IJIC Specialist Track: Tourism & Hospitality

Rebecca Wilson-Mah
Rebecca Wilson-Mah

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)


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.

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)


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

The Peak Hotel
Authors: Anita Zehrer, Gabriele Leiß, Charles Krusekopf & Rebecca Wilson-Mah
Volume 4 (2020)


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.