IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-03629178.html
   My bibliography  Save this paper

From Chambord’s Brand Equity to the Construction of a Touristic Destination’s Image: A Reductive Marketing Approach

Author

Listed:
  • Koffi Selom Agbokanzo

    (EGEI - Éthique et Gouvernance de l’Entreprise et des Institutions - UCO - Université Catholique de l'Ouest, UCO - Université Catholique de l'Ouest, LEMNA - Laboratoire d'économie et de management de Nantes Atlantique - Nantes Univ - IAE Nantes - Nantes Université - Institut d'Administration des Entreprises - Nantes - Nantes Université - pôle Sociétés - Nantes Univ - Nantes Université)

  • Philippe Tanchoux

    (CRJP - Centre de recherche juridique Pothier - UO - Université d'Orléans, UO - Université d'Orléans)

Abstract

With the evolution of territorial marketing and strong international competition, the perimeter of territories interested in tourism development has been extended beyond the cities by the introduction of the concept of a touristic destination, i.e. a territory marketed to a public of visitors and/or tourists. Although Chambord's brand equity is well known in terms of representations to different audiences, the three inter-municipalities surrounding the castle that are seeking to become a touristic destination remain poorly identified. The strategy of constructing an image of the destination has focused on the reputation of the castle by defining a Blois Chambord brand. However, the destination is full of other assets that can enrich the cognitive and emotional dimensions linked to the territory. In order to understand the logic behind this strategy of constructing a destination image, a study was conducted among four groups of stakeholders: local managers (elected officials, managers of the tourist office, managers of Chambord) and local residents or visitors. The results reveal the need to better promote the territory without abandoning the contributions of the castle's brand equity to the attractiveness of the destination. This enhancement involves better management of the destination's image in order to highlight the territory's assets and meet a local, or even non-local, demand for authenticity.

Suggested Citation

  • Koffi Selom Agbokanzo & Philippe Tanchoux, 2022. "From Chambord’s Brand Equity to the Construction of a Touristic Destination’s Image: A Reductive Marketing Approach," Post-Print hal-03629178, HAL.
  • Handle: RePEc:hal:journl:hal-03629178
    DOI: 10.1007/978-3-030-95809-1_11
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:hal-03629178. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.