Zsuzsa Deli-Gray (ed.)

Cases in Tourism Marketing III

The Voice of the Street – The Gate of Life – The Birth of a Nature Science Centre in Dunaerdő Part 1. Tourism Development with Community Involvement

Gergely Baráth

Dr. Anna Nagy, Head of the Urban Development Department, was born locally; her father also worked at the city hall. She had two sons, the elder of whom was already studying in the capital, and she really wants him to return to Dunaerdő. She stands at the board, papers in hand, with a marker. Behind her is a graph showing a steadily declining line over the past ten years.

Destination development is the process during which a tourist destination is uniformly managed and developed in terms of infrastructure, attractions, and service ( Zimik, S. and Barman, A. 2023 ). It can be done with or without resident involvement, and its effectiveness largely depends on the local community's participation. We call the active involvement of the local population in the development process community or participatory planning, through forums, workshops, idea boxes, and online platforms. The tourist card system is a discount programme that provides benefits (e.g. free entry or discounted prices) for tourists and/or local residents in museums, attractions, public transport, restaurants, and shops. Its goal is to encourage tourists to use local services, increase the length of stay, and contribute to stimulating the local economy, while also offering benefits to the local population ( Myrovali, G., et al. 2023 ).

Four other colleagues sit in the room, with worried expressions on their faces.

"Colleagues, with this overview, the numbers speak for themselves," she began her introduction, “ten years ago, our city was a bustling tourist centre. In the summer season, it was almost impossible to find free accommodation; restaurants and cafes were full. However, the situation has been constantly deteriorating over the past decade. The graph is clear: since the motorway was built nearby, the number of guest nights has fallen drastically; guests only stop in our city for a few hours, if they come at all. If this continues, the local economy will completely collapse, and the city will lose its vitality, which will affect the mood of the residents and the emigration of young people," she looked expectantly at the participants.

Gábor Balogh spoke first. The older financial expert's most important consideration was the balance of the local government's budget, hence the continuous increase in revenues: "You are right, Anna. The guesthouses and hotels constantly complain about the decline in traffic. Former visitors who used to return are now looking for something new. Neighbouring towns like Kislak or Sárföld are constantly developing, but here, it's as if time has stood still. " He looked sadly at Anna, "We don't have any attractions that would make us stand out from the rest. This is already clearly visible in the city's revenues: the local business tax collected is decreasing, and our tourism tax revenue is falling as well. Thus, we will have less and less money for development. We must stop this process somehow."

Anna replied: "That is exactly the point. We need a new, exciting, unique attraction to reverse this trend. A new playground or a renovated park is not enough. We need something that not only attracts tourists here but also makes local residents proud. Something that generates further developments and can form the backbone of the city brand."

Péter Szabó, a creative director at an international communications company, who was invited to the discussion due to his marketing campaign experience, enthusiastically joined in: "I am very happy about this discussion because, I confess, my wife and I have also been thinking about how we could help our city. From market research, I see that people are increasingly looking for experience-based, cultural tourism. Sustainable and liveable urban spaces are becoming more popular. What if we made our downtown car-free, as many successful European cities have done? This would reduce noise and air pollution and make walking in the city centre attractive. Let's use the extended interpretation of culture, starting from the culture of everyday life, and try to bring high culture into the city!"

Anna reacted with pleasure: "Good idea, Péter! But what should we do with Erdőalja Square? It is currently a beautiful but underutilised area. This could be the focal point. Yesterday a friend suggested that we should build a museum here that is unique and modern at the same time, 21st-century in content, but somehow connected to our traditions, which might attract not only my generation but also younger people. Moreover, we could contact the famous architect who originated from here, Santiago Willow. Perhaps you don't know, but he was born here 60 years ago as Tamás Fűzfa."

Gábor Balogh, who had worked at the city hall for over 20 years, usually looked at the dangers and difficulties: "A museum? Who is interested in museums nowadays? My kids run away from the word itself. An attraction would undoubtedly make the city unique, but what would it showcase? And if we decide on this, please, let's name it differently!"

Anna approached it, as was her custom, from the city's history: "The name of both the square and the city refers to the forest. No one knows that several world-renowned natural scientists were born here, and our science education is still fantastic today. Why don't we build a natural science centre that interactively showcases the geological and biological diversity of the surrounding landscape? Which could then attract schools and researchers? Even research centres in 5–10 years? There is no similar special museum within a 250-kilometer radius. The name of the project would be: 'The Forest – The Gate of Life'."

Péter reacted enthusiastically: "That's fantastic! This could be our new tourism brand. A gate to a new, sustainable path for culture, nature, R&D, and urban life. With this concept, we could clearly attract quality tourism and develop the settlement. It could provide a well-communicated vision for the future!"

The department head's first thought was: this project, however, can only be launched if it is implemented with the involvement of the local population, taking their problems and ideas into account. This destination development only makes sense if, in the end, not only tourists but also the residents of Erdőalja Square and the surrounding streets will be happy. The meeting ended on a positive note. Dr. Anna Nagy and the team began drafting plans, deciding that community planning and resident involvement would be the first and most important step in launching the project.

Rákóczi Street was not just a street, but the heart of the city. One-hundred-year-old, now faded, bourgeois houses lined the street, with arched gates and wrought-iron balconies from which geraniums hung. The scent of small, but all the cosier restaurants hung in the air. Life was always bustling on the terrace of the "Sütöde" patisserie; it was a favourite meeting place for locals and visitors. But at the end of the street, where a spacious, green square once laid – Erdőalja Square – where festivals were held in the summer and Christmas markets in the winter, and where children played carefree, now laid shabby and sad.

The residents gathered for a community forum held in the main hall of the old cultural centre on Rákóczi Street. Dr. Anna Nagy stands on the podium, smiling as she looks over the audience. Modern visual plans with green areas and happy people are projected next to her.

The head of the urban development department greeted the guests: "Good evening, everyone! Thank you for coming in such large numbers. As you know, we are facing an ambitious project: the conversion of Rákóczi Street into a pedestrian street and the construction of a new museum in Erdőalja Square. It is crucial for the local government that this destination development takes place with the involvement of residents. We do not want to decide anything over their heads. Today's event is the first of many where we will listen to your comments, concerns, and ideas. Moreover, you will be able to decide the name of the new institution: should it remain a museum, or be something else? Experience Space, House of Innovation, or even Science Lab? We welcome your suggestions on this too!"

Many in the room immediately started brainstorming, but Anna continued: "I would like to ask for a little more attention! Our goal is to create a strong and credible tourism brand that emphasises the uniqueness of Rákóczi Street, its historical charm, and our city's scientific past, along with related cultural novelties. We know that branding in tourism is not merely about creating logos and slogans, but a complex process during which the identity, values, and appeal of a given destination – in our case, our city and Rákóczi Street within it – are communicated in a way that aligns with reality. The marketing purpose in this case is clear: to create a sustainable and liveable environment that not only attracts tourists but also improves the quality of life for local residents. Therefore, the content of the communication exactly matches what we set as our goal: quality, community spirit, sustainability. This kind of honesty and real content ensures the brand's credibility."

While projecting examples, she continued: "For inspiration, let's look at the Old Town of Prague, where, in addition to preserving the historical heritage, modern, liveable public spaces were created for pedestrians, while also strengthening local small businesses. The Prague city administration actively worked to ensure that the historic city centre was not just a museum but a dynamic, habitable area where local residents and businesses could also thrive. They created numerous pedestrian zones and introduced strict rules to regulate tourist traffic. Or there is the city centre of Salzburg, which is also a prime example of combining cultural heritage and modern tourism. The city consciously builds its brand related to Mozart and musical culture, while constantly developing community spaces and supporting local artisans and businesses. Thanks to this, tourism revenues contribute to improving the local quality of life, and residents are also proud of their city."

Seeing the interest, she concluded the presentation with a final case study: "A good example for us could be Annecy, France, the 'Venice of the Alps’. Here, making the riverside promenades and the old city centre car-free not only boosted tourism but also significantly improved the local residents' love for the city. The city paid special attention to green areas, waterside recreational opportunities, and the popularisation of local gastronomy. During development, they constantly consulted with residents, involving them in the decision-making process, which contributed to the project's success. Our goal is that after the opening of the museum – or let's call it the Nature Knowledge Centre – and after renovating the city centre, the resulting tourism brand is realised not only in marketing tools but also in reality, and visitors truly experience what we promise: a peaceful, cultural, nature- and people-centred environment."

Tibor Tóth, the head of the civil association for urban conservation, stood up from the third row, his voice firm: "Dear Madam, we are glad that a dialogue is finally beginning. In recent years, we often felt that tourism was only about numbers, chasing the number of guest nights, and not about our quality of life. Guest night means how many nights a tourist spends in an accommodation. This is an important indicator for measuring tourism performance, but it should not be the only consideration. We are afraid of overtourism. What guarantees are there that this time will be different?"

Anna responded quickly and empathetically: "I completely understand your concern, Gábor. That is exactly our goal: to develop quality tourism, not to strengthen noisy, problematic party tourism, as happened in Gergyánvár. Our main investment also targets natural sciences and cultural tourism, with programmes that showcase the future based on local values and knowledge, rather than offering cheap entertainment. In addition, we are introducing strict rules for Airbnb flats to limit excessive growth, which also affects housing prices. I will introduce Mr. Tamás Kovács, the construction manager, to present the technical details."

Tamás Kovács stood next to Anna, pointing to a blueprint: "Good evening! The centre is designed by our city's native, the famous architect, Santiago Willow, a master of groundbreaking creations. The construction, as you heard, will take roughly three years. We know that this is a long time and poses serious challenges for the residents and businesses in the area. That's why we want to communicate every phase as transparently as possible. The closure of Rákóczi Street will be phased; we try to maintain passability for as long as possible. We are already taking your feedback on traffic diversion, noise, and dust into account in the planning phase. Our goal is to open the already completed areas in stages; when something is ready, we will communicate its launch so that guests can arrive."

Andrea Mészáros, a smiling, full-figured lady – whom everyone knows owns the patisserie even if she doesn't introduce herself – stood up timidly: "Good day, I'm Andrea from 'Sütöde'. I'm most worried about accessibility. If they close the street, how will customers get to me? I'm already struggling to survive; fewer and fewer people are sitting on the terrace. I believe that the attraction and related developments may bring more people, but what if they just rush through us? How can we keep them here?"

The head of the urban development department replied understandingly: "That is exactly why we are here, Andrea. We plan temporary parking lots in the area and are also launching programmes to support local businesses. We ask hotels to recommend local shops and services to their guests. The centre's programmes will also be designed to benefit nearby small businesses. For example, a café can be operated by a local entrepreneur, or we can provide special coupons with the admission ticket that can be redeemed in Rákóczi Street shops."

Márta Horváthné, a pensioner living nearby, joined her husband, József Horváth, on her arm: "We have been living here for a long time. We are most afraid of the noise and the dust. Our grandchildren often come to us; we want a safe and clean environment for them."

Tamás Kovács replied to this point: "I understand your fear, Márta néni. We will apply strict noise and dust protection regulations and regularly measure air quality. In addition, we will pay special attention to minimising obstruction to pedestrian traffic and ensuring safe routes during construction. We will also appoint a separate contact person whom you can directly turn to with any problem."

A mother playing with her small child at the back spoke up: "I'm Éva Baloghné; my daughter is starting kindergarten now. Currently, the playground is nearby, but if everything closes, we will have to go further. It would also be important for the centre to have programmes for children to keep them occupied."

Anna nodded in response: "Great point, Éva! We are already cooperating with the local kindergarten and school to include children's opportunities in the planning. We are planning separate activity rooms and interactive exhibitions for the youngest in the building. The new trends in museum design also dictate this: museums are no longer just static exhibition spaces but interactive, experience-based centres where visitors can actively participate, learn, and have fun. Moreover, when designing the pedestrian street, we will also consider child-friendly solutions, such as creating new playgrounds and green areas. In addition, we are thinking, together with the restaurants and shops on Rákóczi Street, about what programmes could make the pedestrian street even more attractive after the opening. Imagine a living museum, where exhibitions are not only taking place within the walls but also extending out to the street and the square, with interactive installations and open-air performances. The example of the Berlin Museum Island also shows how a cultural centre can be not only a tourist attraction but also an integral part of urban life. The goal of marketing is therefore not just to bring visitors, but to make the centre the heart of the community and to build the city's tourism brand to the satisfaction of local residents. It is important to highlight that we also intend to introduce a Tourist Card System. This is a programme where tourists and local residents can get discounts for museum entry, in local shops, restaurants, and even on public transport. The card works simply: guests buy it or receive it from their accommodation, and by presenting it to participating partners, they can take advantage of immediate discounts. This encourages tourists to support the local economy, and residents can also feel that the developments are beneficial to them."

The forum lasted for hours, with residents' questions and concerns openly raised, and the city administration trying to give concrete answers to every question. According to the plans, numerous workshops would be held over the next three years on various topics – from the design of the pedestrian street to the museum’s programmes. An "idea box" would also be placed in the mayor's office, and an online platform would be created where anyone can submit their ideas. The best and most feasible suggestions – be it a community garden on the corner of the square or a monthly craft fair – would be reviewed, selected, and incorporated into the plans once a month.

A year and a half later. Construction is in full swing, and in the meantime, the already completed areas of the new building are also being opened, and visitors are arriving. The participants sit in a small, invitation-only meeting in one of the city hall's conference rooms. The city administration continues to communicate openly, solving emerging problems together.

Tamás Kovács, now with a few deeper wrinkles under his eyes, spoke first: "Unfortunately, several complaints have been received about the noise level in recent weeks. I know that large-scale construction inevitably involves certain inconveniences, but now, due to a compressor malfunction, we have regularly exceeded the permitted level. I apologise. We acted immediately: we are replacing the equipment and installing sound-dampening walls."

József Horváth, the grumpy old man, arrived with his wife, sitting next to Márta, with a furrowed brow: "I'm Józsi, good day! You promised to pay attention to the noise, but now they start drilling at six in the morning. We old people also want to sleep, it's not enough that everything is covered in dust, we don't want to accept this anymore!"

Dr. Anna Nagy replied immediately: "Your point is completely valid, József bácsi. We consulted with Mr. Kovács. Starting at 6 am can only happen in exceptional cases, with special permission. We are behind schedule due to the malfunction, which is why we asked for this possibility. In the coming weeks, we will strictly adhere to the 8 am start and will schedule the most disruptive work for the time of day when it least bothers residents. In addition, we will provide every resident with a free ticket to view the centre's currently open exhibitions. We believe that showing something of the goal helps in accepting the noise as well. This is also part of the strategy to ensure that the tourism brand is not just about external appearances but also reflects resident satisfaction."

Andrea, who runs the café, is also very dissatisfied: "Due to the traffic diversion, my customers have difficulty finding their way here; parking is impossible, and the noise is enormous. The patisserie's traffic has dropped significantly. I cannot sustain a business long-term like this; I am afraid I will go bankrupt! How long will this last?"

Anna patiently answered the questions: "Andrea, I know this is the most difficult period for businesses. That is why the local government is launching a marketing campaign for the Rákóczi Street shops, titled 'Treasures of the Forest,' which highlights local specialities. In addition, we are negotiating with banks to provide favourable loan programmes for businesses in difficulty, and we are also considering tax reductions for the entire duration of the construction. Furthermore, you will also receive city cards free of charge. We will also open the already completed developments in the coming days. These measures are essential for the long-term credibility of the tourism brand, and I hope this reassures you."

"Éva," she turned to the mothers present, "what is the opinion among the mothers at the kindergarten?"

In contrast to the others, Éva replied enthusiastically: "Yes, the children love the museum activities that have started; it's great that these have already begun! But sometimes I feel pedestrian traffic is dangerous with my daughter because of the diversions around the pedestrian street."

The construction manager immediately replied: "I apologise, Éva. We will review the pedestrian routes and install additional safety railings and signs where necessary. We will also tighten the movement of work machines in terms of pedestrian traffic and designate a security guard who will help with crossing in the more dangerous sections."

Péter Szabó, who took on the management of the marketing alongside his work, asked for the floor and reported on his experiences: "Transparency has been fine so far. However, many are worried that too many tourists will flood the city when the centre and the pedestrian street are completed. Signs of revitalized tourist traffic in the city centre are already visible, and bookings are coming in for accommodations for the events planned for the opening of the completed areas next month."

Anna took over: "This is a legitimate concern from the residents, Gábor. As I mentioned, we are focusing on quality tourism; we only have attention-grabbing, noisy events in this phase. The centre's programmes will be designed so that visitors spend more time in the city, rather than just rushing through it. We are also working on a new tourism strategy that aims for a more even distribution of tourists throughout the city and are launching promotions towards less-known city parts. In addition, we provide discounts for local residents to the museum and nearby services so that they can also feel that this is their city. The message of the tourism brand will also highlight the hospitality of the local community and our commitment to sustainability."

By the end of the meeting, although the problems had not disappeared, the participants appreciated that they were being heard and that efforts were being made to find solutions to the emerging conflicts. The communication and openness created the foundation for building a credible tourism brand.

Three and a half years later. Rákóczi Street has been transformed into a pedestrian zone, with beautifully landscaped areas, comfortable benches, and playful fountains. The renovated facades of the old houses shone in the sunlight, with flower baskets on the walls, and the terraces of the restaurants were full. The surrounding cobblestone streets were filled with life: cyclists rode by, children ran around, and the scent of fresh coffee mingled with the smell of flowers. The Nature Science Centre building, designed by Santiago Willow, stands in the middle of Erdőalja Square, impressively fitting into its environment, yet standing out with its clean lines and huge glass surfaces. Although modern, it is in harmony with the historical surroundings, with the charm of the old houses reflected in its glass surfaces. A carefully designed park surrounds the centre, inviting visitors with interactive installations and information boards.

All the participants are at the opening ceremony, smiling as they watch the crowd, which includes both locals and tourists. The terrace of the "Sütöde" patisserie is packed, and Andrea is barely keeping up with the orders. Rákóczi Street has become an attractive and liveable place.

Dr. Anna Nagy stands on the podium, her voice sounding moved: "Ladies and Gentlemen, dear residents of Rákóczi Street! After three and a half years of hard work, many discussions, sometimes arguments and difficulties, we are standing here now. 'The Gate of Life,' the new museum, playground and science centre, has opened, and the Rákóczi Street area has become a pedestrian zone. This was not just a construction project, but the building of a community. Just think of our most important example, the Guggenheim Museum in Bilbao, which lifted entire city districts out of decline, and local residents are also proud of it because it contributed to the city's development. This development is not just a standalone building, but is integrated into the fabric of the city and has developed along with it. Or another example is Linz, Austria, once known as an industrial city. The city administration consciously built on cultural developments, such as the Ars Electronica Centre and the Lentos Art Museum, which were located on the bank of the Danube. These modern buildings not only attract tourists but are also popular among the local population and contributed to Linz becoming a real cultural capital. Along with the cultural developments, the bank of the Danube was also renewed; promenades and parks were created, which became favourite leisure spots for residents. And of course, there is the renewed museum quarter of Amsterdam, the Museumplein, where the surroundings of the Rijksmuseum, the Van Gogh Museum, and the Stedelijk Museum were made liveable and attractive with parks and open-air events, not only for tourists but also for local residents. The goal was for cultural institutions to become an integral part of urban life."

Tamás Kovács continued, whose wrinkles had not lessened but who stood proudly next to Anna: "Many times I thought we would never reach the end, and this could not have been realised without the patience and cooperation of the residents. Such a large-scale construction always puts people to the test, but the common goal and the fact that we communicated continuously helped a lot."

Andrea Mészáros: (On the terrace of her patisserie, which is full of tourists and locals, she is smilingly serving guests.) "It's incredible! My traffic has tripled! Tourists love the pedestrian street, and the centre attracts many visitors who then come to me for a piece of cake. The timely marketing campaign also helped a lot. Residents have also returned because they see it's worth coming here. I see that the Tourist Card System is also working excellently; many people use it, and this means additional revenue for us entrepreneurs."

Márta and József are sitting on one of the benches on the pedestrian street, their grandchildren playing near the nearby fountain: "See, Józsi? It was worth enduring the noise and the dust. It turned out beautiful! The grandchildren can play safely, and the museum's programmes are great too." Her husband replies cheerfully: "You're right, Márta. I thought I would never be satisfied, but now I'm proud of this place. I feel like it has become a little bit ours too."

Éva and her family have now arrived with an elementary school group: "My daughter loves coming here, and she often meets her classmates here. The centre holds special programmes for children, and we have visited it several times for them. This has become our favourite place in the city. The museum programmes and the pedestrian street events have truly made this part of the city liveable. I really like that the new trends in museum design are also evident, that the exhibitions are interactive and exciting, and hold the interest of not only adults but also children."

Péter Szabó, who has already received an award for the development's communication, looks around and nods contentedly: "The concern about overtourism still exists, but with the measures taken so far, it seems it will be kept under control. Quality tourism can truly work. I see that both local residents and tourists enjoy the pedestrian street, and the building fits nicely into the city. This is a good example of destination development that is not just about making a profit, but also about community building. The tourism brand truly meets reality here. The ceremonial opening of 'The Gate of Life' has become a success story. Residents, entrepreneurs, and tourists were all satisfied with the final result because they were involved in the process from the beginning, and conflicts were successfully managed together. The coherent tourism brand also maintains the attraction in the long term."

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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