The Changes in the Demographic Characteristics and Spatial Structure of Tourism Demand in the West Balaton Region’s Spa Cities

Abstract

The last two years, the period of the pandemic, have brought a significant change in the tourism of Hungary, which has been developing unbroken until then. The year 2019 broke all the peaks that were interrupted by the pandemic. This particularly affected our spa towns of international significance, including the examined settlements, Hévíz and Zalakaros. The aim of the study is to show what changes have taken place in the development of the number of visitors in the cities that have been based mainly on foreign traffic until then, what territorial reorganization has taken place in terms of sending areas, and what new target groups with modified attitude have emerged. In this study, we analyzed in detail the databases of the National Tourist Data Center, which has been operating since July 2019, and the monthly database of the Hungarian Central Statistical Office. The special, so-called unconventional tourism is carried out on the one hand by the methodology of statistical data collection and on the other hand by the explored tourism behavior. According to our results, it is clear that due to the domestic traffic, a completely new target group (age group and status) appeared in the two spa towns, their sending areas affected the metropolitan suburban zones, and the target group was high-status, younger guests. In our opinion, this offers a new opportunity for spa towns to generate more sustainable, future-oriented guests with a focus on local values, creating a new supply structure and image, as well as messages.