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As one of the oldest forms of tourism, domestic tourism remains vital for any destination especially in this post Covid-19 era when tourists are extremely sensitive to cross-border travel. Therefore, an understanding of how marketing communication channels affect the motivation, consumption behavior and satisfaction of domestic tourists is crucial in promoting this form of tourism. This study aims to investigate the influence of marketing communication channels on the motivations, consumption behavior and satisfaction of domestic tourists visiting Machakos People’s Park, in Kenya. To achieve this, a survey was conducted on a sample of 258 domestic tourists visiting Machakos People’s Park. Quantitative data was collected through a structured questionnaire and analyzed by descriptive and inferential statistics using SPSS software. Explorative factor analysis was performed to distinguish the push and pull motivation factors, and descriptive measures were determined. Thereafter, cross-tabulation and chi-square determination were performed to test the associations between marketing communication channels and the other variables in the study. An alpha level of .05 was used for these statistical tests. The findings revealed that marketing communication channels had a significant influence only on the consumption behavior of domestic tourists but not on their motivations and satisfaction. These findings are instrumental for the marketing communication and management of Machakos People’s Park, and similar domestic tourist destinations.

Általános feltevés, hogy a helyi élelmiszerek értékesítése pozitív hatással van a helyi gazdaság teljesítményére. Cikkünkben megvizsgáljuk, hogy az eddigi kutatások mennyiben támasztják alá ezt a vélekedést. A ScienceDirect, Wiley Online Library, Taylor and Francis Online, SpringerLink, AgECON, Emerald és Sage adatbázisban fellelhető, 2000 és 2019 között publikált, angol nyelvű folyóiratcikkek kerültek szisztematikus áttekintésre. Emellett kiegészítő keresést végeztünk a Google Tudós keresőmotor felhasználásával. A téma jellegénél fogva több szinonima figyelembe vételével végeztük az adatgyűjtést, ami adatbázisonként 42-féle kulcsszavas keresést eredményezett. A multiplikátor hatás négyféle tényezőjére: a kibocsátási, a hozzáadott érték, a jövedelmi, valamint a foglalkoztatási multiplikátorra vonatkozóan kerestünk információkat. Az első körben beválogatott 14 819 cikk közül mindössze 25 felelt meg a kutatási kritériumoknak. 24 közlemény szerint a helyi élelmiszerek iránti kereslet növekedése pozitív hatást gyakorolt a multiplikátor hatás valamely mutatójára, de 6 esetben más mutató esetében már nem tudtak ilyen kedvező hatást kimutatni. Egy tanulmány pedig egyik tényező esetében sem talált összefüggést. Eredményeink szerint a helyi élelmiszerek pozitív hatása leginkább a foglalkoztatásban és a jövedelmek növekedésében megfigyelhető, míg a kibocsátási és a hozzáadott érték multiplikátorok megjelenése sokkal inkább helyzetfüggő, nehezen vagy nem kimutatható. A jelenleg használt módszerek legtöbbjénél továbbá kisebb-nagyobb felülbecslés is feltételezhető. A helyi élelmiszerek helyi gazdaságra gyakorolt valós hatásának méréséhez további kutatásokra van szükség.

The quantity and quality of research output available on the subject of domestic tourism in Kenya is yet to be sufficiently documented. This review evaluates trends in the studies carried out on this subject and establishes perspectives revealed in these studies' findings. Methodologically, this is a conceptual review of integrative nature in which the reviewer summarized the findings of other studies conducted on domestic tourism in different parts of Kenya. Both published and unpublished works addressing domestic tourism in Kenya, and authored in the English language from January 1990 to August 2020 have been considered in the review. The reviewer used keywords to search relevant databases, arriving at thirty two pieces of work that were reviewed. The analysis focuses on themes covered by previous studies, methodologies used, and perspectives revealed in key findings. The review established a gap in existing literature in terms of quantity, quality, and scope, as discussed in the document. Recommendations are highlighted on ways to improve future research on domestic tourism in Kenya. This review will inform future approaches to research on domestic tourism in Kenya, for better policies and practice.

The organoleptic properties of food products – especially taste – are important for consumers. Various food processing methods might influence these properties significantly. In our study we were looking for differences between common food products and food products from organic production. We aimed at making contributions to increasing the market potential of organic foods by referring to their product value and product experience. In our qualitative study, initially, we made a personal interview with a nutritionist followed by two focus group interviews. During the quantitative research, milk and bread samples from conventional and from organic producers were tested by 40 participants in blind tests. From the results of the primary research we can conclude that it is possible to distinguish between the products of the two production methods. According to the nutritionist and the participants of the two focus groups there are huge differences between ordinary and organic foods with regards to their nutrition value and their taste while from the outside it is the trademark that can help identify the organic products. In the blind test of milk samples the evaluation of the organic products exceeded that of the ordinary ones. Testers considered the organic milk richer in taste and sweeter than ordinary milk and also a more intensive colour and a fattier texture were reported. Regarding the bread samples, testers preferred the organic ones. They evaluated their colour to be more intensive and their texture denser and more flexible. Consequently, it is relevant to emphasize the differences between the two methods of production during sales. The organoleptic properties of organic food products can be suitable for promoting the positive image of the trademark but further research in needed.

The spread of the COVID-19 pandemic has unprecedentedly affected consumer behaviour. This paper reflects on changes in food consumption, buying, and training (working out) habits using a representative sample of 1000 Hungarian consumers and identifies consumer segments with unique needs based on personal sources of motivation. The widely known Schwartz Portrait Value Questionnaire was used to characterize individual value profiles. Employing k-medians clustering, three clusters were identified. “Business-as-usual People” managed to maintain their daily routines. The frequency of buying local food decreased the least among them. The sedentary lifestyle of the next cluster, “Inactive savers”, appears to have been accompanied by a lower level of food intake. Accordingly, this group was possibly less subject to the negative impacts of obesity, but more in need of psychological support to avoid devastating mental health outcomes. The third cluster initially appeared to encompass “Couch Potatoes” based on their COVID-induced lifestyles. However, the analysis of the value portraits of the latter showed that they were not couch potatoes at all, but rather active and proactive “Stay-at-home Businesspeople” who may benefit from guidance regarding how to manage the increase in housekeeping and childcare, and how to become more physically active in the home environment. The results are valuable from both a scientific and practical perspectives.

Within a survey made of Hungarian awareness of, attitudes towards, and preferences for food labels and pricing, this study focused on consumers’ reactions to quality and country of origin labels. Data were collected with a standard questionnaire, face-to-face interviews (1000 participants) in the respondents’ home. It became obvious that consumers were looking for information about quality (rating its importance at 4.04) on packages, but information about origin (3.94) and production (3.89) was also important to them. The capability of respondents to spontaneously recall country of origin and quality labels was very limited: 35.5% of all respondents could not name any such labels. The best known label was “Hungarian Product” (30.5%), which was recognized by up to 90% of the respondents after they were shown it. Many consumers were ready to pay premium for products bearing this label (31.7%). According to our results, information about quality is important to consumers, but they do not look for it delibera...

Background: The purchase of local food is often argued to stimulate local economies through multiplier effects; this argument is questioned in this paper. Methods: The ScienceDirect, Wiley Online Library, Taylor and Francis Online, SpringerLink, AgECON, and Emerald databases were searched systematically. A complementary search in Google Scholar was also carried out. Peer-reviewed studies published between 2000 and 2019 were identified using multiple search terms. Data about four types of multipliers (output, employment, income, and value-added multipliers) were extracted. Results: Twenty-four papers fit the criteria, allowing for a qualitative assessment only. Sixteen papers found unambiguously that an increase in demand for local food had a directly positive impact on local economies in some way; one paper found no impact at all. The papers were classified into three groups based on their focal areas: marketing channel-focused, farm enterprise-focused, and scenario/impact analysis-focused studies. In terms of the methods of analysis, three major approaches were identified: input–output models, assessments of descriptive statistics, and econometric analyses. Considerations related to the potential overestimation of current approaches are presented. Conclusions: The existence of employment and income multipliers seems to be more evident, while the impacts of output- and value-added multipliers depend more on the actual context. Research gaps are also identified.

In Hungary, organic food market has both demand and supply oriented aspects: several times not necessary products are distributed, while the selection and volume of certain products are not satisfactory. Thus, our aim was to develop a coordinated benchmark strategy to increase the trade of organic products. To get more details on the Hungarian organic milk market, we conducted professional deep interviews and simultaneously applied the “mystery shopping” method. Nowadays, the market of organic milk and dairy products is slowly increasing in Hungary, however, there is no available statistical data. In the selection there are mostly Hungarian originated products, but some yoghurt, milk, and butter assortments are imported. Partial responsibility belongs to small sale shops’ habit of risk-avoidance. Without a proper selection of products, stores are unable to satisfy consumers’ needs; thus they focus on pushing certain products to increase demand. According to our results, ‘low price category’, ‘local/regional product’, and ‘prestige product’ strategies with attached in-store marketing elements are able to reverse the effects of an unfavourable marketing process.

A new type of thermodynamic machine was designed and prepared for testing to evaluate its capability in extracting mechanical energy from low enthalpy heat sources. The system was completed with a newly designed rotary piston compressor and expander to improve efficiency. A numerical model was set up using commercially available CFD code ANSYS Fluent to evaluate the performance of the compressor and to identify the fluid dynamic related loss sources. In attempt to increase computational efficiency 3D and 2D computations were compared to find the simplest model which provides sufficient information to capture the important heat transfer and fluid mechanical features.

The market for local and organic food is still a niche market in Hungary. Both offer consumers an alternative to the anonymous, globalized food supply chain. Yet local food and organic food seem to be overlapping and to some degree competing food concepts. The main focus is to explore the perception of Hungarian consumers towards local and organic food, using results from one research. We chose quantitative research as a method and carried out random interviews on a nationwide representative sample of 1000 respondents. Food of organic origin is considered somewhat important for 4 out of 10 respondents (38.9%), while the majority (59.8%) is neutral towards this aspect of products. At the same time, in the case of local products, origin is partially or wholly important for as much as 72.9% of the interviewees. We found it very important that 92.5% of respondents prefer to buy local foods versus imported foods (if sold at the same price), whereas the number drops to 81.3% in the case of organic foods. Our research reveals that the production and sales of local and organic foods is of very high (strategic) importance in our country as reflected in consumer needs. To that end producers, processors, traders and NGOs – in collaboration – need to create a quality product base, and a sales strategy that needs to be well communicated and reflect special characteristics.

Kutatásunkban a személyes értékek, a pozitív egészségmagatartásra történő áttérés, valamint az egészségtudatos élelmiszervásárlói magatartás között kerestünk összefüggéseket.

A kutatócsoport 1000 fős reprezentatív minta és 16 főt magába foglaló fókuszcsoportos interjú alapján azt a következtetést vonta le a probiotikus joghurtokkal kapcsolatban, hogy a piac e termék szempontjából nem telített. A fogyasztók igénylik és keresik ezt a termékkategóriát, de a termékkel kapcsolatos egészségvédő tulajdonságokat megfelelően kell kommunikálni. Szem előtt kell tartani az egyes célcsoportoknak szánt áru csomagolását, termékinformációit, feléjük irányuló kommunikáció differenciált alkalmazását, de mindenekelőtt a közérthetőséget mind a közölni kívánt termékelőnyökkel, mind az egészségvédő tulajdonságot bemutató tudományos nyelvezetű kutatások esetében.

The main objective of this survey is to reveal relationship between personal values and change in health-conscious diet and food purchase behavior on the basis of Kahle’s List of Values (LOV). In order to achieve this objective, a nationwide representative questionnaire-based survey was launched with 1000 participants in Hungary. According to the results, for the Hungarian population the most important social value is security, which is followed by a desire for a happy and enjoyable life. In Hungary, a new factor structure of the personal values had been identified and consumer segmentation was made based on the new factors. According to the segmentation the authors defined Moderately Value Driven, Security Seeker, Disappointed, and Value Oriented consumers. The group of the Value Oriented consumers is the primary target group for health protective food products, because from among the four segments the Value Oriented group switched to a more health-conscious diet at the biggest rate (18.5%) and they are also the most devoted to health-conscious food purchase. Closest to them are the Security Seekers, whose need for security also manifests itself in conscious food consumption. This shows that the rate of value orientation is defining for activity. As a result, in this field, great opportunities lie both in entrepreneurial and collective marketing communications. The results of the research can be used by those (functional) food producers who determine their target groups and make their marketing programs based on social values.

The market of organic products is quite small in Hungary. However, based on its development potential it has strategic importance (SZAKALY, 2004). Thus the aim was to find answers how to increase the trade of organic products. To get more details about the Hungarian organic food market we carried out a quantitative survey using a 1,000 member countrywide panel. Our results indicate that organic origin is considered somewhat important for every 4th respondent, while only 3.7% of the interviewees paid attention to put organic food products into their cart. The most serious obstacle is the doubt of surveyed individuals about the authenticity and the alleged benefits of organic products, complete with a high perceived price. “Price” is the most influential factor on shopping decision, but the advantageous “constant quality” and “health benefit” factors are just following it. In conclusion, there is potential demand for ecological food products in Hungary. Although the proportion of conscious consumers is small; it significantly exceeds the current market share of the products. Consumers should be approached with better prices, smart retailing solutions and through awareness raising. Keywords: organic food, consumer, retail, awareness, marketing strategy

As a consortium partner the authors took part in a research project aiming at the development of high added value, healthy and environment friendly animal products. From among the products developed by the consortium (rabbit meat, omega3-fatty acid enriched beef, goose liver from non forcible feeding, selenium-, vitamin-E and natural color enriched eggs) the present study describes the results concerning beef and rabbit meat. The given products are chosen because they are produced in and exported from Hungary in considerable quantities and their competitiveness can be further improved. In order to able to map the consumer preferences a 300 count nationwide, representative, questionnaire based survey was designed and performed. Actual products were tested by focus groups and professional interviews. Beside the specific features of the products a common character is that the marketing strategy focuses on the distinctive nutritional benefits and other quality parameters that seem to be of crucial importance for the targeted consumer segment. Their unique character and health protecting effects make their branding and using community labeling easy. Their positioning points toward the prestige products therefore consumers tend to accept higher prices. In marketing communication the image building advertisement can be a common goal.

It is getting a more and more important question that where are the break trough points for the small and medium sized enterprises (SMEs) working in the food industry because of the strengthening market share of the import food products. We compare the SMEs marketing abilities to the consumer demands on high value added traditional Hungarian dishes to examine their possibilities to take the opportunity of these niche markets. The examination aims to clarify two core questions. On the one hand whether the SMEs are able to perceive the consumers' behaviour on these markets? On the other hand is the production of these products a real option for them? The research reveals that the enterprises have significant deficiencies in the field of marketing therefore most of them have limited opportunity to get to know the consumers and reach them effectively.

The aim of this study was to explore the differences of health interpretation between people with ayurvedic approach and non ayurvedic but health conscious approach. While Ayurveda has a holistic approach to health, the European medicine focuses on its physical aspects (bio-medicinal model). Although theoretically a complex interpretation of health (bio-psycho-social model) is the most accepted in Hungary, we examined whether it prevails on a practical level. We carried out a representative survey (N=1000) to examine the health-related knowledge and behaviour of the Hungarian population. To achieve deeper understanding of the subject, we carried out two focus group discussions. We selected health conscious people in the first group and ayurvedic oriented people in the second group to compare their attitudes towards health. The results showed that the majority of the Hungarian population (83,2%) have recognised that health is more than a bio-medicinal approach, it is built up of physical, psychological, mental and social factors, but in most cases we found huge gaps between recognition and action. During discussions the ayurvedic oriented group construed an interpretation that contained all the five health dimensions of WHO and mentioned spirituality as an additional dimension, while the health conscious group mainly emphasized physical health. We also asked the participants about their own health behaviour and found the same pattern. It can be stated that the Hungarian population theoretically admits an integrative model of health but it does not appear in their health behaviour. It seems that ayurvedic orientation contributes to bringing knowledge to practice. Ayurvedic oriented people have a more complex interpretation of health and are willing to do more for their health, so they are a good target group for prevention campaigns and health care services. It also suggests that the spread of ayurvedic approach could contribute to better health behaviour in Hungary.

The aim of this study was to explore the differences of health interpretation between people with ayurvedic approach and non ayurvedic but health conscious approach. While Ayurveda has a holistic approach to health, the European medicine focuses on its physical aspects (bio-medicinal model). Although theoretically a complex interpretation of health (bio-psycho-social model) is the most accepted in Hungary, we examined whether it prevails on a practical level. We carried out a representative survey (N=1000) to examine the health-related knowledge and behaviour of the Hungarian population. To achieve deeper understanding of the subject, we carried out two focus group discussions. We selected health conscious people in the first group and ayurvedic oriented people in the second group to compare their attitudes towards health. The results showed that the majority of the Hungarian population (83,2%) have recognised that health is more than a bio-medicinal approach, it is built up of physical, psychological, mental and social factors, but in most cases we found huge gaps between recognition and action. During discussions the ayurvedic oriented group construed an interpretation that contained all the five health dimensions of WHO and mentioned spirituality as an additional dimension, while the health conscious group mainly emphasized physical health. We also asked the participants about their own health behaviour and found the same pattern. It can be stated that the Hungarian population theoretically admits an integrative model of health but it does not appear in their health behaviour. It seems that ayurvedic orientation contributes to bringing knowledge to practice. Ayurvedic oriented people have a more complex interpretation of health and are willing to do more for their health, so they are a good target group for prevention campaigns and health care services. It also suggests that the spread of ayurvedic approach could contribute to better health behaviour in Hungary.

The main objective of this survey is to reveal the relationship between lifestyle, health behavior, and the consumption of functional foods on the basis of Grunert's food-related lifestyle model. In order to achieve this objective, a nationwide representative questionnaire-based survey was launched with 1000 participants in Hungary. The results indicate that a Hungarian consumer makes rational decisions, he or she seeks bargains, and he wants to know whether or not he gets good value for his money. Further on, various lifestyle segments are defined by the authors: the rational, uninvolved, conservative, careless, and adventurous consumer segments. Among these, consumers with a rational approach provide the primary target group for the functional food market, where health consciousness and moderate price sensitivity can be observed together. Adventurous food consumers stand out because they search for novelty; this makes them an equally important target group. Conservative consumers are another, one characterized by positive health behavior. According to the findings of the research, there is a significant relationship between lifestyle, health behavior, and the preference for functional food products.

In Hungary organic food market has both demand and supply oriented aspect: several times not necessary products are distributed while the selection and volume of certain products are not satisfactory. Thus our aim was to develop a coordinated benchmark strategy to increase the trade of organic products. To get more details about the Hungarian organic food market we applied the “mystery shopping” method to observe changes in organic food supply and carried out a quantitative survey using a 1,000 member countrywide panel. Our results indicate that organic origin is considered somewhat important for every 4th respondent, while only 3.7% of the interviewees paid attention to put organic food products into their cart. The most serious obstacle is the doubt of surveyed individuals about the authenticity and the alleged benefits of organic products, complete with a high perceived price. “Price” is the most influential factor on shopping decision, but the advantageous “constant quality” and “health benefit” factors are just following it. Most of the respondents stated that they buy organic products directly from the producer (27.4%), but small retail outlets are likewise popular (though to a somewhat lesser extent). In conclusion, there is potential demand for ecological food products in Hungary. Although the proportion of conscious consumers is small; it significantly exceeds the current market share of the products. Consumers should be approached with better prices, smart retailing solutions and through awareness raising.

The national ecological production is highly export orientated. The development of the inner market is a very slow process the reasons for which are incomplete knowledge, limited solvent demand, wrong approach and limited purchase possibilities. In the supply of the few organic stores we can only find about 10% organic food which is compensated by the wide choice. Organic foods aren´t able to get into supermarkets because of the limited goods provision and the high production costs, low supply characterises them, their attract is due to their special quality and traditionality. The development tendency of the organic market in Hungary moves in the direction of home delivery service and local market, these enterprises reach considerable initial success and their further development can be expected. Eco-tourism means possibilities in opening eco-restaurants and hotels where organic meals are served.

During past decade the general attitude of the population toward health, nutrition, quality and environment remarkably changed. Consequently ecological farming showed an upswing especially in developed countries. Due to growing demand, government subsidies and other economic advantages the cropping area increased and it will keep its pace in the near future. In Hungary the actors of economy have not fitted themselves to changed conditions. Main problem is the presence of quite a narrow domestic market resulting from a purchasing boom by western trading companies. In our survey the input, production and marketing aspects of organic farming were studied through interviewing farmers being involved into organic farming. results highlight the specific features of production in Hungary, its management relations, production structure and environment protectional considerations. As an overall goal it was set forth to identify the main limiting factors of domestic market growth, define the most marketable products and related companyforms. Producers´ opinion helped us with conducting the above process. Results of interviews were supported by our former experiences.

Rural development includes local population, its way of life, employment characteristics, income structure, dwelling conditions, service levels as well as cultural aspects just as traditional handcrafts, dishes, language, clothing and habits. Since agriculture is a historically determining economic activity in rural areas its effects primarily determines the rural ways of life. New rural development policy of EU can be featured by multisectoral and integrated approach. Organic farming is based on the definition of ecology as former namings just as ˝ecological˝, ˝biological˝ represent it. Its basic aim is ensuring sustainable development whereas it uses again, from time to time to locally available reserves. Among basic principles of organic farming can be found the protection of soil and environment and this implies the usage of natural capacities of plants, animals and the landscape and willingly tries to improve the quality of the environment. It can be stated that market demand for organic products is the strongest in Europe, as much as 46% of the world´s organic product output is sold in this continent which possibly can be explained by its economic development level. This overall development reached Hungary, too. In December 2002 the estimations showed 105.000 ha and within this 54.497 ha had been registered as approved organic area. During the last year we carried out two focus group analyses examining the reasons for buying or not buying organic foods. In the presentation the most important results of the two focus groups will also be introduced in details.

A kutatás során országos, 1000 fős reprezentatív fogyasztói felmérésre került sor 2014 nyarán a 18-75 éves népesség körében Magyarországon a helyi élelmiszerekkel kapcsolatos fogyasztói szokásokról és attitűdökről.Az eredmények egyértelműen tükrözik, hogy a magyar fogyasztók körében jelentős érdeklődés figyelhető meg a helyi élelmiszerek iránt, ám a rendelkezésükre álló információ rendkívül szűk körű és sokszor téves. Elfogadják helyi termelőként az országos lefedettséggel értékesítő nagyvállalatot (61,3%), a nagy mezőgazdasági termelőüzemet (81,2%) is, ha az „helyben” található. Nem fogadják azonban el azokat az előállítókat, akiket nem ismernek (55,9%) vagy nincs hagyománya azoknak az adott településen (68,5%), amely felhívja a figyelmet a helyi termékek bizalmi jellegére. A felismerhetőséget leginkább a termék eredetére utaló elnevezés (52,9%) segíti, de nem sokkal kisebb arányban említették az előállítóval való személyes ismertséget (48,3%). Rendkívül kedvező, hogy a válaszadók több mint fele (55,6%) hajlandó akár külön is elmenni a helyi termékekért, erre leginkább megfelelőnek pedig a termelői piacokat (58%) vélik. Legnagyobb előny számukra, ha a vásárolt termék minél kevesebb kézen megy keresztül, amely felértékeli a rövid értékesítési láncok (REL) szerepét.Életmód változók alapján 4 fogyasztói szegmenst sikerült elkülöníteni. közülük a legnagyobb méretű (n=394) tekinthető a helyi élelmiszerek leginkább elkötelezett vásárlójának. Nem csak az árat veszik figyelembe választásukkor, de tudatosnak tekinthetők az egészségvédelem és a család elvárásai alapján is.Az eredmények előrevetítik, hogy a célcsoport elérése érdekében elsődleges, még ha közhellyé is vált, az összefogás, vertikálisan (nem csak termelői szinten!) és horizontálisan (élelmiszerellátási-lánc szemlélet) egyaránt. Az alternatív értékesítési csatornáknak kiemelt szerepe van az elosztásban, de nem tekinthetők kizárólagosnak. A marketingstratégia tervezésekor a klasszikus eszközökön túl célszerű az emberi tényezővel is kalkulálni, mert a helyi élelmiszerek bizalmi jellege miatt az ellátási lánc minden lépcsőjében fokozott szerepe van.

Eredményeink szerint a fogyasztók érdeklődőek az ökoélelmiszerek iránt, de ez cselekvési szinten csak korlátozott mértékben valósul meg. Az öko- és a konvencionális gazdaságok egyaránt a legnagyobb problémának a hatékony stratégia hiányát tartják. Különösen kritikus terület az értékesítés helyi szervezése és a kommunikáció, amelyek kezelése mielőbbi beavatkozást sürget.