Zsuzsa Deli-Gray (ed.)

Cases in Tourism Marketing III

The Balaton Circle Association

Founded in 2014, the Balaton Circle Association brings together the region's leading high-quality wine and gastronomy service providers and businesses, whose common goal is to make Lake Balaton an attractive tourist destination all year round. The association, which has more than 60 members (designated as members, supporting members, or honorary members) is open all year round in 2025, and includes event organisers, attractions, cycling service providers, and dog-friendly beaches.

Working groups (sustainability, communication) have also been operating within the association since 2021. The association's goal is to develop a year-round tourist destination based on local products and services. The creation of a ‘four-season’ Lake Balaton goes beyond gastronomy and is also based on the commitment and community of its members. This improves not only the gastronomy and tourism of the region, but also the quality of life of those who live here. The most important innovations related to the Balaton Circle:

BalatonBor, Hegybor: First produced in 2015, BalatonBor is a regional wine brand. Made from Italian Riesling, it is an easy drinking yet full-bodied Balaton wine, a joint product of the Balaton Circle Association and Rizling Generation, but anyone who meets the conditions can produce it. In addition to objective parameters, the quality of the product is guaranteed by a review committee convened by the Balaton Circle Association and Rizling Generation. BalatonBor can only be made from wines that have passed the wine review.
Beach Food Competition: Europe's only Beach Food competition, which has greatly contributed to the significant expansion, increased excitement, healthiness, and creativity of Lake Balaton's gastronomic offerings over the past decade.
Taste Around Lake Balaton (Kóstold Körbe) publication: The aim of this initiative is to draw attention to the attractions, programmes, and local values of Lake Balaton outside the summer season. The tangible result of this is a printed publication, which interested parties can find at participating service providers.
Gastro Season Opening: The season opening was held for the first time in 2025, where those interested could not only get to know the list of BalatonBor and Hegybor producers, but the programme was also enriched by professional lectures and networking opportunities.

Borbála and Barnabás decided to visit some members to hear the benefits of Balaton Circle Association membership in person. The interviews also provided a good opportunity to learn about the innovation activities of similar businesses, and to explore further opportunities for cooperation. These personal meetings also helped them to expand and develop their own business for the future. Barnabás visited a total of six locations; based on the discussions that took place in the spring of 2025, the innovation practices of each business, the added value of Balaton Circle Association membership, and the innovations implemented at the association level became clear.

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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