Consumer value dimensions of rural tourism in Hungary 127Kulcsár, N. Hungarian Geographical Bulletin 64 (2015) (2) 127–141. Consumer value dimensions of rural tourism in Hungary Noémi KULCSÁR1 Abstract Considering the geographical and historical characteristics of Hungary, rural tourism could be one of the key tourism products since the country misses extraordinary natural att ractions, seaside or high mountains. Hungary has always been an agricultural country and it is rich in cultural landscape with traditional small villages and rural hospitality. As in Hungary theoretical research on consumer value factors in rural tourism is completely missing the primary aim of our investigation was to conduct a niche survey in rural tourism, which can contribute to the bett er understanding of the demand side of the market and crystallise the factors with value to tourists. The aim of the pilot study based on qualitative research is to identify and measure consumer value dimensions. In our qualitative research fi rst we completed indicators identifi ed by secondary sources with further indicators, as the result of a small sample consumer survey, then we have refi ned the created list of indicators on the basis of expert opinions. As the next step of the research we have conducted a quantita- tive questionnaire-based survey, by which the aim was to identify, interpret and analyse the motivations of rural tourist and the indicator-based consumer value with its major dimensions. In this paper we discuss only the latt er phase of our research in more detail. The basis of success of rural tourism in Hungary can be the identifi cation of tourists’ motivations, att itudes, as well as factors that carry value for them, since it may reveal useful information both scientifi cally and practically. Keywords: consumer value, value dimensions, motivation, rural tourism, Hungary 1 School of Tourism, Leisure and Hospitality, BKF University of Applied Sciences, H-1148 Budapest, Nagy Lajos király útja 1–9. E-mail: nkulcsar@bkf.hu Introduction At the beginning of the third millennium we can see that the desire for experiences and in- tellectual challenges is strengthening and be- coming more and more intertwined with the shift ing of consumer behaviour from material values towards ethical and intellectual val- ues. This is a clear reaction to the materialistic orientation of the consumer society. Instead of strongly materialistic factors, in the “new economy” intellectual skills and abilities are the major creators of value, in the economic sense. However, a high level of material con- sumption is also necessary so that post-mate- rialistic values could come forward. Complete industries were built upon these values, such as the production of organic food or sports equipment, as well as rural tourism off ering experiences (Szabó, K. and Hámori, B. 2006). In global tourism rural tourism is a refresh- ing phenomenon, which can help domestic and foreign tourists to learn about, bett er un- derstand and sustain our country, our culture and our traditions, as well as to increase their respect to nature, to meet their desire for au- thentic experiences, all of which can signifi - cantly contribute to economic growth. Today, the study of the role and opportuni- ties of rural tourism has growing importance in academic research and professional com- munity; however, in the policy of tourism, at national level, it hardly enjoys priority, because of its economic performance. The importance of the issue is also supported by the fact that the number of European con- ferences organised by the Tourism World Organization has been steadily growing. This paper seeks to answer the questions in what forms and dimensions value-oriented DOI: 10.15201/hungeobull.64.2.4 Hungarian Geographical Bulletin 64 2015 (2) 127–141. Kulcsár, N. Hungarian Geographical Bulletin 64 (2015) (2) 127–141.128 consumption appears in rural tourism, and which value elements have more and which have less relevance. The study is based on a database comprising information on the at- titude of 352 Hungarian rural tourists, their consumer values, and their major dimen- sions. Theoretical background Interpretations of rural tourism in Europe The defi nition, the identifi cation of rural tour- ism, as well as the description of its elements have been the target of several research pa- pers. The international literature provides a wide range of defi nitions for the meaning of rural tourism (Roberts, L. and Hall, D.R. 2003). Taking the focus of the supply into ac- count, several other terminologies are avail- able (agro-, eco-, farm-, green-, etc. tourism) regarding tourism based upon the resources of families living in rural areas. The meaning of these defi nitions may diff er from country to country, depending on the local ”country” categories, traditions and cultural relations. In the majority of cases, however, the analysis of other content features is also required be- sides the defi nition, such as the institutional background, the structure of the countryside and the sett lements, geographic features, ex- isting sectoral policies, etc. The drawback of such a multitude of defi nitions is that uniform regulation is not possible or only with diffi - culties. The defi nitions of rural tourism can be rather diff erent regarding the fact that in certain countries the emphasis is laid on the farms and the role of nature, while in other countries on the agricultural activities outside the cities (Hall, D.R. et al. 2005). Based on the motivations of tourists diff er- ent layers of rural tourism can be crystallised. International practices also point out two lev- els of rural tourism, which in our assumption are an internal (core) service and an external (supplementary) service (Figure 1). The above mentioned classifi cation points out that today, regardless of the fact whether the countries consider this form of their tour- ism as farm-tourism, agro-tourism, green tourism or rural tourism, etc. basically two topics are in the focus: – One of the topics which can be found in most cases is being close to nature, and the services attached to it (sledging, riding a horse cart, trekking, etc.) and programmes, including sports (cycling, mountaineering, raft ing, horse-riding, etc.) and activities en- couraging relaxation or learning (walking in nature, animal watching, collecting herbs or picking mushrooms, etc.). – The other topic is being in the countryside, including rural culture, traditions and life- style, in which the focus is on rural, village or farm lifestyle, agricultural activities around the house, the role of domestic animals, gas- tronomic specialities and last but not least the relationship between the guest and the host, which is unique. Similarly to the approach of Perales, R. (2002) on traditional-modern rural tourism, we regard the presence of ”being in the coun- tryside” as a traditional core service, while ensuring ”to be close to nature” as a comple- mentary service. Nevertheless, the weight of the layers in the touristic services i.e. which type of service has a bigger value for the tourists (the traditional or the modern) is questionable. The directions of development and the criteria of success can be identifi ed in possession of this information. Interpretation of rural tourism in Hungary The defi nition of rural tourism applied in Hungary does not clearly defi ne product- type tourism. The interpretation of rural tour- ism is becoming more and more wide-range, the boundaries of the defi nition are gett ing ”blurred” and in the Hungarian literature, besides rural, the terminology of countryside or countryside-rural is continually appear- ing. Its basic characteristic is its complexity and the fact that it embraces several other products. Apart from providing accommoda- tion in a village environment (on the host’s 129Kulcsár, N. Hungarian Geographical Bulletin 64 (2015) (2) 127–141. premises), rural tourism can include cultural off ers, gastronomy, wine tourism, walks in the nature, health tourism, horse-riding and children’s camps (Szabó, G. 2006). The term ”rural tourism”, widely used in the European literature can be translated as countryside or village tourism as well, but re- garding its direction and content elements, it can mainly be interpreted as the Hungarian – not real value – village tourism (see Antal, K. 1996; Kovács, D. 2002; Szabó, G. 2006; Csizmadia, L. 2011). Similarly to the interna- tional literature, the Hungarian interpretation of village tourism is also extremely colourful. In the Hungarian interpretation there is no clear dividing line between rural and coun- tryside tourism. The National Association of Rural and Agrotourism (FATOSZ2) uses the term ”village tourism” as a synonym for the most general form of rural tourism (Szabó, G. 2006). The term of ”village tourism” known in Hungary does not clearly defi ne a type of tour- istic product. It is rather its complexity and its 2 „Falusi és Agroturizmus Országos Szövetsége” in Hungarian. Fig. 1. The direction of tourist motivation in rural tourism of European countries. Source: Compiled by the author on the basis of EuroGites 2011, Dettori, D.G. et al. 2004, Maestro, R.M. et al. 2007, Zobena, A. et al. 2005, Vofkori, L. 2004, Turner, C. 1993. Kulcsár, N. Hungarian Geographical Bulletin 64 (2015) (2) 127–141.130 feature of embracing other products which can be regarded as a principle feature. In accordance with the interpretation of the Strategy for the Improvement of Tourism, the narrow defi nition of rural tourism is ”mak- ing use of the complex touristic facilities and the supply of the village, jointly off ering vil- lage lifestyle, local traditions, culture and where it is available, agricultural facilities. In the broader sense of the meaning, rural tourism provides host accommodation any- where, except for in spa and health resorts, including the village-like parts of any sett le- ment (off ering accommodation, catering and programmes) if the location and the activity meet the typical system of requirements of rural tourism” (MNE3 2011:48). In its supply- side, but also demand-oriented defi nition, the Ministry emphasizes that experiencing new, authentic adventures, the desire to learn and get the knowledge are the most funda- mental touristic motivations today. Among the definitions found in the Hungarian literature we can fi nd the follow- ing features of rural tourism: it supplements the family income, it is a touristic activity carried out in the countryside, and a provision of complex services in catering, accommodation and programmes, att ached to agriculture and nature. On the basis of all these we can assume that the interpretation of rural tourism from the Hungarian point of view is a complex form of tourism, in which village lifestyle and all the att ached activities appear as the core (the basic) service of rural tourism, as the supplement of other services off ered in the broader environment. The market of rural tourism has been un- dergoing signifi cant transformations. On the one hand, due to the processes aff ecting the countryside, and on the other hand, because of new regulations, and the eff ects of the new classifi cation and specialisation systems tar- geting quality growth. The characteristics of 3 Ministry for National Economy – – – rural tourism in Hungary can be summarised both by the supply and demand sides. a) Supply side Organised rural tourism was operated in Hungary already before World War II. Holidays with full board were possible in several villages. After World War II, the system of rural tourism that had been systematically built up since the 1930s was liquidated. The organisation operating be- fore the war had assisted rural tourism by promotion and professional propaganda of accommodations. The establishment of accommodations was achieved by the in- tegration of villages into the system, the preparation of the hosts and making them interested in the development of their own sett lements (Szabó, G. 2011). In the 1970s there was a shift in the objectives of tourism development in Hungary, when eff orts were made to make tourism territo- rially more balanced in the country by the exploration of new destinations and the crea- tion of new att ractions (Szabó, G. 2011). The new area of village tourism starting from the late 1980s has individual charac- teristics and important experiences. Aft er that rural tourism development in Hungary shows an interesting example of the diver- sifi cation of household resources and explo- ration of hidden or unused local values for tourism development. Spontaneous devel- opment, which was the dominant charac- teristic of those years have been gradually replaced by a more organised and bett er- managed activity (Kovács, D. 1997). In the 1990s a national body (Association for Rural Tourism) was set up with a county level organisational structure es- tablished later, now operating as a profes- sional body called National Association of Rural and Agrotourism (FATOSZ). For the qualifi cation and quality assurance of rural tourism accommodations a criteria system was worked out. The eff ective marketing activities of rural tourism were also born by the end of the 1990s. Figures on the – – – – 131Kulcsár, N. Hungarian Geographical Bulletin 64 (2015) (2) 127–141. Fig. 2. The amount of rural accommodation and capacity in Hungary (1998–2013). Source: Based of fi gures by HCSO (2014a) number of registered hosts and the capac- ity of accommodation in villages have been available in Hungary since 1998 (Figure 2). Until 2009 the capacity had been rising annually, however, aft er 2009 the number dropped to about 4 thousand hosts due to the economic crisis, and the generation change. In addition, in accordance with the 239/2009 government decree, rural ac- commodation is defi ned as accommoda- tion at a sett lement below the population threshold of 5,000 inhabitants, and below the population density of 100 inhabitants/ km2, thus as a combination of these eff ects the capacity almost halved aft er 2010. The number of hosts falling out of the circle of rural tourism for administrative/statistical reasons is considerable. This also meant that due to the new legal regulations beds in sett lements with over 5,000 populations, including towns with scatt ered farmsteads on their outskirts, or rural parts of small towns, were no longer registered as village accommodations in 2010. Due to the chang- ing regulation village tourism can only be registered in sett lements below a popula- tion density of 100 persons/km². The new administrative rules clearly worsened the positions of rural tourism. Providing village accommodation is typi- cal mainly in Northern Hungary, and in the Western and Southern Transdanubia regions, where 60 percent of all the capac- ity is concentrated, while the fi gures are the lowest in the Central Hungary region, with only 2 percent of the total capacity (Figure 3). To support high quality services a national trade marking system has been established since 2011. Joining the “sunfl ower” national trademark system is not obligatory, but it contributes to distinguish good quality serv- ice providers from non-qualifi ed services, to strengthen consumer consciousness and to provide guidelines for the easier selection of services. The qualifi cation system awards 1 to 4 sunfl owers to the village accommoda- tions, depending on the comfort level and the equipment of the accommodation. The number of qualifi ed accommodations was in- creasing approximately by 200 units per year refl ecting the success of system. Currently 765 rural tourism accommodations are of- fi cially qualifi ed (FATOSZ 2014). In the future, the new system of accom- modation classifi cation, as well as the use of National Trademark, the improvement of rural tourism products, and the crea- – – – Kulcsár, N. Hungarian Geographical Bulletin 64 (2015) (2) 127–141.132 tion of specialised houses off ering special products may all encourage the quality im- provement of supply, thus can contribute to the increase of tourism. b) Demand side The demand of rural tourism in Hungary was focused on inexpensive vacations for families with children, but this has changed in the past decade, however, we have to note that the price still determines the guests’ decision. The demand side of rural tourism is closely related to the general motivation trends of tourism. Tourists show a growing interest towards unspoilt natural landscapes, clean and beautiful nature. The focus is on the desire for complete silence and tranquillity, for “perfect” recreation which may bring about the appreciation of “untouched” rural areas as tourism destinations, too. Another trend is the individualisation, – – the appearance of individual demands and desires of the guests. The chances of places with unique image – smaller, friend- lier boarding houses – and of destinations suitable for the satisfaction of hobby needs – e.g. nature watch, bird photography – are improving. Similarly, the demand for theme products, products of defi nite units of off ers is increasing. Satisfaction of the hobby needs and the individual requests will become a major demand trend. It is also true, that the positions of hosts who are unique but are also able to meet high quality demands tend to improve. The tourists expect tidy, well-kept and comfort- able accommodations and an environment in the destination that off er at least the lev- el of their own homes. This is a great chal- lenge for hosts in the villages. A clear-cut demand is, in addition to the comfortable accommodation, the intimate and family- like atmosphere and the civilised and tidy environment (Szabó, G. 2011). Fig. 3. Distribution of rural accommodation capacity in Hungary (on 1 January 2013). Source: Compiled by the author based on HCSO (2014b) 133Kulcsár, N. Hungarian Geographical Bulletin 64 (2015) (2) 127–141. The peak year of the registered demand in rural tourism in Hungary was 2008 (Figure 4). The number of guest nights in that year exceeded 744,000. In the follow- ing years demand gradually shrank, and by 2013 the number of guest nights fell by almost 50 percent, as compared to the peak year (HCSO 2014a). The decrease had several reasons (Szabó, G. 2012): shrinking market due to the economic crisis; the earlier introduced Government Regulation, which regulated the classifi cation of accommodations unfa- vourably; changes of the tax regulations in 2010, which terminated the tax exemption of rural accommodation provision (up to the income of 800,000 HUF, ca. 3,000 EUR) and also that of the linked services (up to the income of 400,000 HUF). The majority of guests in rural tourism (90%) are definitely Hungarians today. While the proportions of foreign and do- mestic guests were almost equal around the millennium, but since then signifi cant rearrangement has taken place. In 2008, the best year of rural tourism so far, the number of guest nights by domestic guests was approximately six times higher than the number of nights spent by foreigners (Szabó, G. 2011). – – – In rural areas of the European countries qualified accommodations have moved towards programming and now they have unique, special off ers. Hungary also has tak- en the fi rst steps in this direction. Services also have to adjust to the expectations of the customers (e.g. specialisation of farms: active, equestrian, eco, health, wine). Improving the competitiveness of rural tourism enjoys high priority both in Hungary and abroad. The issue of competitiveness and the improvement of the quality of life are important parts of Hungarian strate- gies focusing on the development of tour- ism. These strategies place the emphasis on touristic development trajectories that are guided by value-orientation and market de- mand, the starting point of which is that the values provided by tourism, the experiences and the motivations of tourists are equally considered4. 4 We use the terminology of experience in a positive sense here. The term experience in English language means the knowledge or practical wisdom gained from what one has observed or a way that creates a memorable event. In Hungarian language separate terms are distinguished for these defi nitions, but we have to take into consideration that the English term is context-dependent. – Fig. 4. The number of guests and guest nights in rural tourism in Hungary (1998–2013). Source: Based on fi gures by HCSO (2014a) Kulcsár, N. Hungarian Geographical Bulletin 64 (2015) (2) 127–141.134 The role of consumer value The concept of consumer value can be exam- ined from diff erent aspects: we can take the approach of product-oriented sales (Schmitt, B.H. 2003 In: Kozma, M. 2009), Kotler’s mar- keting concept (see Kotler, P. 2003 In: Hou, L. and Tang, X. 2008), as well as the recently introduced CRM5, or consumer experience management (Schultz, D.E. 2003 In: Kozma, M. 2009). According to these new interpreta- tions consumer value refl ects the largely sub- jective (Hofmeister, T.Á. et al. 2003) or per- sonal opinion of the consumer as to what ex- tent the received product or service meets his expectations (Parasuraman, A. et al. 1985). According to Chikán, A. and Demeter, K. (2004) consumer value is created if the benefi t of the consumer from a given transaction ex- ceeds the complete cost of the possession of the received product and the service package. This subjective defi nition of value is rath- er comprehensive, which we can unfold through the defi nition of value dimensions (Gelei, A. 2006). Value dimensions decon- struct customer value into its elements, show- ing which major components or dimensions of the received product- or service package can signifi cantly contribute to the growth of customer value (Walters, D. 2002 In: Gelei, A. 2006). As a summary, we can say that the litera- ture defi nes customer value in one-dimen- sional and in multi-dimensional sense of the meaning. Researchers defi ning customer val- ue along one dimension, place the emphasis on the transactional value, where the con- sumer values the diff erence between the re- ceived product/service and the price paid for acquiring it. Other authors oft en defi ne cus- tomer value as a multidimensional perceived value, describing it as ”complex” (Lapierre, J. 2000), ”having several factors” (Babin, B.J. et al. 1994), ”dynamic” (Woodruff, R.B. 1997; Parasuraman, A. and Grewal, D. 2000) or ”subjective” (Zeithaml, V.A. 1988). 5 Customer Relationship Management The analysis of multi-dimensionality is a relevant approach for the unfolding of con- sumer value dimensions present in tourism. The following dimensions can appear among the components of consumer value: on the one hand, dimensions may appear that derive from rational (cognitive) deci- sion and focus on functionality (e.g. the price and quality of the service elements), on the other hand, aff ective dimensions may turn up that have an eff ect on the con- sumer product-related perception (such as atmosphere, feelings, relationships, experi- ences). The basis of every company’s (in this case, touristic service providers) long-term suc- cess and competitiveness is the long-lasting satisfaction of their consumers, which occurs if they can create value for them. Therefore, the defi nition of consumer value components and dimensions is highly critical in tourism as well (Yuan, Y-H.E. and Wu, C.K. 2008). In the fi eld of tourism there are relatively few stud- ies on the identifi cation and measurement of consumer value dimensions (Sánchez, J. et al. 2006), nevertheless, we can assume, based on the achieved results, that due to its being so abstract, impossible to conserve, heterogeneous and complex, the one-dimen- sional (trade-off ) model of value would be too simple to defi ne consumer value with. Instead of the functional (mainly price and quality based) approach, the socio-psy- chological approach might be appropriate (Williams, P. and Soutar, G.N. 2000). We can say that consumers can acquire values from diff erent types of experiences. Experience value compared to consumer value focuses on value components, which are preserved in the consumer aft er these ex- periences. Thus, there are a lot of similarities between experience value and consumer val- ue, yet, research on experience value is rare. Yuan, Y-H.E. and Wu, C.K. (2008) used the consumer value concept for the measurement of experience value, since most researchers of the fi eld agree that the major dimensions of consumer value are made up of emotional and functional characteristics. – – 135Kulcsár, N. Hungarian Geographical Bulletin 64 (2015) (2) 127–141. Research methods Despite the fact that models of consumer value have already been adapted in the lit- erature on tourism, empirical studies are not very widespread. The basis of success of rural tourism in Hungary could be the iden- tifi cation of tourists’ motivations, att itudes, as well as factors that carry value for them, since it may reveal useful information both scientifi cally and practically. In our quantitative research a double questionnaire survey was carried out. We conducted our survey in cooperation with the National Association for Rural and Agrotourism. Within the frame of this coop- eration, the association helped us choose and get in contact with touristic service providers in the regions of Hungary, where the number of guests in rural tourism is outstanding and the activity of the enterprise is successful. Sampling was based on expert recommen- dation. Using the method of non-probability sampling, we sent questionnaires to 25 tour- istic businesses distributed in all counties and regions, where they had it completed by their guests with the method of convenience sam- ple. Our aim was to study the characteristics of guests participating in rural tourism at a certain point in time, thus, we must also take caution to not use results from this sample to generalize to a wider population. We sent out 300 questionnaires altogether. Out of the received 148 questionnaires, we could process 132 questionnaires. When se- lecting the subjects an important principle was representativeness and randomness, which means that the sample should ap- proximately have the same features statisti- cally as the mass (guests taking part in rural tourism) to be analysed. Nevertheless, since in Hungary the characteristics of the guests are not known, and we do not have exact fi g- ures about the basic mass is the conditions of representativeness cannot be controlled. We forwarded our retrospective online questionnaire (N = 220) to tourists who al- ready took part in rural tourism in the last 3 years and who have valuable observation. With the double questionnaire survey our aim was to investigate if there is a signifi cant diff erence in the answers of consumers in- terviewed on the location and in the form of retrospective online research. The question- naire consisted of closed, nominal ordinal, semantic diff erential questions and questions measured on the Likert-scale. Research results During the analysis we applied descriptive statistics, primarily frequency analyses, and multi-variant data analysis techniques, cross- tabs-analysis, and factor analysis with the help of SPSS 18 statistical program package. Based on the major aspects of the analysis, the results of the questionnaires conducted on the fi eld (N = 132) and online (N = 220) were compared, so that we can learn basic diff erences. It was also important to investi- gate whether the composition of the samples from two diff erent sources is diff erent or not. Independent two-sample t-test was used to test the signifi cance. The compared data (gender (p = 0.074), sender region (p = 0.367), tourist motivation (p = 0.956), interpretation of rural tourism (p = 0.476) and region of holiday (p = 0.258)) confi rmed that the composition and prefer- ence of the two samples did not contain any signifi cant diff erences, moreover, they rather tended to strengthen each other, so we will continue to analyse the data together, in a 352 subject sample. The content and interpretation of domestic rural tourism – Based on consumer responses In our research we were particularly inter- ested to know how today’s touristic trends (ETC 2006) – individual consumption, con- scious travelling, the search for authenticity and value, complex touristic packages – can infl uence Hungarian rural tourism. What is the key motivation of tourists when they choose rural tourism, and what does rural Kulcsár, N. Hungarian Geographical Bulletin 64 (2015) (2) 127–141.136 tourism mean to them? The fi ndings show that in Hungary the consumers of rural tour- ism choose this form in order to experience the countryside (27.8%), but apart from that, there is a group of consumers for whom un- disturbed relaxation in itself is a major moti- vation (26.1%) (Figure 5). Examining the motivations by age groups, we can see a signifi cant, medium strong rela- tionship between the variants (Figure 6). On the basis of the fi ndings we can say that 35 percent of young adults and 30.5 percent of the middle age people arrive at the destina- tion with the purpose of experiencing the countryside in a complex way. Also in the same age groups, the motivation of relaxa- tion is 29.1 and 23.7 percent respectively. In the group of young adults, relaxing in a peaceful environment has a stronger motiva- tional force (31.1%) than complexity (24.6%). For the elderly generation the major motiva- tion to select rural tourism besides relaxation (17.2%) and complexity (17.2%) is the vicin- ity of nature (13.8%), experiencing nostalgia (13.8%) and real hospitality (13.8%). At the level of 95 percent validity we can see a significant correlation between the motivation of consumers and the receiving Fig. 5. Distribution of the sample based on motivation, Source: Kulcsár, N. 2013 Fig. 6. Distribution of motivations according to age (χ2 = 38.367; df = 24; p = 0.032). Source: Kulcsár, N. 2013 137Kulcsár, N. Hungarian Geographical Bulletin 64 (2015) (2) 127–141. destinations too. Tourists looking for the complex experience of the countryside as well as peaceful relaxation, willingly choose Northern Hungary, Western Transdanubia and Central Transdanubia for the location of their holidays. Travellers seeking to experience genu- ine hospitality mostly choose the Northern Hungary region (28.6%). If the guests want to experience a nostalgic atmosphere, they prefer to choose the region of the Southern Great Plain region (32.1%), as well as Northern Hungary. For sports lovers the pri- mary destination is hilly Northern Hungary (21.4%) and Central Transdanubia (17.9%). Regarding most motivational factors (cul- ture, nature, calmness, sport, hospitality), Northern Hungary is the most popular re- gion, yet those travelling to seek nostalgic feelings, usually choose the Southern Great Plain region as their destination. The order of motivations can change ac- cording to age groups, destinations, resi- dence and people travelling together. On the whole, from the fi ndings of the research we can draw the conclusion that in the fi rst place tourists choose rural tourism because of the values of nature and local programmes, while visiting the sights of the surrounding area comes in the second place and in the third place learning about the country life- style and activities around the house could be recorded (Table 1). We can conclude that in accordance with the European trends in tourism the majority of consumers in rural tourism travel to ex- perience the complexity of country lifestyle, culture, nature and authentic programmes, although the most important for them is dis- covering the values of nature and recreation in fresh air in a beautiful environment. Thus, a new model of Hungarian rural tourism could be set up based on international prac- tices (see Figure 1 above) and our pilot study where nature-orientation is in the internal, essential circle, while country lifestyle, cul- ture and heritage belong to the circle of sup- plementary services. Consumer value dimensions in rural tourism In order to identify the latent structures be- hind the consumer’s responses namely the consumer value dimensions of rural tourism, fi rstly 33 value indicators were identifi ed, and their importance was examined. The consumers indicated on a 1–4 point evalua- tion scale how important the diff erent indi- cators are. Aft er all a factor analysis on these value indicators was carried out. The main aim was to measure the dimensions and rel- evance of these factors, sett ing up the order of their importance. The factor analysis was conducted with Varimax rotation. The method serves data compression and the identifi cation of data structure, where the number of initial indica- tors is contracted into factor variants, which are directly non-observable. The adaptability of indicators for factor analysis was tested by the Kaiser-Meyer-Olkin (KMO)-criterion, and the variance quotient methods. Aft er the fac- tor analysis of indicators linked to the physi- Table 1. Order of preference of programs Ranking Programme preference Online On site Together 1. 2. 3. 4. 5. 6. Hiking and discover the nature Visiting the main att ractions of the surrounding area Gett ing acquainted with farm activities around the house* Participating in traditional programmes** Visiting festivals Silent passive activities*** 544 638 802 806 814 916 387 383 460 459 547 536 931 1,021 1,262 1,265 1,361 1,452 *E.g. vintage, bread baking, canning, **E.g. craft s, folk-dancing, ***E.g. reading, board games. Source: Kulcsár, N. 2013 Kulcsár, N. Hungarian Geographical Bulletin 64 (2015) (2) 127–141.138 cal environment and human interactions, 10 factors were separated6: F1. Host attitude: it is important for the guests that the host is helpful and friendly, and has information about the touristic at- tractions and events of the area. F2. Att ractive accommodation: it is impor- tant for the guests that the accommodation is nicely decorated both inside and outside. F3. Clean, well-equipped accommodation: it is important for the guests to have clean and well-maintained accommodation, equipped with comfortable furniture. F4. Interaction and activity at the accommoda- tion: it is important for the guests to have a stay which is rich in impulses, i.e. to have personal contacts and be part of the pro- grammes during their stay. F5. Authentic accommodation: it is important for the guests that the rural accommodation represents authenticity and has the typical features of traditional folk architecture both inside and outside. F6. Peaceful relaxation: it is important for the guests that during their holiday they have a harmonious relationship with the local peo- ple and with other guests, not disturbing each other’s activity. F7. Presence of animals: it is important for the guests to see domestic and farm animals on the host’s premises. F8. Nicely arranged, clean sett lement: it is important for the guests that the accommo- dation is located in a clean, nicely arranged and peaceful sett lement surrounded by nice environment. F9. Online availability: it is important for the guests also to receive information of the host’s services and get in touch with him online. F10. Cheap accommodation close to a major at- traction: it is important for the guests to have a low-priced accommodation, not far from the major tourist att ractions of the area. Finally, aft er the factor analysis we aver- aged all factors based on the value of impor- 6 In our research the method of factor analysis was Principal Component Analysis. The number of factors was determined based on the elbow criterion and the explained variance. tance of their indicators7. As a result, we got the importance of the given indicator group (factors), from which we drew the conclusion that for guests the most important group of indicators during their rural holiday is the orderliness and cleanliness of the sett lement (destination), followed by the neat and at- tractive arrangement of the accommodation, while the third group of indicators in rank is the personality, preparedness and helpful- ness of the host (Table 2). Interpreting the order of the factors we can conclude that for rural tourists indicators linked to the conditions of the physical envi- ronment are of greater importance than those linked to the human factors. Apart from this we can see that the strive for ”modernisation” is valid for the analysed circle of consumers. Based on the results of the factor analysis and the ranking regarding value indicators, we conclude that for tourists in rural tour- ism functional (quality, price) value dimen- sions are of primary importance, they have a greater value than aff ective experience di- mensions (recreation, human relations and activity, environment) (Table 3). The answer to our research question is that for consumers the most important value di- mension in rural tourism seems to be quality, i.e. the functional arrangement of the accom- modation and the host. These are followed by factors like peaceful relaxation, and ap- propriate price in the third place, and experi- ence through personal interactions and pro- grams in the fourth position. The fi ft h value dimension is the experience in an authentic country environment. Conclusions The primary aim of our research was to con- duct a survey in rural tourism, which can contribute to the bett er understanding of the demand side and crystallise the factors with value to tourists, helping the bett er elabora- 7 Importance of indicators come from consumers’ responses given to the survey questions with an evaluation scale (1 = not important; 4 = very important). 139Kulcsár, N. Hungarian Geographical Bulletin 64 (2015) (2) 127–141. Table 2. The order of importance and dimensions of rural tourism’s consumer value factors Ranking Value factors Number of indicators Mean Dimensions 1. 2. 3. Nicely arranged, clean sett lement (F8) Att ractive accommodation (F2) Host att itude (F1) 2 3 7 3.63 3.51 3.49 Functional (Quality) 4. Peaceful relaxation (F6) 3 3.42 Aff ective (Experience – rec-reation) 5. 6. 7. Clean, well-equipped accommoda- tion (F3) Online availibility (F9) Cheap accommodation closer to major att ractions (F10) 5 2 2 3.39 3.29 3.17 Functional (Quality) 8. Interaction and activity at the accom-modation (F5) 4 2.98 Aff ective (Experience – hu- man interactions, activities) 9. 10. Authentic accommodation (F5) Presence of animals (F7) 2 1 2.89 2.64 Aff ective (Experience – mi- lieu) Source: Kulcsár, N. 2013 tion of development strategies and match- ing the supply to consumers ‘expectations. We believe, the scientifi c signifi cance of this study lies in the fact that the interpretation and measurement of consumer value seen in rural tourism is going to fi ll a gap in the literature of tourism management. Based on the research fi ndings, it will be possible to plan the supply or product development and the marketing strategy of the product in practice. As a conclusion we can also note that the characteristics of Hungarian rural tourists have slightly changed compared to what was seen years ago (see Kiss, K. 2001). According to this earlier qualitative research the partici- pation of city professionals, mainly pension- ers or families with small children was sig- nifi cant, but young people without children were also a major segment of demand. In our current study, the group of elderly pro- fessionals represents a smaller proportion, with mainly the middle-aged professionals making up the demand of rural tourism, who travel to seek the countryside atmosphere. The second most important segment is the group of young people wanting to escape from the city, who usually travel with their children. They look for the safe and beautiful countryside, where they can show the fl ora and the fauna, the features of life outside the city, to their children. In our sample young people who are att racted to the countryside by relaxation and entertainment facilities were under-represented. We cannot say that rural tourism is mostly chosen by people in favour of traditional val- ues, who do not want to keep up with the accelerated modernisation or are not aff ected by the idea of globalisation. Guests with pro- Table 3. Order of importance of consumer value dimensions Ranking Consumer value dimensions Number of factors Mean 1. 2. 3. 4. 5. Functional (Quality) Aff ective (Experience – recreation) Functional (Prize) Aff ective (Experience – human interactions, activities) Aff ective (Experience – milieu) 5 1 1 1 2 3.46 3.42 3.17 2.98 2.77 Source: Kulcsár, N. 2013 Kulcsár, N. Hungarian Geographical Bulletin 64 (2015) (2) 127–141.140 gressive ideas but with less commitment to traditional values are also represented in a similar proportion in domestic rural tour- ism. On the other hand, we can say that most guests consider themselves materialistic, so for them it is important to buy the service at the lowest possible price, although this does not mean the highest priority. These conclu- sions are aff ected, on the one hand, by the type of product, since compared to most touristic products rural tourism off ers its services at more favourable prices, but on the other hand, we must not forget that recent unfavourable changes in the world economy also had an impact on tourism. For our sample it was not of major impor- tance to have authentic accommodation, and that it represents folk style in its architecture or equipment. They prefer to stay in a house which is well-equipped according to contem- porary requirements or expectations. Having animals around the house is important for the segment where parents want to show them to their children. In our opinion own lo- cal values are losing their signifi cance, which is the eff ect of the spread of global values, and the fact that today’s tourists seek a high level of comfort. Our fi ndings also showed that although gett ing the experience is important for ru- ral tourists, in Hungary it does not outrun functional value dimensions. For the inter- viewed consumers, the most important value dimension was quality, that is, the functional arrangement of the accommodation and the personality of the host. It was followed by peaceful relaxation, then appropriate price in the third place, while in the fourth place we can fi nd the need for experience through personal interactions and programs, and the fi ft h value dimension is experiencing the au- thentic environment. 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Hungarian Geographical Bulletin 64 (2015) (2) 127–141.142 Since the disintegration of the USSR, the Western world has shown an ever-growing interest in Ukraine, its people and its economy. As the second-largest country in Europe, Ukraine has a strategic geographical position at the crossroads between Europe and Asia. It is a key country for the transit of energy resources from Russia and Central Asia to the European Union, which is one reason why Ukraine has become a priority partner in the neighbourhood policy of the EU. Ukraine has pursued a path towards the democratic consolidation of statehood, which encompasses vigorous economic changes, the development of institutions and integration into European and global political and economic structures. In a complex and controversial world, Ukraine is building collaboration with other countries upon the principles of mutual understanding and trust, and is establishing initiatives aimed at the creation of a system that bestows international security. This recognition has prompted the Institute of Geography of the National Academy of Sciences of Ukraine (Kyiv) and the Geographical Research Institute of the Hungarian Academy of Sciences (Budapest) to initiate cooperation, and the volume entitled “Ukraine in Maps” is the outcome of their joint eff ort. The intention of this publication is to make available the re- sults of research conducted by Ukrainian and Hungarian geographers, to the English-speaking public. This atlas follows in the footsteps of previ- ous publications from the Geographical Research Institute of the Hungarian Academy of Sciences. Similar to the work entitled South Eastern Europe in Maps (2005, 2007), it includes 64 maps, dozens of fi gures and tables accompanied by an explana- tory text, writt en in a popular, scientifi c manner. The book is an att empt to outline the geographical sett ing and geopolitical context of Ukraine, as well as its history, natural environment, population, sett lements and economy. The authors greatly hope that this joint venture will bring Ukraine closer to the reader and make this neighbouring country to the European Union more familiar, and consequently, more appealing. Ukraine in Maps Edited by: Kocsis, K., Rudenko, L. and Schweitzer, F. Institute of Geography National Academy of Sciences of Ukraine Geographical Research Institute Hungarian Academy of Sciences. Kyiv–Budapest, 2008, 148 p. ------------------------------------------ Price: EUR 35.00 Order: Geographical Institute RCAES HAS Library H-1112 Budapest, Budaörsi út 45. 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