THE CONTRADICTIOUS EXPECTATIONS OF THE ACTORS OF THE TOURISM ORGANIZATIONAL AND CONSUMER MARKET IN SUSTAINABLE DESTINATION DEVELOPMENT

The Lower-Ipoly area, located in the north-central region of Hungary, has linear extension. In terms of the specific location and the unfavourable demographics tourism development faces difficulties in this heterogeneous area. The aim of the research is to identify the needs of prospective travellers and decision makers toward future developments in tourism in the indicated region. The paper summarizes the results of a survey, identifying the opinions of organizational and consumer market stakeholders, their similarities and differences in terms of expectations for tourism developments. This study covers the types of tourism and product elements that can potentially be developed sustainably.