Associate Editor: Rebecca Wilson-Mah, EdD
It is a challenge to locate teaching cases for tourism and hospitality education and professional development. This track presents a range of cases situated in this dynamic and multi-faceted industry that includes large corporations, small businesses, entrepreneurs, and the public and non-profit sectors. Social media (TripAdvisor, Instagram, Yelp) and the gig economy (AirBnB, Uber) are all innovators that identified an opportunity inspired by the tourism experience.
What does this mean for case writers? Well, there are so many different opportunities for cases! Our students benefit from real world cases that offer a diverse perspective on this complex and dynamic industry
The tourism and hospitality track welcomes cases from teachers, authors, and researchers. External conditions that include the COVID-19 pandemic, climate change and environmental degradation are challenging our business practices and priorities. We welcome cases that present actions businesses have taken to survive and thrive, re-focus their client relationships, adapt their business models, or to shift their operating systems and resources. What story do you have to tell?
We welcome your ideas at any stage in the development of a concise case and teaching note. Be sure to share your questions with us.
Concise cases that focus on tourism & hospitality are now welcomed for review. Please see the IJIC Submission Guidelines for more information.
To contact Rebecca, please email the IJIC office in the first instance.
Check out IJIC cases already published in the Tourism & Hospitality Track:
A Sudden Inhospitable Situation: The Everglade Hotel
Authors: Rebecca Wilson-Mah & Daniel Bernardes
Volume 6 (2022)
Synopsis
The Everglade Hotel had just completed a lengthy period of renovations to the public areas, including the lobby and the restaurant. Anticipation was high for a busy summer season and occupancy rate was forecast to be around 77%. When COVID-19 became a public health issue the Hotel had to shift gears quickly. With prior experience responding to SARS in a hotel in China, the GM looked to Douglas, Director of Rooms to be a key lead in the response, and Douglas needed to act swiftly. In a 24/7 business that had emergency and contingency planning for a range of disasters (flood, earthquake, tsunami, fire) Douglas quickly determined there was no emergency plan or contingency plan for a pandemic. Douglas was tasked with bringing the hotel leadership together to develop a joint emergency plan and contingency plan. Use this case to provide students with the opportunity to consider what to do immediately in a crisis, and how to create a contingency plan. The name of the hotel in this case is disguised.
Investing in Equity: Starbucks’s Challenges and Responses to Advancing Racial Equity
Authors: Nicole A. Ploeger-Lyons & Jennifer A. Butler
Volume 6 (2022)
Synopsis
In April 2018, Rashon Nelson and Donte Robinson, 23-year-old black male entrepreneurs, had a meeting at a Philadelphia Starbucks store. Shortly after being denied access to the bathroom because they had not purchased anything, they were arrested. Their arrests sparked public outrage. In response, Starbucks closed its 8,000 stores one afternoon so that approximately 175,000 employees could undergo racial bias training. Starbucks has since made many additional efforts to advance racial equity.
Online Reputation Management: A Shark Tale from Instagram
Author: Bridget Kurtenbach & Jane Strong
Volume 6 (2022)
Synopsis
Patrick Scott, an impetuous college student, caught a live shark with his bare hands while his friend recorded the feat. He decided to post the video of his antics on his personal Instagram account to impress friends and followers. In the digital age, content spread quickly through the power of social networking. Scott’s shark video went viral within a day and received mixed reactions. He worried that the video would be perceived negatively by potential employers.
Pervasive Sexual Harassment at McDonald’s: A Timeline of Struggles to “Do the Right Thing”
Authors: Nicole A. Ploeger-Lyons & Jennifer A. Butler
Volume 5 (2021)
Synopsis
McDonald’s prides itself on consistency in food preparation, quality, and service across its nearly 40,000 restaurants. Also consistent at McDonald’s is widespread and persistent sexual harassment and a narrative from McDonald’s describing its commitment to “do the right thing.” Given the numerous sexual harassment lawsuits and discrimination charges filed against McDonald’s, it seems the company is failing to live its value of Integrity: We Do the Right Thing.
Pivoting in the Tourism Sector: COVID-19
Authors: Rebecca Wilson-Mah & Kathy MacRae
Volume 6 (2022)
Synopsis
Maple Leaf Adventures offered small ship cruises and multi-day excursions in Canada’s spectacular coastal locations on the west coast of British Columbia. On April 8, Kevin Smith reflected on the seismic change that had occurred over the space of 4 weeks and the onset of the COVID-19 pandemic. Smith needed a completely new plan for his business. He was also concerned about the other small business partners he worked with on BC’s west coast, and what was ahead for these SME’s and their partnerships. This case supports business and tourism students at the undergraduate and graduate level to identify the content and process of possible pivots for a small or medium enterprise and the possibilities that can be developed when SMEs and their representative associations work together.
The Local Wild Food Challenge: Translating a Chef’s Passion for Wild Food into a Sustainable Event
Authors: Ingrid Kajzer Mitchell, Rebecca Wilson-Mah, Christine Van Winkle
Volume 6 (2022)
Synopsis
Chef Bill Manson had created a small community event, the Local Wild Food Challenge in 2008 in Eastbourne, New Zealand. The event had since become a network of communities holding yearly events in different countries celebrating the culinary skills of local people. With expansion Manson recognized that he needed to give more consideration to community event planning and organization, while also staying true to his commitment to inclusivity and promoting sustainability of local resources.
The Peak Hotel
Authors: Anita Zehrer, Gabriele Leiß, Charles Krusekopf & Rebecca Wilson-Mah
Volume 4 (2020)
Synopsis
A family-run four-star hotel in the Austrian Alps has challenges with regard to family firm succession. The family firm is currently in its second generation, and the owners, Perry and Patricia, want to develop a plan to hand the business to the next generation. The entrepreneurial family is dealing with change and transformation processes among the family members. This case supports entrepreneurship and family business students at both undergraduate level and graduate level to consider options and issues in the succession planning of family firms. This case may be taught as an example of intra-family firm succession in a family business management, business strategy or entrepreneurship course.