3Is Social Media the 4th ‘S’ – The Extended Perspectives of ‘Sun, Sea and Sand’

The trio of ‘sun, sea and sand’ has been regarded as the conventional combination of attractions that pulled the tourists to a destination and made them completely satisfied. People wishing for relaxation and enjoyment intentionally visited places that were isolated from the outside world and nobody could disturb them during their vacation. Nowadays, this situation took a big turn, and most of the tourists cannot imagine that they spend a few days without an internet connection or their smartphones.  In the era of smart devices, people are always connected to others and feel compelled to share their experiences even during their holidays. Social media not only permeates our lives but also has a powerful effect on our decisions and activities regarding our travels, as well. Travelling without posting on social media platforms is almost unbelievable nowadays. The aim of this paper is to reveal and analyse the situation based on a survey conducted with Hungarians. This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.</p

Sensing the Destination in a Slow or in a Fast Style? – The Lessons of a Hungarian Survey

Several trends exist while living the world with some extremities: there is a scale from a modern, little superficial, self-serving, belief in the omnipotence of social media philosophy of life till a much deeper concept that guarantees living the experience. It is present in every field of life - so travel is no exception, either. The slow philosophy sensing the spirituality of the place is also gaining ground in tourism - as a kind of counterpoint to modern “Instagram” tourism. The article examines the validity of this concept today and presents a survey conducted among Hungarian respondents. It examines, how important it is for respondents to avoid destinations visited by the masses, to travel in an eco-friendly way or to become a part of the place while sipping on the culture of the place. This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.</p

"Fény és árnyék" nemzetközi kitekintésben: A turizmus két oldala - nemcsak a turista lehet áldozat…

A vágyak iparágában, azaz a turizmusban mindenki megpróbálja a saját álmait valóra váltani. Ez azonban nemcsak idegen kultúrák, emberek, a földi tájak szépségének a megtapasztalását jelenti sokak számára, hanem mások kihasználását, mások szenvedéséből való gazdagodást, vagy egyszerűen a helyi közössé­gek érdekeinek a semmibe vételét. A cikkben annak a vizsgálatára kerül sor, hogy melyek azok a negatív jelenségek, amelyek a turistákkal együtt megjelennek a desztinációkban, és a helyi lakosság biztonságát veszélyeztetik. Ugyanis az iparág érthető okokból rendkívül „turista-, azaz vendégcentrikus”, és hajlamos teljes mértékben elfelejtkezni a másik oldalról: a vendéglátókról. Holott a turisták sok esetben rossz vendég módjára „lerohanják” a desztinációkat, törnek-zúznak, randalíroznak, és nemcsak a pénztárcájukat hozzák a „bőröndjeikben”, hanem a sötét vágyaikat is. Olyanok pedig mindig voltak, és lesznek is, akik ezeket az ördögi szenvedélyeket – természetesen jó pénzért – kielégítik. Az úti célok lakosságának leginkább veszé­lyeztetett csoportjai közé a gyermekek, nők, idősek tartoznak, akik a sérülékenységüknek köszönhetően még könnyebben áldozattá válhatnak. A cikk a teljesség igénye nélkül említ meg néhány, a desztinációkban élő lakosság biztonságát veszélyeztető jelenséget, bűncselekményt: a szexturizmust, ezzel kapcsolatban kü­lön kiemelve a gyermekprostitúciót, illetve a gyermekmunka és gyermekkereskedelem bűntettét. Végezetül javaslatok tételére is sor kerül a vendéglátók védelme érdekében, hiszen ennek elmulasztása esetén nagy árat kell fizetnünk

Are the Hungarians on the Right Track Toward Sustainable Consumption?

Business operation in Corporate Social Responsibility (CSR) approach supports competitiveness and sustainable development. In Hungary the approaches of social responsibility and sustainability started to develop after the change of regime, mainly through international corporate cooperation. However, in our days not only companies are expected to operate in a sustainable and responsible way, but it is indispensable that the demand and aspirations in this direction should be reflected in society as well, since besides processes applied in production, it is the consumption that can contribute most to the realization of sustainability. The purpose of this study is to examine whether consumers know the CSR activity of the shop they visit, as well as to highlight the aspects influencing their choice. Furthermore, the study also reveals the socially responsible activities that would be supported by them. The customers of an international food chain company – is a leader in CSR activities - were involved in the questionnaire survey. This work is licensed under a&nbsp;Creative Commons Attribution-NonCommercial 4.0 International License.</p

Change in Responsible Consumer Behaviour Through Generations?

In our accelerated world, in the era of over-consumption, decisions and choices have got more and more emphases than before. In spite of the fact, that conscious and responsible behaviour did not draw as much attention as it does nowadays, the whole society suffers the consequences of decisions independently from which generation can be blamed. However, the education for responsible behaviour has started and become more important than ever, the real change in the attitude and the approach to responsibility still needs a lot of time. The research conducted among Hungarian consumers aims to reveal the differences between the generations’ consumer behaviour with special focus on the FMCG market. In the analysis of the factors influencing consumer decision-making, the corporate marketing communication as well as the environmental and social aspects get central role. This work is licensed under a&nbsp;Creative Commons Attribution-NonCommercial 4.0 International License.</p

Hope and Responsibility Vested in Younger Generations: The Case of Hungary

In the era of consumer society, the depletion of the world’s natural resources brings conscious consumption in the spotlight. More and more people are said to be conscious consumers, who act responsibly with regard to the environment and society. Therefore, researches about conscious and responsible purchase behaviour draw the attention of economists and marketing specialists as well – thus being able to form their market actions. According to the stereotype about conscious consumers in our heads, the conscious consumer is young, well educated, and female. This paper aims to reveal the consumption habits of people and their attitude toward consciousness and responsibility, furthermore, to investigate them from the stereotype’s point of view that finds youngsters more conscious. An online survey was conducted with 652 consumers of a German supermarket chain in Hungary. The research concentrates on identifying the main differences between generations regarding their purchase habits. The research results show that the consciousness is rather manifested in the self-interest than in the responsibility. While other international survey data have proven development through generations and found younger consumers more conscious and responsible, this fact has not been statistically proven in Hungary. The real causes or drivers behind conscious behaviour are still questionable in the Hungarian market

The Impact of Organizational Culture on the Opportunities and Threats in Digital Transformation

Purpose: The aim of the research is to show how the individual elements of the organizational culture - learning organization - affect the opportunities and threats related to the introduction of Industry 4.0. Study design/methodology/approach: A structured questionnaire was used to survey Hungarian companies. The online questionnaire with closed and measurable scale questions were created and distributed. Questions covered following: perceived and detected threats that may hinder organizations in the digital transition process, the benefits that businesses see as an opportunity in the digital transformation, by examining the most important variables of learning organizations and the opportunities and dangers of digital transformation. As a result, survey received a positive feedback with 639 fully completing the questionnaire. Measurement was performed using IBM SPSS Statistics (Version 22.) In the first stage of the research, an Opportunities and a Threats factor were created using principal component analysis. As a result, instead of seven and twelve variables, one can be used to examine additional relationships. In the next stage of the research, we examined how each element of the organizational culture (Organizational Culture - Learning Organization) affects the factors we created, what percentage they contribute to the formation of each factor. The measurement was performed by linear regression analysis. Findings: A comparison of two queries was performed, the results of which are summarized below. (A) How do certain elements of the organizational culture affect companies’ the Industry 4.0 Opportunities? (B) How do certain elements of the organizational culture affect companies’ Industry 4.0 Threats? In „A” case, the organizational culture factors explain 15.1% (R Square = .151) of the companies' Opportunity Factor. After the 5th modeling of the program, there are 5 Organizational Culture variables that significantly contribute to the Opportunities of companies. In „B” case, the Organizational Culture factors explain only 5.6% (R Square = .056) of the companies’ Threats Factor. Following the 7th modeling of the program, there are 3 Organizational Culture variables that contribute significantly to the Threats of companies, Originality/value: The five Organizational Culture variables that significantly contribute to the Opportunities of companies are: The organization proactively anticipates change, The organization is looking for innovative, new solutions, not limited by the habit, The organization also focuses on long-term impacts when making decisions, In the operation and development of the organization, the effects of the changes on other organizational units are taken into account and, The aim is to jointly develop the learning and development skills of the members of the organization, group learning. The three Organizational Culture variables that contribute significantly to the Threats of companies are: The organization is open to environmental change, The aim is to jointly develop the learning and development skills of the members of the organization, Employees can act to achieve their personal vision, ie. free self-realization

Biztonsági kérdések a turizmusban, egy határ menti térség példáján keresztül

Amennyiben túllépünk a biztonság klasszikus értelmezésén, ami a jogellenes cselekményektől való mentességet – jelen esetben elsősorban a terrortámadásoktól való biztonságot – jelenti, meg kell említenünk a technikai értelemben vett biztonság számos elemét. A tágabb értelemben felfogott biztonsághoz tartozik többek között a környezet (épített és természeti), a fogyasztás, az egészség biztonsága is. De más oldalról is megközelíthetjük a kérdést. Nemcsak a turisták biztonságát kell hangsúlyozni, amit folyamatosan szem előtt tartunk, amikor ez a téma előtérbe kerül, hanem az is fontos, hogy a turizmus a turisztikai desztináció lakosai számára is biztonságos legyen. Mivel a biztonság sarkalatos kérdéssé vált, a biztonságos úti célok egyre népszerűbbé válnak. Emellett erősödik egy olyan trend is, ami a természetközeliséget, a nyugalmat preferálja a nyüzsgő nagyvárosok, a turistáktól hemzsegő nyaralóhelyek nyújtotta kínálattal szemben. A biztonság egyes vetületeivel foglalkozó vizsgálatunk fókuszában a Letenyei járás áll. Ezen vizsgálatban egy kérdőíves kutatás keretében mértük fel, hogy a gazdasági válság és a terrorfenyegetettség hatásai mennyire érezhetőek országosan, illetve a vizsgált járás vonatkozásában. Továbbá feltártuk azt is, hogy a megkérdezettek mennyire érzik biztonságosnak az online fizetést a turisztikai jellegű foglalásaiknál, kifizetéseiknél, illetve hogy szükségesnek érzik-e a külföldre utazók, hogy utasbiztosítást kössenek, és ha igen, mindezt hány nappal korábban teszik

An Emerging Trend of Slow Tourism: Perceptions of Hungarian Citizens

Besides slow food, slow city, slow fashion, education, and marketing - slow tourism is one of the several different slow movements. Several trends justify the importance and the reasons for the existence of slow tourism: the aging society, the growing power of women in making travel decisions. Slow tourism was born as a possibility for those, who would like to live their life in a different way even during their travels: giving respect to the environment and to the local people, too. In case of slow tourism local culture, traditions, gastronomy is in the center. Sustainability is also a priority, meanwhile, the well-being and interests of the inhabitants of the destination are also taken into account. Instead of mass tourism products authentic, not standardized experiences are in the supply. The research aimed to investigate the attitudes and perceptions of respondents towards different slow tourism elements. The study is based on quantitative data from an online survey conducted with 386 Hungarian respondents in the framework of omnibus research. To reveal the perceptions and attitude of the respondents towards slow elements multidimensional scaling model and principal component methods were applied. Based on the results it can be concluded, that the “local” elements of a journey are important for the respondents, meanwhile, the personalized services, the spirituality of the destination, and the sustainable approach do not matter. Only a small proportion of respondents avoids crowded destinations, so traveling to hidden places is not a favorite holiday option for the majority of Hungarians. However, the coronavirus epidemics can strengthen the demand for this tourism product, since expectedly there will be more tourists, who want to avoid crowded places during their holiday. Service providers can also benefit from the results of the research, and concentrate on the elements that proved to be important for Hungarian travelers