ÖsszefoglalásVilágszerte megfigyelhető trend a fenntartható és versenyképes turizmus kialakítása, így a turizmusban érdekelt országokban -így hazánkban is -fontos fejlesztési iránnyá vált a turisztikai desztináció menedzsment (TDM) szemléletű intézményi struktúra létrehozása. Felvetődhet a kérdés, hogy ezen intézményesített együttműködések hazánkban hatékonyan tudnak-e működni, illetve milyen hatásokkal rendelkezhetnek egy-egy térség életében, és azokat lehet-e -ha igen, akkor milyen mutatók segítségével -mérni. AbstractThe establishment of sustainable and competitive tourism is a trend that can be observed worldwide. Therefore, in countries interested in tourism, such as Hungary, it has become an important development direction to establish an institutional structure based on tourism destination management (TDM).The questions are whether this institutionalized cooperation can work effectively in our country; what effects do they have in the life of a region; and if these effects can be measured, which indicators are the most suitable ones to do so? Kulcsszavak: turizmus, együttműködés, desztináció, fenntarthatóság, gazdasági hatás JEL besorolás: L83 LCC: G154.9-155.8 BevezetésA magyarországi turisztikai desztináció menedzsment (TDM) rendszer kialakítása nagymértékben kapcsolódik hazánk Európai Unióhoz (EU) történő csatlakozásához. A 2005-2013 közötti időszakra vonatkozó Nemzeti Turizmusfejlesztési Stratégiában (NTS) prioritásként jelent meg a menedzsment szemléletű intézményi struktúra létrehozása (Káposzta et al., 2013). Az elmúlt tíz évben folyamatosan jöttek létre a helyi és térségi menedzsment szemléletű társulások, 2011-ben megalapításra került az első regionális TDM szervezet, a Balatoni Regionális TDM Szövetség, illetve ugyanebben az évben létrehozták a Magyar TDM Szövetséget is, amely a hazai társulások országos érdekképviseletét hívatott ellátni. 2008-ban hirdettek ki először pályázati lehetőséget a hazai szervezetépítés megsegítésére. A legfrissebb, 2014-2024-re vonatkozó Nemzeti Turizmusfejlesztési Koncepció (NTK) szintén kiemelt feladatként irányozta elő a menedzsment alapú intézményi struktúra erősítését. Az elmúlt évtizedben számos változás következett be a turizmus irányítási rendszerében, a létrehozott TDM szervezetek számos működési és egyéb tapasztalattal rendelkeznek, így a kutatásom során ezen tényezők felkutatására, összegyűjtésére fókuszáltam.A globalizációs folyamatok hatása, a gyorsan változó turisztikai piac vagy a kiélezett, intenzív versenyhelyzet jelentős kihívást jelenthet a különböző turisztikai szereplőkre nézve (Dávid és

One of the most known visual metaphors is hybrid (Forceville 2002), a conceptual process in which the visual target and the visual source domains are integrated into one entity providing a high potential of incongruency (e.g., a cat with elephant ears). Previous research mostly focused on hybrids in isolation and studied their physical features as potential motivational factors behind them. The present paper aims to systematically investigate the hybrids with their motivational factors in discourse and provides a solution to the conceptual collaborations including a metaphoric hybrid. As a main result of the study, analogous priming is hypothesized as a potential motivating factor in hybrids meaning that more conceptual metaphors are construed at the same time out of which at least one is a metaphoric hybrid. It can appear in two ways: (1) when the metaphoric hybrid is intertwined with another conceptual metaphor different from the hybrid, or (2) when the target domain (being part of the hybrid) is shown by two or more sources.

Conventionalized positive images of Hungary have been overemphasized in political caricatures ever since the nineteenth century (Tamás 2012, 2014). The present article explores the multimodal representations of hungary in cartoons in the period between 1989 and 1990, during which negative images of Hungary became prominent due to the weak financial situation of the country and the political system change. The corpus involves seventy-five cartoons from the satirical magazine Ludas Matyi. Two major claims are justified by adopting Paula Pérez-Sobrino’s (2017) multimodal identification procedure: (1) the interpretation of verbal elements (e.g., labels, verbal texts, and verbal symbols) in political cartoons influences the identification of multimodal conceptual patterns; (2) the dominant patterns that structure the representation of hungary in political cartoons are metonymy-based visual and multimodal metaphors, and both of them occur in metaphorical scenarios. The corpus analysis indicates that the two main target frames, financial crisis and political changes, appear through the sources of human body and object in metaphorical scenarios, such as ordinary scenes, motion, hospital, sport, tale, love, feast, stunt, begging, and church scenes. Apart from identifying the representations of Hungary, visual metonymies as well as textual cues need to be revealed in order to understand what metaphtonymy scenarios are intended in the cartoons.

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The expression of the Parliament is often associated with abstract concepts such as politics, democracy, or nationhood (Kapitány & Kapitány, 2002; Szabó & Oross, 2018) when instead of the literal meaning of the ‘building’, we refer to its figurative meanings. It has already been confirmed that political cartoons are rich in figurative devices (e.g., conceptual metaphor) (i.a. El Refaie, 2009) and they serve as a suitable corpus for the investigation of the figurative meaning of the Parliament. In the case of a conceptual metaphor, for instance, the Parliament (considered as a target domain) is understood via the source domain conceptually different from the target (e.g., COLOSSEUM). In that way, certain characteristic features of the source domain are mapped onto the target domain, and we are able to interpret politics, specifically the Parliament itself as the site of real, dangerous, life-or-death physical battles. All these figurative meanings can influence how we think about politics, its processes, and actors, how we argue in the case of a political problem and how we would try to solve it. The current research aims to examine how the Hungarian Parliament is visually represented in editorial cartoons and how these visual representations – through figurative conceptual devices such as conceptual metaphors and conceptual metonymies – construct the concept of the parliament. Furthermore, the thesis discusses how these cognitive devices cooperate with ironies and cultural references (such as idioms, allusions, and national symbols) which are determinant in evaluation procedures and the creation of emotional bonds between the viewer and the cartoon. In doing so, the dissertation studies the caricaturistic representations of the Parliament in three various periods (Körösényi, 2015); thus, the investigation is longitudinal (describing thirty years since 1989) and comparative. What are the novelties of the research? First, it examines Hungarian editorial cartoons in a cognitive linguistic framework, unlike this, so far Hungarian political cartoons have been discussed by historians (e.g., Tamás, 2014). Second, although the Parliament is an important concept (Kapitány & Kapitány, 2002), its figurative meaning has not been studied so widely yet. Third, it is a multimodal investigation of conceptual processes that fits into the trend of cognitive linguistic research that focuses on the cooperation of different processes. Fourth, this research examines a large data set in context where the contextual factors are limited to three types, namely idioms, allusions, and national symbols (context types are usually not defined in such concrete ways, e.g., Charteris-Black, 2011). Fifth, the dissertation applies Extended Conceptual Metaphor Theory (ECMT) (Kövecses, 2020) in practice in a larger corpus. Sixth, it is a diachronic investigation which is rare in the field of cartoon research (e.g., Frantzich, 2013) also in cognitive research, especially in multimodal research. The main results show that 1) the representation of the Parliament is strongly linked to such conceptual procedures as conceptual metonymy and conceptual metaphor. These cognitive devices are likely to cooperate with ironies and cultural references. 2) a limited number of cognitive devices (e.g., the conceptual metonymy THE PARLIAMENT STANDS FOR THE GOVERNMENT, or the conceptual metaphor THE PARLIAMENT IS A PLACE FOR PHYSICAL CONFLICT) are recurring in the corpus during the period between 1989 and 2019. However, regarding the perspectivization, content and function of these cognitive devices, it is said that the compared periods of democracy (Körösényi, 2015) show significant differences based on the diverse preferences and distribution of the cognitive devices with specific cultural references in each era. 3) the increase of more aggressive scenes emerges from the metaphoric domain of PHYSICAL CONFLICT, which goes hand in hand with a change in the use of national symbols referring to the perceived extreme nationalist content, and political slogans which are dominated by the direct elements (literal citations, showing violence overtly). An unexpected result is the detection of a shift in communication acting in the opposite direction, according to which in linguistic changes indirect processes took place (e.g., increasing use of causal type ironies), in visual processes direct changes became predominant, so for instance, violence appeared literally. In sum, the Parliament seems a permanent phenomenon throughout the years, however, this research points to its different meanings and nuances of meaning variants. So even the stability of the meaning of such a strong national symbol can be questioned.