International Case Studies in Tourism Marketing 1st edition by Gürhan Aktaş 9781000600322 1000600327

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 s¸i˙ri˙nce

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, İzmir, Turkey

Discussion

Case II

German speaking tourist guide with 21 years’ experience

Case III

The House of Virgin Mary-Ephesus Tour, İzmir, 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