Zsuzsa Deli-Gray (ed.)

Cases in Tourism Marketing III

The Twilight of the Old Dogmas: Information, Interpretation, Implementation

The sages of yore, such as Professor Medlik or the venerable Conrad Hilton, taught from their lecterns that the success of a hotel hinged upon three inviolable secrets: location, location, and location. Oh, blissful ignorance! How delightfully simple life was when one merely needed to occupy a decent street corner. The prophets of the 21st century, however, understand that location is merely a GPS coordinate.

The new holy trinity of success is Information, Interpretation, and Implementation. Modern marketing is no longer contingent upon geographical placement, but upon data.

Enter the miracle cure of the modern era, the latest achievement of digital alchemy: Artificial Intelligence. This tireless digital oracle does not sleep, does not demand a pay rise, and, crucially, never calls in sick on the morning after Mardi Gras. AI is revolutionising marketing and sales because it enables what the marketers of the olden days could only dream of:

Predictive Analytics (The Art of Foresight): Foretelling when the Association of Chicago Dentists might wish to hold a jazz-themed conference in New Orleans, perhaps even before the notion has occurred to the association secretary. This was no mere guess; it was a probability score based on their past conference cycles, chatter in their professional forums, and even macroeconomic indicators suggesting a healthy travel budget for the dental industry.
Micro-segmentation (Discerning the Guest's Inner Thoughts): The capability to filter out potential guests willing to pay a premium for a room with a French balcony, and separate them from those merely seeking complimentary Wi-Fi. This meant the system could differentiate a 'bleisure' traveller (who might expense the room but pay for spa treatments) from a budget-conscious family (who would be more receptive to a 'kids eat free' package). The two groups should never receive the same marketing email.
Hyper-personalisation (The Bespoke Enchantment): Crafting an offer that not only knows the guest's name but also their preferred pillow firmness and favourite cocktail. This capability promised a future where a returning guest’s room would be pre-set to their preferred temperature and their streaming service of choice already logged in, moving service from reactive to magically predictive.

Marketing is thus no longer an obscure art form, but an exact science, governed by ruthless algorithms.

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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