Prairie, Paprika, Puli The impact of hungaricums on the country image of Hungary
Kiss, Barbara (2015)
Savonia-ammattikorkeakoulu
2015
All rights reserved
Julkaisun pysyvä osoite on
http://urn.fi/URN:NBN:fi:amk-2015061013121
http://urn.fi/URN:NBN:fi:amk-2015061013121
Tiivistelmä
Traveling is becoming increasingly important in people’s life as it is proved by dedicated research-es. Different studies provide lists of destinations which are the “must see” places of the word. This thesis aims to reveal what are the factors that influencing the choice of travellers; on what basis some places get particular attention.
The main focus of the theory is the trend that sees the country as a brand which is to be popular and marketable for consumers (travellers) by building up a strong and quality image. The thesis puts special emphasis on the country-of-origin effect, namely that how big impact the products originating from the country have on the country image; to what extend and direction they form the image of the country.
The focus point of the practical research is Hungary and the products originating from the country; so called hungaricums. The quantitative research (questionnaire) aimed to collect opinions about the focus points. The questionnaire have been filled by 133 people (both Hungarians and foreign-ers) which made it possible to compare and analyse two different viewpoints and draw broader conclusion on what role hungaricums play in forming the country image. Dr.Gedeon Totth, the Pro-fessional Consultant of Agricultural Marketing Centre (AMC) made the research even more rele-vant by the interview he gave on the topic.
Research results have strengthen the theory that product origination from a country have major role in forming the country image. Hungary has all the aptitude needed to be attractive for tourists but these are not yet organized around a strong and affective marketing strategy. One of the most significant conclusions of the study is that even Hungarians are not aware of the values of their country therefore the time-consuming county image building should be started domestically and then open up for abroad.
The main focus of the theory is the trend that sees the country as a brand which is to be popular and marketable for consumers (travellers) by building up a strong and quality image. The thesis puts special emphasis on the country-of-origin effect, namely that how big impact the products originating from the country have on the country image; to what extend and direction they form the image of the country.
The focus point of the practical research is Hungary and the products originating from the country; so called hungaricums. The quantitative research (questionnaire) aimed to collect opinions about the focus points. The questionnaire have been filled by 133 people (both Hungarians and foreign-ers) which made it possible to compare and analyse two different viewpoints and draw broader conclusion on what role hungaricums play in forming the country image. Dr.Gedeon Totth, the Pro-fessional Consultant of Agricultural Marketing Centre (AMC) made the research even more rele-vant by the interview he gave on the topic.
Research results have strengthen the theory that product origination from a country have major role in forming the country image. Hungary has all the aptitude needed to be attractive for tourists but these are not yet organized around a strong and affective marketing strategy. One of the most significant conclusions of the study is that even Hungarians are not aware of the values of their country therefore the time-consuming county image building should be started domestically and then open up for abroad.