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Innovation et marketing de la culture et du tourisme

Author

Listed:
  • Dominique Bourgeon-Renault

    (CREGO - Centre de Recherche en Gestion des Organisations - Université de Haute-Alsace (UHA) - Université de Haute-Alsace (UHA) Mulhouse - Colmar - UB - Université de Bourgogne - UBFC - Université Bourgogne Franche-Comté [COMUE] - UFC - Université de Franche-Comté - UBFC - Université Bourgogne Franche-Comté [COMUE])

  • Florence Euzébi

    (ULR - La Rochelle Université)

  • Juliette Ducros Passebois

    (Institut d'Administration des Entreprises (IAE) - Bordeaux)

Abstract

À travers des études de cas, l'ouvrage propose d'interroger la place et le rôle de l'innovation dans le cadre des stratégies marketing de ces organisations culturelles, créatives et touristiques. La méthode des cas repose sur une démarche pédagogique de plus en plus reconnue pour ses vertus en termes d'apprentissage. L'ouvrage est articulé autour de 12 études de cas d'entreprises et d'institutions culturelles, créatives et touristiques regroupées autour de trois problématiques marketing : (1) l'optimisation de l'expérience des consommateurs, (2) la digitalisation des offres et (3) l'amélioration de l'image et de l'attractivité territoriales.

Suggested Citation

  • Dominique Bourgeon-Renault & Florence Euzébi & Juliette Ducros Passebois, 2022. "Innovation et marketing de la culture et du tourisme," Post-Print hal-03765316, HAL.
    • Handle: RePEc:hal:journl:hal-03765316
    as

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