International Case Studies in Tourism Marketing

1. Auflage 2022
ISBN: 978-1-032-02315-1
Verlag: Routledge

Buch, Englisch, 268 Seiten, Format (B × H): 161 mm x 240 mm, Gewicht: 573 g

Reihe: Routledge International Case Studies in Tourism

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.

Zielgruppe

Postgraduate and Undergraduate Core

Autoren/Hrsg.

Akta¿, Gürhan

Aktas, Gürhan

Kozak, Metin

Fachgebiete

• Wirtschaftswissenschaften Wirtschaftssektoren & Branchen Dienstleistungssektor & Branchen Tourismuswirtschaft, Gastgewerbe

Inhaltsverzeichnis

1. The Joy Labs: PANCOE as a new instrument to enhance tourism education. 2. Marketing wellness in paradise - What's hard about that?. 3. Mentor-mentee incentive event planning case study. 4. Marketing your destination from thousand miles away: The power of social media. 5. Using online reviews to measure customer experience assessment. 6. Analysing information about hotels on online review sites under special conditions. 7. Effective airline market segmentation: The case of Singapore Airlines Group. 8. A unique trail - Is the product ready-made?. 9. Keeping up with image marketing in pandemic. 10. Communicating healthy forest air as medicine. 11. Gone beyond control? Crisis at an Indian hospitality start-up unicorn. 12. Virtual and augmented reality in tourism: Dare to research?. 13. Convent Carmen: Rethinking the boundaries between tourism and the city. 14. Hotels and online travel agencies: A partnership made in heaven?. 15. Tasting wine or exploring the wine mystique. 16. Designing gastronomic identity-based food tours. 17. Global hotel revenue management challenges: A nightmare for revenue managers. 18. A yacht charter holiday. 19. Bombarding the tourism minister with questions. 20. Doomsday in Sirince. 21. New media marketing channels to marketing Menginglai scenic area. 22. Tourist guides' preparing the tourists for shopping in guided tours. 23. Tango or acrobatics: How to capture info groups' memory. 24. I want a brand new car. 25. Dinner on the pier: A reason to return. 26. Digital communications in tourism marketing strategies. 27. Marketing mix analysis for Dote Restaurants in Portgual. 28. Who really makes the holiday decision: Is it the buyer or the seller?

Über Autor(innen)

Gürhan Aktas 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.