Tourism Archives - University of Pannonia - FBE

Our Colleague as EATSA European Region Vice President

Katalin Ivan — Wed, 08 Jul 2026 09:15:49 +0000

The 12th Annual Conference of EATSA – The Euro-Asia Tourism Studies Association was held from June 29 to July 3, 2026, in Poland, during which the members of the EATSA General Assembly elected a new Board of Directors for the next three years.

We are delighted and proud that our colleague, Dr. Petra Gyurácz-Németh, has been appointed Vice-President of the European Region of EATSA.

We offer our heartfelt congratulations on this appointment and wish her every success in her work.

EATSA, the Euro-Asia Tourism Studies Association, is an international professional organisation that supports the development of tourism, hospitality and recreation research in Europe and Asia. Its aim is to strengthen scientific cooperation, encourage dialogue among researchers, and deepen the connection between academic knowledge and the tourism sector.

Visit the EATSA website. >>>

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Our colleagues at THE INC 2026

Katalin Ivan — Thu, 02 Jul 2026 10:44:27 +0000

Colleagues from our Department of Tourism participated in THE INC 2026 – Tourism, Hospitality & Events INternational Conference, which was held in Portugal between 17–19 June 2026.

THE INC is the official conference of ATHENA (Association of Tourism, Hospitality and Events Networks in Academia), an international academic organisation of which our Faculty’s Research Centre for Business and Management Sciences is also a member.

Our colleagues represented our university with several current research topics in tourism and hospitality. Their presentations focused, among other topics, on personalised hotel experiences, the measurement of sustainability awareness, the development of early career graduates’ professional paths, and the role of the Living Lab method in community involvement.

Research topics presented by our colleagues:

Kitti Hiezl, Petra Gyurácz-Németh, Gábor Michalkó: From Experiencescape to Place Attachment: The Mediating Role of Personalised Hotels
Petra Gyurácz-Németh, Ágnes Raffay-Danyi & Nikolett Bosnyák-Simon: Conceptualizing and Measuring Sustainability Awareness: A Multidimensional Indicator-Based Approach
Katalin Formadi, Petra Gyurácz-Németh, László Gadár & Eszter Bogdány: Personalizing the professional path: a persona-based longitudinal analysis of early career graduates
Zsófia Márta Papp, Ágnes Raffay-Danyi, Katalin Lőrincz: The Living Lab Method to Help Community Involvement

More information about the research topics is available in the conference proceedings, which can be accessed here.

It is a great honour that the publication by Dr. Kitti Hiezl, Dr. Petra Gyurácz-Németh and Dr. Gábor Michalkó titled “From Experiencescape to Place Attachment: The Mediating Role of Personalised Hotels” was ranked among the top three awarded papers in the Hospitality Paper Awards category. Further information is available here.

We warmly congratulate our colleagues and wish them continued success.

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CROCUS PROJECT – Press Release

Katalin Ivan — Wed, 24 Jun 2026 08:15:58 +0000

New European Research Reveals Untapped Potential of Cross-Border Cultural and Creative Tourism in Rural and Remote Communities

CROCUS Horizon Europe Project Publishes Landmark Synthesis Report Covering Eight Cross-Border Living Lab Areas Across 14 European Countries

Brussels / Veszprém, 25 May 2026 –The CROCUS project -a Horizon Europe research initiative focused on Cross-border Cultural and Creative Tourism (CCT) in Rural and Remote Areas -has released its comprehensive Synthesis Report (Deliverable D4.3), drawing on field research conducted across eight cross-border Living Lab areas spanning fourteen European countries. The report, involving more than 2,100 residents, tourism businesses, and visitors, establishes a robust knowledge base for the development of sustainable cultural and creative tourism models in some of Europe’s most distinctive yet underserved rural territories.

PROJECT OBJECTIVES

Operating within the Work Package 4 (WP4) framework of the CROCUS project, the research pursued three interconnected objectives: first, establishing cross-border Living Lab core development teams composed of academic researchers and key CCT stakeholders; second, conducting in-depth analyses of the socio-economic, cultural, environmental, and institutional contexts of each Living Lab area; and third, capturing the lived experiences and priorities of residents, tourism entrepreneurs, and visitors with respect to cultural and creative tourism. The overarching aim is to apply design thinking principles -specifically the “empathising” and “defining” phases -to co-create sustainable CCT business models tailored to each cross-border territory.

GEOGRAPHIC SCOPE: EIGHT LIVING LAB AREAS ACROSS EUROPE

The research spans eight cross-border Living Lab areas, each representing a unique combination of cultural heritage, natural landscape, and socio-economic conditions characteristic of rural and remote European regions:

Sønderjylland (Denmark) – Schleswig-Holstein (Germany)
Matulji (Croatia) – Ilirska Bistrica (Slovenia)
Mulgimaa (Estonia) – Valmiera Region (Latvia)
Sondrio (Italy) – Graubünden (Switzerland)
Goriška (Slovenia) – Gorizia (Italy)
Torne Valley: Ylitornio (Finland) – Övertorneå (Sweden)
Zala (Hungary) – Pomurska (Slovenia)
Dobrudzha/Dobrodgea: Silistra & Dobrich (Bulgaria) – Constanța (Romania)

While many of these territories are predominantly rural or semi-rural in character and face shared demographic challenges -including aging populations and declining density -they are unified by a wealth of tangible and intangible cultural heritage that forms the cornerstone of their CCT potential.

KEY RESEARCH FINDINGS

The synthesis report draws on data from 2,138 valid responses -exceeding the original target by 8.6% -collected through online surveys with local residents, tourism businesses, and visitors, as well as semi-structured qualitative interviews with key stakeholders. The following findings emerge consistently across Living Lab areas:

Cultural Heritage as a Core Asset. Both tangible heritage (historical sites, museums, architecture) and intangible heritage (local customs, traditions, languages, foodways, crafts, and storytelling) are identified as the primary competitive advantage for CCT across all eight areas. Gastronomy and food culture emerge as particularly central CCT themes, with strong potential for year-round tourism development.
Strong Community Support for Tourism. Residents, businesses, and visitors alike express widespread support for tourism development and promotion. Communities demonstrate deep place attachment and view tourism as a complementary, rather than competing, driver of local economic vitality.
Tourism as an Economic Driver. Tourism is widely recognised across all Living Labs as a significant generator of employment, business opportunity, and improved living standards. However, concerns about rising cost of living and carrying capacity are also noted, particularly in areas with higher visitor volumes or advanced tourism maturity.
Cross-Border Collaboration Gap. While informal cross-border activity is common, the creation and marketing of joint cross-border tourism products remains scarce. This fragmentation is identified as a key obstacle to realising the full tourism potential of these territories.
Infrastructure and Seasonality Challenges. Infrastructure deficits -including poor transport accessibility and limited public services in remote areas -and pronounced tourism seasonality are shared challenges that point to the need for coordinated, long-term destination management strategies.

“The CROCUS Living Labs are demonstrating that rural and remote cross-border areas hold extraordinary, largely untapped potential for sustainable cultural and creative tourism. By listening carefully to residents, businesses, and visitors, we are building the evidence base needed to co-create tourism models that are both economically viable and rooted in the authentic identity of each community.” – Prof. Ágnes Raffay-Danyi, WP4 Lead, University of Pannonia (Hungary)

RESEARCH CONSORTIUM PARTNERS

The Crocus Living Lab Synthesis Report is the result of a collaborative effort by a pan-European consortium of universities, research institutes, and innovation partners: University of Bergamo (Italy), Aalborg University (Denmark), University of Oulu (Finland), Tallinn University (Estonia), University of Maribor (Slovenia), University of Pannonia (Hungary), Zangador Research Institute (Bulgaria), Faculty of Tourism and Hospitality Management -University of Rijeka (Croatia), (Croatia) -Atlas Association for Tourism and Leisure Education (Nederland).

ABOUT CROCUS

CROCUS (Cross-border Cultural and Creative Tourism in Rural and Remote Areas) is a Horizon Europe research project bringing together universities, research institutes, and industry partners from across Europe. The project applies design thinking and Living Lab methodologies to co-develop innovative, sustainable cultural and creative tourism business models tailored to the specific needs and assets of eight cross-border rural territories. By engaging residents, local businesses, and visitors as active participants in the research and design process, CROCUS aims to unlock the economic, cultural, and social value of Europe’s rural heritage while fostering cross-border cooperation and inclusive tourism growth. The project contributes directly to the European Union’s objectives for sustainable tourism, rural development, and cultural heritage preservation.

CROCUS Projekt

CROCUS Project Funded by the European Union. Horizon Europe Grant Agreement No. 101132454

Email: raffay.agnes@gtk.uni-pannon.hu, vamosi.reka@uni-pannon.hu

Website: www.crocuseurope.eu

The press release can be downloaded here. >>>

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Innovation networks in toursim – PRESS RELEASE

Katalin Ivan — Fri, 19 Jun 2026 11:36:03 +0000

On 12 June 2026, the University of Pannonia hosted the professional conference “Innovation Networks in Tourism.” The event served as the closing conference of an international project focusing on innovation networks, funded by the Visegrad Fund.

During the event, participants had the opportunity to learn about best practices from both international and domestic tourism-related networks. The conference was opened by Dr. Katalin Lőrincz, Habil., Vice Dean of the Faculty of Business and Economics at the University of Pannonia, and Vesna Milovanovic (University of Kragujevac), consortium leader of the project entitled „Empowering Open Innovation Tourism Networks”. In her opening remarks, Dr. Katalin Lőrincz emphasized that, despite rapid technological development, personal meetings and professional events remain highly important. Referring to the research activities carried out at the Faculty of Business and Economics, she highlighted that the Balaton Tourism Research Centre organizes a professional conference every year, providing an excellent platform for stakeholders to exchange ideas and engage in collaborative thinking. In her welcome speech, Vesna Milovanovic presented the background of the project and the process of establishing international cooperation. The conference was also attended by Karolina Janik, representative of the Visegrad Fund, who provided information on available funding opportunities and application schemes.

During the first part of the event, which was attended by approximately fifty professionals, participants were able to listen to presentations from the destinations involved in the project. Representing Serbia, Vesna Milovanovic shared the best practices of Vrnjačka Banja, a destination renowned for its health tourism. This was followed by a presentation from Krzysztof Borodako and Michał Rudnicki (Krakow University of Economics), who introduced the Kraków Network, a collaborative network focusing on the MICE market. From the Czech project partner, the Technical University of Liberec, Lenka Cervová presented the tourism development practices of the Crystal Valley region, where local artisan glassmaking plays a central role in the destination’s tourism offer.

Representing the University of Pannonia, Judit Sulyok and Eszter Madarász presented the results of a survey conducted among members of the Balatoni Kör, a network of tourism and gastronomy stakeholders around Lake Balaton. In the second part of the conference, participants gained further insight into the operation of two Hungarian tourism networks. Szilvia Kovács, Head of Balaton Uplands Local Action Group, introduced the network and informed participants about current funding opportunities. Dóra Kanizsai-Nagy delivered an insightful presentation on the latest developments related to Veszprém–Balaton European Region of Sport 2026.

Later in the day, experts participated in a workshop and roundtable discussion focusing on the potential impacts of reduced working hours on tourism and leisure consumption. Thanks to the Balatoni Kör, participants also had the opportunity to taste BalatonBor, a regional wine brand representing the Lake Balaton wine region. Alongside the professional conference, project partners evaluated the project’s activities and discussed opportunities for future cooperation. As part of the social programme, the project partners joined the Night of Movement initiative and explored the tourism attractions and experiences offered by Veszprém and the Balaton region.

The project is co-financed by the governments of Czechia, Hungary, Poland and Slovakia through Visegrad Grants from the International Visegrad Fund, “Empowering Open Innovation Tourism Network” project (No. 22430273). The fund’s mission is to advance ideas for sustainable regional cooperation in Central Europe. Webpage of the project: https://hit-vb.kg.ac.rs/eoitn/

The presentations delivered at the conference will be available on the website of the Balaton Tourism Research Institute (www.gtk.uni-pannon.hu/batuki) under the News and Events section.

Further information: Dr. Sulyok Judit, Senior Research Fellow, Faculty of Business and Economics, University of Pannonia (e-mail: sulyok.judit@gtk.uni-pannon.hu)

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International Professional Experiences in Albania – Pannonia Scholarship Program 2026

Katalin Ivan — Fri, 08 May 2026 07:27:20 +0000

Our students participated in an international conference in Albania in April 2026 as part of the short-term mobility program of the Pannonia Scholarship Program, and Kamilla Gáncs wrote a summary of the event.

“Between April 27–30, as Tourism and Hospitality students of the University of Pannonia, we had the opportunity to participate in an international professional conference in Albania, hosted at the Aleksandër Moisiu University of Durrës, as part of the the Pannonia Scholarship Program.

During the “Family Business Forum – Symposium” conference, we attended inspiring presentations about the development of family tourism businesses, the role of education and international cooperation, and the future of tourism.

However, one of the most valuable aspects of the program was the opportunity to build international connections: we had the chance to meet Slovak and Czech university students and lecturers, with whom we exchanged professional experiences, discussed current challenges in tourism, and gained insight into each other’s educational and tourism perspectives.

The days we spent together provided us not only with professional knowledge, but also with meaningful personal experiences: new friendships, inspiring conversations, and unforgettable memories were created. We are proud to have represented our university in such an international and motivating environment.

We are grateful for the opportunity to be part of this journey, which reinforced our belief that tourism truly connects people and cultures.”

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Summer School – Université d’Angers

Lóránt Megyeri — Wed, 08 Apr 2026 06:36:54 +0000

From 2026 29 June to 10 July, join the two-week Summer School dedicated to Heritage, Art of Living and Tourism in the Loire Valley, UNESCO World Heritage.

This fully English-taught programme combines in-class presentations exploring the richness and quality of the Loire Valley’s heritage with guided tours across the Loire region, offering an immersive learning experience.

Registrations are open until April 26. >>>

The Summer School aims to provide a concrete and relevant response to the challenges of future tourism: valuing heritage, enhancing green tourism, and developing teamwork with local partners.

Download Programme Summer School ESTHUA >>>

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Mura Region Gallop – Where Tradition and Tourism Ride Hand in Hand

Katalin Ivan — Fri, 03 Apr 2026 18:34:18 +0000

In the fields of Hosszúfalu (Dolga Vas), the pounding of hooves can be heard early in the morning, and the air is filled with the sound of trumpets and excitement. Spectators gather with flags in hand, and riders line up in ornate hussar uniforms.

This is the Mura Region Gallop (Muravidéki Vágta) – which has returned to its starting location after many races in Lendva (Lendava) – it is not just a competition, but a celebration where tradition, equestrian culture, and tourism form a special blend. The Mura Region Gallop – as one of the regional heats for the National Gallop – is the most grandiose and important equestrian event in the Slovenian-Hungarian border region, serving as both a

A Mura Region Story Leading to Budapest

The National Gallop (Nemzeti Vágta), which has been organized since 2008 – initially in Budapest’s Heroes’ Square – has become one of the biggest celebrations of Hungarian equestrian culture. The competition is linked to numerous regional heats, of which the Mura Region Gallop is one of the most significant stages for Hungarian communities across the border.

The Mura Region Gallop is the Mura region heat of the National Gallop, one of the most beautiful cross-border celebrations of Hungarian equestrian traditions. The road leading to the finals held in Hungary also starts here: riders from Dobronak (Dobrovnik), Lendva, Muraszombat (Murska Sobota), and the surrounding villages compete year after year to represent their region at this year’s contest in Szilvásvárad.

The 2025 Mura Region Gallop was already the ninth competition organized jointly by the Hungarians in Slovenia and the organizing committee of the National Gallop.

But the Mura Region Gallop is more than just a qualifying race. This event is a symbol of the identity and unity of the Hungarians of the Mura region, where the horse, the rider, and the community together form a tradition-preserving unit. The Mura Region Gallop is not only an equestrian competition but also an identity-strengthening, community-building, and tourism-boosting event.

Dobronak and Lendva: Keepers of the Tradition

In recent years, the names of Dobronak and Lendva have appeared increasingly often on the podium in the Mura region heats. Dobronak’s riders stand out for their discipline, preparation, and sportsmanship, while the village transforms the Gallop weekend into a tourist festival.

Lendva also participates with a strong presence year after year. The town attracts attention not only with its competitors but also with its hospitality and cultural diversity. On the day of the races, a craft fair, wine presentations, and folk music programs await visitors, and in the evening, the vineyard hill offers a spectacular view of the Mura region landscape – and the sunset, which shines in a different light even from the saddle of a horse.

Equestrian Tradition – Tourist Opportunity

Both equestrian gallops offer a special experience for sports enthusiasts and tourists alike. Behind the rhythm of the hooves lies an economic and cultural vibrancy.

During the Mura Region Gallop, the region’s tourist service providers – guesthouses, wineries, restaurants – come alive. Visitors taste local wines, buy handcrafted products, and get acquainted with the unique gastronomy of the Mura region. The event thus simultaneously attracts tourists and strengthens the local economy.

The day of the gallop is therefore not just about the horses, but also about the presentation of the region. Every settlement represents itself with stands, flags, and folk costumes – a living, moving tourist exhibition unfolds around the track. These successes and initiatives show that equestrian competitions are capable of connecting tradition with a modern approach to tourism and directing international attention to the Mura region.

A Bridge Between Two Countries

The specialty of the Mura Region Gallop is that it forms a cultural bridge between Hungary and Slovenia.

Hungarian and Slovenian visitors, riders, and organizers together cherish the common tradition – the love of horses, the closeness to nature, and the belief in the power of community. This event connects the two countries not only through sport but also through cultural diplomacy.

As Ferenc Göntér, a rider from Dobronak, puts it: “When I’m on the horse, I don’t feel whether I’m on this side of the border or the other – only that our traditions are shared.”

The Future of the Gallop: A New Engine for Tourism

The Mura Region Gallop could already be a tourist brand name today, not just an event.

The traditional equestrian programs, the accompanying gastronomic and musical events, and the natural settings all offer an experience that the modern traveler seeks: authentic, communal, and spectacular.

A tourism breakthrough point could be that the Gallop remains not just a one-day event but becomes a defining pillar of the region’s tourist calendar – which could be linked to hikes, wine routes, themed programs, and even equestrian touring routes.

The Mura Region Gallop carries on the spirit of the National Gallop – in a Mura region style.

A day when Dobronak and Lendva show once again that the equestrian tradition is not a reflection on the past but a living tourism opportunity. A day when the horse not only races but also builds bridges between cultures, countries, and people. And a day when the Mura region – through the pounding of hooves – makes its voice heard again in the Carpathian Basin.

The Best Riders of the Mura Region Gallop

The best riders of the Mura Region Gallop qualified as entrants for the National Gallop held in early October in Szilvásvárad.

The competition day began with the junior hussars, and from the 7 heats, the riders of 12 settlements advanced to the semi-finals on Sunday, where the heat was won by Lea Gombóc, representing Dobronak.

In a fierce final race, Anna Júlia Rozs, representing Magyarkanizsa, won the 18th National Gallop.

The Tourist Significance of the Equestrian Gallop:

The equestrian gallops are complex tourist events. Their significance can be measured in several dimensions:

Cultural Tourism: The gallops revive equestrian traditions, hussar culture, folk costumes, and symbols of Hungarian identity. Spectators receive not only a sporting experience but also a cultural journey through time.

Gastronomic and Rural Tourism: During the Mura Region Gallop, local producers, winemakers, and artisans can showcase their wares. The event also boosts the local economy – accommodation providers, catering establishments, and tourist service providers profit from the influx of visitors.

Cross-Border Cooperation: The event is a living example of Hungarian-Slovenian relations, which is valuable not only from a sporting but also from a diplomatic and cultural perspective. The cooperation between the Mura region and Hungary also creates new tourist packages, joint programs, and promotional opportunities.

Community Building and Identity Strengthening: For the Hungarians of the Mura region, the Mura Region Gallop is a celebration of community cohesion. Riders, organizers, and spectators are all part of an experience that strengthens local identity and national belonging.

More information about the CROCUS project:

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France and the Benelux States – Open tourism lecture for students and colleagues

Katalin Ivan — Thu, 02 Apr 2026 09:57:01 +0000

On Thursday, April 9, 2026, at 10:00 a.m., Dr. Jérôme Piriou, Associate Professor at the Institute of Geography at the Université d’Angers, will give a lecture on tourism in France and the Benelux States in Room A204.

We look forward to welcoming interested students and colleagues.

In his lecture, Dr. Piriou will share his research findings in English on the characteristics, current trends, and future directions of tourism in France and the Benelux States.

The event is free and open to all interested parties.

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Study tour to Kapolcs

Katalin Ivan — Tue, 31 Mar 2026 14:58:12 +0000

On March 10, our master’s students in the “Management and Leadership – Sustainable Tourism Management” visited Kapolcs.

Kapolcs is a charming, little village in the Balaton Uplands, best known for the Valley of Arts festival.

During the field trip, they gained insight into the operations of the Művészvölgy Kúria and learned about the current situation in Kapolcs as both a place to live and a tourist destination. During the trip, they visited the blacksmith’s workshop and the Kapolcs Village Mill, where they had the chance to try their hand at these activities.

Based on their experiences from the study trip, which was part of the Destination Branding course, the students identified the brand values of Kapolcs as a tourist destination and also created a short video.

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CROCUS podcast – Focusing on Zala and Pomurske regions

Katalin Ivan — Wed, 19 Nov 2025 15:04:04 +0000

In this podcast episode, we discuss the quantitative and qualitative research conducted as part of the HORIZON international project entitled CROCUS – Cross-Border Cultural and Creative Tourism in Rural and Remote Areas.

Réka Vámosi’s conversation partner is dr. Ágnes Raffay-Danyi, associate professor at the Department of Tourism of the University of Pannonia, professional leader and researcher of the CROCUS project.

More information about the CROCUS project:

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