Zsuzsa Deli-Gray (ed.)

Cases in Tourism Marketing III

Questions

Form a town council, including a mayor and council members – some who support joining the association and others who oppose it. Continue the debate and argue both for and against the decision. Convince the opposing members why the town should join a tourism association. Present arguments on the importance and success of cooperation in tourism.
Create a customer profile for the small town and its mayor as a target group of a tourism cooperation, based on value proposition design principles:
1. What functional, social, and emotional roles/tasks might a mayor have in the areas of tourism and town management?
2. What problems has the mayor encountered – or might encounter – in relation to tourism?
3. What outcomes and benefits might he want to achieve by joining? What would be the gains of becoming involved?
4. Rank the above items in order of importance.
Create a value map for the tourism cooperation according to the following aspects:
1. List the services provided by the cooperation that could benefit the town.
2. Using point 2/c, outline how the association could solve the mayor’s/town management’s problems.
3. Describe how these services could help achieve the desired outcomes and benefits (point 2/c).
Examine how the insights from Tasks 2 and 3 align, and formulate the value proposition that the tourism cooperation offers to the small town and its leadership.

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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