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Tourism industry: new challengesinthe XXI. Century

A research was carried out in the form of a questionnaire with the objective to reveal the awareness and attractiveness of Mátra Hills in the view of Hungarian tourists seeing if the hypothesis of the publication is relevant or not.

Most visitors travelling to Mátra Hills are coming from the relatively closely located regions of Hungary, such as Budapest, the Great Plain and other parts of Northern Hungary. This is also supported by the fact that those who have not yet been in the Mátra explained their answers firstly with the remote location. So the easy access and short distances play important role by choosing a destination.

The Mátra is still known primarily for its outstanding natural values, mainly visited for doing excursions, some sports or being on holiday, but wines of Mátraalja are also well-known and loved. The role of the region in the field of health tourism has decreased, although at the same time conference tourism creates a more increasing part in the life of the area and can be more and more relevant in the future. These results also mean that other values of the region are less known, so they need to be made more well-known, popular and wide spread among tourists, primarily with the help a well developed marketing strategy.

The information of tourists is mostly obtained from family and friends, followed by internet sources. This conforms that the personal conviction and word-of-mouth propaganda are still the most important tools in spreading information. Journeys are organized mainly individually which infers the smaller usage of travel agencies.

Most of the responders visit the Mátra more or at least once a year. It is easier to keep the already existing guests than catching new ones. Local events and programs are also more popular among returning guests.

Tourism and gastronomy in the Mátra Hills

A research in the form of a questionnaire was sent out in December 2015 with the objective to find out how well-known and attractive are Mátra Hills for travellers. The hilly areas of Hungary are less explored than other regions like the Balaton or Tisza-lake, although in the last few years the number of researches carried out in the Mátra region has considerably increased, for instance in point of guest turnover, seasonality or product development.

In this questionnaire a sample of 100 persons was surveyed. The sample was taken at random, anonymously and impersonally on the Internet. Data represents the opinion of the Hungarian population according to age, gender, occupation and residency. In the research the Mátra Hills were examined with questions incorporated about the general reputation of the region, the charm of the area in tourism point of view, major attributes and concepts concerning the area, the reasons why tourists choose this place as a destination of their journey, judgement of standards, uniqueness and features, evaluation of the Mátra’s tourism attractions, awareness of the local cuisine as well as the positive and negative influencing factors of tourism in the region.

There were 27 male and 73 female participants concerning genders (Figure 1). The responders were between 14 and 58 year olds, with an average age of 25,72. The ages can be

Genders Figure              

 

Figure 1 - Genders Figure 2 - Ages

Source: own construction Source: own construction 

According to occupation the majority of those in attendance were students (63%), while the remaining 26% were employees, 5% middle managers, 4% top managers and 2% unemployed (Figure 3).

Occupation Source: ownconstruction 

Figure 3 - Occupation Source: ownconstruction 

In consideration of place of residence of the participants, most of them were from Northern- Hungary (64%), 23% from Budapest and its surroundings and the rest was divided among Southern (3%), Eastern Hungary (2%) and Transdanubia (8%) (Figure 4). Since all the responders were from Hungary, the results of the survey are relevant in relation to domestic tourism.

 Place of residence Source: ownconstruction 

Figure 4 - Place of residence Source: ownconstruction 

From those who filled out the questionnaire, 96% has already visited the Mátra and 4% not yet (Figure 5).

Attendance Source: ownconstruction 

Figure 5 - Attendance Source: ownconstruction 

Those who have not yet been in the Mátra, explained their answers with the lack of occasion and long distance. This means that relative close location, short distances and easy access play significant role when choosing a destination. This is also represented in the data of Central Statistic Office. According to its 2010 survey which analysed tourism destinations in the view of the total number of journeys for more days, Northern Hungary is highly visited from other spots of the region, from Budapest and the Danube Bend and from the northern part of the Great Plain (Table 2). These sites are quite close located to the Mátra, while from other parts of Hungary, which are at a longer distance, are less visitors. 

Table 2

The commercial guest nights in hotels by Tourist Region, 2015 (Source: Hungarian Statistical Office 2015)

 The commercial guest nights in hotels by Tourist Region, 2015 (Source: Hungarian Statistical Office 2015)

Those who have already been in the Mátra, mostly visited the region for hiking and tripping followed by wine tasting and sports facilities named as the purpose of their journey (Figure 6). This result shows that the Mátra still bears excellent natural values and attributes, and the Mátraalja wine region is also well-known. Other factors were rarely chosen, although they also form a significant part of local tourism. The formerly so popular health tourism has also been pushed into the background. This means that the role of the region concerning health tourism has decreased, people choose other resorts if they need some bathing or healing. As these together with for instance local cuisine, sights, events and programs are less known or popular elements concerning travelling to the Mátra, they need to be further developed, to be increased in popularity and to make more widely known.

Although in small portion, but ‘conference’ has already appeared among the possible purposes of visiting the Mátra. It is characteristic of the last 1-2 years that the newly renovated local hotels have extended their services with conference facilities as well, that is why this kind of tourism is not yet so well-known, but business travels and conference tourism can be a great opportunity of the future.

 Purpose of journey Source: ownconstruction

Figure 6 - Purpose of journey Source: ownconstruction 

Similar results are shown if tourism attractions associated with the Mátra are observed (Figure 7). The first thing associated is the mountains and the nature itself, going on with the wines of the region and the different sports facilities, while other attributes are less mentioned.

 Tourism attractions associated with the Mátra Source: ownconstruction 

Figure 7 - Tourism attractions associated with the Mátra Source: ownconstruction 

Factors determining the selection of destination hang closely together with the above seen results (Figure 8). Most of the tourists come to the area decisively because of its natural values, leaving all the other factors far behind. This also shows the lack of popularity and spreading of other values than the environment and the necessity of a more developed marketing strategy so as to advertise other attractions of the region as well.

 Factors determining the selection of destination Source: ownconstruction 

Figure 8 - Factors determining the selection of destination Source: ownconstruction 

Tourists obtain information in connection with their journey decisively from their family, friends and acquaintances. This means that the personal opinion and persuasion are still significant. Not surprisingly, the second largest information source for visitors is the Internet. Then comes the different promotional materials like brochures, prospectuses, leaflets and other publications free of charge in almost equal shares with the different media sources such as TV or radio commercials. Travel agencies and tourinform offices are less sought out for information among visitors travelling to the Mátra. From this follows that tourists organize their journey rather individually and only rarely enlist the services of a travel agency or office (Figure 9).

Information sources Source: ownconstruction

Figure 9 - Information sources Source: ownconstruction 

More than half of the responders (57%) visit the Mátra several times a year, 14% once in a year and 25% less frequently (Figure 10). Since the number of returning guests is quite big, it can be stated that the keeping of already existing guests is simpler and easier than gaining new ones. Among the returning guests, events and programs are represented in a more significant quantity when choosing a destination than in case of first-time guests. This supports that idea that programs are more relevant regarding frequenters.

Frequency of attendance Source: ownconstruction 

Figure 10 - Frequency of attendance Source: ownconstruction 

From the point of view of tourism, the charm of the Mátra was mostly judged as ordinary (65%), 32% said excellent and only 3% considered it as weak (Figure 11).

Charm of the Mátra Source: ownconstruction

Figure 11 - Charm of the Mátra Source: ownconstruction 

Different factors were investigated in connection with the level of satisfaction of tourists during their journey. Factors could be evaluated on a 5-scale range, where 1 means the worst and 5 the best option. The majority was primarily satisfied with the natural values of the area, followed by the accessibility of the region and the hospitality of local people. Food and beverage selection and the offer of accommodation facilities have also got good evaluation from the responders. Opinions about the infrastructure and cleanness of the area together with the prices are approximately equally divided, receiving an average of 3,3 points on the scale. The ‘information materials available for tourists’ category was ranked as the weakest one among the possible answers (Figure 12).

Satisfaction level of tourists Source: ownconstruction

Figure 12 - Satisfaction level of tourists Source: ownconstruction

Among the dishes associated with the area, the most often chosen ones were Palóc soup (89%) and ’sztrapacska’ (78%). The others were rarely signed or the responders hardly never could name other dishes on their own (Figure 13). The reason for that can be that dishes like Palóc soup or ‘sztrapacska’ are spread in other parts of Hungary as well, while the rest is not. It can be interesting, since those who visit the area of Mátraszentimre for example, is unlikely to bypass these dishes. Typical local dishes concentrated in this region and can be tasted in the traditional inns like KemencésCsárda or VidróczkiCsárda.

Dishes associated with the Mátra Source: own 

Figure 13 - Dishes associated with the Mátra Source: own 

In the questionnaire, responders were asked to tell their personal opinion about what they evaluate positively and/or negatively among the offers of the region.

The top answers regarding positive impressions were again the nature itself inclusive of the nice and diverse environment, the natural values of the region, the rich flora and fauna, the clear, fresh air and the unforgettable tourism sights and attractions.

Since the Mátra is still sought primarily for touring purposes, that’s why great care is taken of securing these opportunities for hikers. As it turned out from the questionnaire, tourists are satisfied with the services provided to them. All kinds of facilities are available for excursionists. A lot of forest trails are developed with resting places along them, while restaurants and buffets of sufficient quantity are at service of tourists during their trip.

Sports facilities are given in every season as well, but from the many possibilities, the ones for cycling and skiing are of the highest importance among the responders. Beside hiking and sports, places of cultural and historical importance and castles of the area are also beloved and positively judged. The increase in the number of adventure and leisure facilities in the last few years is also realised by some responders.

Within the confines of rural tourism, the hospitality of local people counts as prominent. The lack of crowd and thereby the insurance of the possibility of a peaceful relaxation is also praised.

Lately, lodging facilities have significantly been developed. Hotels have been renovated and improved their services, so that they can keep up with modern trends and expectations, be able to attract more guests, and this way they contribute to the region’s economy as well. Their effects can already be seen from the survey as well, since many of the responders judged positively the amount and standards of accommodation facilities available for them.

Wine tourism has also a positive reputation. Wineries, wine cellars and the excellent wines of Mátraalja are well-known and loved by tourists. Local dishes were also found delicious.

On the other hand, there are also some things judged negatively regarding the area. Many mentioned the weak infrastructure of the region and claimed roads as of bad quality. There were found problems with the cleanness of the area and the tidiness of the environment too. Mainly the young people miss more possibilities for entertainment, more locals, clubs or bars established for them.

An other big problem was in the context of suitable marketing and programs offered. Tourists believe that they could visit the region of the Mátra only for its natural values and for hiking purposes and that is all what this area can offer for them. Therefore exists almost just transit tourism, visitors do not come for longer time interval but only for 1-2 days since they think there is nothing to do here. More events, programs out of season are missed. However, the Mátra offers programs throughout the year, only an appropriate marketing technique is absent to mediate them to the public. Development and change in this field is needed, with the utilization of and building on the good capabilities of the Mátra, Gyöngyös and the small region of Gyöngyös. Then a complex marketing strategy, more promotion, commercial, advertisement and information transmission is essential in order to gain wider publicity. With adequate marketing, more guests could be attracted, they would be more informed about their opportunities concerning programs here, they would stay for longer time and generate higher income for the region. At the same time, satisfied guests operate as excellent promotional tools taking advantage of the word-of-mouth marketing becoming more pronounced today. 

The majority of responders (97%) would recommend Mátra Hills as a tourist destination to others (Figure 14) and 89% also plan to visit it again in the future (Figure 15).

Figure 14 - Recommendation Figure 15 - Future attendance Source: own Source: own 3/4 part from those who answered that they have not visited the Mátra yet, plan to do so in the future (Figure 16).

Willingness to visit Source: own 

Figure 16 - Willingness to visit Source: own 

Conclusion

The most highly praised attribute of the region are its natural values, while the amount and availability of information provided for tourists is missed the most often.All things related to the environment and nature evoke positive feelings in tourists. They are satisfied with hiking, sports and accommodation facilities as well. Local wines and dishes are also popular. Palóc soup and ‘sztrapacska’ are the most well-known traditional local meals.

Among negative impressions were listed the infrastructure of the region, the condition of roads, the cleanness and the lack of entertainment facilities for the young people. Besides, more information material for tourists is required as well as an effective marketing strategy is needful.

Among tourists, the general judgement, charm of the Mátra is considered ordinary, good. The majority plans to visit it in the future again and would recommend it to others as a possible tourist destination. However, we have to develop new tourism products and attractions: e.g. theme parks, health tourism, active tourism, geotourism.

 

Bibliography:

  1. Berki M. (2011): Tematikusparkok a turizmusrendszerében. Doktoridisszertáció. Pécs,
  2. Bujdosó Zoltán - Remenyik Bulcsú (2008): Turizmusmenedzsment az Észak-Magyarország Régióban. In: Dávid L. szerk: A turizmus szerepe az Észak-Magyarország Régióban I-II. Gyöngyös, pp. 85- 101.
  3. Dávid Lóránt - Tóth Géza - Bujdosó Zoltán - Herneczky Andrea (2007a): A turizmus és a regionális versenyképesség kapcsolatának mutatói a Mátravidék példáján keresztül. Észak-magyarországi Stratégiai Füzetek, 2007/1., évfolyam 1. szám, pp. 3-20.
  4. Dávid Lóránt - Tóth Géza (2009a): Hegyvidéki területek szezonalitásának problémái a Mátravidék példáján, Földrajzi Közlemények 133./, pp. 33-41.
  5. Dávid Lóránt - Tóth Géza (2009b): A turizmus szerepe a Mátravidéken. Gazdálkodás 2009/5. szám, 45-57.
  6. Molnár Csilla (2007): Az egészségturizmus jelentősége és fejlesztésének hatásai Észak- Magyarországon, Európai Kihívások Nemzetközi Tudományos Konferencia, tanulmány kötet, Szeged, 2007., pp. 467-476.
  7. Szabó József - Dávid Lóránt - Lóczy Dénes (2010): Anthropogenic Geomorphology. Springer Verlag.
  8. Tardy János – SzarvasImre (2008): A Yellowstone-tól a geoparkokig. TermészetVilága 2008/II. szám, Budapest pp. 110-123.
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  • Year: 2016
  • City: Astana
  • Category: Economy

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