Zsuzsa Deli-Gray (ed.)

Cases in Tourism Marketing III

Questions

We can see two completely different faces of destination development in the novella. What were the social, economic, and environmental consequences of the poorly implemented development in the second case? What specific differences do you see in the communication strategy of the two development scenarios? List at least 5 differences!
Analyse the role of the number of guest nights as an indicator. Why is it not enough to maximise this alone?
Why did the tourism brand fail in the second case, despite the fact that the same infrastructure was physically built?
What is your opinion on the statement that the tourism brand creation was credible in the first case because the marketing purpose and reality were coherent? Explain the significance of coherence in tourism through the examples in the novella!
Analyse the role of the term guest night in the marketing goals of the two novellas! When does this indicator become problematic for a destination, and why?
Imagine you are the project manager. What specific steps would you take to prevent the conflicts presented in the second scenario?
Based on the Fertőrákos example: what signs should be looked for in a development to detect the danger of failure in advance?
Compare the international examples mentioned in the document (Prague, Salzburg, Annecy, Berlin Museumsinsel, Linz, Amsterdam, Freiburg)! What is the secret to their common success?
What is the connection between "marketing purpose" and the credibility of the tourism brand? Give an example from both scenarios!
Is there a situation where it would be justified to develop without resident involvement? Justify!
How could the real success of a destination development be measured beyond the number of guest nights?
Why did the Tourist Card System work in the first case but fail in the second? What does this reveal about the critical factors for introducing the system?
"Destination development is not just about tourists." Argue for or against this statement based on the case studies, supported by specific examples!

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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