Table Of ContentINTERNATIONAL CASE STUDIES IN
TOURISM MARKETING
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-l ife practices. Curated and developed by industry
experts and practitioners, these case studies embody imaginary and real-w orld 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.
Gürhan Aktaş is Associate Professor at the Department of Tourism Management, Faculty
of Business, Dokuz Eylul University, Turkey. He holds a BA in Business Administration from
Hacettepe University, Turkey, an MSc in Tourism Management from the University of Surrey,
UK and a Ph.D. in Tourism Marketing from Bournemouth University, UK. He delivers
both undergraduate and postgraduate courses in the fields of destination management,
tourism geography and tourism marketing. He has authored academic publications on crisis
management in tourist destinations, visitor attractions and events management.
Metin Kozak holds a Ph.D. in Tourism from Sheffield Hallam University, UK. He has
contributed a wide range of articles to top- tier journals and conference papers in more than
40 countries, and over 30 books released by international publishers. He has been involved
in several national and international research projects, particularly with his partners based
in Europe, Asia and the US. He received the EFQM Ph.D. Thesis Award and a number
of conference paper awards. He acts as the co-e ditor of Anatolia and is a member of the
editorial/ review board for many international journals. His research interests entail marketing
and consumer behaviour in an interdisciplinary context. He is currently affiliated with the
Faculty of Communication at Kadir Has University, Istanbul, Turkey.
ROUTLEDGE INTERNATIONAL CASE
STUDIES IN TOURISM
Edited by Gürhan Aktaş, Dokuz Eylul University, Turkey and
Metin Kozak, Kadir Has University, Turkey
International Case Studies in Tourism Marketing
Edited by Gürhan Aktaş and Metin Kozak
For more information about this series, please visit: www.routledge.com/ Routledge-
International- Case- Studies- in- Tourism/ book- series/ ICS
INTERNATIONAL CASE
STUDIES IN TOURISM
MARKETING
Edited by Gürhan Aktaş and Metin Kozak
Cover image: © Getty Images
First published 2022
by Routledge
4 Park Square, Milton Park, Abingdon, Oxon OX14 4RN
and by Routledge
605 Third Avenue, New York, NY 10158
Routledge is an imprint of the Taylor & Francis Group, an informa business
© 2022 selection and editorial matter, Gürhan Aktaş and Metin Kozak;
individual chapters, the contributors
The right of Gürhan Aktaş and Metin Kozak to be identified as the authors of the
editorial material, and of the authors for their individual chapters, has been asserted
in accordance with sections 77 and 78 of the Copyright, Designs and Patents Act 1988.
All rights reserved. No part of this book may be reprinted or reproduced or utilised
in any form or by any electronic, mechanical, or other means, now known or
hereafter invented, including photocopying and recording, or in any information
storage or retrieval system, without permission in writing from the publishers.
Trademark notice: Product or corporate names may be trademarks or registered trademarks,
and are used only for identification and explanation without intent to infringe.
British Library Cataloguing- in- Publication Data
A catalogue record for this book is available from the British Library
Library of Congress Cataloging- in- Publication Data
A catalog record has been requested for this book
ISBN: 978- 1- 032- 02315- 1 (hbk)
ISBN: 978- 1- 032- 02313- 7 (pbk)
ISBN: 978- 1- 003- 18285- 6 (ebk)
DOI: 10.4324/ 9781003182856
Typeset in Bembo
by Newgen Publishing UK
CONTENTS
List of figures ix
List of tables xi
About the contributors xii
Preface xxi
Case 1 The Joy Labs: PANCOE as a new instrument to
enhance tourism education 1
Alejandra Zuccoli, Hugues Séraphin and Maximiliano
E. Korstanje
Case 2 Marketing wellness in paradise: What’s hard about that? 6
Su Gibson and Drew Martin
Case 3 Mentor- mentee incentive event planning 13
Özen Kırant Yozcu and Maria D. Alvarez
Case 4 Marketing your destination from a thousand miles
away: The power of social media 20
Elaine Yulan Zhang and Carol Yi Cui
Case 5 Using online reviews to measure customer experience
assessment 31
Andrés Artal- Tur, Juan Pedro Mellinas and
Noelia Sánchez- Casado
vi Contents
Case 6 Analysing information about hotels on online review
sites under special conditions 41
Juan Pedro Mellinas, Andrés Artal- Tur and
Noelia Sánchez- Casado
Case 7 Effective airline market segmentation: The case of
Singapore Airlines Group 48
Evi Chatzopoulou, Ioulia Poulaki and
Andreas Papatheodorou
Case 8 A unique trail: Is the product ready- made? 61
Małgorzata Zdon- Korzeniowska and
Monika Borowiec- Gabryś
Case 9 Keeping up with image marketing during a pandemic 76
Monika Barnwal and Vijay Kumar
Case 10 Communicating healthy forest air as medicine 84
Maurizio Droli and Yasuo Ohe
Case 11 Virtual and augmented reality in tourism: Dare to research? 97
Patricia Isabel Santateresa- Bernat
Case 12 Convent Carmen: Rethinking the boundaries between
tourism and the city 107
Juan Sánchez- Villar, Enrique Bigné and Luisa Andreu
Case 13 Hotels and online travel agencies: A partnership made
in heaven? 119
Peter O’Connor
Case 14 Tasting wine or exploring the wine mystique 134
Aise Kim
Case 15 Designing gastronomic identity- based food tours 143
Aise Kim
Case 16 Global hotel revenue management challenges:
A nightmare for revenue managers 152
Tevfik Demirçiftci
Contents vii
Case 17 A yacht charter holiday 159
Serim Paker
Case 18 Bombarding the Tourism Minister with questions 167
Gürhan Aktaş and Rut Gomez Sobrino
Case 19 Doomsday in Şirince 175
Gürhan Aktaş and Burçin Kırlar- Can
Case 20 New media marketing channels to market Mengjinglai
scenic area 184
Lanlan Huang
Case 21 Tourist guides preparing tourists for shopping on
guided tours 192
Vedat Acar and Abdullah Tanrısevdi
Case 22 Tango or acrobatics: How to capture info groups’
memory 198
H. Kader Şanlıöz-Ö zgen
Case 23 I want a brand new car 203
H. Kader Şanlıöz-Ö zgen
Case 24 Dinner on the pier: A reason to return 208
H. Kader Şanlıöz-Ö zgen
Case 25 Digital communications in tourism marketing
strategies 213
Rut Gomez Sobrino
Case 26 Marketing mix analysis for Dote Restaurants
in Portugal 218
Vahid Ghasemi, Marcelo G. Oliveira and
Salar Kuhzady
Case 27 Who really makes the holiday decision: Is it the buyer or
the seller? 230
Demet Ceylan and Erhan Bilgici
Index 239
FIGURES
2.1 Customer Service Benchmarks for Hotels by Year 10
4.1 Zhangye National Geopark in China 23
4.2 Long Tail Model 28
4.3 Attributes and Preferences Matching 29
4.4 Strategy Formulation and Implementation Plan 30
6.1 Review on TripAdvisor 45
7.1 Singapore Airlines Persona 55
7.2 Singapore Airlines Persona 55
7.3 Scoot Customer Persona 58
7.4 Scoot Customer Persona 59
8.1 Wooden Architecture Route – St Bartholomew’s Parish
Church in Kraków- Mogiła 64
8.2 Wooden Architecture Route – one of the buildings in the
Orawa Ethnographic Park in Zubrzyca Górna 64
8.3 Wooden Architecture Route – The Lanckorona Urban Layout
and Buildings 65
8.4 Wooden Architecture Route – The Wooden Gothic Church of
All Saints in Blizne (UNESCO World Heritage List) 65
8.5 Official Logo of the Wooden Architecture Route 68
8.6 An Information Board of the WA Route 70
8.7 A Sign/ Board Connecting Parts/ Sections of the WA Route 71
8.8 Road Information Signs on the WA Route 71
12.1 Convent Carmen’s Anchor Points 110
12.2 Distinctive Features of the Contextual Hotel 112
12.3 Scope of Convent Carmen’s Activity 113
12.4 Convent Carmen’s Gastronomic Market 113
12.5 Celebration of a Musical Event at Convent Carmen 114
