Consumer value dimensions of rural tourism in Hungary

Abstract

Considering the geographical and historical characteristics of Hungary, rural tourism could be one of the key tourism products since the country misses extraordinary natural att ractions, seaside or high mountains. Hungary has always been an agricultural country and it is rich in cultural landscape with traditional small villages and rural hospitality. As in Hungary theoretical research on consumer value factors in rural tourism is completely missing the primary aim of our investigation was to conduct a niche survey in rural tourism, which can contribute to the bett er understanding of the demand side of the market and crystallise the factors with value to tourists. The aim of the pilot study based on qualitative research is to identify and measure consumer value dimensions. In our qualitative research fi rst we completed indicators identifi ed by secondary sources with further indicators, as the result of a small sample consumer survey, then we have refi ned the created list of indicators on the basis of expert opinions. As the next step of the research we have conducted a quantitative questionnaire-based survey, by which the aim was to identify, interpret and analyse the motivations of rural tourist and the indicator-based consumer value with its major dimensions. In this paper we discuss only the latt er phase of our research in more detail. The basis of success of rural tourism in Hungary can be the identifi cation of tourists' motivations, att itudes, as well as factors that carry value for them, since it may reveal useful information both scientifi cally and practically.

Comparing the Consumer Value Dimensions of Rural Tourism in Hungary and Malaysia

“…The questionnaire consisted of closed, nominal ordinal, semantic differential questions and questions measured on the Likert-scale. Consumer value research in tourism can be divided into three groups from theoretical viewpoints: qualitative research, primary research applying qualitative and quantitative methods and indicatorbased comparisons (partial factors indicating the components and dimensions of consumer value) with complex (qualitative/quantitative) primary research (Kulcsár, 2017). The most accurate comparison on consumer values of rural tourism is by Jamal and herco-authors (2011), who undertook a survey of 353 tourists to homestay villages, and investigated by confirmatory factor analysis using structural equation model (SEM) the factors bearing value for tourists in the case of Malaysian rural tourism to show and rank in order of importance the functional and experience aspects of consumer value, examining how the value can be improved through different experiences.…”

„A burdus élet a legszebb a világon.” A „nagy háború” előtti amerikai kivándorlás regionális, gazdasági és szociológiai háttere

“…Más tényezők is rontották helyzetüket. A térség közlekedési viszonyainak elmaradottsága, a Nyugattól való távolság, a humán erőforrások alacsony szintje együttesen okozták a "mainstream" folyamatokhoz való kapcsolódás nehézségeit (Kulcsár, Brown 2005;Kulcsár, Brown, Madarász 1996;Kulcsár, Kulcsár J., Obádovics 2011). A 19. század második felétől meginduló erőteljes gazdasági fejlődés szükségképpen erősítette a területi egyenlőtlenségeket, s ezzel a társadalmi egyenlőtlenségeket is.…”

The Impact of the Rural Environment and Environmental Conservation on Poverty Alleviation: The Moderating Effect of Tourism Resources

“…The Hortobagy National Park has ancient domestic animals, historical sites and villages as tourism products for tourists to enjoy (Pakurar & Olah 2008). In Hungary, rural tourism started in 1990 when the government recognised that rural tourism adds revenue to the local economy (Kulcsar 2015). Rural tourism is outstandingly developed in Austria and France.…”

“…The rural environment can create rural tourism, gastronomy tourism, farm tourism, geo-tourism and ecotourism to increase community well-being (Naidoo & Sharpley 2016;Cao & Yang 2019). A few studies in Malaysia, Uganda, and Panama show that the rural environment has contributed to poverty alleviation too (Pakurar & Olah 2008;Osman & Sentosa 2013;Kulcsar 2015). A…”