Purpose: Both Hungary and Germany belong to the old-world wine-producing countries and have long winemaking traditions. This paper aims at exploring and comparing online branding strategies of family SME (small and medium sized enterprises) wineries at Lake Balaton (Hungary) and Lake Constance (Germany), as two wine regions with similar geographic characteristics.Design/methodology/approach: This paper, based on a total sample of 37 family wineries, 15 at Lake Balaton and 22 at Lake Constance, investigates the differences in brand identity on the website, brand image in social media and online communication channels deployed in both wine regions. The study applies a qualitative methodology using MaxQDA software for conducting content analysis of texts in websites and social media. Descriptive statistics and t-test were conducted to compare the usage of different communication channels and determine statistical significance.Findings: At Lake Balaton, the vineyard, the winery and the family, while at Lake Constance, the lake itself and the grape are highlighted regarding family winery brand identity. The customer-based brand image of Hungarian family wineries emphasizes wine, food and service, with the predominant use of Facebook. In the German family wineries, the focus of brand identity is on wine, friendliness and taste and includes more extensive usage of websites.Originality/value: The paper deploys a novel methodology, both in terms of tools used as well as geographic focus to uncover online branding patterns of family wineries, thereby providing implications for wine and tourism industries at lake regions. It compares the share of selected most-used words in the overall text in websites and in social media, and presents the key findings from this innovative approach.

This study investigated the attitude of young people (individuals aged 14–25 years old) towards environmental protection using the NEP scale. The research aims to understand how demographic characteristics may influence young people’s attitudes toward green issues. The study focuses on answering the following two research questions: Q1. How can the environmental attitudes of young individuals be systematically characterized and summarized? Q2. To what extent do demographic factors influence the environmental attitudes of young individuals? A computer-assisted data collection (CAPI) method was carried out in four European Capital of Culture cities from different countries (Estonia, Hungary, Lithuania, Romania) from April to June 2022. On the basis of this primary questionnaire survey, descriptive statistics and relationship analyses (Cramer’s V and Kendall’s tau) were used to analyze the collected data (n = 712). The results revealed that in most cases, demographic characteristics had little or no impact at all on green attitudes. Thus, most youth attitudes showed the concept that humanity must adapt to the limits of nature. Furthermore, there were three green attitude statements where moderate differences could be detected by the countries. The findings can provide guidance for decision-makers in the field of environmental education and marketing, and they can also serve as a benchmark for other countries. Additionally, it opens up new opportunities for further research on the role of formal and informal education, as well as to measure the impact of social media on youth environmental behavior and their proactivity towards green issues.

Veszprém és a Balaton régió 2018 decemberében nyerte el az Európa Kulturális Fővárosa 2023 (EKF) címet, amely nemcsak kulturális és gazdasági, de társadalmi katalizátorként is hat a térségre. A Pannon Egyetem Gazdaságtudományi Karán 2019-ben alakult meg az EKF kutatócsoport, amelynek fő célja elsősorban az, hogy felmérje a Pannon Egyetem közösségének (oktató, hallgató és nem oktató munkatárs) helyi identitását, életminőségét, kultúrafogyasztását kulturális és érzelmi intelligenciáját. A longitudinális vizsgálat a kulcselemek statisztikai prezentációján kívül, az egyes tényezők közötti kapcsolatokat is analizálja. Jelen tanulmány az egyetemi közösség kultúrafogyasztását, kulturális és érzelmiintelligencia-szintjét és ezeknek a faktoroknak az összefüggéseit mutatja be. Az eredményekből kiderül, hogy szoros összefüggés mutatható ki a kultúrafogyasztás és az érzelmi, valamint kulturális intelligencia egyes elemeivel. A magasabb érzelmi és kulturális intelligenciával rendelkezők több szabadidős tevékenységen és rendezvényeken vesznek részt és több időt töltenek olvasással, zenehallgatással és kirándulással.

Turisztikai és Vidékfejlesztési Tanulmányok Folyóirat A tanulmány négy ország Európa Kulturális Fővárosában (EKF) vizsgálja a fiatalok környezetvédelemmel kapcsolatos (zöld) attitűdjét.

Sustainability and green matters are emerging issues among youth in the 21st century. The European Union (EU) emphasises youth discourse on greener thinking and lifestyle, which aims to build an open-minded, green, and digital future. Therefore it is crucial to provide appropriate education and shape attitudes towards green issues. Regarding this scope, four universities of the European Capitals of Cultures (ECoC), the University of Pannonia (Veszprém, Hungary), University of Tartu (Estonia) Vytautas Magnus University (Kaunas, Lithuania), and West University of Timisoara (Romania), allied to develop a MOOC course interconnecting green related topics and communication skills and methods. The case study summarizes the main findings of the questionnaire (with 701 youth between 18-25 age), the desktop and focus group interviews research that gave the bases of developing the MOOC course material of GreenCool Erasmus projects. First the primary data, reflecting aspects of the involvement of young people in fighting climate crisis was analysed. The ultimate goal was to come up with a well-documented profile of students in tertiary education, reflecting their 'green' and 'communication' profiles as agents in fighting climate change. Second, taking the outcomes into consideration, the 4 universities carried out focus group interviews with 27 participants: influencers, green and communication experts and university students. As a result the green and communication topics were identified. This led to those methodological tools that were appropriate and effective in developing the GreenCool MOOC material and the corresponding blended Greenfluencer course with the provisional title: ‘Attitudes shaping communication techniques and green related topics in the 21st Century’. The case study describes the process and the results.