Contemporary challenges and future development pathways in the town marketing of Balatonfüred

Csima Georgina (2021) Contemporary challenges and future development pathways in the town marketing of Balatonfüred. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

Dissertation Abstract Contemporary challenges and future development pathways in the town marketing of BalatonfüredThe broad topic of my thesis is about the region and settlement marketing but in a narrower way I would like to analyze the development of Balatonüred town (Hungary) from two points of views; the local government’s and the inhabitants’perception about that.The main aim of the dissertation is to analyze the development and marketing strategy of Balatonfüred, what the town management thinks about the long-term image and pathway of the town, what the long-term goals are and to measure the population’s satisfaction about that. What are their thoughts and opinions, what are those actions that they like and what they do not? I would like to gain an insight into the town management and the thinking of the population and to examine how the two ideas about the future of Balatonfüred agree or differ from each other. In order to my research to be successful, I would like to collect both quantitative and qualitative data, so I chose the mixed method for data collection because I think that in order to get a complete picture of the chosen thesis topic, I need to collect a large amount of data, to get answers to many questions that have been answered by many people, and to conduct a much more in-depth interview to have a qualitative data set. So, the tool for collecting quantitative data will be a questionnaire that will be filled in only by the residents of Balatonfüred to collect large amounts of data, and an in-depth interview will serve for qualitative data collection. In my secondary research, I am going to give a theoretical, professional basis for the whole work from the literature I have read basically about marketing, marketing strategies, the concept of region and settlement marketing, about tourism, and tourism marketing. I will explain and clarify the general concepts and ideas in connection with the chosen topic during the secondary research. A historical description about Balatonfüred cannot be missed where I would like to summarize the town’s history from the beginning until nowadays. The secondary research will contain data about Balatonfüred from the Hungarian Central Statistical Office, as well. The results of my research include the town's urban development strategy, the results achieved so far, the basis of its marketing activities, the long- and short-term objectives, the USP of Balatonfüred, a description of the target groups and the impact of the pandemic on tourism. Based on my questionnaire, I received answers from residents on how much they agree with these aspects and how much they would like to see the town's development going in this direction in the future.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Kereskedelem Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	Balaton, city marketing, development, marketing plan, tourism
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2022. Már. 22. 08:18
Utolsó módosítás:	2022. Már. 22. 08:18

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