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Luxury wine: analyzing motivations of luxury wine buyers in the US market
51-58Views:365The purpose of this research study was to describe motivations and demographics of luxury wine buyers in the US market. An online survey was completed by 1081 US wine consumers, of which 473 were designated to be luxury buyers based on price spent on wine. Standard demographic and wine consumer scales were utilized for profiling. Results show that the luxury wine buyer is more likely to be male, aged 30 to 50, with a higher income and education level. Motivations of the luxury wine buyer are different than the non-luxury wine buyer, and reasons for purchasing luxury wine go beyond mere collecting. This research is one of the first to analyze the luxury wine consumer in the US market, and provides useful information for wine marketers and researchers on the profile of the luxury wine buyer in America.
JEL Classification: M31
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Touristic Motivation and Lifestyles of Hungarian Domestic Tourists Correlation Study
47-54Views:201Motivations are closely interwoven with personality theories. According to researchers the object of motivation theory is primarily to describe what is common in people, whereas lifestyle theories highlight the individual differences among people. Tourism travel decisions constitute a special type of consumer decisions in which case the tourist has to make a choice among the personal tourism services on offer according to his/ her individual needs, but still as a segment specific product corresponding to common motivations. Consequently, certain elements of lifestyle and motivation theory appear in touristic decisions as well. Having perused the relevant trade literature, I came to the realisation that there have been very little research done in the area of travel motives in recent years. The examination of the correlation between motivation and lifestyle complemented with model application is a field belonging to applied marketing science which can be regarded as uncharted territory in tourism research. Domestic tourism accounts for a significant portion among the national income sectors. That is why it is of key importance to be aware of the correlation between the habits and needs of the local population and the factors influencing travel decisions. Applying the results of my research I endeavoured to define and model the lifestyle, needs and motivations of domestic tourists as the factors influencing their decisions. With the results of the investigation, I also wished to provide some guidelines for the creation of tourism supply in view of product development and communication.
JEL Classification: Z32 tourism and development
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The added value of sustainability motivations in understanding sustainable food choices
67-76Views:806Understanding consumer food choices is crucial to stimulate sustainable food consumption. Food choice motives are shown to be relevant in understanding consumer food choices. However, there is a focus on product motives, such as price and taste, whereas process motives (i.e. environmental welfare) are understudied. The current study aims to add to the existing literature by investigating the added value of sustainable process motives (environmental welfare, animal welfare and social justice) above product motives. Two on-line surveys of representative Dutch samples tested whether process motives increase the explained variance of sustainable consumption. The results indicate that sustainable process motives are of added value above product motives in the understanding of consumer food choices. In addition, product categories differ in the sustainable process motives that are most useful in explaining sustainable purchases in that category (Study 1), and different types of sustainable products (organic versus fair trade) differ in the sustainable process motives that are most useful in explaining these purchases (Study 2). In conclusion, this paper shows that understanding of sustainable consumption can be improved by considering sustainable process motives above product motives. Thereby, it is important to take the sustainability dimension (e.g., social justice versus environmental welfare) and the product category (e.g., meat versus fruit) into account.
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Caves, as touristic attractions in Hungary: Adventure, health, culture, ecotourism
51-58Views:223Hungary offers abundant opportunities for discovering the mysterious world of caves. In Hungary there are around 4100 caves; although only a small number of them are open to the public, they offer a variety of attractions. As they are an important part of tourism, switching them, exploring them and making them accessible for a wider audience generates interest for visitors from different parts of the country. The adrenaline releasing sports offers us new ways of coping with stress, and has had an increasing importance in our lives in the 21st century. Discovering these underground miracles presents a new challenge for travelers. The interest in caves exploded in the 20th century, when ecotourism, longing to get back to nature, and the goal of improving one’s health became leading motivations for travelling. The present research is aimed at surveying, to what extent students of the recreation department are familiar with the opportunities provided by cave tourism and how up-to-date their related knowledge is. The following work introduces opportunities in cave tourism and intends to expose upon gaps in the related marketing strategy. The research questions are the following: Are students familiar with opportunities of cave tourism? What services do the caves they know offer? Are they up-to-date in cave-related news? On what forums do cave tourism appear?
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Learning Motivations, Styles and Expectations of Students – a Survey at the University of Debrecen
41-46Views:250Based on the experience of the authors, today's university students have different learning habits, expectations of learning and knowledge compared to previous generations. This raises the question of how traditional teaching, teaching methods effectively suited to their development. In this study, the authors examined with quantitative method the expectations of bachelor and master students concerning the business education at university. The survey was conducted among university students assessing whether students with different BSc/BA or MSc/MA majors show the willingness to continue their studies, and the authors were interested in their expectations concerning the business higher education. The authors also tried to find answers in the survey how well-prepared the students feel for the offered opportunities by today's market environment, or may prefer proceeding with their studies. Among the issues authors searched what are the most effective ways of learning for them, based on learning style, what motivates them to continue learning. What kind of education form is preferred by them to continue studying? They also respond the need of having theoretical and practical knowledge and the importance of developing practical life skills. In addition, it has also been surveyed what other expectations the students have in continuing their studies with regard to the institutions. The authors of this paper are working as team coaches at the Team Academy Debrecen. In the last six years, they worked with numerous teams and have experiences in developing students' skills in teams.
JEL Classification: A22
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A structural equation model: Greece’s tourism demand for tourist destination
75-83Views:332Structural equation model (LISREL 8) was applied to test the causal relationships between tourist travel motivations and tourist destination.A survey containing Likert scale questions was conducted to collect data from 100 tourists who had travelled to Greece’s tourist destination. With the help of factor analysis, four dimensions were identified for scales used in the study: travel cost satisfaction, tourism product, tourism product attributes, and tourism product management. Results indicated that the travel cost satisfaction of tourists has a positive influence on tourism product, tourism product attributes and tourism product management. Moreover, our results suggested that the tourist demographics has a positive influence on tourism product and tourism product attributes and has an insignificant relationship with tourism product management. Based on our findings the tourist demographics has not influence on tourism product management. However, these findings suggest that both the private tourism and the governmental tourism sector should develop a better management of tourist destinations so as to develop a stronger attraction of tourism, better amenities, a better accessibility, an appropriate image, to make tourism competitive and to keep tourism product prices at a reasonable level. The implications of the tourism demand model can be used for the public environmental policy-making process based mainly on reasons of interest, ideology or understanding.
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Analysis of Bathing Habits among Spa Visitors
81-90Views:206The valorisation of healthy lifestyle has indicated the dynamic increase of healthcare sector. The consumer behaviour has been forming deterministically in health tourism. Visitors of spa towns can select various combinations of services either to sustain their health, to rest, to relax or to recover. It has a great importance for spas offering complex health tourism services to know the demands of guests and to reach the target groups with special, personalized service packages. After considering the statistical indicators of tourists visiting the spas of Northern Great Plain Region and the competitors of a selected spa, this paper aims to investigate the coherence among bathing habits, influencing factors of service demands, age and non-motivating coherences. The survey was taken place in a selected spa in Hajdú-Bihar County in August 2018 with random sampling questionnaire involving 256 visitors. During data analysis the coherence among indicators was examined with variant analysis (Levene’s test), in case of significant result with Welch’s t-test. Variances in age groups were analysed with Tamhane’s and LSD tests (post hoc analyses). We concluded that the primary information source of spas is still the suggestion of friends, acquaintances independently of the age of the respondent. Knowing this is relevant for further marketing communication. The most important features among the respondents are the condition of the spa and cleanness which are the basics of quality services. Motivations with coherence to age are social life and gaining experience, recovery and disease prevention. Visitors have the largest interest for family and kid programs. Recognition of bathing habits helps in marketing communication, reaching target markets effectively, pricing and service developments as well.
JEL Classification: Z32
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Performance indicators in CSR and sustainability reports in Hungary
137-142Views:421Corporate Social Responsibility (CSR) or Corporate Sustainability reporting is a relatively new phenomenon in Hungary. As the external pressure from the civil society, public authorities and the media has so far been fairly low, this important corporate activity emerged only at the beginning of the last decade. In spite of this, several pioneering companies have started to publish information on its environmental and social performance in recent years. CSR and sustainability reports are seen increasingly as strategic documents that offer a balanced, objective, and comprehensive assessment of a firm’s non-financial performance. In 2008 and 2009, more than a third of the 100 largest companies reported on their non-financial results (most of them were GRI based reports). In 2010, sixty-one organisations published a report about their non- financial performance, and 22 of these for only the first time. The aim of this paper is to present recent attempts to use indicators in CSR and sustainability reports. On the basis of a detailed review of 70 CSR/sustainability reports published during the last 9 years in Hungary, an analysis was made on the performance indicators appearing in the reports. The motivations of indicator selection processes was analysed and the intended roles of indicator set in communication and strategy design was presented. The significance of and limits to the proposed indicators was discussed.
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The motivations for the diversification of the Nigerian economy focusing on sustainable agriculture
7-13Views:234Agriculture is one of the major branches of the economy in Nigeria, the most populous country in Africa. It employs around 70% of the population and its contribution to the national GDP ranges around 45% (2012). In spite of the fact that most of the area is arable the majority of food, the Nigerian population consumes, comes from imports. The paper attempts to provide in insight to the reasons, why Nigeria could still not achievew self sufficiency from major food crops and livestock. Beyond the rapid growth of the population, one of the major reasons is the rich oil and natural gas reserves, the exploitation and export of which has been providing with the country with “easy cash” for the recent few decades. Another reason is that the agricultural holdings are small and scattered, and farming is carried out with simple tools and techniques. Modern and large-scale farms are not common. The political leadership and economic decision makers of the country already recognized the necessity of the development of the food and agricultural sector, which – contrary to the oil industry – would exercise a deep and positive impact on the rural society as well. Nigerian agriculture is being transformed towards commercialization at small, medium and large-scale enterprise levels.
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Examining career orientations at the University of Debrecen
59-67Views:194The paper endeavours to give a narrower definition of the orientation of ‘career’. The survey to be discussed examines a sample of 116 full time students of economics and has career anchor analysis as its focus. The study details the result of a questionnaire-based survey, which was carried out with respect to the carrier of university students and was supplemented by surveying motivation, value and work value as well. The analysis finds that “security, stability and organisational identification” are judged to be the primary career anchors among the members of the majority sample. This means that the respondents feel ready to identify themselves with the company and are looking for security to be provided by long term employment, regular earnings and by steady career advancement. The cluster analysis of the questionnaire differentiates four groups: Leaders, Specialists, Entrepreneurs and Employees. The results showed that the Leaders have high capacities of leadership, creativity and autonomy. The Specialists show highly developed functional capabilities in general and they seem to like challenges. The Entrepreneurs have outstandingly high scores concerning autonomy and entrepreneurial creativity. The members of the cluster of the Employees are characterised by a high expectation of security and stability and by low levels of managerial capability and entrepreneurial creativity. Discriminant analysis was applied to select the distinguishing features that can set the clusters apart from each other. The motivations, values preferences and work values inventory will consolidate the differences between the clusters of the career anchors. Using the method in high education within special trainings could be the practical utilization of the study. On the basis of the results a questionnaire can be compiled, which could help uncertain students relating to their carriers and future orientation containing information in connection with their carrier orientation, motivation, value preferences and work value.
JEL code: I21
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