24th MEB Conference - Budapest, 24.04.2026

Tourism marketing's key component is enhancing the competitiveness of destinations, which can be achieved through effective communication tools. As consumer decisions in the tourism industry are often based on emotional factors, building a destination’s image and developing an appropriate marketing strategy are crucial. Sárvár, as a prominent health tourism destination, heavily relies on experience-based marketing, highlighting the therapeutic effects of thermal water and the available relaxation opportunities. What factors contribute to Sárvár’s tourism success? What strategies and methods can be applied to turn potential visitors into returning tourists? What opportunities do online marketing tools and mobile applications offer in tourism, and how do they influence consumer behavior? In this publication, I answer these questions by examining Sárvár’s marketing communication tools through the AISDALSLove model, which is a more recent version of the widely known AIDA model. The AISDALSLove model is a marketing communication framework that analyzes consumer behavior and decision-making processes in seven steps. These steps are closely interconnected and aim to gradually build consumer commitment and loyalty. I hope that my analysis will contribute to Sárvár’s future marketing communication activities and serve as a good example for other cities.