Zsuzsa Deli-Gray (ed.)

Cases in Tourism Marketing III

Questions

What is the essence of integrated marketing communication? Ask for AI assistance if you feel uncertain!
What, in your view, makes a good landing page? What information do you expect on a hotel’s landing page? Can there be too much information? Is there a need for images, videos, live camera feeds, guest reviews?
Have you ever live-chatted with a hotel about room reservations, services, or prices? Which chat applications are best for this purpose and why?
Have you ever asked any AI (ChatGPT, Gemini, etc.) what to eat or drink, and where or how to spend your leisure time? In your opinion, how can AI be used to convey value propositions in tourism? Do you know whether there is a connection between Google’s search engine and Gemini AI? Have you heard of GEO earlier? What opportunities and risks do you see for AI in marketing communication?
How many travel or lifestyle influencers do you follow? What does an influencer’s credibility and persona mean to you? In your judgment, is influencer credibility important, or do they function “just” as communication channels?
How often do you post content on social media – and on which platforms? Are you a Google Local Guide? Do you share your travel experiences on Google or Foursquare? What are the advantages of these platforms in tourism? How important is CGC (customer generated content) today, and why?
With whom do you discuss your leisure and relaxation plans? Whose opinions matter? How much do your friends’ and family members’ views count? Distribute 100% among the communication tools according to how much they influence hotel selection!

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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