Service marketing examination of Opusztaszer Heritage Park as a rural destination

Gál, József and Vincze-Lendvai, Edina and Rózsa, Ildikó: Service marketing examination of Opusztaszer Heritage Park as a rural destination. Review on agriculture and rural development, (1) 1. pp. 221-227. (2012)

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Abstract

Today the service industries are developing rapidly therefore the service marketing tasks are getting more and more into the focus. Those who are engaged in the subject do researches to explore the emotions, attitudes and purchasing motives in decision-making and the purchasing processes of different services. Decisions are made not only by companies but costumers, parents, families and circles of friends, too, when they plan their programs for the weekend considering their income and expenses. That is why we feel important to examine our subject on the basis of the service marketing of the Opusztaszer National Heritage Park, which takes a prominent part in the cultural life of the Southern Hungarian Plain, in order to render help to improve the services of the institution. The examination is complemented with a non-representative questionnaire survey which, nevertheless, is suitable to give the background to a wider survey. On the basis of the answers given some chances of improvement have been seen which we are planning to recommend for the Opusztaszer National Heritage Park.

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