IDEAS home Printed from https://ideas.repec.org/a/aka/soceco/v43y2021i3p253-269.html
   My bibliography  Save this article

Green branding as a tool and future potential for destination marketing: Implications from a case study in Veszprém, Hungary

Author

Listed:
  • Katalin Lőrincz

    (Department of Tourism, University of Pannonia, Veszprém, Hungary)

  • Éva Kruppa-Jakab

    (Department of Tourism, University of Pannonia, Veszprém, Hungary)

  • Renáta Szabó

    (Department of Tourism, University of Pannonia, Veszprém, Hungary)

  • János Csapó

    (Institute of Marketing and Tourism, University of Pécs, Pécs, Hungary)

Abstract

In recent years, the city of Veszprém was able to obtain several significant achievements concerning its green branding: it was awarded the “Hungary in Bloom” and the “Climate Star” titles together with the “Gold” prize of the Entente Florale Europe award and the special “President’s Award for the Restoration of a Public Open Space”. This case study examines the impact and results of the preparation work and participation in national and an international green branding contests on destination marketing and city image through the analysis of the literature and structured interviews with the theme specialists of the contests. The implications of the research, based on the result of displaying the future vision of Veszprém, offer best practice advice for communities that are considering using green branding tools such as entering a horticultural contest. The results of the research confirm that a potential winning entry, apart from having an attractive cityscape, needs to meet the more novel assessment criteria of these contests as well, i.e. the development of family friendly and accessible infrastructure, multilingual tourist information and digital accessibility.

Suggested Citation

  • Katalin Lőrincz & Éva Kruppa-Jakab & Renáta Szabó & János Csapó, 2021. "Green branding as a tool and future potential for destination marketing: Implications from a case study in Veszprém, Hungary," Society and Economy, Akadémiai Kiadó, Hungary, vol. 43(3), pages 253-269, September.
    • Handle: RePEc:aka:soceco:v:43:y:2021:i:3:p:253-269
    DOI: 10.1556/204.2021.00010
    as

    Download full text from publisher

    File URL: https://doi.org/10.1556/204.2021.00010
    Download Restriction: subscription
    File URL: https://libkey.io/10.1556/204.2021.00010?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Keywords

    green branding; horticultural contest; Veszprém; city marketing; green cities;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aka:soceco:v:43:y:2021:i:3:p:253-269. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Kriston, Orsolya (email available below). General contact details of provider: https://akademiai.hu/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.