László Puczkó

Old city, new image: perception, positioning and promotion of Budapest.

Abstract This paper takes a multi-level approach to the analysis of Budapest as a capital city and tourism destination, focusing on the international, European, regional and national elements used in image construction. Drawing on perception studies undertaken by the Hungarian National Tourist Office (2002) and on visitor profiles of budget airline passengers by the Tourist Office of Budapest (2005), the authors will examine the factors that distinguish the city from other national capitals, especially in the CEE region and ‘new’ EU. An analysis will be made of the promotional strategies that are employed at both a national and city level by the HNTO and the TOB in order to position and brand Budapest in an international, European and regional context. Much of the analysis will attempt to ascertain the extent to which Budapest is being promoted as a quintessentially Hungarian city as opposed to a European or global city. The final part of the paper will make recommendations for image creation, branding, and product development.

Budapest: from socialist heritage to cultural capital?

As observed by Hughes and Allen (2005). [Cultural tourism in Central and Eastern Europe: The views of ‘induced image formation agents’. Tourism Management, 26(2), 173–183], cultural tourism in Hungary appears to be almost inseparable from general tourism, therefore Budapest has traditionally promoted itself as a cultural capital. However, the emphasis has mainly been on heritage tourism [Smith, M.K., & Puczkó, L. (2010). Out with the old, in with the New? 20 years of post-socialist marketing in Budapest. Journal of City Marketing, 1(3), 288–299] and in the first few years following 1989, socialist heritage was particularly important [Rátz, T. (2004). European tourism. Székesfehérvár: Kodolányi János University College; Young, C., & Light, D. (2006). ‘Communist heritage tourism’: Between economic development and European integration. In D. Hassenpflug, B. Kolbmüller, & S. Schröder-Esch (Eds.), Heritage and media in Europe – contributing towards integration and regional development (pp. 249–263). Weimar: Bauhaus Universität]. Several years later, the globalisation of Budapest means that the city is gradually changing its image to incorporate not only heritage (including that of pre-socialist regimes), but also more diverse forms of cultural tourism to compete with many other destinations worldwide. A combination of methods are used to show the development of heritage and cultural tourism in Budapest, including over 4000 surveys collected in 2009 in conjunction with the Budapest Cultural Work Group on the cultural habits of tourists in Budapest and a content analysis of 20 years of city marketing materials (1989–2009). Evidence suggests that although some creative approaches to packaging and marketing cultural tourism exist in Budapest, the product is still mainly heritage-focused. The authors discuss the extent to which this is the most appropriate form of development for the Hungarian capital. The changing cultural image and identity of Budapest will also be explored in relation to national, regional, and global developments. One of the other key questions is how far the focus of cultural tourism should remain on the national capital in a country where other cities and towns are relatively under-visited.

An Analysis of Tourism QOL Domains from the Demand Side

This chapter focuses on the relationship between tourism and quality-of-life from a demand side perspective. Emphasis is placed on various domains of quality-of-life, as identified by numerous authors, but in particular Rahman et al. (Measuring the quality of life across countries. A sensitivity analysis of well-being indices. Research paper No. 2005/06 in World Institute for Development Economics Research (WIDER) established by United Nations University (UNU), 2005), as these were considered to be the most comprehensive and appropriate for this particular study. These include health, work and productivity, material well-being, feeling part of one’s local community, personal safety, quality of environment, emotional well-being and relationship with family and friends. The authors considered each of these domains in turn and analysed their relevance for the demand side of tourism, that is, tourists’ perceptions, motivations and behaviour.

Taking your Life into your own Hands? New Trends in European Health Tourism

Abstract This paper will focus on European trends in health tourism, in particular the shift away from medically-orientated, curative treatments for the physical body, towards a greater degree of self-responsibility through lifestyle-based, preventative wellness activities. Many spas and wellness hotels have been quick to embrace these new trends, and consumers appear to have been receptive. However, there are clearly national and regional variations. The research will start with a discussion of geographical and cultural differences between Northern, Western, Southern, and Central and Eastern European (CEE) regions and countries. Case studies of two European countries in Western Europe and CEE—the UK and Hungary—will be used to exemplify different attitudes to health tourism. The UK is mainly focused on holistic body-mind-spirit products and services in addition to beauty-based luxury spas, whereas Hungary has traditionally focused on medical baths which cure and rehabilitate physical illnesses. This will be followed by an overview of one of the key markets for health tourism in Southern Europe, the traditional thermal or medical spa market. Data collected from a pilot survey of around 500 health tourists in Portugal and Italy will be used to identify profiles, motivations and activities of visitors. Although the primary data in this paper is based on a limited number of countries in Western, and Southern Europe and CEE, secondary data derived from extensive desk-top research is used to profile others.

Tourism-Specific Quality-of-Life Index: The Budapest ModelBudapest Model

Tourism is a complex industry. It provides employment opportunities and tax revenues and supports economic diversity. It has very different impacts, both positive and negative, or even mixed ones. However, from a national, regional or local planning point of view, tourism should support the development of the quality of life of citizens too. If the implications of tourism have mainly negative impacts on the local community and environment, citizens will not support tourism and will not welcome visitors. This could mean a sad end to a destination.

More than a special interest: defining and determining the demand for health tourism

This paper focuses on health tourism and some of its sub-sectors, including wellness and spa tourism. The paper first provides an analysis of existing definitions with some proposals for refinement. The second part of the paper addresses the lacunae in data about health tourists. Although several isolated studies have been undertaken which have resulted in data about profiles and motivations of specific segments, there have been few studies that have provided an extensive overview of demand. One of the reasons for this gap is the difficulty inherent in procuring data from tourists themselves because of confidentiality and access issues. In order to overcome this challenge, the primary data collection was based on an online survey distributed to 420 health tourism suppliers in 50 countries who were asked about their local customers, as well as domestic and international tourists. Questions were posed about the main markets for health tourism, the most popular health tourism facilities, products and services, and the most common activities with which health tourism activities are packaged. The findings show that approximately 43% of all customers in health, wellness and spa facilities are tourists and that a surprising number of health tourists can be described as ‘core consumers’.

Social tourism in Hungary: from trade unions to cinema tickets

The concept of social tourism is not new for Hungary. In the socialist era, social tourism took place mostly in mountain, lake-side or spa destinations, as a part of the social services supported by (state owned) companies and trade unions. The facilities, i.e. accommodation establishments of often low quality, were run by companies or trade unions. Employees, union members and their families were eligible to visit these premises. These trips were either free or heavily subsidised. Following the changes around 1990, the old support system collapsed. This system was replaced by the so-called supported holiday system. Social tourism establishments were either privatised or closed down. The role and power of trade unions diminished, the ministrys budget was cut and reorganised significantly. Organisations and companies allocated lower amounts for social benefits and gradually removed inherited obligations, i.e. social tourism. The paper discusses the development and transformation of social tourism in Hungary: from its origins to todays uncertain situation. Social tourism has undergone significant changes in the last decade, leading to a wider scale of supported services as well as increased demand for such services. As a consequence, in 2010, the state has introduced new measures to regulate the market, the end results of which are unforeseeable yet.

Service Innovations and Experience Creation in Spas, Wellness and Medical Tourism

Originality/value Existing service innovation models are applied to new sectors (spa, wellness and medical tourism) and new insights are given into how these sectors can increase innovation and enhance customer experiences.