Zsuzsa Deli-Gray (ed.)

Cases in Tourism Marketing III

Lyon – The Legacy of Haute Cuisine and Cinema

After the vibrant Catalan capital, Anna travelled north toward France. When she arrived in Lyon, she felt as though she were about to decode a long-guarded family recipe – something familiar, yet full of hidden meaning. Standing on the banks of the Rhône at dawn, she could already sense the city awakening: the smell of fresh pastries, a faint trace of smoke, and the comforting aroma of something rich and meaty simmering slowly in the distance. One morning, while wandering through Les Halles de Lyon Paul Bocuse, she stopped at a cheese stall where a young woman was struggling to cut through a massive wheel of Comté. Anna stepped in to steady the board, and that small act began their friendship. The girl’s name was Chloé; she studied food history at the local university and knew every corner of the market by heart. They soon escaped the bustle for a small café tucked behind the market hall. “Why do you think so many tourists and filmmakers come here?” Anna asked. Chloé smiled. “Because they already have a picture of what Lyon tastes like. Films are like appetisers – intense little concentrates. Chef, Ratatouille… they don’t just entertain; they create an emotional image of how we live here. And when visitors arrive, they look for that image – or for something even more real.”

Back in the market, Chloé pointed out each stall as if introducing old friends: the butcher who had cut andouillette the same way for twenty years, the baker who started work at 3 a.m., the fishmonger whose counter was already half empty by dawn. Anna took notes: “Cinematic experience functions as a pre-taste – an anticipation. When we finally arrive, we discover how different, yet strangely familiar everything feels. The screen and reality blur together.” They shared lunch at a small bouchon, where the menu wasn’t printed but recited aloud by the hostess: quenelle, boudin noir, and tarte à la praline. “You know,” Chloé said, “sometimes tourists are disappointed when the food isn’t as refined as in the films. But then they dive in and understand – Lyon isn’t about fine dining glamour. It’s about dough kneaded by hand and the courage to use every part of the animal. The films only hint at it – experience gives it a heart.” On the wall hung a framed Ratatouille poster. Anna smiled – one didn’t have to be a child to find joy in the story of a rat chef.

That evening she stood atop Fourvière Hill, the city gleaming below like the warm kitchen of an open home. She wrote: “A city is never just a place we visit; it is a memory shaped by what we have already seen of it on screen. The films showed me Lyon’s image – the city has now added the smells, the tastes, and the feelings. This is how a place becomes not just a destination but part of who I am.”

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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