Zsuzsa Deli-Gray (ed.)

Cases in Tourism Marketing III

Questions

Define Jósvafő, the Aggtelek National Park area at the settlement level. Consider its location near the border! Prepare a map of the area's tourism resources and attractions.
Present the current tourist offerings based on the region's resources and characteristics, as well as the potential target groups. Formulate development opportunities.
What are the competitive advantages of the region in terms of tourism? What can its tourism positioning be based on? What are the main elements that determine the brand profile and value of the region? What kind of tourism brand structure would be desirable?
Compile Juliska's service offering and prepare the programme booklet for the following year. What information does Juliska need to plan and develop its services for the following year? Plan the necessary marketing research.
As part of an Interreg (cross-border cooperation programme) project, a group of Hungarian and Slovak partners will visit Jósvafő. The theme of the project is the relationship between nature conservation and tourism, the development of joint tourism offerings, and the development of local tourism products. As a representative of the Ecotourism and Environmental Education Department of the Aggtelek National Park, put together a one-week programme for them in the region.
How would you develop a new tourism development strategy for the region, based on what analyses, research and information? Outline and plan the research programme and provide a cost estimate.
Plan the region's internal marketing programme.
Put together a communication campaign plan to encourage domestic tourism to the region from other parts of the country! Prepare several alternatives depending on the size of the available budget.
Examine, analyse and evaluate the internet (tourism) portal of the municipality (Jósvafő) and the Aggtelek National Park. What content and solutions do you consider necessary? What further opportunities do you see for the application of digital marketing? Justify your opinion and suggestions.
Develop at least one new product/package and describe its broader regional and cross-border connection possibilities.

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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