Zsuzsa Deli-Gray (ed.)

Cases in Tourism Marketing III

Questions

Mr. Krasner primarily utilised AI for the analysis of publicly available data (social media, forums) for sales purposes, emphasising "low data risk." What ethical, legal, and strategic concerns might arise if a hotel chain began to use AI for the deep analysis of internal, sensitive guest data (e.g. stay habits, consumption, personal preferences) under the banner of "hyper-personalisation"? Where should the line be drawn between excellent, bespoke service and the invasion of privacy?
How does the introduction of AI transform the structure, roles, and competency requirements of traditional marketing and sales departments? Prepare a brief outline for the retraining and reorganisation of the marketing department of a medium-sized hotel operating under a traditional business model, to meet the challenges of the AI era.
Mr. Krasner mentioned that AI, acting as a "super knowledge base", significantly aids IT operations and "project maximisation" (e.g. optimisation of PMS configurations). Beyond Marketing and IT, analyse other hotel operational areas (e.g. Revenue Management, Housekeeping, Food & Beverage) where AI could be effectively applied to reduce costs or improve quality. What are the primary challenges (technological and human resource-related) associated with the implementation of these applications?

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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