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Flocon ou Chamois d'Or ? Mesurer la Performance Marketing d'un Service Touristique

Author

Listed:
  • Olga Goncalves
  • Gabriel Guallino

    (Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon, CRET-LOG - Centre de Recherche sur le Transport et la Logistique - AMU - Aix Marseille Université)

  • Hélène Michel

    (EESC-GEM Grenoble Ecole de Management)

  • Elisabeth Robinot

    (IREGE - Institut de Recherche en Gestion et en Economie - USMB [Université de Savoie] [Université de Chambéry] - Université Savoie Mont Blanc)

Abstract

With many French ski resorts facing redevelopment/ reorganization, as markets for winter tourism are reaching maturity, this research proposes a method to analyze and improve their marketing performance through technical efficiency. We first examine the issue of efficiency evaluation, constructing a methodological protocol using data envelopment analysis (DEA). We then analyze a sample of 38 French ski resorts. An analysis of the results allows us to identify potential improvements for each of them and help decision-makers in the resource allocation.

Suggested Citation

  • Olga Goncalves & Gabriel Guallino & Hélène Michel & Elisabeth Robinot, 2011. "Flocon ou Chamois d'Or ? Mesurer la Performance Marketing d'un Service Touristique," Grenoble Ecole de Management (Post-Print) hal-00971396, HAL.
    • Handle: RePEc:hal:gemptp:hal-00971396
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    Cited by:

    1. Aurélie Corne & Olga Goncalves & Nicolas Peypoch, 2020. "Evaluating the performance drivers of French ski resorts: A hierarchical approach," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 41(3), pages 389-405, April.

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