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Full Description
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.
Contents
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?
