1. SWOT Analysis and
Marketing mix of the
Hungarian Cruise Tourism
Balla Bernadett
Filip János
Gyuricza Miklós
Horváth Alexa
Kovács Andrea
Kővári Anita
Micheller Dávid
4. STRENGTH
In general
• Domestic rivers and waters provide good opportunity for
water-based tourism
• For manually driven vehicles - kayaks, canoes, rowing boats –
available 3,870 km of waterways
Danube
• World Heritage and expectant sites along the river
(Budapest, Mohács, (Esztergom))
• National parks and proximity of rivers (eco-tourism and sports
tourism) – DDNP Körös-Maros National Park
Balaton
• In the shipping company accommodations the number of
guest nights are growing
• Balaton Card (20% discount to the total cost and scheduled
cruise ticket prices)
5. WEAKNESSES
In general
• The traffic of small ships has decreased since the
construction of the Bősi locks many ports failed
• The requirements are not given in the domestic large rivers
for powered aquatic tourism
Danube
• Language problems, missing adequate language skills
• Low number of ports
Balaton
• Missing option for ferrying to the western basin of the lake
• Motorboats are not allowed
6. OPPORTUNITIES
In general
• Language and technical training for front-door people
• Improve the accessibility and conditions of docks
Danube
• Organize a „water-taxi” system in Budapest
• Raise new routes (southern part of the country)
Balaton
• Use high-speed boats (vaporetto)
• Enlargement of the sailing-season
7. THREATS
In general
• Pollution
• Smaller settlements became crowded
Danube
• There are more international cruise companies than
Hungarian ones
• Environmental problems can’t be solved
Balaton
• Dangerous for the flora, fauna
• Low water level
9. Product
• Create new products-gastronomy
• If they eat there, why don’t they stay in a hotel
• Romantics- new topic
Price
• Not enough money for this journey-2000 Euro
• You can GOOGLE on mainly the expensive journeys
• Not only for rich people
Promotion
• Booking is only in English or bad quality of translating
• Booking online must be improved
Place
• From Black Forest till Black Sea
• Stations in the capitals-good for inhabitants and tourist as well
