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.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:hh-18118 |
| Date | January 2012 |
| Creators | Joly, Léo, Tous, Gabriel Juan |
| Publisher | Högskolan i Halmstad, Sektionen för ekonomi och teknik (SET), Högskolan i Halmstad, Sektionen för ekonomi och teknik (SET) |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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