Design and development of touristic products Main author: Gábor Michalkó Szilvia Boros, János Csapó, Éva Happ, Pál Horváth, Anikó Husz, Mónika Jónás-Beri, Katalin Lőrinc, Andrea Máté, Gábor Michalkó, Erzsébet Printz-Markó, Krisztina Priszinger, Tamara



Download 9.31 Mb.
Page22/65
Date25.01.2021
Size9.31 Mb.
1   ...   18   19   20   21   22   23   24   25   ...   65
Figure 7: A broader approach to active tourism



Source: Dávid (2009)

7. Product development, the practice of product development



The Regional Tourism Development Strategies (2007-2013) feature, almost without exception, active tourism in their sub-programmes as an area to be developed. Within active tourism concrete tourism products are mentioned (Table 3), on the basis of the natural conditions available and their further development potentials.

Table 3: Development directions in active tourism


 

Balaton

Budapest – Central Hungary

North Hungary

North Great Plain

South Great Plain

South Transdanubia

Middle Transdanubia

West Transdanubia

Tisza- Lake

Water tourism

*

*

*

*

*

 

 

*

*

Cycling tourism

*

*

*

 

*

*

*

*

*

Hunting tourism

 

 

*

 

 

*

*

*

*

Angling tourism

*

 

*

 

 

*

*

*

*

Equestrian tourism

*

*

*

*

 

*

*

 

*

Golf tourism

 

 

 

*

*

 

 

 

 

Hiking in nature

 

 

 

*

*

 

*

*

 

Ski tourism

 

 

*

 

 

 

 

*

 

Source: regional tourism development strategies (Savella, O. 2010)

Because physical activities related to active tourism can be defined as tourism products in their own right and also as a set of services, the development of this sector depends on many factors. These are: a detailed analysis of the environment; mapping of the potential target markets; assessment of consumer preferences, the supply conditions and the competition; the substituting or complementary character of the product; the demand for infrastructure development and resources; and the impact on the environment, the quality of life of the local inhabitants and the guests, and on the number of guests, duration of stay and tourism revenues.

7.1. Active tourism products selected by the regions

7.1.1. Lake Balaton

The development of active tourism in the Lake Balaton region aims at the expansion of the season and the attraction of a new, more solvent demand. In the field of water tourism, the development of sailing may take place by the extension of the existing yacht ports and the creation of new ones. The objective of angling tourism development is the creation of the conditions of boat angling by the modernisation of the boat ports, which entails the improvement of the environmental culture and the raising level of quality of the angling tourism related services. Equestrian tourism as an independent product of the Lake Balaton region set as its primary goal the expansion of the existing horse riding trails and the training of experts. The construction of the full bicycle road around the lake and the expansion of the related tourism services aim at the improvement of the conditions of cycling tourism.

7.1.2. Budapest – Central Hungary

As an effect of the programme packages defined in 2006 in order to remedy deficiencies, the expansion of active tourism on the basis of segment-specific criteria was set as an objective. On the basis of the duration of stay of the guests arriving at the region and their favourite activities, the strategy aimed at the creation of so-called “experience chains” and the organisations regulating the operation of these. Water and equestrian tourism were featured as parts of this chain of experiences, while cycling tourism was seen as a separate element, whose infrastructure background is in need of development. In case of their improvement they expand the possibilities of the Budapest citizens and the business travellers.

7.1.3. North Hungary

The competitiveness of the region is greatly influenced by the availability and accessibility of the respective touristic points. The obsolete infrastructure facilities related to active tourism and the low level of the related service network necessitate the development of the selected locations and the creation of the logistics hubs of these products (cycling, water, ski and equestrian tourism). The strategy of the region attributes a special significance to hunting tourism, which is meant to extend with its high quality services the already existing range of experienced guests. The new programmes would attract interested guests who have not been to the region before.

7.1.4. North Great Plain

The natural endowments of the region place the emphasis on the development of water tourism and cycling tourism. The section of the EuroVelo international bicycle route along the Tisza River is more of a factor decreasing competitiveness, due to the complete lack of services. Besides the improvement of the quality of services related to hunting and equestrian tourism, the strategy mentions golf tourism as an opportunity.

7.1.5. South Great Plain

According to the strategy, the active tourism related products of the region will be created by the integration of the bicycle roads to the international network, the harmonisation of hiking with other tourism products, the expansion of the services of water tourism and the establishment of golf tourism. The development of the preferred products in a coherent system aims at the creation of specific attractions for the region.

7.1.6. South Transdanubia

During the development of the recreational destinations available, the strategy puts those products in the foreground which serve the strengthening of economic efficiency and regional cohesion. Besides the measures for the improvement of the existing products, in the field of active tourism special attention is paid by the strategy to the better utilisation of the favourable endowments of water tourism, the development of the skilled human resources training of equestrian tourism, the further expansion of the range of participants in hunting tourism (of special importance in the region), the qualitative development of the conditions of angling tourism and the increase of the number of service providers related to cycling tourism.

7.1.7. Middle Transdanubia

Active tourism product development built on the natural endowments, defined as an objective, will be implemented by the infrastructure development of the environment of the existing hiking paths and the creation of possibilities for several generations.

7.1.8. West Transdanubia

The development of active tourism supply harmonically matching the endowments of the region is meant for the increase of the natural values based attraction of the region. Among the selected supply elements, in the first place we find the improvement of the conditions of cycling tourism, realised according to the strategy by the establishment of a network of ecotourism paths and the connection to the international paths. Water tourism is mentioned in connection with the development of the reception capacity and the creation of a logistics and information system. The development of the further products mentioned above will be realised by the establishments related to the given elements of supply, and the creation and expansion of services.

7.1.9. Tisza Lake

One of the most important sectors of tourism in the Tisza Lake region is water tourism, which aims at the establishment of more organised tours and port facilities. A product of selected importance in the region is angling tourism, which can only lengthen tourism season if the accessibility of the region is improved and the stock of fish is grown (offering better catches). In addition to the above-mentioned tourism attractions, products to be developed include equestrian tourism (the task is the creation of complex programme packages), hunting tourism (where the stock of game should be improved) and cycling tourism (where the task the establishment of new tracks and services).

Active tourism is a rather versatile branch of tourism. After analysing the products one by one we can say that the general goal in the development and expansion of the tourism activities selected by the region is to fit the given product, both on its own and as an auxiliary factor, into the national (and of course also the regional) supply of tourism. However, the elaboration of complex service packages can only be achieved in cooperation with the stakeholders of other tourism branches, coming from the differences of the characteristics and needs of the respective products.

7.2. Active tourism developments

The most important factor for the development of active tourism, in addition to the available financing conditions, is to make the economic advantages coming from the developments meet market demands and the elements of the Hungarian tourism policy (Parliament, Sports and Tourism Committee of the Parliament, Hungarian National Tourist Office, National Tourism Committee, Hungarian Tourism Inc., Regional Tourism Committees, professional organisations), besides the priority of environmental aspects.

According to the publication of the Hungarian Central Statistical Office, 88% of foreign tourists spending several days in Hungary use preventive and recreational services.

On the basis of the marketing plan of 2010, the following active tourism facilities are at the disposal of the guests arriving at Hungary:



  • seven 18-hole golf courses, surrounded by a high level supply of services;

  • 1,500 kilometres of designated bicycle roads with road signs, suitable for tourism purposes, and another 2,500 kilometres of bicycle routes, including lower rank side-roads;

  • Bicycle map of the Hungarian Tourism Inc., released in 2010 with upgraded content

  • 3,000-4,000 registered horses involved in active tourism;

  • a growing number of guest hunters;

130,000 hectares of natural waters, supplemented by lakes managed by angling clubs, with a stocking of 4,137 tons in 2008.

8. Research characteristics related to the active tourism product, recommended databases

The efforts to organise the above-mentioned, isolated active tourism products into a complex package can also be seen in the databases of active tourism. In previous editions of the periodical called Tourism Bulletin, the respective elements of supply were published with qualitative data (e.g. tables 4 and 5), but the renewed National Tourism Database of the Hungarian Tourism Inc., launched in 2008, now aims at the more complex featuring of the elements of supply.

The establishment of a regularly updated database containing fresh information would not only be good for meeting the growing demand for active recreation but could also serve as reference for researches and for the elaboration of development programmes in active tourism.



Table 4: Attitudes related to hiking in nature


 

Places known

New places

Environment of the place of residence

Large distance

Mountain tour

Satisfaction (tourist signs)

Relation to other programme

Values (on five-grade scale)

  3.98

  3.75

  3.21  

  2.79

  3.79

  3.21  

  2.98

Source: Hungarian Tourism Inc. Attitudes of the Hungarian population related to hiking in nature, 2006. Edited by the selection of a few data of the study (Savella, O. 2010)

Table 5: Attitudes related to equestrian tourism


 

Has already ridden Frequency

Regularly

Occasional rider

Every half year

Has never ridden Reasons

Lack of interest

Financial reasons

Values (in %)




Share with your friends:
1   ...   18   19   20   21   22   23   24   25   ...   65




The database is protected by copyright ©essaydocs.org 2020
send message

    Main page