The importance and awareness of thematic tourist routes in Hungary

Abstract

This study examines the role and awareness of thematic routes in domestic tourism, with particular attention to their implications for rural development and sustainability. The research is based on a 2024 questionnaire survey conducted by the Institute of Marketing and Tourism at the Faculty of Business and Economics, University of Pécs. The survey involved a nationally representative sample of 1,000 respondents from the Hungarian population, stratified by gender and age group, and aimed to map attitudes, perceptions, and knowledge related to thematic routes in Hungary. Two hypotheses were formulated for the study: (H1) the level of awareness of thematic routes is high, accompanied by strong public interest; and (H2) the degree of interest increases with higher levels of education. The results indicate that pilgrimage routes and wine routes enjoy outstanding recognition, whereas greenways and European Cultural Routes are less well known. More than 90% of respondents expressed support for the creation of new thematic routes, underlining the developmental potential inherent in such initiatives. The findings highlight that thematic routes not only contribute to the diversification of the tourism offer and the mitigation of seasonality but also play a significant role in stimulating local economies and strengthening community identity. Thematic routes can thus serve as key elements of sustainable rural tourism and the economic empowerment of local communities. However, their effective operation requires the establishment of a unified quality assurance and support system, along with the adoption of innovative, community-based management and marketing practices.