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.
Author(s): Gürhan Aktaş, Metin Kozak
Series: Routledge International Case Studies in Tourism
Publisher: Routledge
Year: 2022
Language: English
Pages: 268
City: London
Cover
Half Title
Series Information
Title Page
Copyright Page
Table of Contents
Figures
Tables
About the Contributors
Preface
Case 1 The Joy Labs: PANCOE as a New Instrument to Enhance Tourism Education
Duration
Learning Objectives
Target Audience
Teaching Methods, Sampling and Equipment
Case
Step 1
Step 2
Step 3
Results and Discussion
Further Reading
Case 2 Marketing Wellness in Paradise: What’s Hard About That?
Duration
Learning Objectives
Target Audience
Teaching Methods and Equipment
Teaching Instructions
Case
Questions From Hilton Head Health
References
Case 3 Mentor-Mentee Incentive Event Planning
Duration
Learning Objectives
Target Audience
Teaching Methods and Equipment
Teaching Instructions
Step 1
Step 2
Step 3
Step 4
Case
References and Further Reading
Case 4 Marketing Your Destination From a Thousand Miles Away: The Power of Social Media
Duration
Learning Objectives
Target Audience
Teaching Methods and Equipment
Teaching Instructions
Terminology
Organising Teaching
Step 1
Step 2
Step 3
Case
Social Media Strategies
How to Use Social Media to Help Attractions Attract Tourists
Rule 1: Value ‘Social’ More Than ‘Media’
Rule 2: Select Your Strategy Smartly
Basic Steps to Formulate Social Media Strategies for DMO
Step1: Set Up an Objective By Knowing CPM and CPC
Step 2: Formulate a Content Plate of Your Destination
Step 3: Motivate Your Fans On Social Media
Present Your DMO Strategy to the Class
References
Case 5 Using Online Reviews to Measure Customer Experience Assessment
Duration
Learning Objectives
Target Audience
Teaching Methods and Equipment
Teaching Instructions
Step 1 (Session 1)
Step 2 (Session 2)
Step 3 (Session 3a)
Step 4 (Session 3b)
Case
Step 1: Theoretical Framework
Step 2: Downloading Data From the Online Platform and Preparing the Dataset
Steps 3 and 4: Running the Statistical Test On the Data and Reaching the Main Conclusions From the Analysis
ANOVA Analysis: In Search of a ‘Park Effect’ in the INFO-COMP-REVIEW Variables
Conclusion
Note
References
Case 6 Analysing Information About Hotels On Online Review Sites Under Special Conditions
Duration
Learning Objectives
Target Audience
Teaching Methods and Equipment
Teaching Instructions
Step 1
Step 2
Step 3
Step 4
Case
Theoretical Framework
Data Analysis
Open Questions for Students at the End of the Session
References
Case 7 Effective Airline Market Segmentation: The Case of Singapore Airlines Group
Duration
Learning Objectives
Target Audience
Teaching Methods and Equipment
Teaching Instructions
Case
Introduction
Singapore Airlines
Scoot
Conclusion
Questions and Self-Assessment
References
Case 8 A Unique Trail: Is the Product Ready-Made?
Duration
Learning Objectives
Target Audience
Teaching Methods and Equipment
Teaching Instructions
Case
The Process of Shaping a Tourist Product
Analysing the Activities to Date in Connection With Shaping the Tourist Product
Questions for Discussion
Part I: The Process of Creating a Tourist Product
Part II: Potential and Used Marketing Tools
Part III: A Critical Assessment of the Website
Part IV: Characteristics and Examples of Regional Tourist Products
Notes
References
Case 9 Keeping Up With Image Marketing During a Pandemic
Duration
Learning Objectives
Target Audience
Teaching Methods and Equipment
Teaching Instructions
Step 1: Initiation
Step 2: Conflict/Power Battle
Step 3: Collaboration
Step 4: Execution/Performance
Step 5: Conclusion
Case
First Part for the Airline Team
First Part for the Influencer Team
Second Part for the Airline Team
Further Reading
Case 10 Communicating Healthy Forest Air as Medicine
Duration
Learning Objectives
Target Audience
Teaching Instructions
Field 1: Valuability of Forest-Based Experiences for Human Health Purposes
Field 2: Product ‘Rarity’
Field 3: Product ‘Inimitability’
Field 4: Product ‘low-Substitutability’
Field 5: Marketing Organisation
Teaching Methods and Equipment
Case
Field 1: ‘Valuability’ of Forest-Based Experiences for Human Health Purposes
Field 2: Product ‘Rarity’
Field 3: Product ‘Inimitability’
Field 4: Product ‘low-Substitutability’
Field 5: Marketing Organisation
Conclusion
Acknowledgements
References
Case 11 Virtual and Augmented Reality in Tourism: Dare to Research?
Duration
Learning Objectives
Target Audience
Teaching Methods and Equipment
Phase I
Phase II
Phase III
Phase IV
Phase V
Teaching Instructions
Phase I: Background and Objectives of the Research
Phase II: Research Methodology
Phase III: Fieldwork
Phase IV: Data Preparation and Analysis
Phase V: Preparation of the Report
Context
Case
Introduction
Phase I: Background and Objectives of the Research
Phase II: Research Methodology
Phase III: Fieldwork
Phase IV: Data Preparation and Analysis
Phase V: Preparation of the Report
References
Case 12 Convent Carmen: Rethinking the Boundaries Between Tourism and the City
Duration
Learning Objectives
Target Audience
Teaching Methods and Equipment
Step 1
Step 2
Step 3
Step 4
Teaching Instructions
Case
Three Anchors for a Pioneering Project
Contextual Hotel: A Design Beyond the Existing Paradigm
Create Community to Seduce the Traveller
Responsible Tourism: Transcending the Economic Function
Note
References
Case 13 Hotels and Online Travel Agencies: A Partnership Made in Heaven?
Duration
Learning Objectives
Target Audience
Teaching Methods and Equipment
Teaching Instructions
Introduction
Q1 Critically Evaluate the Hotel’s Current Distribution Strategy
Q2 Should Hotels Work With Online Travel Agents? What Are the Advantages and Disadvantages of Doing So?
Advantages
Disadvantages
Q3: Are the Two Ideas Identified By the Management to Decrease the Hotel’s Dependence On Online Travel Agents Likely to Be Successful? Critically Evaluate the Two Options and Explain Their Implications for the Hotel’s Operations and Profitability.
Q4 (Optional) What Other Suggestions Do You Have to Improve Performance?
Summary
Case
Further Reading
Case 14 Tasting Wine Or Exploring the Wine Mystique
Duration
Learning Objectives
Target Audience
Teaching Methods and Equipment
Teaching Instructions
Step 1
Step 2
Step 3
The Market-Experience-Product Matching
Step 4
Case
Part 1: Three Main Types of Wine Tourist Segments
Part 2: Wine Tourism Experience
Tasting Experience
Cultural Experience: Wine Mystique and Terroir
Part 3: A Description of a Winery Case Study
References
Case 15 Designing Gastronomic Identity-Based Food Tours
Duration
Learning Objectives
Target Audience
Teaching Methods and Equipment
Teaching Instructions
Step 1
Step 2
Step 3
Step 4: Creative Idea Competition
Case
Part 1: Gastronomic Identity and Food Tourism Experience
Part 2: Adelaide Central Market Tour, Adelaide, South Australia
References
Case 16 Global Hotel Revenue Management Challenges: A Nightmare for Revenue Managers
Duration
Learning Objectives
Target Audience
Teaching Methods and Equipment
Teaching Instructions
Step 1
Step 2
Step 3
Step 4
Step 5
Case
Background of Deniz Dorbek Kocak
Total Hotel RM and Challenges
Technological Challenges
Organisational Challenges
Financial Challenges
Final Recommendation to Students
Reference
Case 17 A Yacht Charter Holiday
Duration
Learning Objectives
Target Audience
Teaching Methods and Equipment
Teaching Instructions
Case
Introduction
Step1: Who Is Coming?
Step 2: Destination
Step 3 Noonsite
Step 4: The Yacht
Step 5: Activities and Fixing the Date
Step 5: Book Your Flight
Step 6: Itinerary (Voyage Plan)
Step 7: Day-By-Day Destination
Step 8: Food and Beverage (Optional)
Step 9: Budgeting
Step 10: Conclusion
Reference
Case 18 Bombarding the Tourism Minister With Questions
Duration
Learning Objectives
Target Audience
Teaching Methods and Equipment
Teaching Instructions
Step 1
Step 2
Step 3
Step 4
Step 5
Case
First Part for the Minister Team
First Part for the Press Team
Second Part for the Minister Team
Further Reading
Case 19 Doomsday in Şirince
Duration
Learning Objectives
Target Audience
Teaching Methods and Equipment
Teaching Instructions
Step 1
Step 2
Step 3
Case
Part 1
Discussion
Part 2
Discussion
Part 3
Discussion
References
Case 20 New Media Marketing Channels to Market Mengjinglai Scenic Area
Duration
Learning Objectives
Target Audience
Teaching Methods and Equipment
Teaching Instructions
Step 1: A Succinct Introduction By Instructors
Step 2: Information Sharing By Students Or Trainees
Step 3: Discussion Topic One – What Is Your Opinion About Image Construction?
Step 4: Discussion Topic Two – What Are Your Suggestions and Advice On Applying Different New Media Marketing Channels to Attract More Tourists?
Step 5: Conclusion
Case
Part 1: Background
Introduction to Mengjinglai Scenic Area in Xishuangbanna Dai Autonomous Prefecture
Main Tourist Attractions
Multiculturalism
Part 2: Introduction to the Application of Marketing Channels
TV Show Marketing Channel
New Media Marketing Channels
Part 3: An Introduction to China’s Tourist Attractions Quality Ratings System
Part 4: Discussion Topics
Further Reading
Case 21 Tourist Guides Preparing Tourists for Shopping On Guided Tours
Duration
Learning Objectives
Target Audience
Teaching Methods and Equipment
Teaching Instructions
Step 1
Step 2
Step 3
Case I
House of The Virgin Mary-Ephesus Tour, Izmir, Turkey
Case II
German Speaking Tourist Guide With 21 Years’ Experience
Case III
The House of Virgin Mary-Ephesus Tour, Izmir, Turkey
References
Case 22 Tango Or Acrobatics: How to Capture Info Groups’ Memory
Duration
Learning Objectives
Target Audience
Teaching Methods and Equipment
Teaching Instructions
Case
Further Reading
Case 23 I Want a Brand New Car
Duration
Learning Objectives
Target Audience
Teaching Methods and Equipment
Teaching Instructions
Step 1: Class Discussion
Step 2: Role Playing
Case
Further Reading
Case 24 Dinner On the Pier: A Reason to Return
Learning Objectives
Target Audience
Teaching Methods and Equipment
Teaching Instructions
Step 1: Class Discussion
Step 2: Role Playing
Case
Further Reading
Case 25 Digital Communications in Tourism Marketing Strategies
Duration
Learning Objectives
Target Audience
Teaching Methods
Teaching Instructions
Step 1: Assigning Participants the Different Destination Profiles
Step 2: Instructions to Groups
Task1: Define the Digital Communications Strategy
Task 2: Integrate the Different Activities Under the Elements of the Strategy
Task 3: Presentations and Exchanges (1 Hour)
Case
What Is Digital Communications?
What Type of Associated Tools Are Developed By the So-Called ‘Smart Destination Programme’?
Digital Communications and Their Power to Market Destinations
The Structure of a Digital Communications Strategy
Further Reading
Case 26 Marketing Mix Analysis for Dote Restaurants in Portugal
Duration
Learning Objectives
Target Audience
Teaching Methods and Equipment
Teaching Instructions
Product
Place
Promotion
Process
Case
Dote Restaurant
Analysis of Dote’s Marketing Mix
Product
Place
Price
Promotion
People
Process
Physical Evidence (Dote República, Lisboa)
References
Case 27 Who Really Makes the Holiday Decision Is It the Buyer Or the Seller?
Duration
Learning Objectives
Target Audience
Teaching Methods and Equipment
Teaching Instructions
Step 1
Step 2
Step 3
Step 4
Step 5
Case
Setting
Scenario
Short-term Target
Mid-term Target
Long-term Target
Further Reading
Index
