INTEGRATING TOURISM AND POSITIONING CULTURE AS A DETERMINANT IN DEFINING THE FUTURE TRAVEL OFFERS
INTEGRATING TOURISM AND POSITIONING CULTURE AS A DETERMINANT IN DEFINING THE FUTURE TRAVEL OFFERS

Summary/Abstract: The end of the twentieth century marked the transition period, maybe irreversible, of the global economic system from internationalization to globalization, which according to recent definitions seems to be the integration of civilizations and cultures of the planet. This paper presents from the cultural perspective, the process of integration of the tourism sector, by integrating the individual – visitors and the corporations and the public authorities, that represent tourism as an economic activity, helpful for the development of communities, tourist destination's local actors like businesses, NGOs, governmental and intergovernmental world tourism organizations. The effects of integration are different from international tourism transformation "mass consumption", the establishment of standardized local, regional or global travel packages, to boost tourism consumption. Arriving at this point we can say that the culture as a part of the external /internal environment of an organization is vital. For this reason, defining the European travel offer, we have to analyze and manage the future more closely the relationships between: the culture - corporate culture - the organization oriented to global market.

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