Rezumat articol ediţie STUDIA UNIVERSITATIS BABEŞ-BOLYAI

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This paper belongs to the category of quantitative marketing researches, because its objective is the systematic description and analysis of multiple features and relationships specific to marketing in tourism. I relied on quantitative descriptive research to find out the characteristics of the target segments of the market, estimating the percentage within the population of participants with certain characteristics or behavior, defining opinions and perceptions about the features of the offered products or services, determining the degree of association between marketing variables and the dependence and interdependence among them, etc. The present research was based on the survey method that involved a comprehensive questionnaire (39 questions) and an established probability sampling, representative for the studied population.

Keywords: attitudes, preferences, bivariate analysis, multivariate analysis.