1st Edition
International Case Studies in Tourism Marketing
This international case study book provides 27 expertly curated case studies on the topic of tourism marketing, each with detailed implementation instructions for the instructor in order to maximise student participation and learning.
The dynamic characteristic of the industry under the influence of micro and macro environment factors requires future professionals to be equipped with appropriate skills and competencies to deal with such factors in real-life practices. Curated and developed by industry experts and practitioners, these case studies embody real-world scenarios with the aim of best preparing students for their future careers. This compelling set of case studies follows a logical and uniform structure and covers topics such as marketing mix, crisis management, digital marketing, quality development, product development and sustainability.
With reflective questions throughout to aid both in-class discussion and self-study, this book is an ideal study resource for use in higher and vocational education, and its unique, teaching-led approach positions it as a vital study tool for instructors and students alike.
Case 1 - The Joy Labs: PANCOE as a New Instrument to Enhance Tourism Education
Alejandra Zuccoli, Hugues Seraphin and Maximiliano E. Korstanje
Case 2 - Marketing Wellness in Paradise: What’s Hard About That?
Su Gibson and Drew Martin
Case 3 - Mentor-Mentee Incentive Event Planning Case Study
Özen Kırant Yozcu and Maria D. Alvarez
Case 4 - Marketing your Destination from Thousand Miles Away: The Power of Social Media
Elaine Yulan Zhang and Carol Yi Cui
Case 5 - Using Online Reviews to Measure Customer Experience Assessment
Andrés Artal-Tur, Juan Pedro Mellinas and Noelia Sánchez-Casado
Case 6 - Analysing Information About Hotels on Online Review Sites Under Special Conditions
Juan Pedro Mellinas, Andrés Artal-Tur and Noelia Sánchez-Casado
Case 7 - Effective Airline Market Segmentation: The Case of Singapore Airlines Group
Evi Chatzopoulou, Ioulia Poulaki ve Andreas Papatheodorou
Case 8 - A Unique Trail: Is the Product Ready-Made?
Małgorzata Zdon-Korzeniowska and Monika Borowiec-Gabryś
Case 9 - Keeping Up With Image Marketing During a Pandemic
Monika Barnwal and Vijay Kumar
Case 10 - Communicating Healthy Forest Air as a Medicine
Maurizio Droli and Yasuo Ohe
Case 11 - Virtual and Augmented Reality in Tourism: Dare to Research?
Patricia Isabel Santateresa-Bernat
Case 12 - Convent Carmen: Rethinking the Boundaries Between Tourism and the City
Juan Sánchez-Villar, Enrique Bigné and Luisa Andreu
Case 13 - Hotels and Online Travel Agencies: A Partnership Made in Heaven?
Peter O’Connor
Case 14 - Tasting Wine or Exploring the Wine Mystique
Aise Kim
Case 15 - Designing Gastronomic Identity-Based Food Tours
Aise Kim
Case 16 - Global Hotel Revenue Management Challenges: A Nightmare for Revenue Managers
Tevfik Demirçiftci
Case 17 - A Yacht Charter Holiday
Serim Paker
Case 18 - Bombarding the Tourism Minister with Questions
Gürhan Aktaş and Rut Gomez Sobrino
Case 19 - Doomsday in Şirince
Gürhan Aktaş and Burçin Kırlar-Can
Case 20 - New Media Marketing Channels to Market Mengjinglai Scenic Area
Lanlan Huang
Case 21 - Tourist Guides Preparing the Tourists for Shopping in Guided Tours
Vedat Acar and Abdullah Tanrısevdi
Case 22 - Tango or Acrobatics: How to Capture Info Groups’ Memory
H. Kader Şanlıöz-Özgen
Case 23 - I Want a Brand New Car
H. Kader Şanlıöz-Özgen
Case 24 - Dinner on the Pier: A Reason to Return
H. Kader Şanlıöz-Özgen
Case 25 - Digital Communications in Tourism Marketing Strategies
Rut Gomez Sobrino
Case 26 - Marketing Mix Analysis for Dote Restaurants in Portugal
Vahid Ghasemi, Marcelo Oliveira and Salar Kuhzady
Case 27 - Who Really Makes the Holiday Decision: Is it the Buyer or the Seller?
Demet Ceylan and Erhan Bilgici
Biography
Gürhan Aktaş is Associate Professor at the Department of Tourism Management, Faculty of Business, Dokuz Eylul University, Turkey. He holds a BA in Business Administration from Hacettepe University, Turkey, an MSc in Tourism Management from the University of Surrey, UK and a Ph.D. in Tourism Marketing from Bournemouth University, UK. He delivers both undergraduate and postgraduate courses in the fields of destination management, tourism geography and tourism marketing. He has authored academic publications on crisis management in tourist destinations, visitor attractions and events management.
Metin Kozak holds a Ph.D. in Tourism from Sheffield Hallam University, UK. He has contributed a wide range of articles to top-tier journals and conference papers in more than 40 countries, and over 30 books released by international publishers. He has been involved in several national and international research projects, particularly with his partners based in Europe, Asia and the US. He received the EFQM Ph.D. Thesis Award and a number of conference paper awards. He acts as the co-editor of Anatolia and is a member of the editorial/review board for many international journals. His research interests entail marketing and consumer behaviour in an interdisciplinary context. He is currently affiliated with the Faculty of Communication at Kadir Has University, Istanbul, Turkey.
