„NEMESI” TURIZMUS HÁROMSZÉKEN?
"NOBLE" TOURISM IN HÁROMSZÉK?

Summary/Abstract: In the communication manifestations of tourism destination marketing promoting Covasna County in Romania, we occasionally come across the terms noble tourism, aristocratic hospitality, mostly in contexts which describe the use of former noble mansions or aristocratic castles as a tourist attraction or accommodation. In our study, we first interpret the theoretical (product development) interdependencies of castle tourism in the context of cultural heritage tourism and the management of the specialty-based hotel products. As a second step, we focus on the situation of the mansions and castles in Háromszék, presenting recent development efforts and attempts to engage them in tourism. The third part of our paper contains the results of an exploratory research, during which we examine the communication of the owners and operators of castles and mansions, through various online and other channels. Our aim is to explore what contents (images, texts) and messages are published, how coherent they are and what contradictions can be discovered between the objectives of the tourism actors and the visible content, as well as against the marketing efforts of the region. Finally, we make suggestions, in a more normative approach, in which we explain what communication policy we think there should be pursued by the various tourism actors in the region.

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