The present article deals with aspects related to the transition to a new model of economythe circular economya more appropriate model for the current tendencies of ensuring the sustainability of economic processes. Tourism, as an economic branch with strong dynamics in recent years, is one of the areas where resource conservation and environmental protection are of significant importance. Circular tourism, derived from the principles of circular economy, aims at recycling tourism resources and favoring the sustainable development of the environment, thus giving tourists a greater sense of responsibility. The authors sought to study the influence of the implementation of integrated quality-environment-security systems on the economic performance of hotel establishments in Romania from the perspective of industry managers, as a starting point for determining the applicability of the principles of circular economy in this sector. In order to study this influence, questionnaires were addressed to tourism operators in order to establish the existing link between the implementation of ISO 9001, ISO 14001 and OHSAS 18001 standards and the economic, social and environmental performance of those operators. From the perspective of the systemic approach and analyzing the obtained data, the authors of the paper argue that the hotel industry in Romania is not yet sufficiently prepared to adopt the principles of the circular economy, the adoption of an integrated management system not having as much influence as believed on the performances of the operators in the field.
The world is evolving fast, and in a global society that is developing at an astounding pace, borders of any kind are eliminated one at 0 a time. Moreover, the competition between companies is becoming fiercer and fiercer, so the differentiation of products and services has gradually turned into a real necessity. In this context, design thinking is one of the elements that is currently drawing new directions, often being associated with the innovation process and the gain of competitive advantages. Recent studies show that design principles applied at a strategic level, especially in the field of innovation, significantly increase its success rate. Design thinking focuses on obtaining solutions and is action-oriented, providing all the necessary premises in order to discover new market needs and, moreover, to satisfy them.Another extremely important element in the current global context is brand, which gives the main points of differentiation for offers existing on the market. A correct and efficient management of the brand supports the creation of strong emotional relationships with consumers, bringing competitive advantages, especially by increasing their loyalty. As a result, brand management is an area of particular interest, and design thinking, together with innovation, can successfully support its specific actions, bringing with them the benefits of creativity, that translate into defining new concepts for attracting consumers and their trust.This article addresses aspects of design and design thinking, as elements that support a successful brand management, taking the tourism domain, which is currently the world's fastest growing industry, as a case study. The authors sought to study the connection between design, design thinking and brand management by correlating two studies, one of them conducted among consumers and the other one, among economic agents. Thus, questionnaires were addressed to consumers in order to identify their perception on design and design thinking, but also to economic agents in order to determine their actions in this regard. The way design and design thinking influences customers' consumption behavior represents a starting point for building brand management strategies, indicating either the need to enhance their use or, on the contrary, the lack of need for design.
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