Marketing Activities of Szigliget
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| Format: | Thesis |
| Kulcsszavak: | marketing marketingtevékenység piackutatás Szigliget turizmus |
| Online Access: | http://dolgozattar.uni-bge.hu/35514 |
| Abstract: | Several initiatives were adapted in Hungary to create cooperation and to boost growth in the tourism sector, but seasonality has not vanished completely at Lake Balaton. I aim to analyse Szigliget’s marketing environment (internal environment, micro-environment, and macro-environment) to identify underlying trends and forces affecting Szigliget. I analyse the B2C marketing activities of Szigliget using the 7P's model. The success of marketing is highly dependent upon the ability of creating customer value, and the first step toward accomplishing this goal is to know your customers. Therefore, the primary research consists of a quantitative market research to gather standardized data. The research investigates Szigliget's image, development areas in marketing, and alternative methods to attract tourists according to consumers’ motivations and wants. My findings indicate that the B2C marketing activities can be developed further. Tourism can become a stable source of income if Szigliget ensures authentic and experience-oriented value creation. |
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