THE SATISFACTION AND EXPERIENCE OF TOURISTS IN JIU VALLEY. INSIGHTS FOR TOURISM DEVELOPMENT

Being a former coal region in transition, the micro-region of Jiu Valley witnessed several demographic, economic, infrastructural, housing and identity crises. These crises reshaped the micro-region, driving efforts to explore different paths for development, with tourism emerging as one of the main alternatives. While most of the literature and strategies for development highlight the touristic potential of Jiu Valley, they overlook the perspective of tourists. Little is known about their experience in the region; about their satisfaction levels regarding touristic services; on why have they chosen Jiu Valley as their destination and based on what criteria? or what places have they visited in the region and what activities have they carried out? Understanding such aspects is essential for developing strategies that align tourism experiences with visitors' expectations and promote sustainable tourism development. Thus, drawing from a survey on 460 tourists, the paper seeks to answer these questions and provide insights and supplement strategies for tourism development, specifically the masterplan for all-season tourism in Jiu Valley designed by its integrated governance structure, ADTIVJ.