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État des lieux de l’évolution de l’offre thermale en France : le dilemme de positionnement entre posture médicale et posture bien-être. Description des défis, opportunités et positionnement stratégique

Author

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  • Mazarine Wairy Dupuich

    (COMIN [Cerege] - Culture, cOnsommation, Médiations, Image et Numérique [Équipe du Cerege] - CEREGE [Poitiers] - Centre de recherche en gestion [UR 13564] - UP - Université de Poitiers = University of Poitiers, CEREGE [Poitiers] - Centre de recherche en gestion [UR 13564] - UP - Université de Poitiers = University of Poitiers, MPT [Cerege] - Management Public et Territoires [Équipe du Cerege] - CEREGE [Poitiers] - Centre de recherche en gestion [UR 13564] - UP - Université de Poitiers = University of Poitiers, UP - Université de Poitiers = University of Poitiers)

Abstract

Cet article décrit les enjeux stratégiques du thermalisme français, un secteur à une joncture critique entre tradition médicale et attrait pour le bien-être. Il examine les défis contemporains du secteur (crédibilité, concurrence, localisation, formation) puis met en lumière ses forces et opportunités (tissu local, vieillissement des populations, pleine santé). Enfin, à l'aide du triangle stratégique des services (coût, variété, personnalisation), il propose des clefs de lecture pour un positionnement stratégique.

Suggested Citation

  • Mazarine Wairy Dupuich, 2026. "État des lieux de l’évolution de l’offre thermale en France : le dilemme de positionnement entre posture médicale et posture bien-être. Description des défis, opportunités et positionnement stratégique," Working Papers hal-05565890, HAL.
    • Handle: RePEc:hal:wpaper:hal-05565890
    Note: View the original document on HAL open archive server: https://hal.science/hal-05565890v1
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