Andra-Teodora Porumb
Adina Săcara-Oniţa
 
University of Oradea, Faculty of Economic Sciences, Department of International Business, 1 Universităţii Street, Oradea, 410087, Bihor, Romania
DOI: https://doi.org/10.31410/ITEMA.2018.44

2nd International Scientific Conference on Recent Advances in Information Technology, Tourism, Economics, Management and Agriculture – ITEMA 2018 – Graz, Austria, November 8, 2018, CONFERENCE PROCEEDINGS published by the Association of Economists and Managers of the Balkans, Belgrade, Serbia; ISBN 978-86-80194-13-4

Abstract
In recent years, the restaurants field has seen spectacular growth in the Romanian economy. More and more restaurant owners have realized the need to promote their business in the online environment as well. In this paper we aim to analyze the strategies by which the restaurants try to attract clientele (Romanians or foreign tourists) through web sites. We analyzed a large number of websites of luxury restaurants in Romania from the point of view of the thematic construction, especially following the way the information is organized, selected and hierarchized, the home page, the name of the company and the motto (the institutional slogan), key words, titration, the link between text and audio-visual documents. We believe that the way in which the company shapes its identity and formulates its discourse is an essential element of advertising strategy and that the originality, creativity and surprise effects generated by the discourse built on website support can attract many customers. On many websites we can see incredible scenarios, titles and collocations in foreign languages (English, French), presentations of the “gastronomic vision” of the master chef. Some websites are translated into English, French, Italian, others contain only English texts – a sign that this restaurant addresses to an elite. Influences of international cuisine, declared or not, also attract a part of their customers, who want to adopt concepts such as fine dining, l’art de vivre à la française or the taste of France or la dolce vita. Being a growing and growing sector, the discourse of restaurant founders and managers offers sometimes spectacular instruments of loyalty and attraction of customers.
Key words
Brand name, brand signature, organizational identity, web site, discourse analysis, interculturalism.
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