In the framework of the Cross-Cultural Tool-Kit, code number: HUHR/1901/3.1.2/0159 project entitled "Ensuring the continuation of cultural and tourism cooperation in the border region, through newly developed innovative structures and processes", the Municipality of Lenti and the Croatian Mursko Središće (Muraszerdahely) realized market research report about culture and tourism.
The purpose of the market research was to describe and evaluate the current state of cultural tourism from a qualitative and quantitative point of view and then to draw attention to the development opportunities.
During the implementation of this task, they got to know the opinion of the population through a questionnaire survey, examined the operation of organizations interested in the field of cultural life and tourism, reviewed the major events, as well as the material and intellectual cultural heritage typical for the region and analyzed online content related to cultural tourism. From the demand side, the characteristics of the most important tourist target groups, their travel motivation and preferences were assessed using a questionnaire.
The study revealed families, pensioners and hikers as the most important tourist target groups for Lenti and Muraszerdahely. To reach these target groups it is necessary to conduct an appropriate touristic marketing activities, coordination of the region's touristic, economic and cultural stakeholders, and the review and development of cultural attractions.
