Magyar Zoltán (2023): Turisztikai márkázás bemutatása a Nyírerdő Zrt. Guthi vadászterületének példáján keresztül
Loading. Please, wait.
Magyar Zoltán (2023): Turisztikai márkázás bemutatása a Nyírerdő Zrt. Guthi vadászterületének példáján keresztül. In: Révész Balázs – Gyulai Zsófia (eds.): Reziliens Marketing - Válaszok változó kihívásokra. Szegedi Tudományegyetem Gazdaságtudományi Kar: Szeged. ISBN: 978-963-306-960-8 DOI:10.62561/EMOK-2023 pp. 205–205.
Authors
- Zoltán, Magyar. Nyíregyházi Egyetem.
Abstract
Presentation of tourism branding through the example of Nyírerdő Zrt. Guth hunting area
"Hunting" has now become a prominent tourism motive and the role of "hunting tourism" in shaping the image of the country and destination has become clear. The number of foreign guest hunters visiting Hungary is steadily increasing, reaching 29,000 in 2022. In addition to the species of game to be hunted, the image characteristics, beliefs and experiences associated with the hunting area are also an important factor in the decision of guests, which is why branding, i.e. communicating the value and uniqueness of the experiences offered in a credible and convincing way, and thus clearly distinguishing themselves from their competitors, has become a priority for players in the hunting tourism sector.
The organisation is the only one in the world to have been awarded the "Edmond Blanc" prize by the International Council for Game and Wildlife Conservation on two occasions, with 60,000 hectares of land, which currently holds a world record for the production of fallow deer trophies. The Gúth Forestry welcomes around 500 guest hunters a year, with an average stay of 3 days.
The aim of this case study is to show how the 5-step brand pyramid, integrating objective characteristics and guest perceptions, can be used to identify the distinctive character traits that provide the basis for positioning a hunting area with international appeal.
COM_DOCS_ACKNOWLEDGEMENTS
hunting tourism, tourism brand, 5-step brand pyramid
Language
hungarian
Details of publishing collection
Révész Balázs – Gyulai Zsófia (eds.) (2023): Reziliens Marketing - Válaszok változó kihívásokra. Szegedi Tudományegyetem Gazdaságtudományi Kar: Szeged. ISBN: 978-963-306-960-8 DOI:10.62561/EMOK-2023