Zsuzsa Deli-Gray (ed.)

Cases in Tourism Marketing III

Questions

Which of Bay & Vine’s three strategic options – authenticity focus, digital expansion, or hybrid partnerships – offers the best balance of growth potential and risk?
Using Ansoff’s Growth Matrix, how would you classify Bay & Vine’s historical strategy, and which quadrant best describes each of the three options? How should Bay & Vine preserve its brand authenticity if it chooses to expand aggressively?
What sorts of service offerings do you think would contribute to supporting your recommended strategy? Be specific in creating these services.
Apply the Services Marketing Mix (7Ps) (or in combination with the BCG Matrix) to Bay & Vine. Which elements are strengths and should be expanded, and which require urgent investment to support profitable growth?
How might Bay & Vine mitigate the risks associated with seasonality and reliance on primarily local Canadian markets?
If you were advising Charles, what specific actions would you recommend for the next 12 months, and how would you sequence them?

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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