This book consolidates international, contemporary and topical case study based research in tourism, travel, hospitality and events. Case studies can make learning more attractive and interesting as well as enable students to understand the theory better and develop their analytical and problem-solving skills. Using industry as an open living lab, case study based research infuses scholars into real-world industry challenges and inspires them to theorise and advance our knowledge frontiers.
The book includes international case studies that can help tourism scholars build and advance (new) theories and enrich their educational practices. Case studies are accompanied with a teaching note guiding scholars to integrate case studies into instruction.
Dr Kirsten Holmes, Chair, Council for Australasian Tourism and Hospitality Education (CAUTHE)
There is a vital need for contemporary and well-structured case studies for use in tourism teaching. By including case studies from Australasia and key destination regions in Asia, Europe, and the Caribbean, the book is helpful for tertiary teachers globally.
Professor Xander Lub, President, EuroCHRIE The book inspires educators and students. The cases provide context to students’ learning and demonstrate the richness and variation of the industry. The book also clearly demonstrates how research can inform our teaching.
Professor Brian King, Chair, THE-ICE Assessment Panel
The book includes cases under five themes: experiences, operations, technologies, strategy and marketing, and destinations. The book provides subject lecturers with a structure to guide students of applying theory into practice.
Dr Paul Whitelaw, Academic Director, Southern Cross University
This book marks a significant contribution to hospitality, tourism and events pedagogy at undergraduate and postgraduate level. At a time when the industry is demanding that our graduates have a strong grasp of “real world issues”, the case study approach provides an accessible, meaningful and relatable means by which students can engage in real world issues.
Author(s): Marianna Sigala, Anastasia Yeark, Rajka Presbury, Marcela Fang, Karen A. Smith
Publisher: Springer
Year: 2022
Language: English
Pages: 523
City: Cham
Foreword
Contents
List of Figures
List of Tables
Part I: Introduction
Chapter 1: Case Study: An Underestimated Research and Pedagogical Method
Introduction: Scope and Aims of the Book
Case Study as a Research Method
Case Study as a Pedagogical Method
Book Content and Structure: How to Use the Case Studies
Acknowledgments and Thanks
References
Part II: Experiences
Chapter 2: Designing Servicescape and Experience with Art: Learnings from The d’Arenberg Cube, Australia
Introduction
Background: The d’Arenberg Cube Is Not Just a “Building”
Servicescape Design: Theory and Practice at the d’Arenberg Cube
External Design and Surrounding Areas
Interior Design: Ambience, Functionality and Décor of the Interior Space
Special Ambient Conditions
Scents
The Musicscape
Visuals: Cartoons and Lighting
Embedding Art into Servicescape Design for Designing Experiences
Art to Be Consumed
Art to Be Commoditised
Art to Be Co-created
Art as a Catalyst of Transformative Value
Managing Servicescapes: Challenges for the d’Arenberg Cube
Construction Limitations and Regulations
Visitor Flow Management
Managing Customer Expectations and Mixology
Addressing the Next New Normal
Servicescape Design and Human Behaviour
Conclusions: Summarising the Business Dilemmas
A. Teaching Note
Case Summary
Teaching and Learning Objectives
Target Audience
Teaching Approach and Strategy
Suggested Questions and Indicative Answers
References
Additional Reading
Chapter 3: A Day in the Life of Guest Experience Stagers: The Saffire Freycinet Experience
Introduction
The Saffire Freycinet Experience: Instructions and Case Study
Before Arriving: Getting Guests Excited
Welcome to Saffire Freycinet
The Private Pavilion
Over a Whisky
Goodbye Until Next Time
Discussion and Questions
Conclusion
Teaching Note
Case Summary
Teaching and Learning Objectives
Target Audience
Teaching Approach and Strategy
Individual/Group Work: In Class Discussion
Group Work: Personalisation Role Play
Group Work: Servicescape Mood-Board
Group Work: Service Blueprinting Infographic
Assessment
Analysis of Teaching Objectives
The Hotel Experience
Guest Journey and Service Blueprinting
Hotel Experience Quality
Staging, Co-creating and Managing Hotel Experiences
Additional Readings
Chapter 4: Extraordinary (Memorable) Experiences in Events: The Case of Skylighter Fireworx, Australia
Introduction
Background
The Showmanship
The Skylighter Experience
Behind the Scenes
Hiring the Right People
Taking Care of the Team
The Rock Star Syndrome
Focusing on Sustainability
Challenges
Conclusion
Teaching Note
Case Summary
Teaching and Learning Objectives
Target Audience
Teaching Approach and Strategy
Individual or Group Assessments (Formative & Summative)
In-Class Activities
Example Responses
References
Suggested Readings
Chapter 5: Boom Then Bust at the George Hotel
Introduction
Literature Review Ethnocentric, Polycentric, and Geocentric Human Resource Management Strategies
Cross Cultural Communication
Virtual Teams and Communication
Discussion a Good Beginning
The Declining Years
Where to from Here?
Phone a Friend?
The Best Laid Plans of Mice and Men
Conclusion
Appendix 5.1 LHG Organisation Chart
Teaching Note
Case Summary
Teaching and Learning Objectives
Target Audience
Methodology
Teaching Activities
Teaching Activity #1
Teaching Resources
Teaching Activity #2
Teaching Resources
Teaching Activity #3
Teaching Activity #3 Teaching Resources
References
Chapter 6: High-End Restaurants During COVID-19: The Beginning of a New Fine-Dining Era?
Introduction
Background
COVID-19 – A Key Milestone for the Global Restaurant Sector
Business Model Canvas
High-End Restaurants During COVID-19
Strengthened Collaboration with the Local Supply Chain
Distribution Mode
Solution-Oriented Adaptation of the Offering
Increased Focus on Health and Safety
Virtualisation of Dining and Cooking Experience
Looking to the Future
Your Challenge
A. Teaching Note
Case Summary
Teaching and Learning Objectives
Target Audience
Teaching Approach and Strategy
Example Responses
Appendix 6.1 Suggested Business Model Canvas Template
References
Further Reading
Part III: Operations
Chapter 7: The Power of Words: A Case Study of Service Language in an Australian Five-Star Hotel
Introduction
Design and Method
The Context/Scenario
Front Desk
Concierge and Porters
The Restaurant
Discussion
Research Activities
Essay/Presentation
Project/Communication Training Strategy
Conclusion
A. Teaching Note
Case Summary
Teaching and Learning Objectives
Target Audience
Teaching Approach and Strategy
Theoretical Framework
Interpreting the Service language Model
Indicative Responses to Research Activities
Essay/Presentation
Project/Communication Training Strategy
Conclusion
References
Recommended Reading
Chapter 8: Hidden Factors: Operations Management Implications for the Hayman Island Resort
Introduction
Design/Method
The Whitsunday Region
The Whitsundays Accommodation Market Overview and Findings
InterContinental Hayman Island Resort
Discussion and Activities
Research Activities
Essay/Presentation
Project/Development of Operations management Plan
Conclusion
Teaching Note
Case Summary
Teaching and Learning Objectives
Target Audience
Teaching Approach
References
Recommended Readings
Chapter 9: Hotel Revenue Management Strategy – Impacts and Consequences of Changes in Management
Introduction
Scenario
The Landorn Hotel Wollongong
The Landorn International Brand
Literature Review
Discussion
Alec’s Worries Increase When Profits Decrease
Do We Already Have a Solution in Place Somewhere?
Business Problem and Questions
Conclusion
Teaching Note
Case Summary
Target Audience
Teaching and Learning Objectives
Teaching Approach and Strategy
Theoretical Perspectives for Guiding Students’ Discussion
Individual or Group Work: In Class Discussion
Assessment: Business Report or Group Presentation
References
Additional Reading Material
To Know More About Each Market
To Know More About Automated Revenue Management Systems
Additional Reading
Chapter 10: The Expansion of MexHospitality: Exploring the Ethical Implications of Hospitality Outsourcing
Introduction
Background
MexHospitality
Difficult Times Call for Difficult Decisions
Outsourcing in Mexico
A Difficult Vote
Discussion
Teaching Note
Case Summary
Target Audience
Teaching Approach and Strategy
Teaching Plan
Pedagogical Strategies
Trigger Questions
Analysis
References
Suggested Readings and Resources
Chapter 11: Exploring the Relationship Between Hotel Classification System and Service Quality: A Case Study of the Indian Hotel Industry
Introduction
Hotel Service Quality
What Is the Hotel Classification System?
Benefits of the Classification Process
Hotel Classification Process in India
Historical Background of the Hotel Rating System
Types of Hotel Rating Systems
Official Hotel Rating System
Unofficial Hotel Rating System
The Scenario of Classified Hotels in India
Methodology
The Instrument Used
Sampling
Source of the Data
Data Collection
Data Analysis
Comparison of Perceptions About the Hotel Classification System Between Unclassified and Classified Hotel Managers
Conclusion
A. Teaching Note
Case Summary
Teaching and Learning Objectives
Target Audience
Teaching Approach and Strategy
Analysis of Data
Example Responses
Suggested Group Activity
References
Suggested Readings
Part IV: Technologies
Chapter 12: How to Design a Smart Tourism Destination: The Case of Granada
Introduction
Background: e-GRANADA, a Smart Tourism Destination Program
Theoretical Background: Smart Cities and Smart Tourism Destinations (STDs)
Smart Cities
Smart Tourism Destinations (STDs)
STDs in Practice: The White Paper on Smart Tourist Destinations in Spain
Technological Solutions for STDs
Examples of STDs in Spain
Barcelona
Malaga
Santander
Benidorm
The Perception of Academics and Experts of the Benefits of Using Technology in Tourism Destination
Business Problems and Questions
Conclusions
Teaching Note
Case Summary
Teaching and Learning Objectives
Target Audience
Teaching Approach
References
Additional Reading
Smart Cities and Smart Tourism Destinations: Definitions and Applications
The Role of Technology in Smart Tourism Destinations
Tourist Behavior in Smart Environments
Chapter 13: Marketing Suburban Tourism Destinations on Social Media: The Case of the City of Joondalup, Western Australia
Introduction
Suburban Tourism
Digital Tourists
Social Exchange Theory
Background and Findings
Tourism in WA
Tourism in the City of Joondalup, WA
City of Joondalup’s Connectivity to Perth and Greater WA
Existing Attractions
City of Joondalup’s Digital Presence
Discussion
Conclusion
Additional Material
Teaching Note
Case Summary
Teaching and Learning Objectives
Target Audience
Teaching Approach and Strategy
Suburban Tourism
Digital Marketing
Social Exchange Theory
References
Suggested Readings
Chapter 14: Mandatory System Usage Behaviour: A Case Study in Australian Resorts
Introduction
Literature Review
Categories of Mandatory System Usage Behaviour
Research Methods
Case Study Background
Findings
Participants
Mandatory User Responses
Deviant Responses
Compliant Usage
Reluctant Usage
Engaged Usage
Discussion
Mandatory System Usage
Underlying Reasons
Recommendations and Action Plan
Further Research Directions
Conclusion
Appendix 14.1
Additional Material
Teaching Note
Case Summary
Teaching and Learning Objectives
Target Audience
Teaching Approach and Strategy
References
Suggested Readings
Chapter 15: EHS Hotels: Neuroimaging or Self-Reports When Evaluating Tourism Advertising and Websites?
Introduction
Market Consultancies and the Business Dilemma of EHS’ Marketing Department
Theoretical Background: Questionnaires and Consumer Neuroscience in Market Research
Two Marketing Consultancies: Idith and Neuronsy
The Idith Quote
The Neuronsy Quote
Business Problems and Questions
SCENARIO 1: Resort Exclusively to Self-Report Methods
SCENARIO 2: Resort Exclusively to Consumer Neuroscience Methods
SCENARIO 3: A Combination of Self-Report and Consumer Neuroscience Methods
Conclusions
Teaching Note
Case Summary
Teaching and Learning Objectives
Target Audience
Teaching Approach
Guidelines for Boosting Student Discussion
Additional Reading
Consumer Neuroscience vs. Self-reports: Definitions, Advantages and Drawbacks
Application of Consumer Neuroscience to Marketing Domains
Consumer Neuroscience in the News
References
Part V: Strategy and Marketing
Chapter 16: KASA Turkey: Solving a Strategy and Sales Issue While Keeping Core Values: An Intrepid Travel CASE STUDY
Introduction
Background of the Situation
Company Background: Intrepid Travel
Discussion and Current Situation: Intrepid’s Business Dilemma
Conclusion
Appendices
Appendix 16.1: Sales Figures
Appendix 16.2: Statistics: Visitor Numbers to Turkey
Appendix 16.3: Nepal Campaign Successes
Appendix 16.4: Additional Reading: Select Media Examples Included the Following
Teaching Note
Case Summary
Teaching and Learning Objectives
Target Audience
Teaching Approach
Suggested Questions for Student Discussions
Example Responses
Timeline
Marketing
Additional Readings
Internet Sources
Chapter 17: Strike While the Iron Is Hot: A Case of Market Opportunity for the Sydney Conference and Training Centre
Introduction
Design/Method
The Context
Location
Site Facilities
Access
Visibility
Views (Fig. 17.3)
Transport Options
Air
Road
Rail
Bus
Surrounding Land Uses
Residential
Business Parks
Medical and Associated Government Offices
The Northern Beaches Tourism Outlook
Northern Beaches Council
Ingleside Precinct
Future Developments for Ingleside
Competitors
Services and Attractions in the Area
National Parks
Northern Beaches
Baha’i House of Worship
Horse Riding
Bushwalking Tracks
Golf Clubs
Street Markets
Events and Festivals
Discussion and Activities
Research Activities
Conclusion
Teaching Note
Case Summary
Teaching and Learning Objectives
Target Audience
Teaching Approach and Strategy
Example Responses
Presentation
Further Research
References
Chapter 18: When the Whole Is Greater than the Sum of Its Parts: Hotel Marketing Consortia as a Winning Strategy
Introduction
The Business Model of Hotel Marketing Consortia (HMC)
The Nature of HMC
Marketing Services and Other Benefits Provided by HMC
HMC CEO Insights on Challenges and Success Factors of Strategic Collaborative Partnerships
Motivations for Collaboration
Level of Partner Commitment
Strategic Flexibility
Organisational Learning
Balancing Payoffs
Conclusions
Appendix
Hotel Marketing Consortia
International Hotel Marketing Consortia ARTEH – Hotels and Resorts
History
Members
Branding
Leading Hotels of the World
History
Members
Branding
Relaís and Châteaux
History
Members
Branding
Preferred Hotels
History
Members
Branding
Design Hotels
History
Members
Branding
Great Hotels of the World (GHOW)
History
Members
Branding
Small Luxury Hotels (SLH)
History
Members
Branding
Teaching Note
Introduction to the Teaching Notes
Teaching Objectives Learning Outcomes
Target Audience
Teaching Approach and Strategy
Scenario and Questions
Example Responses
Suggested Readings
References
Chapter 19: The Case of the Hogtown Hotel: Asset Management in Hospitality
Introduction
Findings
The RevPAR Performance Conundrum
Cost Containment Issues
INCOME STATEMENT – Summary
Discussion
Conclusion
Teaching Note
Case Summary
Teaching Objectives
Target Audience
Teaching Approach and Strategy
Market Performance
Summary Income Statement
Chapter 20: Learning from Strategic Failures: What Really Happened to AtlasGlobal Airlines?
Introduction
The 19 Years of Business (2001–2020)
From AtlasJet to AtlasGlobal in Five Phases
Corporate and Business Level Strategies
Corporate Level Strategy
Business Level Strategy
Discussion
Conclusion
A. Teaching Note
Case Summary
Teaching and Learning Objectives
Target Audience
Teaching Approach and Strategy
Analysis
Sample Answers
Strategy Failures
References
Useful Websites
Chapter 21: The Role of Strategic Stakeholder Groups in the Air Transport and Tourism Industries
Introduction
Aircraft Manufacturers: Commercial Airline Suppliers
Commercial Airlines: Seat Inventory Producers
Retail Travel Agents
The Internet: GDS or NDC
Amadeus Global Travel Distribution Systems
Sabre Global Travel Distribution Systems
Galileo and Travelport Global Travel Distribution Systems
New Distribution Capability
Industry Regulators: IATA and ICAO
Airport Operators
Discussion and Questions
Conclusion
Teaching Note
Case Summary
Teaching and Learning Objectives
Target Audience
Teaching Approach and Strategy
References and Suggested Readings
Part VI: Destinations
Chapter 22: Sustainable Tourism and Public Opinion: Examining the Language Surrounding the Closure of Uluru to Climbers
Introduction
Background
The Role of Tourism in Australia
The Significance of Uluru
The Uluru Climb
The Closure of the Climb
Methodology
Findings
Closure of Uluru to Climbing: A Conflict of Perspectives
Framing the Closure
The Aftermath
Discussion
Behaviour Change in a ‘Bucket List’ Tourism Environment
Conclusion
Additional Material
Teaching Note
Case Summary
Teaching and Learning Objectives
Target Audience
Teaching Approach and Strategy
Example Responses
Suggested Group Activity
References
Suggested Readings Social Media and Tourism
First Nation’s People and Tourism
Chapter 23: Decision-Making in Times of Crisis: Bringing Back Binna Burra Postbushfire
Introduction
Background
Methodology
Phases for Disaster Management: Prevention, Preparedness, Response and Recovery
Findings
Prevention
Preparedness
Response (to the Event)
Recovery (from the Event)
Future Vision for Binna Burra Lodge – “Reset. Reimagine. Recreate”
Discussion
Discussion Questions and Activities
Learning Activity 1: Analysing the Stages of Disaster Management
Learning Activity 2: Stakeholder Management During the Recovery Phase of a Disaster
Conclusion
Teaching Note
Case Summary
Teaching and Learning Objectives
Target Audience
Teaching Approach and Strategy
Learning Activity 1: Analysing the Stages of Disaster Management
Learning Activity 2: Stakeholder Management During the Recovery Phase of a Disaster
Analysis – Sample Answers
Learning Activity 1: Analysing the Stages of Disaster Management
Learning Activity 2: Stakeholder Management During Crises/Disasters
Additional Discussion Questions
References
Additional References
Chapter 24: Seasonality, Small-Scale Sustainable Events, and Local Professionals’ Perceptions: The Case of AlmiraMAN Triathlon Event
Introduction
Background: The Issue in Paralia Katerinis
Theoretical Background
The Seasonality Phenomenon
Sustainability Dimensions
The Role of Destination Management
Local Professionals’ Challenges
Examining the Case of AlmiraMAN Triathlon Sporting Events
Challenges Faced by DMO Managers
Research Development
Results
A. Seasonality
B. Sustainability
C. Events and Seasonality
Issues to Be Addressed by DMO Managers
Conclusion
Teaching Note
Case Summary
Teaching and Learning Objectives
Teaching Approach and Strategy
Sample Answers
Seasonality Mitigation
Event Strategy Plan
Sustainability and Other Challenges
References
Suggested Readings
Seasonality Mitigation
Event Strategy Plan
Sustainability and Other Challenges
Chapter 25: ‘Little Australia’: Unpacking Cosmopolitanism in Niseko, Japan
Introduction
Rural Tourism in Japan
Introduction to the Research Site of Niseko, Japan
The Situation
Micro-Story 1: Kita-San
Micro-Story 2: Shimizu-San
Micro-Story 3: Brad
Conclusion
Teaching Note
Case Summary
Teaching and Learning Objectives
Target Audience
Teaching Approach and Strategy
Case Study Questions
Sample Answers
References
Suggested Readings
Chapter 26: Repositioning Gold Coast: A Place Branding Perspective
Introduction
Place Branding: Identity and Image
Gold Coast Identity
Socio-Economic Assets
Structural Assets
Environmental Assets
Gold Coast Image
Discussion
Conclusion
Appendix 26.1 Additional Readings
Teaching Note
Repositioning Gold Coast: A Place Branding Perspective
Case Summary
Teaching and Learning Objectives
Target Audience
Teaching Approach and Strategy
Analysis – Sample Answers
References
Index
