Analysis of Hungarian fine dining restaurants' marketing activities

Fekecs Máté György (2024) Analysis of Hungarian fine dining restaurants' marketing activities. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

This thesis analyses the marketing activities of Hungarian fine dining restaurants, a niche yet very interesting segment of the hospitality industry. Hungary is in a unique position among post-Soviet Eastern bloc countries, having the most the most Michelin stars between them. The study examines how these restaurants deal with challenges, such as attracting both local guests and international tourists, or maintaining a strong customer base. The research of this thesis employed a mixed-method approach, integrating qualitative interviews with marketing managers of successful Hungarian fine dining restaurants and a quantitative questionnaire, to gain a more complete understanding of these restaurants’ marketing activities and their effectiveness. The findings show the fundamental role of digital marketing in the sector, most importantly social media, boosting the visibility and appeal of these restaurants. The most successful positioning and branding for Hungarian restaurants seem to be, leveraging Hungary’s rich culinary traditions, while incorporating modern gastronomic trends and techniques. The study also identifies areas to improve on for these restaurants, like providing a more engaging and comprehensive communication using digital tools, and greater utilization of analytics for more precise targeting. Challenges like reliance on tourism, economic uncertainty and fluctuations, and increasing competition, highlight the need for innovative and adaptive use of marketing activities. Recommendations from the research include the importance of expanding and improving digital presence and addressing sustainability concerns to attract a broader audience. This study contributes to the under explored field and relationship of fine dining and marketing in Hungary. It highlights new directions for future research, including comparative analysis with other countries. It can also offer valuable insights and findings for industry practitioners.

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:	analysis, fine dining, hospitality, marketing, restaurant
SWORD Depositor:	User Archive
Felhasználói azonosító szám (ID):	User Archive
Rekord készítés dátuma:	2025. Már. 25. 11:29
Utolsó módosítás:	2025. Már. 25. 11:29
URI:	http://dolgozattar.uni-bge.hu/id/eprint/57758	URI:	http://dolgozattar.uni-bge.hu/id/eprint/57758

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