Case Study of the Week: Online Reviews to Boost a Ghost Tour

November 8, 2021


You are to assume the role of the owner of Gullet City Ghost Tours, a walking tour for residents and tourists visiting Gullet City. Your business partner wants you to determine how the business can solicit online reviews from customers for use in marketing.

Gullet City is one of the oldest small towns in the nation. There are many legends and folklores surrounding historical buildings of ghosts and possible hauntings. You and your business partner started Gullet City Ghost Tours which offers walking tours of the alleged haunted locations in Gullet City.

The business has been operating for the past six months. During the first four months, all tours were completely booked, but the last two months have seen a decline in ticket sales. Your business partner and you know that the business cannot afford traditional advertising but still want to promote Gullet City Ghost Tours. Currently, the business has listings on popular online business review websites and has search engine reviews.

Your business partner wants you to determine how Gullet City Ghost Tours can solicit online reviews from past and current customers that can be used for free marketing. Your business partner is open to offering an incentive to customers that submit a review.


Randi Bibiano
Competitive Events Specialist

As DECA’s competitive events specialist, Randi primarily authors role-play scenarios for the collegiate and high school division’s competitive events programs. She also serves as DECA’s liaison for the Virtual Business Challenge and Stock Market Game. Randi assists with the recruitment of judges for both the high school and collegiate International Career Development Conferences. Randi has worked for DECA since 1998.

Discussion Questions

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Classroom Connection

Career CLuster:


Instructional Area(s):


Performance Indicators:

Explain marketing and its importance in a global economy
Describe marketing functions and related activities
Explain factors that influence customer/client/business buying behavior
Recognize/Reward others for their efforts and contributions