Innovation in Nature Based Tourism Services Pre - case study Name: Burtea Surname: Leonard-Adynel Country: Romania

Best Western Bucovina - Club de Munte

General information Name of the enterprise:Best Western Bucovina - Club de MunteS.A. Business address: P-ta. Republicii 18, Gura Humorului, Suceava County CIF:RO Registration Nr. O.R.C.:J33/718/1998 Year established: Activity duration:undetermined Present activity of the company is directly connected to Best Western Bucovina - Club de Munte hotel, from Gura Humorului resort, Suceava county. According to the association, the enterprise carries out the following activities : CAEN codeActivity name 5510Hotels 5521Youth camps and mountain refuges 5530Restaurants 5522Camping sites, including caravan parks 5523Other means of accommodation 5540Bars 5551Canteens 5552Other food preparation units 6021Other land transport of passengers, graphics based The constitutive act contains a number of other objects of activity, but contributes a less significant turnover of the company. From a logistics standpoint, the hotel operated by the enterprise in Gura Humorului is part of the famous hotel chain Best Western. The Best Western hotel chain has more than 4,000 hotels in 80 countries Pag. 2

Presentation Pag. 4 Currently, the activities developed by the company is related to the operation of hotel Best Western Bucovina - Club de Munte Gura Humorului resort. Best Western Bucovina - Club de Munte is located in the vicinity of the famous painted monasteries of Bukovina, Humor Monastery 5 km and 6 km to Voronet Monastery. The hotel is also the best starting point for the so-called "tour of the monasteries" - with many tourist attractions: the church of salt from Cacica Catholic Cathedral, Marginea (the famous black pottery), Putna Sucevita Moldovita Monastery Humor Monastery Voronet. Moreover, the hotel is located in an area filled with history and tradition and the specific landscape Bucovina add benefits to the tourist may have when choosing the Best Western Bucovina - Club de Munte.

Company background and persons engaged in managing the enterprise It was founded in March 1998 the trading company Casa de Bucovina - Club de Munte S.A. as a joint stock company with private capital, with six founding shareholders, Romanian legal entities. When the company was founded, the shareholders pursue the following objectives: -identification of new partners interested in developing such a project; - further promote and manage tourism complex In 2002 it has been decided the affiliation to the hotel chain Best Western International. The affiliation agreement was signed in April that year. Current composition of the Board is as follows: Name Surname / Name of Function President Rose Florica Theodore mihaescu Horia Administrator HOSPITALITY CONCEPT srl Administrator George Gemanar Administrator Potter Iosefina Administrator

Shareholding Structure Pag. 6 Shareholder`s Name shares no. Percent participati on S. I. F. Muntenia , 4957% Consiliul Local Gura Humorului , 0617% Cominco S.A , 9236% Mobilextra C â mpulung Moldovenesc S. A , 8421% World Trade Center Management România S.A , 6451% Mediaglobe Invest S.R.L , 0246% ANTREC Rom â nia , 0039% Grupul Financiar Muntenia , 0030% Funda ţ ia Ion Ghica 3600, 0003% TOTAL ,0000% Subscribed and paid up capital amounts to 12,183,960 lei, divided into 121,839,600 shares, equal and indivisible, with a nominal value of 0.1 lei / share.

Best Western Bucovina - Club de Munte(BWB) Pag. 7 Accommodation: 130 rooms 24 double bedded rooms 60 twin rooms 38 single rooms 4 Junior Suites Executive floor: 2 apartments, 2 VIP double twin All rooms are equipped with minibar, cable TV, radio, telephone. Food & Beverage Services Restaurant Casa de Bucovina seats Porch House Restaurant - 70 seats Terrace - 40 seats Lobby Bar - 60 seats Other services 7 conference rooms with a total capacity of 550 seats Spa area (sauna, Jacuzzi, Hamam) and fitness Billiards Parking for cars - 60 seats Parking for coaches

Structure of the services As owner and operator of the Hotel Best Western Bucovina - Club de Munte, services with the highest share in the company's revenues are accommodation and catering. Given that the hotel has the facilities, the company is able to offer clients a diverse package of services. Besides the accommodation and catering, the hotel offers: I) services on the activities carried out in the hotel (indoors) for individual customers: package mise-en-form: whirlpool, sauna, hammam, massage, fitness and spa area for corporate clients: the organization of events (conferences, trainings, seminars, symposia) in the July conference. II) services for activities conducted outside the hotel (outdoors) At the request of customers, the company can undertake the task of organizing a large number of cultural and sporting activities, such as visits to monasteries, visits to craft workshops of Bukovina, with fiddlers rustic tables, campfire, ram / calves on skewer, lamb to pot, etc., trips to "green grass", paragliding, mountain climbing, mountain biking, river rafting, climbing, free ride skiing, horse riding, tennis, football, handball, basketball... Pag. 8

Market position. Competition Best Western Bucovina - Club de Munte 4-stars hotel is the biggest in the area. Good position compared to the historical, modern facilities, conference facilities, and a new concept of hospitality that combines modern living facilities and welcoming atmosphere of a house Bucovina,are essential characteristics of the tourist product. Regional competition comprises two categories of accommodation units: hotels and, respectively, hostels of 3-4 stars, positioned mainly in Suceava, but also in Gura Humorului, Campulung Moldovenesc, Vatra Dornei and on the travel route of the monasteries (Voronet - Putna Sucevita - Moldova). In terms of hotel facilities, it is noteworthy that no competitor in the region can address to a structure so large of clients and may not match the complexity of its supply of services: Large single tourist product area; modern facilities; Conference facilities in seven halls with total capacity of 550 seats; wide range of services, high quality services; membership of an international chain hotel (only 4 star hotel affiliated to a chain International); ensure the quality standard requirements of international customers and business.

Development Strategy Pag. 10 Development Strategy SC House of Bukovina was thought to be composed of two phases: i)The first phase, completed in 2005, has meant expanding the tourism product Best Western Bucovina Mountain Club, consisting of: the structure of accommodation, restaurant, leisure facilities (spa, fitness center), with a conference center built to satisfy our corporate customers. ii)Phase 2, estimated to run in the next years, will focus on the one hand, strengthening the company's position on 3-4 star hotel market in Bukovina and, on the other hand, diversification of tourism by launching a new product called "Travel Inn", for traveling and corporate clients looking for tradition and cultural values in the area. iii)Development strategy was conceived in conjunction with local government concerns on increasing the attractiveness of the area and hence the flow of tourists on the component of sport tourism and recreation. Gura Humorului Local Council requested and received a grant from the European Union for the project investment POPASUL Located in the town of Gura Humorului, in Ariniş area, the project POPASUL will turn the town into a tourist destination dedicated to sport and reacreation tourism.

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