The evolution of tourism in Hévíz - Challenges and strategies in a changing global landscape

Szita Szabolcs (2025) The evolution of tourism in Hévíz - Challenges and strategies in a changing global landscape. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

This thesis explores the evolution of tourism in Hévíz, a globally recognized Hungarian spa town, with a focus on the challenges it faces and the strategies developed to overcome them in an increasingly volatile global environment. Hévíz’s unique natural asset, its thermal lake, has historically positioned the town as a leader in medical tourism, attracting visitors seeking wellness and health treatments. However, recent global events, including the COVID-19 pandemic and the Russian-Ukrainian war, have significantly impacted the town’s tourism sector, leading to the need for strategic adaptation. The study addresses several key research questions: how Hévíz’s tourist source markets have evolved over time, the influence of global crises on tourism trends and visitor behavior, and the strategies local service providers have employed to navigate these challenges. It further investigates the decline of the crucial Russian source market, previously a major contributor to Hévíz’s success, and evaluates efforts aimed at market recovery and diversification. The research adopts an interpretivist philosophy and a qualitative approach, utilizing secondary data analysis and semi-structured interviews with local tourism service providers. The findings indicate that while Hévíz was heavily reliant on Russian and German-speaking tourists, it has been forced to pivot towards new markets and domestic visitors. The COVID-19 pandemic caused a 70% drop in tourism turnover, leading to severe financial losses for businesses and the municipality. The disappearance of Russian tourists, once responsible for significant spending and longer stays, further compounded these difficulties. Local service providers responded with a range of strategies, including introducing flexible booking options, enhancing health and safety protocols, and intensifying domestic and regional marketing efforts. Efforts to modernize infrastructure, diversify the tourism offer with wellness and recreational activities, and strengthen digital marketing were also critical in adapting to the new realities. However, the recovery remains uneven, and challenges persist, particularly regarding seasonality, limited flight connections, and the need to reposition Hévíz’s image beyond an older, medical-focused audience. The thesis concludes that sustainable development, strategic international marketing, investment in infrastructure (notably improving access via Hévíz–Balaton Airport), and the expansion of services catering to younger and more diverse tourist groups are essential for Hévíz’s future resilience. The case of Hévíz highlights how small but globally known destinations must continuously innovate and adapt to maintain competitiveness in a fragile and dynamic global tourism market.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Turizmus Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Turizmus-vendéglátás

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	21th century, conservation of natural resources, natural resources, strategy, wellness
SWORD Depositor:	User Archive
Felhasználói azonosító szám (ID):	User Archive
Rekord készítés dátuma:	2026. Ápr. 09. 15:00
Utolsó módosítás:	2026. Ápr. 09. 15:00

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