International Case Studies in Tourism Marketing (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. 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 "This international case study book provides 28 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. 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"-- Provided by publisher.