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THE ROLE OF COMMUNICATION IN THE REPOSITIONING STRATEGY OF A TOURISM DESTINATION. A CASE STUDY OF A FRENCH SKI RESORT: AVORIAZ

This dissertation examines the role and impact of the promotion tools in the repositioning strategy of a tourism destination. Building on a theory which brings together the repositioning strategy process and the communication mix, this study is conducted through the examination of a case study based on one of the most important and innovative European ski resort: Avoriaz. The research has been made through an in-depth interview with a manager of the ski resort in charge of the communication, which has been completed by a content analysis of the communication supports edited by the resort. As a result, this study concludes that the communication tools have a main role in the implementation a repositioning strategy by having a major impact on the image of the tourism destination.

Identiferoai:union.ndltd.org:UPSALLA1/oai:DiVA.org:hh-18118
Date January 2012
CreatorsJoly, Léo, Tous, Gabriel Juan
PublisherHögskolan i Halmstad, Sektionen för ekonomi och teknik (SET), Högskolan i Halmstad, Sektionen för ekonomi och teknik (SET)
Source SetsDiVA Archive at Upsalla University
LanguageEnglish
Detected LanguageEnglish
TypeStudent thesis, info:eu-repo/semantics/bachelorThesis, text
Formatapplication/pdf
Rightsinfo:eu-repo/semantics/openAccess

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