tourism marketing case study pdf

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What Is a Case Study?

When you’re performing research as part of your job or for a school assignment, you’ll probably come across case studies that help you to learn more about the topic at hand. But what is a case study and why are they helpful? Read on to learn all about case studies.

Deep Dive into a Topic

At face value, a case study is a deep dive into a topic. Case studies can be found in many fields, particularly across the social sciences and medicine. When you conduct a case study, you create a body of research based on an inquiry and related data from analysis of a group, individual or controlled research environment.

As a researcher, you can benefit from the analysis of case studies similar to inquiries you’re currently studying. Researchers often rely on case studies to answer questions that basic information and standard diagnostics cannot address.

Study a Pattern

One of the main objectives of a case study is to find a pattern that answers whatever the initial inquiry seeks to find. This might be a question about why college students are prone to certain eating habits or what mental health problems afflict house fire survivors. The researcher then collects data, either through observation or data research, and starts connecting the dots to find underlying behaviors or impacts of the sample group’s behavior.

Gather Evidence

During the study period, the researcher gathers evidence to back the observed patterns and future claims that’ll be derived from the data. Since case studies are usually presented in the professional environment, it’s not enough to simply have a theory and observational notes to back up a claim. Instead, the researcher must provide evidence to support the body of study and the resulting conclusions.

Present Findings

As the study progresses, the researcher develops a solid case to present to peers or a governing body. Case study presentation is important because it legitimizes the body of research and opens the findings to a broader analysis that may end up drawing a conclusion that’s more true to the data than what one or two researchers might establish. The presentation might be formal or casual, depending on the case study itself.

Draw Conclusions

Once the body of research is established, it’s time to draw conclusions from the case study. As with all social sciences studies, conclusions from one researcher shouldn’t necessarily be taken as gospel, but they’re helpful for advancing the body of knowledge in a given field. For that purpose, they’re an invaluable way of gathering new material and presenting ideas that others in the field can learn from and expand upon.

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Internet blogs as a tourism marketing medium: A case study

2006, Journal of Business Research

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Raluca Tudor

Although Facebook and Twitter traffic registers an important growth compared to blogs, the analysis of travel blogs remains extremely important for tourism marketers, as travelers use blogs for communicating their experiences, for offering objective evaluations and subjective opinions about the characteristics of visited destinations. They use social networks to increase the visibility of their blogs in the virtual space. Travel blogs represent a cheap and accessible information source about a travel destination, and bloggers participate in producing and broadcasting the tourist destination image in the virtual space. This study shows that blogs authored by those who aim at keeping in contact with their family and real life friends are suitable for analyzing a country's image. Nonetheless, Romanian authors who aim for a broad and amorphous, unknown target can be better included in the promotion strategy of the destination image in the virtual space. Qualitative and quantitative analysis of a Romanian and French authors' blogs sample shows that the type of communication used by travel blogs is decisive for the way in which they can be used in the communication strategy of Romania's image as a tourist destination. Data revealed by this study can be used for elaborating communication strategies of Romania as a tourist destination for both local and foreign travelers.

Social Media in Travel, Tourism and Hospitality

Serena Volo

Journal of Travel Research

Thomas Bilesimo

Journal of Vacation Marketing

Doris A. Carson

European Journal of Tourism Research

Martina Gallarza

The general objective of this study is to explore and identify the perception about Romania as a tourist destination based on travellers’ blogs; we therefore aim to explore and identify the main elements of the image of Romania as a tourist destination based on these blogs. Data were collected manually during May 2021 using the search keywords “travel blogs” and “Romania” on the Google search engine (201 entries). Further, both a word frequency analysis (quantitative), and a content analysis (qualitative) were conducted to ascertain which places are most frequently mentioned in tourists’ travel posts, and the words most often used to describe their experience. The results shown that both destination-specific and primary image attributes are essential to understand visitors’ perceptions through travel blogs. Managerial and practical implications also emerge for tourism managers to improve the destination image of Romania.

Encyclopedia of Information Science and Technology, Third Edition

Ulrike Gretzel

Andrew Taylor

A primary role of Destination Marketing Organizations (DMOs) is to facilitate industry access to market intelligence and to ensure that operators understand their markets (both existing and emerging). Web logs, or blogs, are a relatively new form of market intelligence arising from peer to peer communication over the internet. The extent to which the content of blogs may augment DMO activities is unknown but is likely to depend on operator predisposition to e-strategies in general. This study reports on a survey of Kitzbühel Tourism operator’s current online strategies andtheir level of awareness about blogs. The results show, while a core of businesses already monitor blogs in a strategic way, they may be struggling to meaningfully apply the fruits of these activities. A role for DMOs like Kitzbühel Tourism in moving operators forward in this area is identified. It is hoped that the practitioner’s articulation of this role will provide other DMOs with ideas for the strategic use of what is currently a relatively untapped source of market information.

Dr Elli Vazou , PERIKLIS POLITIS

In the summer of 2010 the Greek National Tourism Organisation (GNTO) launched its first newsletter to promote the country as an attractive tourism destination. In this paper we examine the ways in whichthis promotional genre fulfils its communicative purposes. We analyse the structure of the newsletter,its form and functional value. Besides, the GNTO newsletter constitutes a new Internet genre.Therefore, text length, hypertextual linking, and text/image correlation are also taken intoconsideration. Finally, since the texts are written both in English and Greek we examine the way theyare transferred from one language to another. Keywords: newsletter, promotional genre, cybergenre/internet genre, multimodality, interactivity

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Tourism marketing strategy, a case study for the City of Thessaloniki, including tourists and tourism professionals

• Eftstathios Velissariou University Οf Thessaly
• Theocharis G. Gkougkoulitsas University of EAP Patra

This study aims to explore the potential of city tourism development in Thessaloniki (Greece) by analyzing the destination and proposing a strategic marketing plan to promote the city as an all year round tourism destination.

This paper firstly examines some recent literature and discusses both the theoretical concept of destination experience and its measurement. Then, it describes the sample and measures employed in the empirical study. It is followed by the reporting of the empirical research results. Finally, it concludes by identifying certain implications.

Results lead to the proposition of a marketing plan for the development of city tourism in Thessaloniki, that highlights the need of reinforcing and promoting particular cultural routes, cruise, and gastronomy tourism and health tourism experiences at the destination.

How to Cite

• Endnote/Zotero/Mendeley (RIS)

e-Review of Tourism Research (eRTR) is an international electronic bulletin for tourism research ( ISSN:1941-5842 ). It comprises current tourism research articles, commentaries and reviews by industry professionals. The materials are provided for the personal noncommercial use of registered users of the eRTR, free to individuals and institutions. Copies of articles may be distributed for research or educational purpose, free of charge and without permission. However, commercial use of the eRTR or the articles contained herein is expressly prohibited without the written consent of the publisher.

In consideration for publication of your work, if published on behalf of the eRTR, the author agrees to transfer the work to the eRTR, Department of Recreation, Park and Tourism Sciences, Texas A&M University, USA, including full and exclusive rights to publication in all media now known or later developed, including but not limited to electronic databases.

The authors represents and warrants:

• That the manuscript submitted is his/her own work;
• That the work submitted to the eRTR has not been previously published.

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This chapter discusses the role of social media and citizen initiatives in tourism marketing to promote the city of Lund as a cultural-historical destination. 'Destination Lund Sweden' is a bottom-up response by residents to the politically controlled local tourism office's attempts to involve residents in top-down activities and their dismantling of the city's tourism brand. By actively using social media to promote the cultural history of Lund, tourists are encouraged to visit the city. The use of active storytelling across various social media channels and the availability of numerous downloadable, free of charge, materials for smart phones and tablets (i.e. maps, guides, films and useful links) available in several languages has been a success and is much appreciated by locals and tourists alike. The local municipal DMO opposes these efforts. The added value of this contribution is the observation that social media has transformed tourism marketing and that local residents themselves are the best ambassadors for a city.

Table of Contents

• Contributors
• Chapter 1: Introduction to the Handbook on Tourism and Social Media
• Chapter 2: Efficacy of social media in influencing consumer adoption intention for tourism decisions
• Chapter 3: Electronic information search and destination satisfaction: a comparison of website and social media pre-trip planning
• Chapter 4: Social media adoption among DMOs: a systematic review of academic research
• Chapter 5: Understanding online heritage destination image through user-generated content
• Chapter 6: Online tourism communication in destination image formation
• Chapter 7: Impact of social media-based user-generated content on online reputation of tourist destinations
• Chapter 8: DMOs and social media: challenges and strategies to manage them
• Chapter 9: Online destination image and user-generated content
• Chapter 10: Social media and tourists behaviors: post-COVID-19
• Chapter 11: Smart tourism destinations and social media analysis
• Chapter 12: The impact of social media and information technology on service quality and guest satisfaction in the hospitality industry
• Chapter 13: Leveraging social media to enhance customer value in tourism and hospitality
• Chapter 14: Social media relationship marketing for tourism: key antecedents and outcomes
• Chapter 15: The transformative role of social media in the business-to-business tourism distribution channel
• Chapter 16: How social media transformed tourism marketing: a case study of Lund, Sweden
• Chapter 17: Online hospitality and the collaborative paradigm of communication: a conceptual understanding of collaborative platform peer-to-peer interaction experiences
• Chapter 18: Opinion mining or sentiment analysis of online reviews in tourism
• Chapter 19: Digital communication tools and tourism engagement: instant CRM strategies through instant messaging apps
• Chapter 20: Digitization of word-of-mouth
• Chapter 21: Digital content marketing practices and implementation in the tourism industry
• Chapter 22: The influence of e-WOM via social media platforms on e-Reputation and the selection of tourist destinations
• Chapter 23: Do you believe? Online reviews and dark tourism: a sentiment analysis approach
• Chapter 24: Exploring how travel blogs influence Chinese tourists to visit Japan: a netnographic study of Chinese tourists travel blogs
• Chapter 25: Exploring antecedents of electronic word-of-mouth in tourism: a case of Tripadvisor
• Chapter 26: Impacts of social media on travelers decision-making process
• Chapter 27: Impact of social media on millennials destination choice behavior: a study of Delhi NCR
• Chapter 28: Travel influencers and influencer marketing in tourism
• Chapter 29: Gastronomy on Twitter: drawing representations from a food event
• Chapter 30: Components of gastro-tourists experiences in culinary destinations: evidence from sharing economy platforms
• Chapter 31: The effects of social media on the food preferences of Generation Z within the scope of gastronomy tourism
• Chapter 32: Uncovering food experience from social media
• Chapter 33: Sharing photos of food traveler experiences: a case study of foodstagramming
• Chapter 34: The effect of social media on business performance: a case study of a Turkish travel agency
• Chapter 35: Social media and tourism development in Africa: an empirical investigation
• Chapter 36: Impact of social media on tourism, hospitality and events

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