Introduction to 5-step Brand Management Conditions for the Nyírerdő Zrt. "GÚTH HUNTING AREA"

Abstract

"Hunting" has now become a prominent tourism motive and the role of "hunting tourism" in shaping the image of the country and destination has become clear. Hunting tourism can be considered as a form of niche tourism, a form of tourism in an authentic environment, motivated by special interests and therefore only reaching a limited group of consumers.  The number of foreign guest hunters visiting Hungary is steadily increasing, reaching 29,000 in 2022. Foreign hunters visiting our country are involved in the service process developed by the hunters, with the assistance of the service providers. Their satisfaction or dissatisfaction with a particular service provider is based on their experience of each service element, but their experience also fundamentally influences and shapes the image of the destination and the country. In addition to the species of game to be hunted, the image characteristics, beliefs and experiences associated with the hunting area are also an important factor in the decision of guests, which is why branding, i.e. communicating the value and uniqueness of the experiences offered in a credible and convincing way, and thus clearly distinguishing themselves from their competitors, has become a priority for players in the hunting tourism sector. The organisation is the only one in the world to have been awarded the "Edmond Blanc" award by the International Council for Game and Wildlife Conservation on 2 occasions, with 60,000 hectares of land, which currently produces a world record number of fallow deer trophies. The Gúth Forestry welcomes around 500 guest hunters a year, with an average stay of 3 days. The aim of this case study is to show how the 5-step brand pyramid - based on the integration of objective characteristics and guest perceptions - can be used to identify the distinctive character traits that provide the basis for positioning in a hunting area with international appeal.