Case Based Research in Tourism, Travel, Hospitality and Events

Description

This book consolidates international, contemporary and topical case study based research in tourism, travel, hospitality and events. Case studies can make learning more attractive and interesting as well as enable students to understand the theory better and develop their analytical and problem-solving skills. Using industry as an open living lab, case study based research infuses scholars into real-world industry challenges and inspires them to theorise and advance our knowledge frontiers. The book includes international case studies that can help tourism scholars build and advance (new) theories and enrich their educational practices. Case studies are accompanied with a teaching note guiding scholars to integrate case studies into instruction. Dr Kirsten Holmes, Chair, Council for Australasian Tourism and Hospitality Education (CAUTHE)  There is a vital need for contemporary and well-structured case studies for use in tourism teaching. By including case studies from Australasia and key destination regions in Asia, Europe, and the Caribbean, the book is helpful for tertiary teachers globally.  Professor Xander Lub, President, EuroCHRIE  The book inspires educators and students. The cases provide context to students’ learning and demonstrate the richness and variation of the industry. The book also clearly demonstrates how research can inform our teaching.  Professor Brian King, Chair, THE-ICE Assessment Panel    The book includes cases under five themes: experiences, operations, technologies, strategy and marketing, and destinations. The book provides subject lecturers with a structure to guide students of applying theory into practice.  Dr Paul Whitelaw, Academic Director, Southern Cross University This book marks a significant contribution to hospitality, tourism and events pedagogy at undergraduate and postgraduate level.  At a time when the industry is demanding that our graduates have a strong grasp of “real world issues”, the case study approach provides an accessible, meaningful and relatable means by which students can engage in real world issues. Foreword Contents List of Figures List of Tables Part I: Introduction Chapter 1: Case Study: An Underestimated Research and Pedagogical Method Introduction: Scope and Aims of the Book Case Study as a Research Method Case Study as a Pedagogical Method Book Content and Structure: How to Use the Case Studies Acknowledgments and Thanks References Part II: Experiences Chapter 2: Designing Servicescape and Experience with Art: Learnings from The d’Arenberg Cube, Australia Introduction Background: The d’Arenberg Cube Is Not Just a “Building” Servicescape Design: Theory and Practice at the d’Arenberg Cube External Design and Surrounding Areas Interior Design: Ambience, Functionality and Décor of the Interior Space Special Ambient Conditions Scents The Musicscape Visuals: Cartoons and Lighting Embedding Art into Servicescape Design for Designing Experiences Art to Be Consumed Art to Be Commoditised Art to Be Co-created Art as a Catalyst of Transformative Value Managing Servicescapes: Challenges for the d’Arenberg Cube Construction Limitations and Regulations Visitor Flow Management Managing Customer Expectations and Mixology Addressing the Next New Normal Servicescape Design and Human Behaviour Conclusions: Summarising the Business Dilemmas A. Teaching Note Case Summary Teaching and Learning Objectives Target Audience Teaching Approach and Strategy Suggested Questions and Indicative Answers References Additional Reading Chapter 3: A Day in the Life of Guest Experience Stagers: The Saffire Freycinet Experience Introduction The Saffire Freycinet Experience: Instructions and Case Study Before Arriving: Getting Guests Excited Welcome to Saffire Freycinet The Private Pavilion Over a Whisky Goodbye Until Next Time Discussion and Questions Conclusion Teaching Note Case Summary Teaching and Learning Objectives Target Audience Teaching Approach and Strategy Individual/Group Work: In Class Discussion Group Work: Personalisation Role Play Group Work: Servicescape Mood-Board Group Work: Service Blueprinting Infographic Assessment Analysis of Teaching Objectives The Hotel Experience Guest Journey and Service Blueprinting Hotel Experience Quality Staging, Co-creating and Managing Hotel Experiences Additional Readings Chapter 4: Extraordinary (Memorable) Experiences in Events: The Case of Skylighter Fireworx, Australia Introduction Background The Showmanship The Skylighter Experience Behind the Scenes Hiring the Right People Taking Care of the Team The Rock Star Syndrome Focusing on Sustainability Challenges Conclusion Teaching Note Case Summary Teaching and Learning Objectives Target Audience Teaching Approach and Strategy Individual or Group Assessments (Formative & Summative) In-Class Activities Example Responses References Suggested Readings Chapter 5: Boom Then Bust at the George Hotel Introduction Literature Review Ethnocentric, Polycentric, and Geocentric Human Resource Management Strategies Cross Cultural Communication Virtual Teams and Communication Discussion a Good Beginning The Declining Years Where to from Here? Phone a Friend? The Best Laid Plans of Mice and Men Conclusion Appendix 5.1 LHG Organisation Chart Teaching Note Case Summary Teaching and Learning Objectives Target Audience Methodology Teaching Activities Teaching Activity #1 Teaching Resources Teaching Activity #2 Teaching Resources Teaching Activity #3 Teaching Activity #3 Teaching Resources References Chapter 6: High-End Restaurants During COVID-19: The Beginning of a New Fine-Dining Era? Introduction Background COVID-19 – A Key Milestone for the Global Restaurant Sector Business Model Canvas High-End Restaurants During COVID-19 Strengthened Collaboration with the Local Supply Chain Distribution Mode Solution-Oriented Adaptation of the Offering Increased Focus on Health and Safety Virtualisation of Dining and Cooking Experience Looking to the Future Your Challenge A. Teaching Note Case Summary Teaching and Learning Objectives Target Audience Teaching Approach and Strategy Example Responses Appendix 6.1 Suggested Business Model Canvas Template References Further Reading Part III: Operations Chapter 7: The Power of Words: A Case Study of Service Language in an Australian Five-Star Hotel Introduction Design and Method The Context/Scenario Front Desk Concierge and Porters The Restaurant Discussion Research Activities Essay/Presentation Project/Communication Training Strategy Conclusion A. Teaching Note Case Summary Teaching and Learning Objectives Target Audience Teaching Approach and Strategy Theoretical Framework Interpreting the Service language Model Indicative Responses to Research Activities Essay/Presentation Project/Communication Training Strategy Conclusion References Recommended Reading Chapter 8: Hidden Factors: Operations Management Implications for the Hayman Island Resort Introduction Design/Method The Whitsunday Region The Whitsundays Accommodation Market Overview and Findings InterContinental Hayman Island Resort Discussion and Activities Research Activities Essay/Presentation Project/Development of Operations management Plan Conclusion Teaching Note Case Summary Teaching and Learning Objectives Target Audience Teaching Approach References Recommended Readings Chapter 9: Hotel Revenue Management Strategy – Impacts and Consequences of Changes in Management Introduction Scenario The Landorn Hotel Wollongong The Landorn International Brand Literature Review Discussion Alec’s Worries Increase When Profits Decrease Do We Already Have a Solution in Place Somewhere? Business Problem and Questions Conclusion Teaching Note Case Summary Target Audience Teaching and Learning Objectives Teaching Approach and Strategy Theoretical Perspectives for Guiding Students’ Discussion Individual or Group Work: In Class Discussion Assessment: Business Report or Group Presentation References Additional Reading Material To Know More About Each Market To Know More About Automated Revenue Management Systems Additional Reading Chapter 10: The Expansion of MexHospitality: Exploring the Ethical Implications of Hospitality Outsourcing Introduction Background MexHospitality Difficult Times Call for Difficult Decisions Outsourcing in Mexico A Difficult Vote Discussion Teaching Note Case Summary Target Audience Teaching Approach and Strategy Teaching Plan Pedagogical Strategies Trigger Questions Analysis References Suggested Readings and Resources Chapter 11: Exploring the Relationship Between Hotel Classification System and Service Quality: A Case Study of the Indian Hotel Industry Introduction Hotel Service Quality What Is the Hotel Classification System? Benefits of the Classification Process Hotel Classification Process in India Historical Background of the Hotel Rating System Types of Hotel Rating Systems Official Hotel Rating System Unofficial Hotel Rating System The Scenario of Classified Hotels in India Methodology The Instrument Used Sampling Source of the Data Data Collection Data Analysis Comparison of Perceptions About the Hotel Classification System Between Unclassified and Classified Hotel Managers Conclusion A. Teaching Note Case Summary Teaching and Learning Objectives Target Audience Teaching Approach and Strategy Analysis of Data Example Responses Suggested Group Activity References Suggested Readings Part IV: Technologies Chapter 12: How to Design a Smart Tourism Destination: The Case of Granada Introduction Background: e-GRANADA, a Smart Tourism Destination Program Theoretical Background: Smart Cities and Smart Tourism Destinations (STDs) Smart Cities Smart Tourism Destinations (STDs) STDs in Practice: The White Paper on Smart Tourist Destinations in Spain Technological Solutions for STDs Examples of STDs in Spain Barcelona Malaga Santander Benidorm The Perception of Academics and Experts of the Benefits of Using Technology in Tourism Destination Business Problems and Questions Conclusions Teaching Note Case Summary Teaching and Learning Objectives Target Audience Teaching Approach References Additional Reading Smart Cities and Smart Tourism Destinations: Definitions and Applications The Role of Technology in Smart Tourism Destinations Tourist Behavior in Smart Environments Chapter 13: Marketing Suburban Tourism Destinations on Social Media: The Case of the City of Joondalup, Western Australia Introduction Suburban Tourism Digital Tourists Social Exchange Theory Background and Findings Tourism in WA Tourism in the City of Joondalup, WA City of Joondalup’s Connectivity to Perth and Greater WA Existing Attractions City of Joondalup’s Digital Presence Discussion Conclusion Additional Material Teaching Note Case Summary Teaching and Learning Objectives Target Audience Teaching Approach and Strategy Suburban Tourism Digital Marketing Social Exchange Theory References Suggested Readings Chapter 14: Mandatory System Usage Behaviour: A Case Study in Australian Resorts Introduction Literature Review Categories of Mandatory System Usage Behaviour Research Methods Case Study Background Findings Participants Mandatory User Responses Deviant Responses Compliant Usage Reluctant Usage Engaged Usage Discussion Mandatory System Usage Underlying Reasons Recommendations and Action Plan Further Research Directions Conclusion Appendix 14.1 Additional Material Teaching Note Case Summary Teaching and Learning Objectives Target Audience Teaching Approach and Strategy References Suggested Readings Chapter 15: EHS Hotels: Neuroimaging or Self-Reports When Evaluating Tourism Advertising and Websites? Introduction Market Consultancies and the Business Dilemma of EHS’ Marketing Department Theoretical Background: Questionnaires and Consumer Neuroscience in Market Research Two Marketing Consultancies: Idith and Neuronsy The Idith Quote The Neuronsy Quote Business Problems and Questions SCENARIO 1: Resort Exclusively to Self-Report Methods SCENARIO 2: Resort Exclusively to Consumer Neuroscience Methods SCENARIO 3: A Combination of Self-Report and Consumer Neuroscience Methods Conclusions Teaching Note Case Summary Teaching and Learning Objectives Target Audience Teaching Approach Guidelines for Boosting Student Discussion Additional Reading Consumer Neuroscience vs. Self-reports: Definitions, Advantages and Drawbacks Application of Consumer Neuroscience to Marketing Domains Consumer Neuroscience in the News References Part V: Strategy and Marketing Chapter 16: KASA Turkey: Solving a Strategy and Sales Issue While Keeping Core Values: An Intrepid Travel CASE STUDY Introduction Background of the Situation Company Background: Intrepid Travel Discussion and Current Situation: Intrepid’s Business Dilemma Conclusion Appendices Appendix 16.1: Sales Figures Appendix 16.2: Statistics: Visitor Numbers to Turkey Appendix 16.3: Nepal Campaign Successes Appendix 16.4: Additional Reading: Select Media Examples Included the Following Teaching Note Case Summary Teaching and Learning Objectives Target Audience Teaching Approach Suggested Questions for Student Discussions Example Responses Timeline Marketing Additional Readings Internet Sources Chapter 17: Strike While the Iron Is Hot: A Case of Market Opportunity for the Sydney Conference and Training Centre Introduction Design/Method The Context Location Site Facilities Access Visibility Views (Fig. 17.3) Transport Options Air Road Rail Bus Surrounding Land Uses Residential Business Parks Medical and Associated Government Offices The Northern Beaches Tourism Outlook Northern Beaches Council Ingleside Precinct Future Developments for Ingleside Competitors Services and Attractions in the Area National Parks Northern Beaches Baha’i House of Worship Horse Riding Bushwalking Tracks Golf Clubs Street Markets Events and Festivals Discussion and Activities Research Activities Conclusion Teaching Note Case Summary Teaching and Learning Objectives Target Audience Teaching Approach and Strategy Example Responses Presentation Further Research References Chapter 18: When the Whole Is Greater than the Sum of Its Parts: Hotel Marketing Consortia as a Winning Strategy Introduction The Business Model of Hotel Marketing Consortia (HMC) The Nature of HMC Marketing Services and Other Benefits Provided by HMC HMC CEO Insights on Challenges and Success Factors of Strategic Collaborative Partnerships Motivations for Collaboration Level of Partner Commitment Strategic Flexibility Organisational Learning Balancing Payoffs Conclusions Appendix Hotel Marketing Consortia International Hotel Marketing Consortia ARTEH – Hotels and Resorts History Members Branding Leading Hotels of the World History Members Branding Relaís and Châteaux History Members Branding Preferred Hotels History Members Branding Design Hotels History Members Branding Great Hotels of the World (GHOW) History Members Branding Small Luxury Hotels (SLH) History Members Branding Teaching Note Introduction to the Teaching Notes Teaching Objectives Learning Outcomes Target Audience Teaching Approach and Strategy Scenario and Questions Example Responses Suggested Readings References Chapter 19: The Case of the Hogtown Hotel: Asset Management in Hospitality Introduction Findings The RevPAR Performance Conundrum Cost Containment Issues INCOME STATEMENT – Summary Discussion Conclusion Teaching Note Case Summary Teaching Objectives Target Audience Teaching Approach and Strategy Market Performance Summary Income Statement Chapter 20: Learning from Strategic Failures: What Really Happened to AtlasGlobal Airlines? Introduction The 19 Years of Business (2001–2020) From AtlasJet to AtlasGlobal in Five Phases Corporate and Business Level Strategies Corporate Level Strategy Business Level Strategy Discussion Conclusion A. Teaching Note Case Summary Teaching and Learning Objectives Target Audience Teaching Approach and Strategy Analysis Sample Answers Strategy Failures References Useful Websites Chapter 21: The Role of Strategic Stakeholder Groups in the Air Transport and Tourism Industries Introduction Aircraft Manufacturers: Commercial Airline Suppliers Commercial Airlines: Seat Inventory Producers Retail Travel Agents The Internet: GDS or NDC Amadeus Global Travel Distribution Systems Sabre Global Travel Distribution Systems Galileo and Travelport Global Travel Distribution Systems New Distribution Capability Industry Regulators: IATA and ICAO Airport Operators Discussion and Questions Conclusion Teaching Note Case Summary Teaching and Learning Objectives Target Audience Teaching Approach and Strategy References and Suggested Readings Part VI: Destinations Chapter 22: Sustainable Tourism and Public Opinion: Examining the Language Surrounding the Closure of Uluru to Climbers Introduction Background The Role of Tourism in Australia The Significance of Uluru The Uluru Climb The Closure of the Climb Methodology Findings Closure of Uluru to Climbing: A Conflict of Perspectives Framing the Closure The Aftermath Discussion Behaviour Change in a ‘Bucket List’ Tourism Environment Conclusion Additional Material Teaching Note Case Summary Teaching and Learning Objectives Target Audience Teaching Approach and Strategy Example Responses Suggested Group Activity References Suggested Readings Social Media and Tourism First Nation’s People and Tourism Chapter 23: Decision-Making in Times of Crisis: Bringing Back Binna Burra Postbushfire Introduction Background Methodology Phases for Disaster Management: Prevention, Preparedness, Response and Recovery Findings Prevention Preparedness Response (to the Event) Recovery (from the Event) Future Vision for Binna Burra Lodge – “Reset. Reimagine. Recreate” Discussion Discussion Questions and Activities Learning Activity 1: Analysing the Stages of Disaster Management Learning Activity 2: Stakeholder Management During the Recovery Phase of a Disaster Conclusion Teaching Note Case Summary Teaching and Learning Objectives Target Audience Teaching Approach and Strategy Learning Activity 1: Analysing the Stages of Disaster Management Learning Activity 2: Stakeholder Management During the Recovery Phase of a Disaster Analysis – Sample Answers Learning Activity 1: Analysing the Stages of Disaster Management Learning Activity 2: Stakeholder Management During Crises/Disasters Additional Discussion Questions References Additional References Chapter 24: Seasonality, Small-Scale Sustainable Events, and Local Professionals’ Perceptions: The Case of AlmiraMAN Triathlon Event Introduction Background: The Issue in Paralia Katerinis Theoretical Background The Seasonality Phenomenon Sustainability Dimensions The Role of Destination Management Local Professionals’ Challenges Examining the Case of AlmiraMAN Triathlon Sporting Events Challenges Faced by DMO Managers Research Development Results A. Seasonality B. Sustainability C. Events and Seasonality Issues to Be Addressed by DMO Managers Conclusion Teaching Note Case Summary Teaching and Learning Objectives Teaching Approach and Strategy Sample Answers Seasonality Mitigation Event Strategy Plan Sustainability and Other Challenges References Suggested Readings Seasonality Mitigation Event Strategy Plan Sustainability and Other Challenges Chapter 25: ‘Little Australia’: Unpacking Cosmopolitanism in Niseko, Japan Introduction Rural Tourism in Japan Introduction to the Research Site of Niseko, Japan The Situation Micro-Story 1: Kita-San Micro-Story 2: Shimizu-San Micro-Story 3: Brad Conclusion Teaching Note Case Summary Teaching and Learning Objectives Target Audience Teaching Approach and Strategy Case Study Questions Sample Answers References Suggested Readings Chapter 26: Repositioning Gold Coast: A Place Branding Perspective Introduction Place Branding: Identity and Image Gold Coast Identity Socio-Economic Assets Structural Assets Environmental Assets Gold Coast Image Discussion Conclusion Appendix 26.1 Additional Readings Teaching Note Repositioning Gold Coast: A Place Branding Perspective Case Summary Teaching and Learning Objectives Target Audience Teaching Approach and Strategy Analysis – Sample Answers References Index