Preface -- Case 1 The Joy Labs: PANCOE as a New Instrument to Enhance Tourism Education -- Duration -- Learning Objectives -- Target Audience -- Teaching Methods, Sampling and Equipment -- Case -- Step 1 -- Step 2 -- Step 3 -- Results and Discussion -- Further Reading -- Case 2 Marketing Wellness in Paradise: What's Hard About That? -- Duration -- Learning Objectives -- Target Audience -- Teaching Methods and Equipment -- Teaching Instructions -- Case -- Questions From Hilton Head Health -- References -- Case 3 Mentor-Mentee Incentive Event Planning -- Duration -- Learning Objectives -- Target Audience -- Teaching Methods and Equipment -- Teaching Instructions -- Step 1 -- Step 2 -- Step 3 -- Step 4 -- Case -- References and Further Reading -- Case 4 Marketing Your Destination From a Thousand Miles Away: The Power of Social Media -- Duration -- Learning Objectives -- Target Audience -- Teaching Methods and Equipment -- Teaching Instructions -- Terminology -- Organising Teaching -- Step 1 -- Step 2 -- Step 3 -- Case -- Social Media Strategies -- How to Use Social Media to Help Attractions Attract Tourists -- Rule 1: Value 'Social' More Than 'Media' -- Rule 2: Select Your Strategy Smartly -- Basic Steps to Formulate Social Media Strategies for DMO -- Step1: Set Up an Objective By Knowing CPM and CPC -- Step 2: Formulate a Content Plate of Your Destination -- Step 3: Motivate Your Fans On Social Media -- Present Your DMO Strategy to the Class -- References -- Case 5 Using Online Reviews to Measure Customer Experience Assessment -- Duration -- Learning Objectives -- Target Audience -- Teaching Methods and Equipment -- Teaching Instructions -- Step 1 (Session 1) -- Step 2 (Session 2) -- Step 3 (Session 3a).

Step 4 (Session 3b) -- Case -- Step 1: Theoretical Framework -- Step 2: Downloading Data From the Online Platform and Preparing the Dataset -- Steps 3 and 4: Running the Statistical Test On the Data and Reaching the Main Conclusions From the Analysis -- ANOVA Analysis: In Search of a 'Park Effect' in the INFO-COMP-REVIEW Variables -- Conclusion -- Note -- References -- Case 6 Analysing Information About Hotels On Online Review Sites Under Special Conditions -- Duration -- Learning Objectives -- Target Audience -- Teaching Methods and Equipment -- Teaching Instructions -- Step 1 -- Step 2 -- Step 3 -- Step 4 -- Case -- Theoretical Framework -- Data Analysis -- Open Questions for Students at the End of the Session -- References -- Case 7 Effective Airline Market Segmentation: The Case of Singapore Airlines Group -- Duration -- Learning Objectives -- Target Audience -- Teaching Methods and Equipment -- Teaching Instructions -- Case -- Introduction -- Singapore Airlines -- Scoot -- Conclusion -- Questions and Self-Assessment -- References -- Case 8 A Unique Trail: Is the Product Ready-Made? -- Duration -- Learning Objectives -- Target Audience -- Teaching Methods and Equipment -- Teaching Instructions -- Case -- The Process of Shaping a Tourist Product -- Analysing the Activities to Date in Connection With Shaping the Tourist Product -- Questions for Discussion -- Part I: The Process of Creating a Tourist Product -- Part II: Potential and Used Marketing Tools -- Part III: A Critical Assessment of the Website -- Part IV: Characteristics and Examples of Regional Tourist Products -- Notes -- References -- Case 9 Keeping Up With Image Marketing During a Pandemic -- Duration -- Learning Objectives -- Target Audience -- Teaching Methods and Equipment -- Teaching Instructions -- Step 1: Initiation -- Step 2: Conflict/Power Battle -- Step 3: Collaboration.

Step 4: Execution/Performance -- Step 5: Conclusion -- Case -- First Part for the Airline Team -- First Part for the Influencer Team -- Second Part for the Airline Team -- Further Reading -- Case 10 Communicating Healthy Forest Air as Medicine -- Duration -- Learning Objectives -- Target Audience -- Teaching Instructions -- Field 1: Valuability of Forest-Based Experiences for Human Health Purposes -- Field 2: Product 'Rarity' -- Field 3: Product 'Inimitability' -- Field 4: Product 'low-Substitutability' -- Field 5: Marketing Organisation -- Teaching Methods and Equipment -- Case -- Field 1: 'Valuability' of Forest-Based Experiences for Human Health Purposes -- Field 2: Product 'Rarity' -- Field 3: Product 'Inimitability' -- Field 4: Product 'low-Substitutability' -- Field 5: Marketing Organisation -- Conclusion -- Acknowledgements -- References -- Case 11 Virtual and Augmented Reality in Tourism: Dare to Research? -- Duration -- Learning Objectives -- Target Audience -- Teaching Methods and Equipment -- Phase I -- Phase II -- Phase III -- Phase IV -- Phase V -- Teaching Instructions -- Phase I: Background and Objectives of the Research -- Phase II: Research Methodology -- Phase III: Fieldwork -- Phase IV: Data Preparation and Analysis -- Phase V: Preparation of the Report -- Context -- Case -- Introduction -- Phase I: Background and Objectives of the Research -- Phase II: Research Methodology -- Phase III: Fieldwork -- Phase IV: Data Preparation and Analysis -- Phase V: Preparation of the Report -- References -- Case 12 Convent Carmen: Rethinking the Boundaries Between Tourism and the City -- Duration -- Learning Objectives -- Target Audience -- Teaching Methods and Equipment -- Step 1 -- Step 2 -- Step 3 -- Step 4 -- Teaching Instructions -- Case -- Three Anchors for a Pioneering Project -- Contextual Hotel: A Design Beyond the Existing Paradigm.

Create Community to Seduce the Traveller -- Responsible Tourism: Transcending the Economic Function -- Note -- References -- Case 13 Hotels and Online Travel Agencies: A Partnership Made in Heaven? -- Duration -- Learning Objectives -- Target Audience -- Teaching Methods and Equipment -- Teaching Instructions -- Introduction -- Q1 Critically Evaluate the Hotel's Current Distribution Strategy -- Q2 Should Hotels Work With Online Travel Agents? What Are the Advantages and Disadvantages of Doing So? -- Advantages -- Disadvantages -- Q3: Are the Two Ideas Identified By the Management to Decrease the Hotel's Dependence On Online Travel Agents Likely to Be Successful? Critically Evaluate the Two Options and Explain Their Implications for the Hotel's Operations and Profitability. -- Q4 (Optional) What Other Suggestions Do You Have to Improve Performance? -- Summary -- Case -- Further Reading -- Case 14 Tasting Wine Or Exploring the Wine Mystique -- Duration -- Learning Objectives -- Target Audience -- Teaching Methods and Equipment -- Teaching Instructions -- Step 1 -- Step 2 -- Step 3 -- The Market-Experience-Product Matching -- Step 4 -- Case -- Part 1: Three Main Types of Wine Tourist Segments -- Part 2: Wine Tourism Experience -- Tasting Experience -- Cultural Experience: Wine Mystique and Terroir -- Part 3: A Description of a Winery Case Study -- References -- Case 15 Designing Gastronomic Identity-Based Food Tours -- Duration -- Learning Objectives -- Target Audience -- Teaching Methods and Equipment -- Teaching Instructions -- Step 1 -- Step 2 -- Step 3 -- Step 4: Creative Idea Competition -- Case -- Part 1: Gastronomic Identity and Food Tourism Experience -- Part 2: Adelaide Central Market Tour, Adelaide, South Australia -- References -- Case 16 Global Hotel Revenue Management Challenges: A Nightmare for Revenue Managers -- Duration.

Learning Objectives -- Target Audience -- Teaching Methods and Equipment -- Teaching Instructions -- Step 1 -- Step 2 -- Step 3 -- Step 4 -- Step 5 -- Case -- Background of Deniz Dorbek Kocak -- Total Hotel RM and Challenges -- Technological Challenges -- Organisational Challenges -- Financial Challenges -- Final Recommendation to Students -- Reference -- Case 17 A Yacht Charter Holiday -- Duration -- Learning Objectives -- Target Audience -- Teaching Methods and Equipment -- Teaching Instructions -- Case -- Introduction -- Step1: Who Is Coming? -- Step 2: Destination -- Step 3 Noonsite -- Step 4: The Yacht -- Step 5: Activities and Fixing the Date -- Step 5: Book Your Flight -- Step 6: Itinerary (Voyage Plan) -- Step 7: Day-By-Day Destination -- Step 8: Food and Beverage (Optional) -- Step 9: Budgeting -- Step 10: Conclusion -- Reference -- Case 18 Bombarding the Tourism Minister With Questions -- Duration -- Learning Objectives -- Target Audience -- Teaching Methods and Equipment -- Teaching Instructions -- Step 1 -- Step 2 -- Step 3 -- Step 4 -- Step 5 -- Case -- First Part for the Minister Team -- First Part for the Press Team -- Second Part for the Minister Team -- Further Reading -- Case 19 Doomsday in Şirince -- Duration -- Learning Objectives -- Target Audience -- Teaching Methods and Equipment -- Teaching Instructions -- Step 1 -- Step 2 -- Step 3 -- Case -- Part 1 -- Discussion -- Part 2 -- Discussion -- Part 3 -- Discussion -- References -- Case 20 New Media Marketing Channels to Market Mengjinglai Scenic Area -- Duration -- Learning Objectives -- Target Audience -- Teaching Methods and Equipment -- Teaching Instructions -- Step 1: A Succinct Introduction By Instructors -- Step 2: Information Sharing By Students Or Trainees -- Step 3: Discussion Topic One - What Is Your Opinion About Image Construction?.

Step 4: Discussion Topic Two - What Are Your Suggestions and Advice On Applying Different New Media Marketing Channels to Attract More Tourists?.