Tourism, on the one hand, is one of the most dynamically growing industries
of the 21st century and on the other, it is a phenomenon affecting a large ratio of
society. Parallel with the formation of total tourism the tourism researchers also intend
to gain complex information on the different factors of this complex system. Out of
these research fields, the survey of consumer habits and attitudes towards tourism
plays a highlighted role. Taking into consideration the importance of the investigation
of these trends, the authors and a research team carried out a representative survey
in 2018 in Hungary in order to understand and analyze the attitudes towards tourism
related to the population of Hungary. The present study attempts to analyze the
consumer habits during the holiday/travel activity paying special attention to the
physical activities of the Hungarian population during their touristic activities. So the
major aim of the study is to give a detailed picture of the attitude of the Hungarian
tourists towards physical activity and so the importance of being active during the
holidays. The study represents the first findings of this research where we tried to
understand the major motivations for being active or inactive during the holidays
based on the five mentioned variables. The main findings of this attitude survey
proved that in general active tourism serves as a considerably important motivation
during holidays for the Hungarian citizens and also that there are important
differences among the consumer habits during the holiday/travel activity paying
special attention to the physical activities of the Hungarian population during their
touristic activities. As one of the novelties of the research we have to highlight that
the differing consumption behavior of the certain generations is well known and
researched, but the survey of the tourism consumption and its differences is a less
researched area in the Hungarian academic world. The most important novelty of the
present paper is that, as far as the authors understand, there has been no such
representative investigation carried out in Hungary before, so the published results
can be useful not only for the academics but also for the decision-makers of tourism
development in the country. We also recommend this work as the basis for market
segmentation initiatives in terms of active tourism in Hungary.