THE ROLE OF COMMUNICATION IN THE REPOSITIONING STRATEGY OF A TOURISM DESTINATION. A CASE STUDY OF A FRENCH SKI RESORT: AVORIAZ
Independent thesis Basic level (degree of Bachelor), 15 credits / 22,5 HE creditsStudent thesis
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.
Place, publisher, year, edition, pages
2012. , 86 p.
tourism marketing, core strategy, positioning, repositioning, communication mix, image, ski resort, Avoriaz
IdentifiersURN: urn:nbn:se:hh:diva-18118OAI: oai:DiVA.org:hh-18118DiVA: diva2:535381
Subject / course
UppsokSocial and Behavioural Science, Law
Reinert, Venitlon, Doctor
Solberg Søilen, Klaus, Doctor