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INTERNATIONAL CASE STUDIES IN TOURISM MARKETING This international case study book provides 27 expertly curated case studies on the topic of tourism marketing, each with detailed implementation instructions for the instructor in order to maximise student participation and learning. The dynamic characteristic of the industry under the influence of micro and macro environment factors requires future professionals to be equipped with appropriate skills and competencies to deal with such factors in real-l ife practices. Curated and developed by industry experts and practitioners, these case studies embody imaginary and real-w orld scenarios with the aim of best preparing students for their future careers. This compelling set of case studies follows a logical and uniform structure and covers topics such as marketing mix, crisis management, digital marketing, quality development, product development and sustainability. With reflective questions throughout to aid both in- class discussion and self- study, this book is an ideal study resource for use in higher and vocational education, and its unique, teaching- led approach positions it as a vital study tool for instructors and students alike. Gürhan Aktaş is Associate Professor at the Department of Tourism Management, Faculty of Business, Dokuz Eylul University, Turkey. He holds a BA in Business Administration from Hacettepe University, Turkey, an MSc in Tourism Management from the University of Surrey, UK and a Ph.D. in Tourism Marketing from Bournemouth University, UK. He delivers both undergraduate and postgraduate courses in the fields of destination management, tourism geography and tourism marketing. He has authored academic publications on crisis management in tourist destinations, visitor attractions and events management. Metin Kozak holds a Ph.D. in Tourism from Sheffield Hallam University, UK. He has contributed a wide range of articles to top- tier journals and conference papers in more than 40 countries, and over 30 books released by international publishers. He has been involved in several national and international research projects, particularly with his partners based in Europe, Asia and the US. He received the EFQM Ph.D. Thesis Award and a number of conference paper awards. He acts as the co-e ditor of Anatolia and is a member of the editorial/ review board for many international journals. His research interests entail marketing and consumer behaviour in an interdisciplinary context. He is currently affiliated with the Faculty of Communication at Kadir Has University, Istanbul, Turkey. ROUTLEDGE INTERNATIONAL CASE STUDIES IN TOURISM Edited by Gürhan Aktaş, Dokuz Eylul University, Turkey and Metin Kozak, Kadir Has University, Turkey International Case Studies in Tourism Marketing Edited by Gürhan Aktaş and Metin Kozak For more information about this series, please visit: www.routledge.com/ Routledge- International- Case- Studies- in- Tourism/ book- series/ ICS INTERNATIONAL CASE STUDIES IN TOURISM MARKETING Edited by Gürhan Aktaş and Metin Kozak Cover image: © Getty Images First published 2022 by Routledge 4 Park Square, Milton Park, Abingdon, Oxon OX14 4RN and by Routledge 605 Third Avenue, New York, NY 10158 Routledge is an imprint of the Taylor & Francis Group, an informa business © 2022 selection and editorial matter, Gürhan Aktaş and Metin Kozak; individual chapters, the contributors The right of Gürhan Aktaş and Metin Kozak to be identified as the authors of the editorial material, and of the authors for their individual chapters, has been asserted in accordance with sections 77 and 78 of the Copyright, Designs and Patents Act 1988. All rights reserved. No part of this book may be reprinted or reproduced or utilised in any form or by any electronic, mechanical, or other means, now known or hereafter invented, including photocopying and recording, or in any information storage or retrieval system, without permission in writing from the publishers. Trademark notice: Product or corporate names may be trademarks or registered trademarks, and are used only for identification and explanation without intent to infringe. British Library Cataloguing- in- Publication Data A catalogue record for this book is available from the British Library Library of Congress Cataloging- in- Publication Data A catalog record has been requested for this book ISBN: 978- 1- 032- 02315- 1 (hbk) ISBN: 978- 1- 032- 02313- 7 (pbk) ISBN: 978- 1- 003- 18285- 6 (ebk) DOI: 10.4324/ 9781003182856 Typeset in Bembo by Newgen Publishing UK CONTENTS List of figures ix List of tables xi About the contributors xii Preface xxi Case 1 The Joy Labs: PANCOE as a new instrument to enhance tourism education 1 Alejandra Zuccoli, Hugues Séraphin and Maximiliano E. Korstanje Case 2 Marketing wellness in paradise: What’s hard about that? 6 Su Gibson and Drew Martin Case 3 Mentor- mentee incentive event planning 13 Özen Kırant Yozcu and Maria D. Alvarez Case 4 Marketing your destination from a thousand miles away: The power of social media 20 Elaine Yulan Zhang and Carol Yi Cui Case 5 Using online reviews to measure customer experience assessment 31 Andrés Artal- Tur, Juan Pedro Mellinas and Noelia Sánchez- Casado vi Contents Case 6 Analysing information about hotels on online review sites under special conditions 41 Juan Pedro Mellinas, Andrés Artal- Tur and Noelia Sánchez- Casado Case 7 Effective airline market segmentation: The case of Singapore Airlines Group 48 Evi Chatzopoulou, Ioulia Poulaki and Andreas Papatheodorou Case 8 A unique trail: Is the product ready- made? 61 Małgorzata Zdon- Korzeniowska and Monika Borowiec- Gabryś Case 9 Keeping up with image marketing during a pandemic 76 Monika Barnwal and Vijay Kumar Case 10 Communicating healthy forest air as medicine 84 Maurizio Droli and Yasuo Ohe Case 11 Virtual and augmented reality in tourism: Dare to research? 97 Patricia Isabel Santateresa- Bernat Case 12 Convent Carmen: Rethinking the boundaries between tourism and the city 107 Juan Sánchez- Villar, Enrique Bigné and Luisa Andreu Case 13 Hotels and online travel agencies: A partnership made in heaven? 119 Peter O’Connor Case 14 Tasting wine or exploring the wine mystique 134 Aise Kim Case 15 Designing gastronomic identity- based food tours 143 Aise Kim Case 16 Global hotel revenue management challenges: A nightmare for revenue managers 152 Tevfik Demirçiftci Contents vii Case 17 A yacht charter holiday 159 Serim Paker Case 18 Bombarding the Tourism Minister with questions 167 Gürhan Aktaş and Rut Gomez Sobrino Case 19 Doomsday in Şirince 175 Gürhan Aktaş and Burçin Kırlar- Can Case 20 New media marketing channels to market Mengjinglai scenic area 184 Lanlan Huang Case 21 Tourist guides preparing tourists for shopping on guided tours 192 Vedat Acar and Abdullah Tanrısevdi Case 22 Tango or acrobatics: How to capture info groups’ memory 198 H. Kader Şanlıöz-Ö zgen Case 23 I want a brand new car 203 H. Kader Şanlıöz-Ö zgen Case 24 Dinner on the pier: A reason to return 208 H. Kader Şanlıöz-Ö zgen Case 25 Digital communications in tourism marketing strategies 213 Rut Gomez Sobrino Case 26 Marketing mix analysis for Dote Restaurants in Portugal 218 Vahid Ghasemi, Marcelo G. Oliveira and Salar Kuhzady Case 27 Who really makes the holiday decision: Is it the buyer or the seller? 230 Demet Ceylan and Erhan Bilgici Index 239 FIGURES 2.1 Customer Service Benchmarks for Hotels by Year 10 4.1 Zhangye National Geopark in China 23 4.2 Long Tail Model 28 4.3 Attributes and Preferences Matching 29 4.4 Strategy Formulation and Implementation Plan 30 6.1 Review on TripAdvisor 45 7.1 Singapore Airlines Persona 55 7.2 Singapore Airlines Persona 55 7.3 Scoot Customer Persona 58 7.4 Scoot Customer Persona 59 8.1 Wooden Architecture Route – St Bartholomew’s Parish Church in Kraków- Mogiła 64 8.2 Wooden Architecture Route – one of the buildings in the Orawa Ethnographic Park in Zubrzyca Górna 64 8.3 Wooden Architecture Route – The Lanckorona Urban Layout and Buildings 65 8.4 Wooden Architecture Route – The Wooden Gothic Church of All Saints in Blizne (UNESCO World Heritage List) 65 8.5 Official Logo of the Wooden Architecture Route 68 8.6 An Information Board of the WA Route 70 8.7 A Sign/ Board Connecting Parts/ Sections of the WA Route 71 8.8 Road Information Signs on the WA Route 71 12.1 Convent Carmen’s Anchor Points 110 12.2 Distinctive Features of the Contextual Hotel 112 12.3 Scope of Convent Carmen’s Activity 113 12.4 Convent Carmen’s Gastronomic Market 113 12.5 Celebration of a Musical Event at Convent Carmen 114