Zsuzsa Deli-Gray (ed.)

Cases in Tourism Marketing III

Membership of the Balaton Circle Association

The respondents included both new and old members. Those who had been present at the founding of the Balaton Circle Association said that the founding members continue to participate in strategic decision-making, although they are not necessarily active in day-to-day work and communication.

The members involved in the research show strong commitment to Lake Balaton as a region and to quality tourism there. Membership also means that businesses promote the Balaton Circle Association in their own communications. This is particularly true in the case of winemakers who produce BalatonBor or Hegybor wines. The businesses interviewed believe that shared thinking and joint activities give the association greater strength, and they highlighted knowledge sharing and cooperation among the benefits of membership. These benefits go beyond the individual business and can be strategic (e.g. the development of tourism in the Balaton region) or operational (e.g. communication activities, knowledge sharing). Members are open to cooperation and share their own resources (e.g. they host Balaton Circle Association members at their own businesses, providing venues and hospitality). They expanded further on their thinking:

“During the first major expansion, if I remember correctly, we joined the association around 2014 or 2015. Even then, we believed in the power of community cooperation, and this has remained a core value for us ever since. We believe that it is not the big fish that eats the small fish, but the fast that eats the slow, and one of the keys to react fast is good cooperation. In our opinion, participation in this type of professional association is not only good for strengthening our position, but also for learning a lot from each other. The flow of information between members is extremely fast and up to date, which is often more important than any joint marketing or website.

We learned a lot from each other during our joint discussions. And then there’s this joint thinking, around Lake Balaton. I think this is very useful, because everyone can contribute a couple of good ideas, there are different personalities with different capacities and different knowledge, and these complement each other very well.”

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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