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-life practices. Curated and developed by industry experts and practitioners, these case studies embody real-world 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, School of Business, Dokuz
Eylul University, Turkey. He holds a BA degree in Business Administration at Hacettepe University, Turkey,
MSc in Tourism Management at University of Surrey, UK and Ph.D. in Tourism Marketing at Bournemouth
University, UK. He delivers both undergraduate and postgraduate courses in the fields of destination
management, tourism geography and tourism marketing. He has academic publications on crisis management in
tourist destinations, visitor attractions and events management.

Metin Kozak holds a Ph.D. degree in Tourism from Sheffield Hallam University, UK. He has contributed a wide range of articles in top-tier journals, conference papers in more than
40 countries and over 30 books released by international publishers. He has 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 few conference
paper awards. He acts as the co-editor of Anatolia and members of editorial/review board for
many international journals. His research interests entail marketing and consumer behaviour
in an interdisciplinary context.