Includes index.

Case 1: The joy labs: PANCOE as a new instrument to enhance tourism education -- Case 2: Marketing wellness in paradise: What's hard about that ? Case 3: Mentor-mentee incentive event planning -- Case 4: Marketing your destination from a thousand miles away: The power of social media -- Case 5: Using online reviews to measure customer experience assessment -- Case 6: Analyzing information about hotels on online review sites under special conditions -- Case 7: Effective airline market segmentation : The case of Singapore Airline Group -- Case 8: A unique trail : Is the product ready-made ? Case 9: Keeping up with image marketing during a pandemic -- Case 10: Communicating healthy forest air as medicine -- Case 11: Virtual and augmented reality in tourism : Dare to research ? -- Case 12: Convert carmen : Rethinking the boundaries between tourism and the city -- Case 13: Hotels and online travel agencies: A partnership made in heaven -- Case 14: Tasting wine or exploring the wine mystique -- Case 15: Designing gastronomic identity-based food tours -- Case 16: Global hotel revenue management challenges: A nightmare for revenue managers -- Case 17: A yacht charter holiday --Case 18: Bombarding the tourism minister with questions -- Case 19: Doomsday in Sirince -- Case 20: New media marketing channels to market Mengjinglai scenic area -- Case 21: Tourist guides preparing tourists for shopping on guided tours -- Case 22: Tango or acrobatics : How to capture info groups' memory -- Case 23: I want a brand new car -- Case 24: Dinner on the pier : A reason to return -- Case 25: Digital communications in tourism marketing strategies -- Case 26: Marketing analysis for Dote Restaurants in Portugal -- Case 27: Who really makes the holiday decisions : Is is the buyer or the teller ?