La forte médiatisation du football professionnel ne doit pas faire oublier l'existence d'une pratique du football amateur très active en Aquitaine dans le cadre des clubs. La diffusion de cette pratique s'est étendue à l'ensemble de la région sur un peu plus d'un siècle en quatre phases d'intensité variable marquées par des événements historiques et les évolutions de la discipline. La fin de ce cycle semble se dessiner aujourd'hui. De multiples acteurs individuels, collectifs, institutionnels, se sont impliqués tout au long de ce processus de diffusion dans des actions de découpage et de contrôle de l'espace aux échelles régionale et locale pour la « fabrique de territoires sportifs ». Des ensembles et des sous-ensembles spatiaux mal définis ont été peu à peu transformés en territoires de pratique, de gestion et d'application de politiques sportives. Ce processus de territorialisation a induit des modes de relation différenciés entre les groupes sportifs et leurs territoires. De multiples identités collectives fondées sur la conscience, le discours, les représentations culturelles, le sentiment d'appartenance ont facilité l'ancrage des clubs dans les territoires de proximité. Cette forme de territorialité sportive est aujourd'hui remise en cause par les réformes territoriales mises en oeuvre à travers l'intercommunalité. On assiste à une redéfinition des relations entre les acteurs du football et des collectivités territoriales, le football amateur étant devenu un enjeu des politiques publiques communautaires. Les recompositions territoriales affectent aussi les identités dans les nombreux clubs issus de fusions en quête de nouveaux liens. Les recompositions territoriales et identitaires sont en train de bouleverser le modèle traditionnel du club de football amateur. / The strong exposure of professional football must not make one forget the existence of the very active practice of amateur football of clubs in Aquitaine. The diffusion of that practice has spread through the whole region for over a little more than a century, in four stages of variable intensity, marked by historic events and changes in the sport. Nowadays, this cycle seems to be coming to an end. Many individual, collective, and institutional parties have been involved in that process of diffusion by dividing and controlling areas, regionally and locally, « to make sports territories ». Ill-defined spaces have been gradually turned into territories connected to the practice, management, and implementation of sports policies. Such process of territorial marking out has lead to different types of relationships between sports groups and their territories. Numerous collective identities based on consciousness, position, cultural perceptions and sense of belonging have made the establishment of football clubs and institutions in territories in proximity easier. Such a form of sports territoriality is nowadays called into question by the different territorial reforms implemented between districts. We are witnessing a re-defining of the relationships between the parties involved in football and the local authorities since amateur football has become an issue for the different local councils's public policies. Territorial reconstruction also affects identities in the numerous clubs which have been merged and are looking for new links and names. Territorial and identity reconstruction are completely changing the traditional amateur football club.

Presented diploma thesis deals with the issue of territorial marketing in the Czech Republic, focusing primarily on the city marketing. The main aim of this work is to determine the current position of city marketing in the cities in Moravian-Silesian Region and compare tools that cities use. The research, which is part of this work, took place in 2014 and 2015. A semi- structured interview aimed to find out whether they are nowadays responsible workers from among city leaders familiar with the theory of city marketing and how they work with each of its types. Major emphasis in this research was put on marketing of investment opportunities, promoting tourism, but also the feelings of competition and threat among the surrounding towns. It was proved that the city in the Moravian-Silesian region with the concept of city marketing usually work, even though it is often called by other names. Currently cities seek marketing activities to attract new investors and promote tourism with an emphasis on events marketing. Keywords: territorial marketing - regional marketing - city marketing - towns - qualitative research

Esta tese tem como objetivo analisar a capacidade que uma marca de cidade, por meio de suas políticas e estratégias de comunicação, tem de adensar as relações que se estabelecem entre públicos e território, utilizando como objeto de estudo a marca Rio. Para isso, estrutura-se em quatro blocos, sendo o primeiro uma análise do Rio de Janeiro como uma cidade global e as lacunas conceituais dessa abordagem. A incorporação dessas críticas norteou a estruturação da tese a partir de três perspectivas, que correspondem aos demais blocos, sendo elas: Planejamento estratégico do marketing territorial ancorado em uma gestão pública participativa; Do planejamento estratégico para a marca da cidade; e Indo além do planejado: as imagens da marca. A conclusão de cada bloco apresenta uma série de diretrizes que, além de levarem ao alcance do objetivo proposto, também contribuem com indicativos para uma metodologia de construção e análise de marcas de cidades e de suas estratégias e políticas de comunicação. / This thesis aims to analyze the ability of a city brand, through its policies and communication strategies, has to strengthen the established relations between public and territory, using the Rio brand as an object of study. In this regard, it is designed in four blocks: the first is an analysis of Rio de Janeiro as a global city and the conceptual shortcomings of this approach. Incorporating this criticism guided the structure of this thesis from three perspectives that corresponds to the other blocks, which are: strategic planning of territorial marketing anchored in a participatory public governance; strategic planning for the brand of the city; and going beyond the planned: the brand images. Each block concludes with a series of guidelines that, besides reaching the proposed goal, also contributes with indications for a methodology of construction and analysis of cities brands and their communication strategies and policies.

L’association des concepts de tourisme et de santé, est marquée par une opposition qui découle de la nature des deux concepts. Le lien entre ces deux domaines de la vie des sociétés est protéiforme, et s’inscrit dans l’histoire, les pratiques sociales et l’actualité. Cette relation se décline sous la forme du thermalisme de l’Antiquité, à la création des premiers hôpitaux pour héberger les pèlerins du Moyen Âge, et l’organisation du premier voyage à forfait par Thomas Cook en 1841, dans une campagne contre l’alcool en Angleterre. Aujourd’hui la médecine du voyage et ses recommandations pour les séjours dans les pays tropicaux, de même que les récentes épidémies de portée mondiale, et leurs incidences sur l’économie touristique, ajoutent de nouveaux démembrements à la relation entre la santé et le voyage. Mais c’est par le biais du tourisme médical que cette étude tente d’approfondir le rapport entre les deux concepts. Forme de migration moderne, on découvre un secteur économique rapportant en 2013, près de 60 milliards de dollars, et un modèle économique que tentent de dupliquer de nombreuses destinations. Dans les préalables de ce phénomène, il y a pour ces destinations, une économie touristique efficace, et un secteur de la santé irrigué par un système d’assurance santé, sous son trait universel. Enfin le tourisme médical, dévoile sa face controversée, celle de l’Ethique re-questionnée dans la PMA, ou pour les suites médicales de la pratique, avec les problèmes post-opératoires. Mais c’est surtout sous la forme d’une nouvelle mise en valeur des territoires urbains, que pèse désormais le tourisme médical, en France et ailleurs aussi. / Tourism and health are two concepts, at first sight in opposition. If tourism "is not based on any necessity," health, "engages the lives of individuals and societies." By scrutinizing the two concepts, it emerges a protean relationship that fits into history, social practices and current events. Despite the progress made in medicine, some tourist destinations, for specific epidemiological reasons are still destinations at risk. The current context of globalization, has influences in the field of health. The recent epidemics, H1N1 flu, Coronavirus etc., are today a threat to the planet. These experiences have shown the subjection of the tourism sector to the epidemiological state of the world. At this first connection between health and tourism, there is the one that makes health a consumer good, a design on which medical tourism is based. Medical tourism is a phenomenon brought to life by the media. The ambiguity of the term leads us to confess at the epistemological level of an inappropriate formula. However, it refers to a phenomenon that brings in nearly $ 60 billion in global revenue a year.These economic spinoffs support the expansion of the practice: Asia, Eastern Europe, North Africa, Latin America, and North America. The cost of care on these destinations, mostly emerging countries, Are much lower than in the countries of origin of patients. Legislation on certain medical acts is also important in medico-tourist motivations. PMA, transplants, abortion, participate motivations of medical tourism. However, the observations show a correlation between the emergence of this economic model, and the existence on the one hand, on the one hand, of a rich tourist activity, and on the other,of health insurance mechanism, covering the majority Population. In France we find the conditions for the development of a medical-tourist activity. However, the contribution of the Hexagon to this segment of the world economy is below its capacity, although it must be admitted that some cities are famous for hosting foreign patients. In city marketing, hospital facilities also define the importance of agglomerations. On this fact the cities of Paris, Marseille and Lyon, each has a medical-tourist activity. This study analyzes this segment in each of these cities, with their tourist and sanitary features.Thus, medical tourism is emerging as a new form of development of the territory, in France and elsewhere as well.

Ce travail s’intéresse au rôle du marketing territorial dans l’évaluation des ressources touristiques qui sont le moteur du développement touristique. Il s’intéresse particulièrement à la relation entre le marketing territorial et l’évaluation du patrimoine touristique. L’étude d’un cas de comparaison entre Tripoli en Libye et Oran en Algérie va nous permettre de diagnostiquer les points de ressemblances et de divergences entre les composantes de l’environnement spatial (les moyens, l’organisation, les stratégies, l’évaluation…) dans le but de déterminer la façon d’exercer le marketing territorial et le degré d’implication des acteurs pour évaluer le patrimoine dans les deux régions. / Our research deals with the role of territorial marketing in the evaluation of tourism resources that drive tourism development. We foucus especially on the relationship between territorial marketing and the evaluation of the tourist heritage. The study of a case of comparison between Tripoli in Libya and Oran in Algeria will allow us to diagnose the points of resemblances and divergences between the components of the space environment (means, organization, strategies, Evaluation ...). The goal is to determine how to carry out the territorial marketing and the degree of involvement of the actors to evaluate the heritage in the two regions..

Esta tese tem como objetivo analisar a capacidade que uma marca de cidade, por meio de suas políticas e estratégias de comunicação, tem de adensar as relações que se estabelecem entre públicos e território, utilizando como objeto de estudo a marca Rio. Para isso, estrutura-se em quatro blocos, sendo o primeiro uma análise do Rio de Janeiro como uma cidade global e as lacunas conceituais dessa abordagem. A incorporação dessas críticas norteou a estruturação da tese a partir de três perspectivas, que correspondem aos demais blocos, sendo elas: Planejamento estratégico do marketing territorial ancorado em uma gestão pública participativa; Do planejamento estratégico para a marca da cidade; e Indo além do planejado: as imagens da marca. A conclusão de cada bloco apresenta uma série de diretrizes que, além de levarem ao alcance do objetivo proposto, também contribuem com indicativos para uma metodologia de construção e análise de marcas de cidades e de suas estratégias e políticas de comunicação. / This thesis aims to analyze the ability of a city brand, through its policies and communication strategies, has to strengthen the established relations between public and territory, using the Rio brand as an object of study. In this regard, it is designed in four blocks: the first is an analysis of Rio de Janeiro as a global city and the conceptual shortcomings of this approach. Incorporating this criticism guided the structure of this thesis from three perspectives that corresponds to the other blocks, which are: strategic planning of territorial marketing anchored in a participatory public governance; strategic planning for the brand of the city; and going beyond the planned: the brand images. Each block concludes with a series of guidelines that, besides reaching the proposed goal, also contributes with indications for a methodology of construction and analysis of cities brands and their communication strategies and policies.

La mondialisation induit l’émergence du monde comme échelle désormais pertinente pour l’analyse de mobilités en croissance. L’intermodalité-voyageurs entendue comme un système actoriel favorisant les déplacements transcalaires, devient alors l’outil majeur d’un possible changement d’analyse des mobilités. La juxtaposition de réseaux monomodaux fait place à un méta-réseau déployant des interfaces multiples entre petites et grandes échelles. Ce travail à l’échelle mondiale se concentre sur les manifestations intermodales liées à l’accessibilité aéroportuaire. En effet, les aéroports, joignant la petite échelle, le monde, à la grande échelle (la ville, la région ou le quartier), concentrent les enjeux de la mise en place d’un réseau intermodal intégré, érigé en système. Centré sur les plates-formes aéroportuaires dotées du statut de gateway et se déployant uniformément à l’échelle mondiale, ce nouveau méta-réseau ne se concrétise pas. Il apparaît encore largement fragmenté, dominé par des dynamiques d’échelles régionales ou supra-nationales, marquées par une intégration plus ou moins avancée des réseaux-supports et des réseaux-services. L’émergence de tels réseaux provient d’une même matrice : l’imitation (Europe, Amériques) voire le perfectionnement (Asie Orientale), plus ou moins assumés et selon des conditions diverses, du modèle pionnier rhénan. Trois facteurs principaux expliquent la force de ce modèle. Au fondement de son efficacité pratique apparaît le principe de transcalarité, définie comme la capacité des utilisateurs à profiter de toute la capillarité des réseaux. Ce modèle s’appuie également sur une approche systémique et territoriale, favorisant les interactions entre acteurs. Ceux-ci envisagent globalement les besoins du client et l’ensemble de son cheminement. Ce changement d’attitude est rendu possible par l’introduction des règles du marché, troisième facteur de ce modèle. Dès lors, l’intermodalité-voyageurs s’inscrit dans des stratégies de promotion territoriale au sein d’une mondialisation compétitive et inter-métropolitaine. Considérée alors comme un produit, elle génère des interdépendances entre acteurs. La gestion optimale de ces interdépendances fait le succès du système intermodal. Cette recherche met ainsi en évidence la complexité de l’objet intermodalité-voyageurs, à la confluence d’une triple dynamique de mondialité : rétistique et servicielle, discursive et iconique et enfin capitalistique par les firmes. L’intermodalité-voyageurs permet enfin de réfléchir à des concepts-clés de la géographie et des sciences sociales : le lieu, l’individu, le monde. / Globalization sees world as a pertinent scale in the analysis of growing mobilities. Defined as network system, passenger intermodality seeks to improve transcalar trips and is thought as a tool for a new mobility paradigm : from a monomodal networks multiplicity to the meta-network integration, thanks to places of interchange, linking scales. Taking world as a whole, this study is primarily focused on passenger intermodality related to airport ground access. Indeed, airports, linking cities, regions and the world reveal the burning issues and stakes of a potential integrated intermodal network. Thought as a worldwide system, based upon gateway-status airports, this new meta-network doesn’t materialize. Still highly fragmented, dominant dynamics are macro-regional ones, which lead networks and services integration. The networks emergence drifts from a pioneering source : Rhinelander model, either imitated (Europe, Americas) or perfected (Eastern Asia). Three features define this model : making the use of networks easy for users from the start to the end thanks to interchanges. Secondly, actors adopt a broad systemic and territorial viewpoint. Customer’s needs and path are thought as a whole. Third, rules of (de)regulated markets demand innovation. Passenger intermodality is concerned with territorial marketing strategies within a globalization made of competition between metropolises. Regarded as a marketed product, intermodality produces interdependences between system’s actors then discovered. Optimal gestion makes intermodal system success, as proven by german model. At last, we underline complexity of passenger intermodality, linking three facets of globalization : by networks (including services), by speeches and pictures, by entrepreneurial strategies. Passenger intermodality, as a prism for globalization dynamics, is a mean to think of key concepts of geography and social sciences: place, individual, world.

This diploma thesis deals with the issue of territorial marketing in selected location. Specifically the location of the city of Zlin. The aim of this thesis is to design the development of the explored area with using of tools of territorial marketing in selected location.

Les villes de toutes tailles rivalisent aujourd'hui avec des endroits et des organisations situés sur tous les continents pour attirer les investisseurs, touristes, entreprises, travailleurs, étudiants et futurs résidants. Afin de faire face à cette concurrence mondiale, l’utilisation d’approches et de stratégies de marketing et de branding territorial par les autorités municipales dans leur démarche de planification et de gestion urbaine est de plus en plus fréquente. Ce mémoire se penche sur le caractère politique du branding des villes, qui a été jusqu’ici très peu exploré. Il expose l’engouement observé pour l’adoption de ce type de politiques dans un nombre croissant de villes et s’intéresse à l’influence de la communauté de consultants en marketing des villes dans le transfert de ce type de pratiques. Puisqu’il s’agit d’une approche nouvelle, ce mémoire se veut avant tout exploratoire. Il présente un portrait de la communauté d’acteurs œuvrant dans ce domaine d’activité et expose certains des éléments servant à illustrer l’influence que ces acteurs peuvent avoir sur la diffusion internationale de ce type de politiques et de pratiques. / Cities of all sizes compete today with places and organizations located on all continents to attract investors, tourists, businesses, workers, students and future residents. To cope with this global competition, the use of territorial marketing and branding approaches and strategies by municipal authorities in their approach to planning and urban management is becoming more common. This thesis looks at a political component of city branding that is relatively unexplored. It exposes the enthusiasm for the adoption of such policies in a growing number of cities and explores the possible influence the community of city marketing consultants exerts in the transfer of such practices. Since it is a new approach, this research is primarily exploratory. It presents a portrait of the community of actors involved in this area of activity and explores some of the elements that may be used to illustrate their influence on the international transfer of such policies and practices.