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Case study: Old and New Towns of Edinburgh (United Kingdom)

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Baseline situation

Coral reefs around the world are threatened both by natural and anthropogenic factors, with tourism having an important role in the latter. Direct impacts in coral reefs are related with badly managed tourism activities, such as snorkeling, diving, and sailing. Indirect impacts of tourism related to waste, pollution, and unsustainable uses of natural resources are also critical.

Along the coastline of the Great Barrier Reef, tourism is a major industry with up to two million visitors contributing greatly to local, regional, and national development. However, unlike other coral reef destinations around the world, in this World Heritage site, appropriate tourism management strategies have changed tourism from a threat in the past to a strong conservation ally in the present .

What did they do?

In 1997, tourism operators started collecting coral observations during their visits to the Great Barrier Reef and reporting them for analysis by the Marine Park Managers and scientific researchers. This data provided them with regular and up-to-date data on reef health status and tendencies, the presence of protected and iconic species, and early alerts of environmental impacts. This initiative, currently named ‘Eye on the Reef – Tourism Weekly Monitoring Programme', was the origin of the ‘Eye on the Reef Programme’ , which now overarches this and three other sub-programmes, all aiming to monitor the health of the Great Barrier Reef through the participation of different key local stakeholders.

Strategic priorities

• To create synergies between tourism operations, conservation, research, and heritage management at the Great Barrier Reef.
• To increase knowledge and conservation awareness among the tourism businesses and promote their participation in the governance of the World Heritage site.
• To obtain regular, relevant long-term data about the ‘health’ of the Great Barrier Reef, which supports strategic, not reactive, management.

What worked?

• Establishing conditions for participation, including the commitment to survey the same reed site on a weekly basis at least 40 times per year, allowed site management authorities and researchers to collect relevant data, on a regular basis, and from specific reef locations.
• ‘Hiring’ tourism operators to carry out reef monitoring was a great idea – they are often the people who know the different reef sites best due to their regular, first hand tourist operations.
• Creating standard tools for collecting information (a survey form) and reporting information (single online data management and reporting system), made it possible to standardise the information coming from different sources.
• All participants receive a complete monitoring training, providing them with the capacities needed.
• While providing regular information to Marine Park Managers and scientists, tourism operators improve their knowledge and the quality of their tour management, reef interpretation, and tourism product design capacities.

What was tough?

One of the challenges of the ‘Eye on the Reef –Tourism Weekly Monitoring Programme’ was to make it easy for local tourism operators to participate , with monitoring training being a critical stage of the process.

How did get buy-in?

A three-step training programme was developed and adapted to the different schedules , backgrounds, and locations of tourism operators. This adaptability made it more feasible for them to participate. The first step was a two-hour online introduction to monitoring on the Great Barrier Reef. This was followed by two-hour workshops in different local areas four times a year, in which programme coordinators and guest researchers addressed important issues and present relevant topics regarding the Great Barrier Reef. The last part consisted of a full day of in-water training. Combining short online training sessions, nearby face-to-face training workshops, and the need to commit to just one day of full training, made the programme accessible for tourism operators .

What are the results?

The ‘Eye on the Reef — Tourism Weekly Monitoring Programme’, is one of the largest tourism-based coral reef monitoring collaborations on the planet . The Reef Health Incident Response System allows the Great Barrier Reef Marine Park Authority to predict and detect reef health incidents such as coral bleaching, and act accordingly. This is made possible thanks to the information from ‘The Eye on the Reef — Tourism Weekly Monitoring Programme’.

What lessons can others take from this?

The Eye on the Reef – Tourism Weekly Monitoring Programme is an example of tourism businesses acting as conservational champions of the Outstanding Universal Value at World Heritage sites. It shows that appropriate, adapted, and flexible training programmes, combined with the development of innovative, participative monitoring tools and reporting platforms, can lead to a successful inclusion of tourism operators into monitoring and conservation strategies in World Heritage sites. This illustrates a huge potential in those World Heritage sites such as the Great Barrier Reef, whose large extensions mean they can only be monitored by relevant authorities' or scientists’ resources. Finally, it showcases how commitment and long term-cooperation between the tourism sector, scientists, and World Heritage management authorities can benefit the overall management performance of a World Heritage site.

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Case Based Research in Tourism, Travel, Hospitality and Events

• © 2022
• Marianna Sigala 0 ,
• Anastasia Yeark 1 ,
• Rajka Presbury 2 ,
• Marcela Fang 3 ,
• Karen A. Smith 4

Department of Business Administration, University of Piraeus, Piraeus, Greece

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Strategy and Operations Discipline, Kaplan Business School, Brisbane, Australia

Blue mountains international hotel management school, torrens university, sydney, australia, faculty of higher education, william angliss institute, melbourne, australia, wellington school of business and government, victoria university of wellington, wellington, new zealand.

• Consolidate case studies from tourism, hospitality, events that combine theory and practice to untangle real world issue
• Enables students to develop academic mastery by better understanding and applying knowledge beyond the classroom
• Inspires scholars to use case study methods to research as well as implement a research informed teaching approach

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About this book

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. 

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.

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Table of contents (27 chapters)

Front matter, introduction, case study: an underestimated research and pedagogical method.

• Marianna Sigala, Anastasia Yeark, Rajka Presbury, Marcela Fang, Karen A. Smith

Experiences

Designing servicescape and experience with art: learnings from the d’arenberg cube , australia.

Marianna Sigala

A Day in the Life of Guest Experience Stagers: The Saffire Freycinet Experience

• Anita Manfreda, Justin King

Extraordinary (Memorable) Experiences in Events: The Case of Skylighter Fireworx, Australia

• Anastasia Yeark, John Powers

Boom Then Bust at the George Hotel

• Eileen Aitken-Fox

High-End Restaurants During COVID-19: The Beginning of a New Fine-Dining Era?

• Sandra Cherro Osorio, Ana Delevska, Peter Matheis

The Power of Words: A Case Study of Service Language in an Australian Five-Star Hotel

• Madalyn Scerri, Rajka Presbury

Hidden Factors: Operations Management Implications for the Hayman Island Resort

• Zdenka Gabrielova, Marcela Fang

Hotel Revenue Management Strategy – Impacts and Consequences of Changes in Management

• Antoine J. Bisson

The Expansion of MexHospitality: Exploring the Ethical Implications of Hospitality Outsourcing

• Blanca A. Camargo

Exploring the Relationship Between Hotel Classification System and Service Quality: A Case Study of the Indian Hotel Industry

Technologies, how to design a smart tourism destination: the case of granada.

• Luis-Alberto Casado-Aranda, Juan Sánchez-Fernández, Ana-Belén Bastidas-Manzano

Marketing Suburban Tourism Destinations on Social Media: The Case of the City of Joondalup, Western Australia

• Oscar Vorobjovas-Pinta, Violetta Wilk

Mandatory System Usage Behaviour: A Case Study in Australian Resorts

• Leo Y. L. Kwong, Susan Foster, Victoria Peel

EHS Hotels: Neuroimaging or Self-Reports When Evaluating Tourism Advertising and Websites?

Editors and affiliations.

Anastasia Yeark

Rajka Presbury

Marcela Fang

Karen A. Smith

About the editors

Prof Marianna Sigala   

Dr Rajka Presbury   

Dr Rajka Presbury coordinates the scholarship activities at Blue Mountains International Hotel Management School (BMIHMS) at Torrens University. Before joining academia, Dr Presbury gained extensive professional experience in the hotel sector and had held several management positions in Banqueting Services, Restaurant, and Event Sales and Conventions. Rajka is an auditor for the International Centre for Excellence in Tourism and Hospitality Education (THE ICE): www.the-ice.org.   

Dr Marcela Fang   

Dr Marcela Fang is a management lecturer in the Faculty of Higher Education at William Angliss Institute, where she teaches strategic management, leadership and innovation. Her experience includes lecturing, design and development of curriculum for higher education and industry settings. Marcela’s research focuses on leadership, leadership development, evaluation of higher education and training programs, strategy and innovation.  

Prof Karen A. Smith

Prof Karen A. Smith is an Associate Dean in the Wellington School of Business and Government, Victoria University of Wellington, where she is also a Professor of Tourism Management and teaches tourism and event management. She has co-edited four books and journal articles on a range of tourism and volunteer management areas. She makes extensive use of case studies in teaching and curriculum design. 

Bibliographic Information

Book Title : Case Based Research in Tourism, Travel, Hospitality and Events

Editors : Marianna Sigala, Anastasia Yeark, Rajka Presbury, Marcela Fang, Karen A. Smith

DOI : https://doi.org/10.1007/978-981-16-4671-3

Publisher : Springer Singapore

eBook Packages : Business and Management , Business and Management (R0)

Copyright Information : Springer Nature Singapore Pte Ltd. 2022

Hardcover ISBN : 978-981-16-4670-6 Published: 06 January 2022

Softcover ISBN : 978-981-16-4673-7 Published: 07 January 2023

eBook ISBN : 978-981-16-4671-3 Published: 05 January 2022

Edition Number : 1

Number of Pages : XVIII, 505

Number of Illustrations : 1 b/w illustrations

Topics : Tourism Management , Marketing , Management , Operations Management , Artificial Intelligence

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• Tourism case studies
• Tourism management
• International tourism
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• travel Social Sciences 100%
• Tourism Social Sciences 96%
• event Social Sciences 64%
• educational practice Social Sciences 36%
• tourism sector Social Sciences 25%
• Tourism industry Social Sciences 23%
• educator Social Sciences 23%
• teaching method Social Sciences 16%

T1 - Case Based Research in Tourism,Travel, Hospitality and Events

A2 - Sigala, Mariana

A2 - Yeark, Anastasia

A2 - Presbury, Rajka

A2 - Fang, Marcela

A2 - Smith, Karen

PY - 2022/1/5

Y1 - 2022/1/5

N2 - The book includes a compilation of various case studies from the tourism, hospitality and events sectors, contributed by international scholars. The case studies investigate topical and contemporary industry challenges and practices, and they are accompanied by a teaching note guiding educators on how to use and embed cases into their teaching and assessment methods. Case studies are for long and widely recognised as an effective method to conduct research, produce new knowledge but also enrich and support educational and instructional practices. However, the case study is limitedly known and used as a research method in tourism and hospitality. Tourism educators are also lacking contemporary case studies from the tourism industry, which they can use to complement and enrich their instructional purposes. This book fills in these gaps in tourism research and education by showing scholars how to use case studies to conduct research and advance (new) theory as well as to enrich their educational practices.

AB - The book includes a compilation of various case studies from the tourism, hospitality and events sectors, contributed by international scholars. The case studies investigate topical and contemporary industry challenges and practices, and they are accompanied by a teaching note guiding educators on how to use and embed cases into their teaching and assessment methods. Case studies are for long and widely recognised as an effective method to conduct research, produce new knowledge but also enrich and support educational and instructional practices. However, the case study is limitedly known and used as a research method in tourism and hospitality. Tourism educators are also lacking contemporary case studies from the tourism industry, which they can use to complement and enrich their instructional purposes. This book fills in these gaps in tourism research and education by showing scholars how to use case studies to conduct research and advance (new) theory as well as to enrich their educational practices.

KW - tourism

KW - hospitality

KW - Tourism case studies

KW - Tourism management

KW - International tourism

KW - Marketing communication

U2 - 10.1007/978-981-16-4671-3

DO - 10.1007/978-981-16-4671-3

SN - 978-981-16-4673-7

BT - Case Based Research in Tourism,Travel, Hospitality and Events

PB - Springer Singapore

CY - Singapore

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Indigenous Tourism: Cases from Australia & New Zealand

Journal of Tourism Futures

ISSN : 2055-5911

Article publication date: 21 November 2018

Issue publication date: 21 November 2018

Scherrer, P. (2018), "Indigenous Tourism: Cases from Australia & New Zealand", Journal of Tourism Futures , Vol. 4 No. 3, pp. 285-286. https://doi.org/10.1108/JTF-09-2018-076

Emerald Publishing Limited

Copyright © 2018, Pascal Scherrer

Published in Journal of Tourism Futures . Published by Emerald Publishing Limited. This article is published under the Creative Commons Attribution (CC BY 4.0) licence. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this licence may be seen at http://creativecommons.org/licences/by/4.0/legalcode

This book is timely. It arose from the strong interest in the call for papers for a special issue of the Journal of Sustainable Tourism entitled “Sustainable tourism and Indigenous peoples”. With a focus on case studies from Australia and New Zealand, the book complements the special issue and contributes to the dissemination of these valuable case studies, thereby facilitating their potential use in the classroom and stimulating important debate amongst practitioners, researchers and government representatives on the past, present and future of Indigenous tourism.

The introduction positions the book well, starting with the context of travel driven by curiosity, exploration and an interest to experience the “exotic other” and a demand for unique cultural experiences. The editors then acknowledge the global strengthening of efforts by Indigenous communities to reclaim their cultures as well as growth in the recognition of intangible elements thereof, both of which are evident in tourism. When introducing the geographic/cultural delimitation of the book, the editors highlight the stark lag of Australia compared to New Zealand in terms of the proportion of Indigenous tourism contribution to the overall tourism offering. They stop short, at this point, of tackling the reasons for this difference; though a sobering picture is painted of these in the follow-on chapter.

The book is structured in two parts with a focus on Australia in the first seven chapters, a transition chapter and five chapters on New Zealand. The concluding chapter brings together the perspectives of two Indigenous tourism leaders – one each from Australia and New Zealand. Buoyed by the promise (made in Chapter 1) of this section considering the future for both Indigenous tourism practice and research, I was left somewhat disappointed when I finally got there. A well-conceived synthesis with a future focus would strengthen this otherwise strong volume.

Chapter 2 provides the reader with an important baseline of Indigenous tourism in Australia and, importantly, defines the terms Indigenous tourism and Indigenous tourism “visitor”. The description of the Australian situation presented thereafter is frank, realistic and evidence-based. It highlights the broader historic (colonial), societal and political realms which continue to stifle Indigenous tourism in Australia. Laudably, it does not stop there but looks to present a way forward. Chapter 7 continues the frank and constructive exposure of the present reality of Indigenous tourism in Australia. It proposes a reframing of the approach and illustrates Fraser’s (1999, 2009 ) justice framework of recognition, redistribution and representation through four tourism case studies.

The case studies in this volume are diverse in nature and insights they provide. They range from an examination of a tourism venture that is Aboriginal family-owned and run on-country and facing the Jekyll and Hyde nature of operational aspects (e.g. a flexible itinerary being both a strength and a weakness; multidimensional business goals being both inspirational and exhausting); to the exploration of evolving management mechanisms such as joint management; a case that illustrates that sometimes the time is not right for tourism after all; a small island community that just cannot seem to agree on working together to better their lot; to the reflective conversations of the relational value chains, refreshingly captured in the final case study of a Māori tourism entrepreneur. Collectively, these cases inspire the reader to reflect and learn, highlight challenges and opportunities and show the role of key stakeholders in the success or failure of initiatives.

Setting the scene for Part 2 on New Zealand, Chapter 9 provides the reader with an opportunity to sit back and learn about the chronology of Maori tourism development in New Zealand. This detailed account provides many examples of successful business ventures and shows the path to a strong Maori presence in New Zealand tourism – underpinned by progress in recognition, redistribution and representation. So if you have read Chapter 7 and want more examples, you will find ample here to back up Fraser’s framework.

The book offers a good balance between the gloomy reality (particularly in Australia), positive examples and a solutions focus. It addresses a range of scales and covers a variety of relevant examples and situations thus providing a diverse resource for classroom discussions. Authors clearly define key terms and overall there is fairly good internal consistency on the application of key terms and alignment in interpretation and critical appraisal of key data (Chapter 4 being somewhat of an exception to both). Duplication between chapters, which can be a problem in edited volumes, is minimal.

While a couple of chapters would have benefitted from stronger alignment to the volume theme, I consider the diversity of cases and even writing styles as a strength. Akin to many Indigenous tourism experiences, reading this book is a journey. This journey included exposure to important yet confronting facts, engaging theoretical discussions and hearty exposure to practice. Some chapters flowed beautifully and were easy to read, while others were less accessible. The New Zealand examples in particular provided an apt demonstration of the use of language as a cultural equaliser.

The book highlights both progress and gaps that remain to be addressed. It shows that the United Nations Declaration on the Rights of Indigenous Peoples, the Larrakia Declaration, the Merne Altyerre-ipenhe guidelines and local Indigenous laws, protocols and custodial obligations provide a basic framework for governments, industry and others to support Indigenous tourism that benefits, empowers and provides autonomy for Indigenous communities. For future progress, political will is required, yet remains as one of the weak links. It influences the degree to which governments ensure these protocols are known, adhered to and enforced; as well as ensures that efforts by different parts of government are appropriately coordinated and synergistic rather than cannibalistic. All-the-while, the book reflects the growing global assertion of Indigenous peoples’ rights and aspirations.

The book highlights for both countries the historic evolution, current strengths, opportunities and important parameters to building an Indigenous tourism future that supports Indigenous peoples’ rights, values and autonomy. A suggestion close to my heart and which warrants further exploration in research is the idea mentioned in Chapter 2 of turning the educational focus on the tourist, not just the providers of Indigenous tourism, in order to build cultural competencies. This concept is also touched upon in Chapter 8, expressed as engaging the tourists “on the hosts’ terms”.

As the cracks in the profit-focussed dominant economic model are widening and global awareness of connectivity increases, Indigenous approaches prioritising culture, well-being and connectivity, as demonstrated in these tourism cases, may well turn out to become the leading lights for other industries to follow. As the transition chapter aptly points out, the future may well return us to the past – to the social and cultural capacities of tourism aspired to in the 1980s, before the tsunami of economic growth and industry focus swept the tourism landscape.

Fraser , N. ( 1999 ), “ Social justice in the age of identity politics: redistribution, recognition, and participation ”, in Ray , L. and Sayer , A. (Eds), Culture and Economy after the Cultural Turn , Sage , London , pp. 25 - 52 .

Fraser , N. ( 2009 ), “ Social justice in the age of identity politics ”, in Henderson , G. and Waterstone , M. (Eds), Geographic Thought: A Praxis Perspective , Routledge , London , pp. 72 - 90 .

About the author

Pascal Scherrer is based at the School of Business and Tourism, Southern Cross University, Lismore, New South Wales, Australia.

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Why australia, looks_one an incredible place to have an adventure.

Australia is an amazing place to get practical experience in the field, and you could also have the adventure of a lifetime while you study. You’ll have opportunities to put what you learn into practice.

looks_two Courses focused on getting you a job

All hospitality and tourism courses in Australia are structured to help you move into a career. Courses are designed with industry, and are regularly reviewed to make sure you are learning the most relevant skills to help you find a job and succeed.

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Your studies can help you build your knowhow and practical skills in: 

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If you want a future full of fun and adventure, you love helping others enjoy life, and you want to become a fantastic communicator and customer service professional, this field could be a match for you.

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The tourism industry in Australia employs more than 650,000 people – 5% of Australia’s workforce.

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Australia is a thriving foodie destination, and chefs and cooks are in demand.

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Working in this booming industry opens exciting opportunities with: 

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• DOI: 10.1016/B978-0-08-044644-8.50021-7
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Motivations of Participants in Dark Tourism A Case Study of Port Arthur, Tasmania, Australia

• Tanaya Preece , G. Price
• Published 2005
• Sociology, Geography

43 Citations

Progress in dark tourism and thanatourism research: an uneasy relationship with heritage tourism.

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Investigation of the Motivations and Experiences of Tourists Visiting the Gallipoli Peninsula as a Dark Tourism Destination

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Tourism Australia Launches Global Campaign with Support from System1

Tourism Australia Come and Say G’day

Opportunity.

Mix exotic scenery with upbeat music and people enjoying their holidays and you’ve got the formula for nearly every tourism commercial. The travel category is saturated with many brands producing engaging yet similar ads. Standing out can be a challenge – one that Tourism Australia wanted to avoid with its first global campaign since 2016.

During the COVID-19 pandemic, travel to Australia was heavily restricted. In February 2022, borders reopened to all vaccinated tourists. Tourism Australia knew it needed to launch a creative campaign that would entice international visitors.

“There’s nothing like Australia. During the pandemic, our team was proactively planning how we would present ourselves to the world once we were ready to welcome travellers again,” said Susan Coghill, Chief Marketing Officer, Tourism Australia. “We knew we needed a campaign that is both distinct and emotionally engaging.”

The $125 million “Come and Say G’Day” campaign, first conceptualized with M&C Saatchi Australia in April 2021, includes numerous assets. Tourism Australia researched its brand codes across various markets and found that kangaroos are the most recognisable asset.

The brand then worked with director Michael Gracey and production house FINCH to create a short film featuring Ruby the kangaroo, an animated souvenir voiced by Australian actor Rose Byrne. The film establishes her backstory and positions her as a long-term brand ambassador.

A 60-second ad features Ruby and Louie, a toy unicorn voiced by actor Will Arnett, visiting iconic destinations throughout Australia, like the Great Barrier Reef, the Sydney Opera House and Uluru. King Stingray, an Australian rock band, puts a new spin on Men at Work’s hit song “Down Under,” which plays in the background as Ruby and Louie explore. To ensure it would make an impression with holiday-goers, Tourism Australia turned to System1 to test different versions of the animatic and ad before the launch. System1’s Test Your Ad platform enables brands to see how their creative performs with audiences by measuring emotional response and offers creative guidance to improve the final result.

The Star Rating, on a 1 to 5-Star scale, predicts the long-term effectiveness of ads while the Spike Rating predicts the potential for an ad to drive short-term sales activity. The baseline is 1, and scores of 1.3 and above predict strong or exceptional activity.

“We needed to find a partner that could help guide us in the development and objectively give us insights quickly across multiple markets,” added Coghill. “System1’s research was invaluable for helping us understand how the ad was working and how we could make improvements as well as giving our organisation and stakeholders the confidence that we are investing our marketing funds effectively.”

After securing 4-Stars at the animatic stage, the final ad scored an exceptional 5.6-Stars in the United Kingdom and 5-Stars in other international markets like the United States and Singapore, as well as impressive short-term Spike ratings too. This means Tourism Australia can effectively reach audiences at both ends of the marketing funnel. The campaign resonates with those who are considering destinations for a potential holiday and makes a strong positive impression on anyone for whom it’s just a daydream.

“We wanted to reward viewers with a great story that would capture hearts and minds,” said Coghill. ”Ruby is a wonderful distinctive brand asset for us and System1’s testing showed that she resonates well with international audiences. We look forward to continuing to use her, taking her on new adventures.”

In addition to the short film and the 60-second spot, the campaign includes 30- and 15-second television ads, print and Out of Home (OOH) placements, and social, digital, and content marketing initiatives. It runs across 15 international markets.

What our clients say

"System1’s research was invaluable for helping us understand how the ad was working and how we could make improvements as well as giving our organisation and stakeholders the confidence that we are investing our marketing funds effectively." Susan Coghill Chief Marketing Officer, Tourism Australia

“There are so many distinctive layers to this ad, from Ruby the kangaroo to the soundtrack to the celebrity voiceovers to the famous destinations. It’s the perfect combination for an unmistakably Australian campaign that brings joy to audiences around the world” Jon Evans Chief Customer Officer, System1

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