The role of cellar villages in Hungarian tourism

Pintér Ákos Ádám (2020) The role of cellar villages in Hungarian tourism. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

The thesis focuses on Hungarian wine cellar villages. Wine cellar villages are unique phenomena, there are only some similar constructions in southern Europe, Spain or France, but they are not entirely the same as the ones that are here in Hungary. Vine cellar villages have not been in the scope of academic attention yet in Hungarian context, however they are also rarely scrutinized in the international academic context either.  My field of interest is mostly tourism related, the aim of my thesis is to scrutinize the possibilities that lie in Hungarian cellar villages in terms of attracting more and more tourists therefore becoming more popular and more successful. I discuss wine cellar villages in the context of rural tourism. This is a widely known and researched subfield of tourism studies and has many themes, topics and branches. One important branch of rural tourism is wine tourism. It has been well researched in Europe, North America, Canada and in other parts of the world as well. It is still a new subfield in Hungarian rural tourism studies, however there have been some articles and studies published about it in Hungarian context as well. I position Hungarian wine cellar villages under the realm of wine tourism and examine their touristic potential within the context of Hungarian rural tourism/wine tourism studies and a sound theoretical background is provided for the empirical research in the first, theoretical part of my thesis. My hypothesis is that the most important consumer satisfaction factors concerning wine cellar tourism are good wine, cozy atmosphere, nice hosts and a spectacular environment. My hypothesis is proven and supported by the analysis of the online survey that I carried out among people who had already visited Hungarian wine cellar villages.  My main questions in the survey were about consumer motivations and experiences, I enquired about what expectations they had about cellar villages before the visit, what were the factors that they would  appreciate, I also asked the respondents about their good and bad experiences at the location or if there was anything they would change. I also inquired about consumer satisfaction: if informants would like to visit the place or another similar place again and whether they would recommend it to others. Although the survey was not representative, the results suggest that consumer satisfaction is very high about cellar villages which is a wonderful start for other touristic developments. There were only very few negative elements mentioned, maybe the most important one was the lack of events, a few respondents complained about it. The most significant factors in consumer satisfaction were good wine, good food, nice environment, nice hosts, having a good time with friends and family: the same ones as I assumed in my hypothesis. The analysis of the survey is followed by setting up an imaginary social media marketing plan for an imaginary event in Györköny, which is one of the Hungarian wine cellar villages. The tips and the plan itself could be useful to enhance tourism and attract more tourists to cellar villages in the future.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Turizmus Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Turizmus-vendéglátás (angol nyelven)

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	Hungarian tourism, Rural Tourism, cellar village, wine, wine-press house, wine tourism
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Brakszatoriszné Jankó Tímea
Rekord készítés dátuma:	2020. Aug. 13. 10:40
Utolsó módosítás:	2020. Szep. 18. 14:18

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