Zsuzsa Deli-Gray (ed.)

Cases in Tourism Marketing III

Questions

Why is the 2C model (communication + creation) approach important in the branding of places, including countries? Why is communication alone not sufficient, and why is it necessary to develop the offer as well? Examine the details of the Green Scheme of Slovenian Tourism programme. In this context, how is the 2C approach applied in the case of Slovenia?
Study the I Feel Slovenia Brand Manual and Brand Handbook documents. What are the similarities and differences between the two? In what ways does a visual identity manual differ from a brand handbook? And how do they reinforce each other in the interest of a coherent brand?
Why is it important that not only foreign visitors, but also residents feel that they “own” the core messages and values of the country brand? How are country identity and country image related?
As the case study mentions, the idea has already been raised that Slovenia should change the colours of its national flag and replace blue and red with green. Look into this issue and in a first step argue in favour of Slovenia changing the colours of its flag so that green appears instead of blue and red. In a second step, argue the opposite position, namely that the colours of the flag should not be changed.

Tartalomjegyzék

Kiadó: Akadémiai Kiadó

Online megjelenés éve: 2026

ISBN: 978 963 664 217 4

Marketing Turizmus

The publication of the third volume of Cases in Tourism Marketing is truly welcome news from both an educational and a professional perspective. Through real-world, timely, and thought-provoking cases, this collection helps readers – students and practitioners alike – gain a deeper understanding of the complex world of decision-making in tourism marketing. The case studies not only convey professional knowledge but also develop analytical skills, problem-solving abilities, and critical thinking. One of the volume’s key strengths is its focus on issues that define contemporary tourism, including the role of digitalization, artificial intelligence, destination branding, and stakeholder collaboration in tourism marketing. Long-awaited and highly relevant, this third volume is a worthy continuation of the previous collections and will undoubtedly serve as a valuable resource in higher education in tourism, while also being highly recommended to professionals who enjoy reflecting on challenges and opportunities beyond their own immediate field of expertise.

Tamara Ratz PhD

Director, Centre for International Relations, Kodolányi János University

Head of Tourism Department, Professor of Tourism

It is an honor for me to recommend this volume to everyone who wishes to understand tourism marketing not only in theory, but also through its real business and human dimensions. The worlds of tourism and hospitality have undergone fundamental changes in recent years, which makes case studies based on real market situations, decision-making dilemmas and current challenges especially valuable in supporting both learning and critical thinking. This book provides not only professional knowledge, but also encourages a complex mindset, creative problem-solving and the ability to think in connections — exactly the skills today’s tourism professionals need most. I wholeheartedly recommend this volume to students, educators and tourism professionals alike.

Judit Fodor (Liptai)

Group Director of Sales and Marketing, Danubius Hotels

Hivatkozás: https://mersz.hu/deli-gray-cases-in-toursim-marketing-iii//

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