Ecsetre fel! – magyar festőművészek a turizmusorientált helymárkázásban

Farkas, M and Michalkó, Gábor (2025) Ecsetre fel! – magyar festőművészek a turizmusorientált helymárkázásban. FÖLDRAJZI KÖZLEMÉNYEK, 149 (3). pp. 151-166. ISSN 0015-5411

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Abstract

This study examines the potential role of Hungarian painters in place branding, within the theoretical framework of talent and tourism geography. While the relationship between an artist’s oeuvre and site-specific cultural heritage has often been examined through architecture, the tourism potential of painting remains largely underexplored. This research investigates whether the life trajectories of highly recognized Hungarian painters—particularly their birthplaces, residences, and the landscapes depicted in their work—can contribute to enhancing the brand value of these locations and stimulating tourism demand. The analysis is based on two main datasets: one comprising deceased Kossuth Prize-winning painters, and the other, current members of the Hungarian Academy of Arts (MMA). The findings highlight Budapest’s dominant role as a cultural hub, acting as both a magnet and a retaining force for artistic talent. Using case studies of three iconic painters—József Egry, József Koszta, and István Szőnyi— the paper demonstrates how artistic legacies can contribute to the place identity and cultural significance of Badacsony, Szentes, and Zebegény. Although the study found no evidence of large-scale tourist flows driven by these artists, their life and work have clearly enriched the cultural status of these locations. The results suggest that, while Hungarian painting may not serve as a traditional tourism driver, it plays a meaningful role in shaping national and regional identity. The professional branding of painters’ legacies and the deliberate association of their works with specific locations offer new opportunities for cultural tourism development and destination marketing.

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