The Editor

 

Zsuzsa Deli-Gray is Director and Professor of the Budapest Campus of the ESSCA School of Management.

 

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Photo: Bogi Bognár

 

She obtained her university degree in Economics in 1998 from the University of Debrecen (formerly Kossuth Lajos University). In 2002, she defended her PhD thesis with summa cum laude results at the Budapest University of Economic Sciences and Public Administration. She completed her habilitation in 2009 at the Széchenyi István University. During her academic studies, she spent several years at French universities.

Throughout her career, she has taught courses in English, French, and Hungarian languages, providing future leaders with an international perspective and a strong practice-oriented approach. Her teaching and research interests focus on international marketing, international logistics, and intercultural consumer behaviour. The results of her research have been published in both national and international academic journals. She is a member of several international research groups and regularly presents the findings of her comparative studies at international conferences. Her textbook on International Marketing has been published in both Hungarian and English.

Since 2024, her research interests have expanded into a new interdisciplinary field, examining how the arts influence personal development, leadership identity, and professional decision-making. As a practical extension of this intellectual direction, in 2025 she founded the ESSCulture Salon, which offers high-quality, inspiring cultural programmes for women holding leadership positions in diplomacy and the corporate world.

As Director of the ESSCA Budapest Campus, she is deeply committed to creating a learning and development environment in which students acquire theoretical knowledge, strategic thinking, and practical skills while being guided by the principles of ethics, humanism, creativity, and innovation. The school’s international accreditations and its strong position among the world’s leading business schools reflect this commitment. She regularly organises professional conferences and workshops and actively works to strengthen cooperation between partner companies and the Campus. She is also a dedicated advocate of promoting the French language and French culture to a wider audience.

A defining role in her life is played by her son, who is not only a source of personal inspiration but also a constant reminder that the true meaning of professional success lies in human relationships, value creation, and continuous development.

 

Tartalomjegyzék

• Cases in Tourism Marketing III
• Copyright Page
• Editorial Preface
• The Editor
• The Authors
• chevron_rightThe Importance of Market Segmentation and the Reinterpretation of Consumer Segments in Tourism
  • chevron_rightAround the World and Back Again
    • Questions
    • Literature
  • chevron_rightMe, a tourist?? Is that serious?
    • Questions
    • Literature
• chevron_rightCountry Positioning and Branding
  • chevron_right“I Feel Slovenia” – From Tourism Slogan to Green Country Brand
    • Questions
    • Literature
  • chevron_rightFrom Party Tourism to Stars, Detox, and Foam Parties: Hungary’s New Experiential Tourism Strategy and Target Market Redefinition
    • Questions
    • Literature
• chevron_rightDigitalisation in Tourism
  • chevron_rightEchoes Beyond the Screen
    • Questions
    • Literature
  • chevron_rightThe Practical Implementation of Personalised Digital Tourism at the “Soft Waves” Boutique Hotel
    • Digital Reality – experience already before arrival
    • Questions
    • Literature
  • chevron_rightRoad trip with Lena – Social media and digital marketing solutions in tourism
    • Questions
    • Literature
  • chevron_rightWhat skills should we expect from the employees of the future?
    • Questions
    • Literature
  • chevron_rightDeus Ex Machina Hospitalitatis: An Inquiry into the Application of Artificial Intelligence in Securing Occupancy in New Orleans. Or, How the Ghost in the Machine Became the Hotelier’s Most Trusted (and Least Complaining) Confidant
    • The Twilight of the Old Dogmas: Information, Interpretation, Implementation
    • The Prestidigitation: How Krasner Put the Machine Mind to Work
    • The Organisational Metamorphosis: The Era of the Digital Creators
    • Questions
    • Literature
• chevron_rightThe Reorganisation and Transformation of Urban Tourism
  • chevron_rightThe Encounter
    • Questions
    • Literature
  • chevron_rightSmall-town Tourism and Destination Development – The Case of Szikszó
    • Where is Szikszó and what should we know about it?
    • But what kind of tourism should be developed in Szikszó?
    • Author’s Afterword
    • Questions
    • Literature
  • chevron_rightThe Dilemma of Joining a Slow Tourism Cooperation
    • Questions
    • Literature
  • chevron_rightFlavours on the Screen – Anna’s Culinary Film Journey Across Europe
    • Tuscany – The Taste of Experience and the Scent of Cinema
    • Barcelona – The Forms of Desire, the Flavours of the City
    • Lyon – The Legacy of Haute Cuisine and Cinema
  • chevron_rightPrague – Beer, Garlic Soup, and the Poetics of Film
    • Vienna – Coffeehouses and Nostalgia on Screen
    • Film Recommendations for Food Lovers
    • Questions
    • Literature
• chevron_rightCommunity Collaboration in Tourism
  • chevron_rightInnovation Networks in Tourism – Focus on the Balaton Circle Association
    • Regional Networks in the Lake Balaton Area
    • The Balaton Circle Association
    • chevron_rightInterview with Members
      • Innovation at the Enterprise Level
      • Membership of the Balaton Circle Association
      • Membership in Other Networks
    • Questions
    • Acknowledgements
    • Literature
  • chevron_rightThe Voice of the Street – The Gate of Life – The Birth of a Nature Science Centre in Dunaerdő Part 1. Tourism Development with Community Involvement
    • Literature
  • chevron_rightThe Voice of the Street – The Gate of Life – The Birth of a Nature Science Centre in Dunaerdő Part 2. Tourism Development without Community Involvement
    • Questions
  • chevron_rightThe role of local communities in cultural consumption: the example of Veszprém – Balaton 2023 European Capital of Culture
    • Questions
    • Acknowledgements
    • Literature
  • chevron_rightRethinking the Strategies and Strategic Decisions of Tourism Service Providers. Where ice is still king – Air Greenland, the gateway to the North
    • Questions
    • Literature
  • chevron_rightThe Significance of Data Analysis in Strategic Tourism Investment Decisions
    • Questions
    • Literature
  • chevron_rightImaginary report with a successful tourism service provider
    • Questions
    • Literature
  • chevron_rightBay & Vine Experiences – Wine Tourism in Nova Scotia
    • Wine industry in Nova Scotia
    • Bay & Vine
    • Questions
    • Literature

Kiadó: Akadémiai Kiadó

Online megjelenés éve: 2026

ISBN: 978 963 664 217 4

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//