THE ROLE AND EFFECT OF TOURISM DEVELOPMENT ACCORDING TO THE COMPETITIVENESS, THE TOWN IMAGE AND BRANDS

Abstract

The direct and indirect tourism development not only has a positive impact on the competitiveness of the settlement, but also improves the population retaining capacity of the settlement, and it can help to improve the image of the town, its identity as well (Kozma 2006, Máté 2012, 2013, Piskóti et al. 2002, Törőcsik 1995).

Szekszárd competitiveness needs to create a dynamic, energetic and lively image, which is particularly attractive for young ages. In other words, the future will require expanding additional events, cultural events, festivals and enhance the recreational and entertainment programs (Máté 2012, 2013).

On the other hand, Szekszárd can be an attractive town, if job opportunities can be offered, or it will also generate further job-creating investments. Prospects can be found in the development of tourism by many (especially young) people, especially in the development of accommodation, hospitality, spa and wine tourism facilities, which could generate additional jobs through multiplier effects. It is important that the completed developments can be more widely acquainted by the local residents and potential tourists (Gonda – Raffay 2015, Gonda – Spiegler 2012, Máté 2013).

Most of the improvements so far received a positive affiliation. That is why, in addition to the wine it would be worth to appear these developments more prominently reconsidering of image elements of the town (Máté 2012, 2013).