Overall attitude toward tourism
In general, the residents of the Keszthely-Héviz region had a positive attitude toward tourism. About 75% of the respondents favoured the presence of tourists in the region (Table 1). Since the success of tourism depends very much on the human factor, i.e. the attitudes and behaviour of the residents of a destination towards tourists, this seems to be an encouraging result for the future of tourism development. But we should also take into consideration that almost one fifth of the respondents oppose the presence of tourists, which is a relatively high percentage. There is no significant difference between residents living in the different settlements (chi square=8.22, p=0.41).

A majority (about 88%) also felt that the image of the Keszthely-Héviz region improved somewhat or significantly as a result of tourism activities (Table 2). There is a significant difference between the settlements (chi square=27.99, p<.05), the most positive impact being perceived in Vonyarcvashegy and Gyenesdiás, where the tourism industry is developed and economic dependence on tourism is high.

The relationship of tourists and residents
Even if the region is overcrowded during the few weeks of the tourist season, 55% of respondents would prefer the number of tourist arrivals to increase to a certain extent, as opposed to only 6.3% who would prefer tourist numbers to decrease (Table 3). Compared with the feelings about the presence of the tourists, we can see a contradiction: economic dependence on tourism is so significant in the region that not even those respondents who oppose the presence of tourists would ask for a decrease in numbers.

Tourists in the Keszthely-Héviz region are mainly Hungarians or from Germany or Austria (i.e. from the same or a similar European culture, with common history and traditional relationships), so the cultural distance between tourists and local residents is not supposed to be large (at least compared to Third World destinations). Findings of the survey are in contradiction with this belief: the majority of respondents (app. 78%) perceived significant or some difference between themselves and tourists (Table 4). Their perceptions are probably partly the consequence of the different social roles of hosts and guests (hosts are stationary, at home, living their everyday life, catering for the needs of visitors, while guests are flexible, mobile, enjoying their leisure time, away from home) (Mathieson & Wall, 1982). The economic characteristics of tourists are also different from those of the hosts, especially in the case of Western tourists (even if the manifested difference in the destination is not equal to the true difference).

Responses differ significantly between settlements, the largest differences being perceived in Vonyarcvashegy and Keszthely. Concerning the types of difference, the most significant one occurred in the financial situation of tourists' and local residents', which is a natural consequence of the different characteristics of being a tourist on a holiday and being a host at home. Further differences were perceived in general behaviour and also in the types of leisure activities and in the amount of leisure time spent by various activities. Environmental attitudes don't really differ according to the responses, though a similar research carried out in the same region on the environmental impacts of tourism had slightly different conclusions.

Impacts of tourism development
Residents were also asked to express their opinions on the impact of the tourism industry on a variety of areas. Forty-five areas (variables) were evaluated with regard to the impact of tourism (Table 5 and Table 6).

As can be seen from Table 5, employment opportunities, income and standard of living, general infrastructure, quality of life, quality of restaurants, cultural facilities, opportunity for meeting interesting people, opportunity for learning about other nations and language skills were perceived to improve as a result of tourism development in the Keszthely-Héviz region, and availability of real estate and morality were perceived to somewhat worsen from tourism.

According to Table 6, costs of living, costs of land and housing, general prices for goods and services, a settlement's overall tax revenue, residents' pride in their settlement, hospitality and courtesy toward strangers, residents' concern for material gain, prostitution, gambling, organised crime, individual crime, noise and congestion were perceived to increase due to tourism development in the region, and unemployment and partly mutual confidence among people were perceived to decrease.

As to the rest of the variables, their mean (not above 4.0 and not below 2.0) may indicate that the current level of tourism has had relatively less impact on them, though in certain cases (where standard deviation is relatively high) the neutral average resulted from a co-effect of both positive and negative impacts. For example, in the case of housing conditions, respondents perceived an improvement in interior design in order to meet the requirements of the tourists, and in the quality of new buildings due to increased financial resources, but they also considered that during the main season many families move out of their house to garages or cellars in order to accommodate tourists.

The impact of tourism on the conservation of old buildings is also both positive and negative. Tourists look for and appreciate local architecture and authentic traditional style, so a few buildings have been renovated or conserved as mainly tourist attractions. But, on the other hand, old buildings did not have enough capacity to provide accommodation for the growing number of tourists, so they were destroyed to give room to new and large guest houses or family houses with appropriate capacity and supply of tourist facilities.

Reactions of residents concerning tourism
Figure 1 shows a matrix representing the attitudes and behaviour of local residents of the region to tourism. The matrix is based on the framework developed by Bjorklund and Philbrick (1972) and applied to tourism (tourist-host relationship) by Butler (1980). The two dimensions of analysis are the attitudes of local residents towards tourism (positive - negative) and their behavioural responses (active - passive). Attitudes and reactions of individuals change in time, according to the process of tourism development in an area.

In the Keszthely-Héviz region, the majority of residents (57%) actively support and promote tourist activities and tourism development in the region (mainly by running their own tourist businesses, but also by other means, e.g. learning languages in order to be able to communicate with tourists, or singing in a choir the concerts of which are attended by tourists in the summer season), and only 5% of them oppose actively further tourism development in the region (mainly for environmental reasons).

The remaining 6.8% of the population have neither positive nor negative attitude toward tourism development.

Conclusions
The results of the study show that support of the tourism industry is strong among the local residents of the Keszthely-Héviz region. Furthermore, residents not only support the current size of the industry, but are also in favour of its expansion.

Despite the overall positive attitude toward tourism, local residents pointed out also negative changes that they perceived as consequences of the impacts of the tourism industry on the region. The most strongly perceived positive impact was the improvement of employment opportunities, the most strongly perceived negative one the general increase in the prices of goods and services.

Though the results of this study are mainly confirmed by similar international studies, to make the results of this study applicable to the whole area of Lake Balaton and to other destinations, it would be necessary to carry out a more exhaustive and comprehensive investigation and analysis in a longer time period.