Travel Reference
In-Depth Information
E CASE PROBLEM E
A Midwest lakeshore community is economically
depressed. By 2010, industrial employment had fallen
to 50 percent of its 1990 level. Tourism seems to be a
logical industry to expand. The county has 25 miles of
beautiful Lake Michigan sandy beaches and is adjacent
to a 1.5-million-acre national forest. The forest has
many fine rivers and inland lakes, offering bountiful
year-round recreation. This area is only about a ve-
hour drive from Chicago or Detroit and has thrice-daily
air service from Chicago.
The chamber of commerce has virtually no budget for
tourism promotion. State law authorizes an added
2 percent local tourism promotion tax to the 4 percent
state rooms tax. However, enacting the added tax must
be approved by local lodging establishments. Vote is
apportioned by number of rooms owned. Managers of
the two larger resorts are in favor of the tax, but they
suspect that the many smaller motel owners will not
approve the tax. Added tourism is greatly needed to
stimulate the local economy. How can this impasse be
resolved? From where might the leadership for
resolving the impasse originate?
ENDNOTES
1.
Amadeus, Hotels 2020: Beyond Segmentation (Sophia Antipolis Cedex, France: Amadeus,
November 2010).
2.
American Marketing Association Web
site/Resource
Library/Dictionary.
See: www
.marketingpower.com/-layouts/Dictionary.aspx?dLetter
M .
ΒΌ
3.
WilliamD. Perreault Jr. and E. Jerome McCarthy, Basic Marketing, 14th ed. (Boston: McGraw-Hill,
2002); and E. Jerome McCarthy and William D. Perreault Jr., Essentials of Marketing, 6th ed. (Burr
Ridge, IL: Irwin, 1994).
4.
Robert C. Mill and Alastair M. Morrison, The Tourism System, 4th ed. (Dubuque, IA: Kendall/Hunt,
2002).
5.
D. A. Aaker, Managing Brand Equity: Capitalizing on the Value of a Brand Name (New York: Free
Press, 1991).
6.
GrahamHankinson,
''
Relational Network Brands: Towards a Conceptual Model of Place Brands.
''
Journal of Vacation Marketing, vol. 10, no. 2 (2004), pp. 109
-
121.
eMarketer, Worldwide Ad Spending (New York: eMarketer, 2010) and www.emarketer.com .
8. ChangeWave Research, New Smart Phone Survey Shows Explosive Industry Shake Up (Rockville,
MD: ChangeWave Research, 2010) and www.changewaveresearch.com .
7.
9.
eMarketer, Mobile Advertising and Marketing: Past the Tipping Point (New York: eMarketer, 2010)
and www.emarketer.com .
10.
Amadeus, Hotels 2020: Beyond Segmentation (Sophia Antipolis Cedex, France: Amadeus,
November 2010).
11.
Stanley C. Plog,
Cornell Hotel and
Restaurant Administration Quarterly, vol. 14, no. 4 (February 1974), pp. 55
''
Why Destination Areas Rise and Fall
in Popularity,
''
58; Stanley C.
Plog, Leisure Travel: Making It a Growth Market . . . Again! (New York: John Wiley & Sons, 1991);
and Stanley C. Plog,
-
''
Why Destination Areas Rise and Fall in Popularity,
''
Cornell Hotel and
Restaurant Administration Quarterly, vol. 42, no. 3 (June 2001), pp. 13
-
24.
12.
Stanley C. Plog, Vacation Places Rated (Redondo Beach, CA: Fielding Worldwide, Inc., 1995).
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