Zsuzsa Deli-Gray (ed.)

Cases in Tourism Marketing III

Regional Networks in the Lake Balaton Area

The Balaton region forms a single tourist destination in the minds of visitors. Accordingly, the development of regional networks of local tourism operators is not a new phenomenon. In this rural area with a permanent population of around 270,000, there are 180 settlements, of which 18 are towns and 51 are located along the shore.

The Balaton Association (Balatoni Szövetség), founded in 1904, brings together local governments (representing more than 90 municipalities) and other decision-makers in the region. The association considers its task to represent the interests of Lake Balaton, and accordingly performs lobby activities, initiates actions on issues affecting the lake and its environment, and establishes and maintains partnerships with decision-makers. As a result, the Balaton Association supports the region's economy, development, infrastructure investments, preservation of cultural values, and the development of grape and wine culture. The association's activities include the Blue Flag (Kék Hullám Zászló) beach certification, the Balaton Award, and the Balaton Wine Competition.

Founded in 2012, the Balaton Tourism Association (Balatoni Turizmus Szövetség) represents around 2,000 businesses as a regional destination management organisation. The organisation plays an active role in providing accurate information and news about Lake Balaton. Its activities also include the annual Balaton Ice Cream Competition.

The Éltető Balaton-felvidékért LEADER Association was founded in 2008 with 134 members. By 2023, the number of members had risen to 346, including entrepreneurs, local governments, and civil society organisations. The goal of the organisation, which covers part of Lake Balaton as a tourist destination, is to shape the future of the Balaton Uplands, enhance cooperation between stakeholders, and to facilitate joint thinking. An important innovation of the organisation is the ‘Quality of the Region’ local product trademark, which, at the time of writing this case study, is held by 87 producers and service providers. There are currently 16 shops operating in the Balaton Uplands, where interested parties can purchase the Balaton Uplands branded products.

After discussing the possibilities with Barnabás, the Balaton Circle Association seemed to be the most beneficial option for them. As a first step, they reviewed the communication platforms of the Balaton Circle Association in detail, as well as the innovations and improvements that could be connected to the network, and they also investigated who the members were.

Tartalomjegyzék

Kiadó: Akadémiai Kiadó

Online megjelenés éve: 2026

ISBN: 978 963 664 217 4

Marketing Turizmus

The publication of the third volume of Cases in Tourism Marketing is truly welcome news from both an educational and a professional perspective. Through real-world, timely, and thought-provoking cases, this collection helps readers – students and practitioners alike – gain a deeper understanding of the complex world of decision-making in tourism marketing. The case studies not only convey professional knowledge but also develop analytical skills, problem-solving abilities, and critical thinking. One of the volume’s key strengths is its focus on issues that define contemporary tourism, including the role of digitalization, artificial intelligence, destination branding, and stakeholder collaboration in tourism marketing. Long-awaited and highly relevant, this third volume is a worthy continuation of the previous collections and will undoubtedly serve as a valuable resource in higher education in tourism, while also being highly recommended to professionals who enjoy reflecting on challenges and opportunities beyond their own immediate field of expertise.

Tamara Ratz PhD

Director, Centre for International Relations, Kodolányi János University

Head of Tourism Department, Professor of Tourism

It is an honor for me to recommend this volume to everyone who wishes to understand tourism marketing not only in theory, but also through its real business and human dimensions. The worlds of tourism and hospitality have undergone fundamental changes in recent years, which makes case studies based on real market situations, decision-making dilemmas and current challenges especially valuable in supporting both learning and critical thinking. This book provides not only professional knowledge, but also encourages a complex mindset, creative problem-solving and the ability to think in connections — exactly the skills today’s tourism professionals need most. I wholeheartedly recommend this volume to students, educators and tourism professionals alike.

Judit Fodor (Liptai)

Group Director of Sales and Marketing, Danubius Hotels

Hivatkozás: https://mersz.hu/deli-gray-cases-in-toursim-marketing-iii//

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