldwide 2009 Hilton Sibiu 5* 115 234
3. Wyndham Hotels 2008 Ramada Sibiu 4* și Ramada 240 470
Brașov-Săcele 4*

With the evolution in time of the hotels, it ocurred changes concerning the ownership. If at
their beginnings, the investor coincided with the owner and the hotel manager, together with the
imposing of the modern hotel, it is more and more remarquable that the investor, the owner, the
developer and the hotel manager doesn’t represent the same person. The hotel chains represent
groups of two or more hotels which function under the same name. These can be integrated or
volunteer, knowing different degrees of independence and financial autonomy. In Transylvania,
there are present only three main international hotel chains (see Table 5).

7. IMPACT OF THE HOTELS ON THE TOURISM OF TRANSYLVANIA

The hotels from Transylvania, through their geographical distribution, present different impacts on
the economy, society and environment. In most cases, the economic impact studies focus on
highlighting the positive aspects and less the negative impacts such as:

 consuming the capital available for other sectors, creating imbalances;

 lack of experience and specialized knowledge can compromise the development of a
business in this field;
 seasonality of jobs;
 it can not develop in lack of general infrastructure existence.
Economic impacts of hotels on tourism can be direct or primary, for example the spendings of
tourists in order to buy food from the restaurant of the hotel; indirects and induced, these being

21
secondary, such as reinvestment of the obtained profit in equipments and development of the
tourist accommodation infrastructure, and as induced impact, purchase of goods and services by
the tourism employees. The analyze of the economic impact follows the estimations of changes
which occur at the region level concerning spendings, incomes and/or employment rate,
availability for jobs in association with the tourism politics, events, facilities and tourism
developments (Tyrell and Johnston, 2006). Analyzing the economic impact considers the
quantification of the economic activity or incomes, while the cost-benefit analysis estimates the net
economic benefits. It is imposing the differentiation between the economic impact generated by
the spendings of tourists in a zone or tourist region and the economic impact generated by the
development of tourism through different tourism developments (Page, 1995). In the present study,
it is following the identification of the direct economic effects materialized through the evolution
of overnights, arrivals, occupancy rate, investments made in the hotel sector and also the turnover
registered, Gross Domestic Product (GDP) at regional level and the contribution of the hotel
sector, the evolution of hotels by employees number, wage earnings, but also through the evolution
of the employees from this sector.

At social level, tourism as a phenomenon extends beyond the tourist-host relationship,

implying the tourism employees, the members of tourism organizations, researchers, but also the
inhabitants of the receiveing areas which are not directly implied in the tourism industry (Picard,
2007). The relationships which occur between the tourists and the local community stir tensions,
animosities, affinities and stereotypes that operate across interpersonal, intercultural and
international (Graburn, 2008). Social impact of the hotels on the tourism of Transylvania reflects
the changes in the local community structure, in the tourists behavior and of the locals also. How
are the changes from the hotel sector perceived by the local communitie and which are their effects
on the job market of this sector. Also, the effects of social impact of the hotels on the tourism of a
region, it depends on the characteristics of the tourist as a visitor, but also on the resident (Pizam,
1978). On the other hand, the degree to which the hotels impact the society and implicitly the local
community depends on a number of factors such as:

 size of the hotel sector from the studied region;

 implication degree of the population on the hotel services providing to tourists;
 relationships types between the local community and tourists;
 cultural differences between the two communities.

22
Social and cultural impact of hotels on the tourism of Transylvania are classified in three
cathegories which involves:

 the tourist as a representative of the hotel services demand, with own motivations, attitudes
and expactances;
 the host (hotelier) as a representative of the hotel services offer. This cathegory involve the
whole local community, work force employed in this sector and the local tourism
organisations.
Tourism industry is responsible with 5% of the greenhouse gas, respectively CO2 in the entire
world, of which 1% is represented by the hotel sector (Legrand and Sloan, 2011). The responsible
behavior in the hotel sector it is imposing by establishing a balance between the exploitation of
resources, technological orientation and investments made (Rahovan, 2012a). The development of
the hotel sector in a sustainable way targets the rational use of natural resources such as: water,
electricity, heating, waste and replace conventional with renewable resource. This use will pursue
rational economic, social and environmental efficiency, in a way in which the future generations
can benefit from these kind of resources. The identification of the impacts of the hotels on the
environment, pursue the highlighting of the way in which these facilities are integrated in the
environment (Mowforth and Munt, 2003) without damaging through visual, noise or atmospheric
pollution. After analyzing the main indicators of tourist flows in Transylvania, focusing on the
tourist activity from the hotels of the studied region, it is found that there are weaknesses in the
occupancy rate and the average lenght of stay which is reduced, while the hotels shows a
continuous increasing of the existing accommodation capacity.

8. GUIDELINES AND HOTEL DEVELOPMENT PROPOSALS IN TRASYLVANIA

The period of 2007-2013 can be considered an advantage for the entire tourism of Romania,
especially through the possibility to attract structural funds from the E.U. In this respect, for the
revitalization of the spa resorts from Transylvania, it is requred:
 the research of the domestic and international market of the existing demand and also the
potential one;
 indentifying the segment markets;

23
 promoting the spa resorts trough different campains sustained by the ONT (National
Tourism Office);
 encourage the process of epowerment of local authorities to lease water springs,
therapeutical resources, gas and slurry and its use with the sustainable development
principles;
 creating the image of every spa resort through the valorisation of the existing natural and
anthropic tourist potentiel;
 improve the relationship with the National Institute of Physical Medicine, Medical
Rehabilitation and Balneology;
 improving the business environment in health tourism by improving legislation in order to
become an advatage of the investors from this field;
 differentiation between social tourism, medical tourism and wellness tourism;
 the activities of the tourism forms specific to the spa resorts needs a classification in the
aspect of its subordination, Work Ministry trough social tourism, Health Ministry through
medical tourism and Ministry of Regional Development and Tourism through welness
tourism;
 development of spa cities in the resorts in which it is considered not only the senior tourist
segment market which choose these resorts only to benefit of treatmet free of charge. The
development of such a concept ssumes the existence of a quality built heritage, but also the
existence of a spa park, thermal springs and animation and recreation possibilities at least 6
months per year;
 renovation of the existing accommodation units and improvement of the comfort degree
and diversification of the offered tourist services;
 according grants to the hotel owners but conditioned by the specific equipment for medical
or wellness tourism;
 good cooperation with public authorities at central and local levele, responsible with the
tourism development politics, territorial development, infrastructure, but especially with
the sanitary control of the treatment centers and of the hotels, the checking of the methods
through which the natural resources are exploited considering the sustainable development
and the privat investors which can renovate the privat tourist accommodation units, but
they need support from the central and local authorities in the aspect of acording operating
grants;

24
  creating a network of spa/health resorts for better monitoring of operation parameters set in
advance and control their proper functioning;
 creating a set of criteria that need to be met by the hotel premises requiring integration into
the network and thus better promoting through this integration.
Concerning this aspect, in Spa Tourism Action Plan it is planned to create such a set of criteria for
planning and development of tourist resorts and addresing the quality of tourism products and
services offered in these thermal cities, but also the quality of urban developments and tourist
equipments, pursuing aspects such as: accessibility, tourist flow in the resort, diversity and quality
of accommodation units, activities and tourist equipments in the resort, urban developments,
environment protection and the presence of green spaces, reabilitation of historical heritage,
existence of signs, lanscaping, equipment and treatment facilities, quality and diversification of the
restaurant offer, animation in the resort and security assurance.
Concerning the hotels from the mountain resorts of Transylvania, in conditions of a diversified
existing hotel offer, it is imposing the need to create varied tourist products which address to fewer
market segments respecting the quality/price rate. On the other hand, it is neccessary to reabilitate
the old hotel dating back to the years of 1970 and which could offer a significant number of
accmmodation places after restauration and modernization. In the context of these
building/construction, reabilitation, development and modernization works it has to be considered
the tourist development principles, but especially the prinicple of harmonious integration. In this
respect, nowadays, it can be observed serious misconducts from the local architectural styles,
resulting the artificiality and visual pollution of all that means authenticity and valuable. Of course
promoting these resorts have to remain a constant concern of the authorities, especially of the hotel
operators aiming to increase their profits. After analyzing the tourist resources, of the accesibility
infrastructure and of the market analyze principles it were identified through these Masterplan,
priority zones for tourism development. The region of Transylvania is one of these priority zones
under the form of circuit tourist product entitled Transilvania-Culture, Naturre, Ecoturism, Health
and Treatment, Ski and Adventure Tourism.

25
 8.1.SWOT analyze of the Transylvanian hotel sector

STRENGHTS WEAKNESSES
-the existence of a diversified hotel offer; -advance stage of degradation of hotels built in the 1970 due to the
-the central position of the region of Transylvania and also the natural large size of the hotels, but also to the lack of interest shown by those
and anthropic rich tourist potential, favors the development of these who have taken these units from the state through state tenacy
accommodation units;--- management;
-their distribution in territory allows the development of these tourist -neglection of cultural value of the hotels listed on List of Historical
units in the spa resorts, mountain resorts, but especially in the urban Monuments from Romania;
centers and in the county seats; -low degree of affiliation to national and international hotel chains and
-the history of the presence of hotels in the region of more than two the prelevance of individual hotels, determine the existence of high
centuries; sensivity to economic fluctuations which manifest on the national and
-the existence of a high number of hotels which determine this tourist international economic market;
accommodation unit to dominate within the tourist units with -low adaptation of services to the international standards;
accommodation function. -improper collaboration of hoteliers with local and regional authorities
in development of these facilities;
-lack in continuity of the national development programs of the tourist
resorts and implicitly of the existing tourism infrastructure;
-pronounced seasonality and low employment degree affect the
economic activity of these hotels, forcing them often to operate under
unprofitable conditions;
-the average length of stay registered in the hotels of Transylvania in
the period of 2001-2012 decreased with approximately 2 days;
-it prevails the small hotelswith 0-9 employees, often an employee has
more than one function which can affect the quality of hotel service;
-the Turnover registered from the NACE section"Hotels and
restaurants" , in the period of 2008-2012 involuated;
-the investments made in development and modernization of hotels
involuate for the period of 2008-2012;
-the methodological norms concerning the classification of hotel units
have criteria that refers exclusively to physical characteristics and they
ignore the aspects concerning the quality of provided services.

OPPORTUNITIES THREATS
-possibility to set up a chain of historical hotels and including in in the -due to the lack of interest concerning the management strategies
cultura circuit of Transylvania; which adopt the economy development through sustainable
-increasing of involving degree of the local population in the tourism development, hotels could loose especially international tourists which
activities and implicitly the creation of jobs; through their mentality sutain this type of development;
-promoting local traditions (especially culinary and archtectural) -continuous degradation of hotels from the List of Historical
through adequate integration of the hotel in the built environment; Monuments from Romania, will lead to their deassapearance and in
-integration of the individual/independent hotels in international hotel the same time to the loss of a heritage with important cultural values;
chains and implicitly improving the quality of provided services, -lack of diversification of recreation services offered by the hotels,
increasing the employees wages and improving the management these units may be affected more severely by the seasonality, and in
system through permanent assistance given by the head hotel company; conditions of an occupancy rate under 60%, to operate in loss.
-it contributes to the econmy development of the region.

The analyze of the hotel offer at the level of mountain resorts, spa/health resorts and urban
centers focusing on the county seats, allows the SWOT analyze which highlights the strengths,
weaknesses, opportunities and threats of the hotels from Transylvania. This analysis contributes to
the identification of the main three market segments to which the Transylvanian tourism can
address: spa/health/wellness tourism, mountain tourism and urban tourism with its component, the
business tourism.

26
CONCLUSIONS

Tourism represents an important leverage in the development of a country, region or zone.

The hotel, basic component of the tourist infrastructure, it is an essential element of the tourist act
ongoing. The concept-hotels which imposed also on the Transylvanian hotel market are: urban
hotel, heritage hotel, boutique hotel and eco-hotel. Another important aspect it is about the
organizational structure of the hotels. At the level of this structure it is remarquable the higher
degree of disparity, the departments being built and structured depending on degree comfort, size,
emplacement, chosen management strategies and ownership.

Assuming that the tourism from a certain zone can not function in normal parameters without
the existence of the accommodation units and these ones can not find their role without valorizing
the tourist potential and tourism practicing, the study highlights the evolution of tourism from
Transylvania, pursuing the dynamics of tourist flows registered in the period of 2001-2012 in the
tourist accommodation units, fact that highlighted the important role that the hotel has within the
accommodation infrastructure and implicitly in the tourism activities. The impact of this
accommodation unit on the tourist phenomenon from Transylvania it is manifesting in terms of:
region’s economy, the society involved directly and indirectly in tourism and the effects on the
environment, effects which for sure affects the human being. The results of the study confirm the
existence of a situation which can not be neglected at the level of hotel sector evolution from
Transylvania. In this respect, there are imposing a set of measures such as:

 identification of appropriate strategies for a better promotion of the Transylvania tourist

region at international level and in order to attract a higher number of international tourists
considering that the highest level of tourism intensity manifested in the region registered
in the hotels of Transylvania in the year of 2012 it is 226,6 overnights at 1000 inhabitants
comparing to 2042,6 overnights performed by Romanian tourists at 1000 inhabitants (in the
county of Covasna);
 improving the cooperation between the governmental, regional and local authorities in
order to attract investments in the hotel sector;
 increasing of the involvement degree of the local community in the hotel activities through
the work force employed;
 establishing limits to which the development of hotels does not affect the local community
and the structure of landcape of the taxonomy unit;
27
  attention paid to the principle of harmonious integration of the hotels in the structure of the
resort or city;
 drafting a code of ethics for the tourism industry entrepreneurs and implicitly for the
hoteliers;
 promoting the environmental spirit within the local community;
 education in the environmental spirit of the employees of the hotel sector organizing
special trainning;
 restauration and reintroduction in the tourist circuit of the hotels from the List of Historical
Monuments;
 increasing the affiliation degree of the independent hotels at national and international
chains, mainly, to benefitiate of specialized management assistance, promoting techniques,
increasing visibility at international level, increasing of turnover, of employees
eranings/wages, but especially increasing the quality standards of the provided services.

The present study through its case studies and through the obtained results after the detailed
analyze of the Transylvanian hotel sector, at the level of the three main dimensions: economic,
social and environmental, it represents a first step in researching the hotels and the importance of
their impacts on the tourism of a taxonomic unit.

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