Zsuzsa Deli-Gray (ed.)

Cases in Tourism Marketing III


Barcelona – The Forms of Desire, the Flavours of the City

Anna’s next destination was Barcelona, where she arrived early in the afternoon. The Catalan capital greeted her with a rush of heat, light, and colour. The air smelled of salt and sea; summer was everywhere – in the brightness, the voices, the rhythm of the streets. Her taxi drove through the lively Raval district and stopped in front of a small boutique hotel. At the reception, the staff were cheerful and curious, and before long her love of cinema came up. “Following Vicky Cristina Barcelona, are you?” the receptionist asked with a smile. Anna laughed – it seemed the film had become part of the city’s collective consciousness. That evening she wandered into a narrow side street, Carrer de Blai, and discovered a cosy tapas bar. There were no menus, only chalkboards on the wall, and behind the counter stood a shy young chef named Luis. When he learned that Anna also worked as a film researcher, his expression lit up. “You know what a tourist once told me?” he began. “That they had already tasted Barcelona through film – the jamón serrano, the flamenco… on screen they were just details, but when they arrived, everything felt familiar, like déjà vu. As if they had been here before.” As Anna listened, she nibbled on pa amb tomàquet – crisp bread rubbed with garlic and fresh tomato. Then came the crema catalana, its caramel crust cracking under her spoon, releasing a creamy warmth beneath. She wrote in her notebook: “Here, gastronomy isn’t just food – it’s a key, unlocking the emotional connection to the city.” Luis continued: “Films tell stories about cities, but not through their plots – through their moods. A flash of sunlight, a bite of seafood, a half-spoken phrase from a Spanish woman… that’s what draws people here.” Anna thought of the scenes from Vicky Cristina Barcelona: Penélope Cruz’s wild energy, the sound of guitar strings, the shimmer of light in a glass of wine. Barcelona, she realised, was not a backdrop but a living character – a partner in the story. The desired destination was not only visual; it was sensual. That night she took a walk through the city. Even past midnight, Barcelona did not sleep. Under the arcades of Plaça Reial, street musicians played; a flower seller offered her a rose; the sound of flamenco heels echoed from the alleys. Anna stopped at a corner where one of the film’s most memorable scenes had been shot. She sat on a bench and wrote: “Film is the appetiser of imagination – the city is the true flavour. What we once saw on screen takes form, and here in Barcelona, I can taste it with all my senses.”
The next morning, strolling among Gaudí’s vibrant buildings, she thought again of the film. Watching the undulating façade of Casa Batlló, she felt as if she were part of a cinematic frame herself. Passing a group of tourists, she overheard the guide say: “Every stone here tells a story – but for many people, it was cinema that taught them how to look.” Anna smiled; it was true. Films often teach us how to see. Now, through images and flavours, she was learning to reinterpret the city. That evening she ended her day in a beachside bar. The air was warm and salty; her glass filled with sangría, her plate with fresh seafood. Watching the sunset, she realised that Barcelona was more than just a city but a layered experience – a weave of cinematic visions, edible memories, and the new moments she was now living.
 

Cases in Tourism Marketing III

Tartalomjegyzék


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//

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