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• Branding Hungary as a Health Tourism Destination: Asynchrony Problems

  68-72

  Attila Lengyel

  Views:

  139

  Branding a country as an attractive tourism destination is an extremely complex and long-term endeavour. There are several brand assessment systems using diverse methodology for creating brand indices for countries. In the Bloomberg brand indexing system Hungary is ranked 20th in Europe and by Future Brand 23rd in 2014. These placements are indicators of a relatively poor performance of Hungary as a nation brand and warrant an integrated image building effort
  independent from the changing political power structure. There are certain basic principles to adhere to in branding a tourism destination be it settlement, regional or country level. One of the keys to succesful branding is synchronising marketing efforts on different levels. Asynchronous communication and strategies lead to confusion in image perception, hence the weakening of the brand. The present paper aims to examine some of the asynchronies in the branding of Hungary as a health tourism destination.

• SUSTAINABILITY: THE FAILURE AND THE BIGGEST QUESTION OF OUR AGE AND A POSSIBLE ANSWER

  49-56

  Attila Lengyel

  Views:

  111

  Global sustainability efforts of the past decades have been unsuccessful. Humanity is still on track to worst case climate scenario, the Paris Climate Conference, labele d as historic by many, did not prove to be a real breakthrough. Several explanations have been proposed to account for inaction. Few, however, have addressed the question of how a change in world view could be induced in people.

• SUSTAINABILITY FAILURE: SOME CAUSES OF INACTION

  1-7

  Attila Lengyel

  Views:

  194

  While the question of sustainability has received more and more attention and publicity in the past decades, all ecosystems services has been constantly deteriorating during the same period. There is an abyss between theory and rhetoric and meaningful and effective action. Our present-day socio-ecological crisis is the result of a distorted world view which in turn is caused by deep psychological mechanisms affecting the individual and the society. Recognizing these underlying mechanisms, making people aware of how they work might help change the suicidal course that the developed societies based on free market capitalism, neoliberal ideology and excessive consumerism has been on in the last two hundred years. This paper aims to discuss some of the obstacles that seem to have been hindering effective action.