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.
About the Author: 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-editor 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.
