Service marketing examination of Opusztaszer Heritage Park as a rural destination

Abstract

Today the service industries are developing rapidly therefore the service marketing tasks are getting more
and more into the focus. Those who are engaged in the subject do researches to explore the emotions,
attitudes and purchasing motives in decision-making and the purchasing processes of different services.
Decisions are made not only by companies but costumers, parents, families and circles of friends, too, when
they plan their programs for the weekend considering their income and expenses. That is why we feel
important to examine our subject on the basis of the service marketing of the Opusztaszer National Heritage
Park, which takes a prominent part in the cultural life of the Southern Hungarian Plain, in order to render
help to improve the services of the institution. The examination is complemented with a non-representative
questionnaire survey which, nevertheless, is suitable to give the background to a wider survey. On the basis
of the answers given some chances of improvement have been seen which we are planning to recommend for
the Opusztaszer National Heritage Park.