In Hungary, equestrian tourism has deep historical roots, dating back to the 19th century. However, in today’s digital landscape, traditional service offerings may struggle to meet the evolving expectations of a more tech-savvy, international clientele. This study aims to assess the service quality of Hungarian equestrian tourism businesses by applying a modified SERVPERF model, which integrates digital presence and online marketing elements. By examining these factors, this research provides insights into how modern digital tools can complement traditional service values to enhance competitiveness and sustainability in the equestrian tourism sector.
XII. évfolyam 2024. Special Issues 2 30-34
DOI: 10.24387/CI.SI.2024.2.6
Cikk megtekinthető: http://controllerinfo.hu/wp-content/uploads/2025/01/Controller_2024_kulonszam_2-6.pdf
REFERENCES
AKBAR, R.A. – PRIYAMBODO, T.K. – KUSWORO, H.A. – FANDELI, C. (2020): Digital Tourism Marketing 4.0 Collaborative Strategy for Banggai Brothers Area, Central Sulawesi, Indonesia. J. Educ. Soc. Behav. Sci. 25–38. https://doi.org/10.9734/jesbs/2020/v33i1130269
AMAN, E.E. – PAPP-VÁRY, Á. (2022): Digital Marketing As A Driver For The Sustainable Tourism Development. Multidiszcip. Kihívások Sokszínű Válaszok – Gazdálk.- És Szerv. F. 3–33. https://doi.org/10.33565/MKSV.2022.02.01
BOZSIK, S. – LIPTÁK, K. – SZEMÁN, J. – MUSINSZKI, Z. (2022). Sustainability of the Hungarian Social Cooperatives. In Eurasian Business and Economics Perspectives: Proceedings of the 34th Eurasia Business and Economics Society Conference (pp. 179–199). http://doi.org/10.1007/978-3-030-94036-2_10
CHE, C. – KOO, B. – WANG, J. – ARIZA-MONTES, A. – VEGA-MUÑOZ, A. – HAN, H. (2021): Promoting Rural Tourism in Inner Mongolia: Attributes, Satisfaction, and Behaviors among Sustainable Tourists. Int. J. Environ. Res. Public. Health 18, 3788. https://doi.org/10.3390/ijerph18073788
CHEUK, S. – ATANG, A. – CHIUN, L.M. – RAMAYAH, T. (2018): Barriers to digital marketing adoption at remote rural tourism destinations in Sarawak: an exploratory study. Int. J. Eng. Technol. 7, 86–90. https://doi.org/10.14419/ijet.v7i2.29.13135
CRONBACH, L.J. (1951): Coefficient alpha and the internal structure of tests. Psychometrika 16, 297–334. https://doi.org/10.1007/BF02310555
CRONIN, J.J. – TAYLOR, S.A. (1994): SERVPERF versus SERVQUAL: Reconciling Performance-Based and Perceptions-Minus-Expectations Measurement of Service Quality. J. Mark. 58, 125–131. https://doi.org/10.2307/1252256
CRONIN, J.J. – TAYLOR, S.A. (1992): Measuring Service Quality: A Reexamination and Extension. J. Mark. 56, 55–68. https://doi.org/10.2307/1252296
DANBY, P. – GRAJFONER, D. (2022): Human–Equine Tourism and Nature-Based Solutions: Exploring Psychological Well-Being Through Transformational Experiences. J. Hosp. Tour. Res. 46, 607–629. https://doi.org/10.1177/1096348020978555
DASHPER, K. (2020): Holidays with my horse: Human-horse relationships and multispecies tourism experiences. Tour. Manag. Perspect. 34, 100678. https://doi.org/10.1016/j.tmp.2020.100678
DEB, S.K. – NAFI, S.M. – VALERI, M. (2022): Promoting tourism business through digital marketing in the new normal era: a sustainable approach. Eur. J. Innov. Manag. 27, 775–799. https://doi.org/10.1108/EJIM-04-2022-0218
ERDEY, L. (2006): Adósságválságtól a NAFTA első évtizedéig – Mexikó gazdaságfejlődésének kérdőjelei. Competitio 5, 43-65. https://doi.org/10.21845/comp/2006/3/3
GARCÍA-ROSELL, J.-C. – TALLBERG, L. (2021): Animals as tourism stakeholders: Huskies, reindeer, and horses working in Lapland. pp. 103–122. https://doi.org/10.1515/9783110664058-008
HACKBERT, P. – LIN, X. (2011): Equestrian Trail Riding: An Emerging Economic Contributor To The Local Rural Appalachian Economy. J. Bus. Case Stud. 5, 47–58. https://doi.org/10.19030/jbcs.v5i6.4732
HELGADÓTTIR, G. – SIGURÐARDÓTTIR, I. (2008): Horse‐based Tourism: Community, Quality and Disinterest in Economic Value. Scand. J. Hosp. Tour. 8, 105–121. https://doi.org/10.1080/15022250802088149
KLINE, C.S. – CARDENAS, D. – VIREN, P.P. – SWANSON, J.R. (2015): Using a community tourism development model to explore equestrian trail tourism potential in Virginia. J. Destin. Mark. Manag. 4, 79–87. https://doi.org/10.1016/j.jdmm.2015.01.001
KOWALIK, M.B. – KLAMÁR, R. – KOZOŇ, J. (2017): Equestrian tourism as an offer of rural tourism – study on the selected examples from Podkarpackie Province (Poland) and Prešov Province (Slovakia). Eur. J. Serv. Manag. 23, 5–12. https://doi.org/10.18276/ejsm.2017.23-01
KULCSÁR, L. – OBÁDOVICS, C. (2015): Csilla Obadovics – Laszlo Kulcsar: Horse Industry in Hungary: The Rebirth Through Tourism And Leisure? [WWW Document]. URL https://www.researchgate.net/publication/283351497_Csilla_Obadovics_-_Laszlo_Kulcsar_Horse_Industry_in_Hungary_The_Rebirth_Through_Tourism_And_Leisure
LANE, B. – KASTENHOLZ, E. (2015): Rural tourism: the evolution of practice and research approaches – towards a new generation concept? J. Sustain. Tour. 23, 1133–1156. https://doi.org/10.1080/09669582.2015.1083997
LARADI, S. – BERBER, N. – REHMAN, H. M. – HOSSAIN, M. B. – HIEW, L. C. – ILLÉS, C. B. (2023): Unlocking the power of social media marketing: Investigating the role of posting, interaction, and monitoring capabilities in building brand equity. Cogent Business & Management, 10(3). https://doi.org/10.1080/23311975.2023.2273601
LÓSKA J. (2022): Vonzerőfejlesztés a kulturális és aktív turizmusban – 20. A lovas turizmus újrapozicionálása a 21. századi igényekhez igazodva. MeRSZ [WWW Document]. URL https://mersz.hu/dokumentum/m963vakt__252
LÓSKA, J. (2021): Lóska János – A magyarországi lovasturisztikai modell bemutatása. YouTube [WWW Document]. URL https://www.youtube.com/watch?v=vzDfozFG0ho
MÁCSAINÉ IVÁN, É. (2020): Horthy István lovasai Szekszárdon. [WWW Document]. URL https://terkeplap.wmmm.hu/horthy-istvan-lovasai-szekszardon
MALCHROWICZ-MOŚKO, E. – WIELIŃSKI, D. – ADAMCZEWSKA, K. (2020): Perceived Benefits for Mental and Physical Health and Barriers to Horseback Riding Participation. Int. J. Environ. Res. Public. Health 17, 3736. https://doi.org/10.3390/ijerph17103736
MALLICK, S.U. (2023): PROMOTING TOURISM THROUGH DIGITAL MARKETING. Am. J. Manag. Econ. Innov. 5, 62–85. https://doi.org/10.37547/tajmei/Volume05Issue10-06
MEHMOOD S. – BANO, A, – Khan, M. A. – ERDEY L. (2024). EFFECT OF WORKPLACE BULLYING AND INCIVILITY ON EMPLOYEE PERFORMANCE: MEDIATING ROLE OF PSYCHOLOGICAL WELL BEING. Journal of Infrastructure, Policy and Development. 8(5): 3390. https://doi.org/10.24294/jipd.v8i5.3390
MLTSZ (2024): Patkós minősítés | MLTSZ [WWW Document]. URL https://mltsz.hu/patkos-minositesek (accessed 11.12.24)
NÉMETH, A. (2004): Lovasturizmus Magyarországon. Gazdálkodás.
OBÁDOVICS, C. (2021): Lovak, lovasok, lovardák – lovasturizmus Magyarországon és a Fertő-tájon. Gazd. Társad. 14, 77–94. https://doi.org/10.21637/GT.2021.1.05
PAVIĆ, L. – BLEŠIĆ, I. – PETROVIĆ, M.D. – RADOVANOVIĆ, M.M. – PRIŠENK, J. (2019): Can the Quality of Hospitality Services Play a Role in Sustainable Equestrian Tourism in Slovenia? Mediations, Effects, and Implications. Sustainability 11, 6155. https://doi.org/10.3390/su11216155
PICKEL-CHEVALIER, S. (2015): Can equestrian tourism be a solution for sustainable tourism development in France? Loisir Société Soc. Leis. 38, 110–134. https://doi.org/10.1080/07053436.2015.1007580
SCHMUDDE, R. (2015): Equestrian Tourism in National Parks and Protected Areas in Iceland – An Analysis of the Environmental and Social Impacts. Scand. J. Hosp. Tour. 15, 91–104. https://doi.org/10.1080/15022250.2014.1000713
UTAMI, M. – NURHAYATI, E. – SURYANTI, E. – TAUFIK, E.R. (2023): Digital Marketing Adoption by Tourism Village in Banten Province. Presented at the Proceedings of the International Conference on Sustainability in Technological, Environmental, Law, Management, Social and Economic Matters, ICOSTELM 2022, 4-5 November 2022, Bandar Lampung, Indonesia.
WANG, Q. – ZOU, Y. (2020): China’s Equine Industries in a Transitional Economy: Development, Trends, Challenges, and Opportunities. Sustainability 12, 5135. https://doi.org/10.3390/su12125135
WIBAWA, I.P.A. – ASTAWA, I.P. – SUKMAWATI, N.M.R. – ARJANA, I.W.B. – SUTARMA, I.G.P. (2022): Digital Marketing and Sustainable Tourism for Tourist Villages in Bangli Regency. Int. J. Glocal Tour. 3, 88–99. https://doi.org/10.58982/injogt.v3i2.209
WICAKSONO, T. – NUGROHO, A.D. – LAKNER, Z. – DUNAY, A. – ILLÉS, B.CS. (2021): Word of Mouth, Digital Media, and Open Innovation at the Agricultural SMEs, Journal of Open Innovation: Technology, Market, and Complexity, 7, 91. https://doi.org/10.3390/joitmc7010091
