Zsuzsa Deli-Gray (ed.)

Cases in Tourism Marketing III

The Authors

László Árva is an economist who obtained his university degree from the Karl Marx University of Economic Sciences in 1974. He completed his habilitation at the University of Debrecen in 2004. From 1980 to 1982, he worked as a government advisor in Laos, and later, between 1986 and 1989, as an advisor in Angola. He is the founder and first president of the Small Business Development Office. Between 1994 and 1996, he served as a Counsellor at the Embassy of Hungary in Paris. After 1999, he became a member of the Board of Directors of Hungarian Tourism Plc., and between 2001 and 2002 he served as its Chief Executive Officer. From January 2009, he was a Professor at the ESSCA School of Management, Budapest Campus, later becoming Professor Emeritus. Since 1996, he has been working as a consultant in the fields of enterprise development, investment promotion, and tourism development.

Gergely Baráth is currently the head of the Budapest Destination Management Organisation at the request of the Budapest Metropolitan Municipality. Between 2019 and 2024, he was the founder and head of the Active and Ecotourism Development Centre, where he conceived and implemented numerous tourism projects across the country. His main activity is the connection of social sustainability and tourism. As an organisational developer and social innovator, he has gained experience in inventing and developing visions for the future; he previously worked in multinational IT and telecommunications companies in the areas of regulation and communication. He is a member of the Association of Tourism Developers and Consultants, and is a recognised and influential figure in the Hungarian tourism industry.

Krisztina Dabronaki-Priszinger is currently an Accreditation Coordinator at the Faculty of Economics at Pannon University. Previously, she was a lecturer and researcher in the Department of Tourism at UoP. In both roles, she has participated in, and continues to participate in, numerous tourism-related research projects. While her previous research focused primarily on health tourism, her current research covers topics such as competence and career development.

Judit Grotte is a College Professor at Kodolányi János University with over ten years of professional experience in tourism and more than twenty years of academic teaching and research expertise. She actively participates in national and international scientific collaborations. Her research focuses on emerging tourism trends and digital transformation. She serves as an editor and reviewer for several international academic journals and is an active PhD supervisor. She introduced the concept of personalised digital tourism to the scholarly discourse. 

Kata Sára Gyuricza has been involved in the activities of KRAFT & Associates – Tourism Developers for almost a decade. Her main areas of interest are sustainable development and tourism planning based on market segments of emerging destinations. Currently, as the Technical Director of the World Religious Tourism Network, she is working on strengthening the market role and boosting the professionalization of religious tourism.

Csilla Jandala, associate professor, has decades of experience in founding and leading higher education programmes in tourism and hospitality, and in tourism consulting. She is senior researcher of the Hungarian Hospitality Employers’ Association (VIMOSZ), and participates in international and domestic research projects. She is a panel expert for the World Tourism Organisation (UN Tourism), a founding member of the Association of Tourism Consultants and the professional journal Tourism Bulletin. She is the vice president of the Hungarian Educational Tourism Association.

László Józsa is a professor of marketing at János Selye University in Komarno and a core member of the doctoral school too. Born in 1960. An engineer-economist, a habilitated doctor, he was a department head for 17 years and worked as a dean leading a university faculty for 5 years. He is the author of several books and book chapters published in Hungarian, English and Russian, and about 320 articles and conference papers, and has been a guest lecturer, adjunct and visiting professor in New Zealand, India, China, Indonesia and many other countries.

Zita Kelemen is an Associate Professor at the Marketing and Communication Sciences Institute of Corvinus University of Budapest, where she teaches international marketing, intercultural communication, and consumer behaviour. She has over twenty years of professional and managerial experience in international corporate and academic environments. As an accredited intercultural trainer of Lewis Communications and GlobalDISC, and drawing on her years of corporate experience, she supports leadership development within the Executive MBA programme. Her research interests focus on global marketing management, consumer decision-making, and the challenges of multicultural collaboration in business environments. Her publications have appeared in national and international journals and conference proceedings.

András Kovács has a BA and MA degree in economics (CMBS, Corvinus University). He obtained his scientific degrees in regional science (PhD. 2010, Széchenyi University; Habilitation 2017, Szent István University). He is currently a habilitated associate professor at the Department of Marketing of the Budapest University of Economics and Business (BUEB), Vice-Dean for General Affairs of the Faculty of Marketing and Business Communication, and head of the Bachelor's Programme in Commerce and Marketing. His professional and scientific interest lies at the intersection of regional science and business, focusing on the spatiality and spatial presence of business processes. His research area is geomarketing or spatial marketing, specifically the spatiality of markets, territorial analysis, delineation of business catchment areas, and consumer behaviour in online, offline, and hybrid spaces.

Péter Kraft graduated from Harvard University (MBA, 1984) and has over thirty years of experience in the tourism and financial industries. He previously built an outstanding career at American Express, one of the world’s largest tourism companies, where he founded the Hungarian subsidiary and served as its chief executive for many years. Between 1999 and 2000, he was Deputy State Secretary responsible for tourism in Hungary and played a key role in laying the foundations of the Széchenyi Plan. He also served as Hungary’s Ambassador to Peru. He is the founder and CEO of KRAFT & Associates – Tourism Developers.

Katalin Lőrincz is Associate Professor and Vice-Dean at the Faculty of Business and Economics, University of Pannonia, Hungary. Her main research area is the relationship between sustainable tourism, mobility and quality of life. As an expert in urban and cultural tourism and a specialist in tourism destination management, she focuses on the spatial aspects of the tourism sector. She contributed to the Veszprém – Balaton 2023 European Capital of Culture programme by working on sustainable events and festivals, social innovation and community decision-making.

Eszter Madarász is Associate Professor at the Faculty of Business and Economics, University of Pannonia, Head of the Department of Tourism. She has been involved in the work of the department since 2001, focusing mainly on education and research, but also participating in domestic and international tourism projects. The topic of her PhD research was social network analysis of tourism businesses at destination level, with a special focus on the role of tourism destination marketing organisations. Her main areas of teaching and research are tourism marketing and tourism consumer behaviour in both destination and business contexts.

Robert McNutt is a part-time Professor of Management and PhD Candidate at the Sobey School of Business at Saint Mary’s University in Halifax. He is also a part-time business professor at ESSCA (Budapest), and University of New Brunswick (Saint John). He also is the Academic Director of the Explore ESL programmes for post-secondary students at Dalhousie University (Halifax).

Balázs Nagy, CEO of NewPush and architect of Project NoéMI, is redefining workforce education by merging enterprise cybersecurity with applied AI fluency. Through his "1:50 Equilibrium" philosophy, he equips organisations to navigate disruption by training agile "High-Tech Surfboard" teams protected by rigorous "Phase 0" security protocols. His strategic partnership with George Mason University delivers a groundbreaking curriculum that transforms employees into certified "Pilots" and "Practitioners" capable of governing a secure virtual workforce. Recognised by NATO and Gartner, Balázs bridges the gap between academic theory and business reality, ensuring companies control their own AI transformation. His mission is to democratise access to elite technological defence, proving that in the exponential age, the most critical firewall is a well-educated human mind.

Katalin Nagy was already touched by tourism during her college studies; she obtained a higher professional qualification as a tour guide in English and worked as a tour guide in Eger Castle. From 1992, she worked at the Borsod-Abaúj-Zemplén County Tourism Office, and was also the head of the Tourinform office, which was opened in 1993 as the second in the country, until 2010. From 2015, she is the first and so far only Hungarian as an independent external expert of the European Institute of Cultural Routes (Luxembourg). Since 2010, she is a master lecturer at the Faculty of Economics, Institute of Marketing and Tourism of the University of Miskolc. Her teaching activities cover several areas of tourism, such as tourism resources, tourism product development, tour guiding, travel organisation, event organisation, hotel management. Her research area is cultural tourism, cultural routes, in which she gained unique experience through the evaluation and certification of the Cultural Routes of the Council of Europe.

Árpád Ferenc Papp-Váry has been working in higher education for more than twenty years and, according to Kreatív magazine, is one of the best-known marketing teachers in Hungary. He currently leads both the Hungarian and English language Marketing Master’s programmes at the Budapest University of Economics and Business. In addition, he is the head of the Marketing and Tourism programme at the Doctoral School of Economics at the University of Sopron. He is the author of six books on branding and several hundred publications. He serves as Vice President of the Hungarian Marketing Association responsible for internationalisation and education, and is a board member of the European Marketing Confederation. Alongside his academic roles, he works as a branding consultant and collaborates with advertising agencies.

István Piskóti is founder of the Institute of Marketing and Tourism at the University of Miskolc. In addition to his work as a lecturer and researcher, he is also an expert in business and urban development, and a creator of tourism strategies. He also has a successful career in marketing as the head of innovation and consulting companies, deputy mayor of a city, and president of academic and social organisations.

Kevin Schwenker is an Adjunct Professor of Management at the Sobey School of Business at Saint Mary’s University in Halifax. He is a Fellow Certified Management Consultant working with organisations worldwide in strategy and organisational excellence. He also owns a firm importing wines to Canada and organising bespoke wine tours internationally.

Judit Sulyok is a senior research fellow at Faculty of Business and Economics, University of Pannonia. Furthermore, she is the head of the Balaton Tourism Research Centre at the University of Pannonia. Having a tourism researcher background for more than 20 years, and a PhD in regional science, her main research interest includes waterside destinations, health tourism, place marketing, and temporal and spatial concentration of tourism mobility. She has been actively participated in international and Hungarian projects, furthermore she participated in the monitoring of the Veszprém-Balaton 2023 European Capital of Culture programme.

Zoltán Szabó, Study in Hungary Deputy Director with the focus on international relationship management and communication. Experienced Associate Professor with a demonstrated history of working in the higher education industry. Having large experiences on managing international relations, organising international events and conferences. His research areas are in Marketing Management, Wine Marketing, Strategic Planning, Marketing Strategy, and Tourism Marketing. Graduated from Webster University (AT), CAH Dronten (NL), and Szent István University (HU).

Tünde Mónika Szőke is teacher at the Savaria University Centre of Eötvös Loránd University. Tourism officer of the Vasi Hegyhát – Rábamente Tourism Association. Research area: slow tourism, health tourism. Education areas: tourism destination management, health tourism.

Saheleh Taheri is a PhD student at the Faculty of Business and Economics, Department of Tourism, University of Pannonia (Veszprém, Hungary). She holds a Master’s degree in Urban Planning and has experience in various urban planning projects. Her current research interests focus on tourism flows, temporal and spatial imbalances in tourism, and sustainable tourism development.

Kathrin Takács graduated with a Master’s degree in Marketing from the Budapest University of Economics and is currently a PhD student at the Hungarian University of Agriculture and Life Sciences. She gained her professional experience in sales and marketing positions within the media sector. Her research interest focuses on consumer behaviour related to meat substitute foods.

Gedeon Totth, Horticultural engineer, College professor. He has over 40 years of university teaching experience at several universities. He led the Commerce and Marketing Institute of Budapest University of Economics and Business in Hungary for 12 years. His research area is consumer behaviour, marketing and brand strategy of alcoholic beverages, with numerous publications. Besides university education, he participated in the professional management of a sectoral agricultural marketing organisation, where he took part in the development of many strategies in the alcoholic beverages sector.

Tímea Zsófia Tóth is an assistant professor at Kodolányi János University, where she teaches theoretical and practical courses in the tourism and catering BA and MA programmes. Her teaching areas include marketing, communication, tourism theory, responsible tourism, and film tourism. Her research interests encompass cultural tourism, film tourism, special tourism products, travel motivation, and mental mapping. She also serves as the University’s Scientific Secretary and as the Chair of the Scientific Students’ Association Council.

Yuan Zhang is a third-year PhD student at the István Széchenyi Economics and Management Doctoral School, Alexandre Lamfalussy Faculty of Economics, University of Sopron. His research focuses on digital transformation in tourism, especially tourist perceptions, engagement processes, and cross-cultural differences. He employs mixed methods designs in comparative studies between China and the United States. His academic interests also extend to digital marketing and cultural tourism, including collaborative research on wine culture.

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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