Zsuzsa Deli-Gray (ed.)

Cases in Tourism Marketing III

Innovation at the Enterprise Level

Innovation is constantly present at the level of individual businesses. Respondents have continuously implemented innovations over the past 5–10 years. This is not only due to the actors' openness to innovation, but also to motivational factors such as customer expectations, as well as international and domestic best practices and trends. At the same time, the employees of these businesses also play an important role in implementing innovation and creating value.

Innovation activities cover many areas of business. Accordingly, innovations related to product development can be identified, such as the creation of accommodation in addition to catering services, the creation of a winter garden or delicatessen, and the development of the winemaking process itself with the help of new technology. Winemakers have identified online sales and the growing role of social media as innovations related to operations, to which the COVID-19 pandemic has also ‘contributed’.

Sustainability efforts permeate all aspects of business operations. Although the importance of sustainability itself is indisputable today, in the case of wineries, the effects of climate change further reinforce this, as droughts and dry periods pose significant challenges for those involved in grape growing and winemaking. At the same time, it was mentioned in the interviews that traditional methods used in the past can also be innovative and sustainable.

The sources used for innovation include the companies' own financial resources, bank loans, and various funding options (wine production, tourism, agriculture). This approach ensures that the day-to-day operations of the companies are not jeopardized by new developments. They also commented that:

“But now, mainly on TikTok and Instagram, we can see what direction all the wineries in the world are taking and what they are communicating. So the internet is also a great source of inspiration, and we try to visit wineries abroad more often, or with family and friends, so I would say that once or twice a year after the harvest, during a vacation, so to speak, and once in the spring, when life is a little quieter in the vineyard and the cellar, we visit another wine region, which is a vacation, but more of a study trip, so we take a look at wine tourism, the products, the labels, what style they are going for, what kind of wines they make.

I am fundamentally very receptive to innovation, and we strive to utilise new technologies in all areas. We also applied modern, innovative solutions in the construction of the winery itself – we have managed to create a technologically advanced winery that is now one of the most developed wineries on Lake Balaton. A recent example of innovation is that for a year now, we have been using an NDVI-based system that uses satellites to photograph our vineyards every two to three days. Artificial intelligence analyses this data and provides advice on plant protection, for example, when it is advisable to spray, and indicates areas that are critical in terms of irrigation.”

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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