KILÁTÁSOK ÉS KIHÍVÁSOK DÉL-ZALA TURIZMUSÁBAN – ESETTANULMÁNY MURAFÖLDE TURISZTIKAI HELYZETKÉPÉRŐL ÉS PERSPEKTÍVÁIRÓL

Abstract

The study aims to analyse the unexploited opportunities at a new tourist destination named Murafölde, which emerged
in 2015 in the frame of Mura National Program. In order to define the set of potentials of the South Zala region
including 83 settlements, the 6A model by Buhalis will be applied as a research method framework. The supply
elements of the region such as attractions, accessibility, amenities, available packages, activities and ancillary services
are investigated based on structural interviews with the local tourist service providers. According to the results of the
survey, the region being rich in natural resources cannot benefit enough from their potentials. Therefore, the primary
task is to establish a destination management organization, to focus on brand-building, to strengthen the regional
marketing, to build up cross- border relationships, as well as, to enhance the service quality.