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Marketing du tourisme. Le tournant expérientiel

Author

Listed:
  • Anne Gombault

    (Kedge Business School [Talence])

  • Dominique Bourgeon-Renault

    (UB - Université de Bourgogne)

Abstract

La notion d'expérience bouleverse le marketing. Elle remet en cause la notion de comportement "rationnel" d'un consommateur qui arbitrerait ses achats en fonction du rapport qualité/prix, par exemple. Pour le marketing expérientiel, l'émotion est le fil conducteur du processus de consommation. Dans une telle perspective, l'offre touristique doit amener le client à s'engager dans des processus inoubliables afin de vivre une "suite d'immersions" extraordinaires et à interagir avec son environnement. Elle doit aussi rendre possible la co-construction de l'expérience de consommation, dans un monde "hyper-réel". L'expérience touristique, ce n'est pas seulement un "moment" intense dont le client se souviendra. C'est un concept plus global qui amène à construire le processus de consommation différemment – c'est ce que l'on appelle le design d'expérience.

Suggested Citation

  • Anne Gombault & Dominique Bourgeon-Renault, 2014. "Marketing du tourisme. Le tournant expérientiel," Post-Print hal-01347077, HAL.
    • Handle: RePEc:hal:journl:hal-01347077
    as

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    Keywords

    marketing; tourisme;

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