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THE ROLE OF COMMUNICATION IN THE REPOSITIONING STRATEGY OF A TOURISM DESTINATION. A CASE STUDY OF A FRENCH SKI RESORT: AVORIAZ
Halmstad University, School of Business and Engineering (SET). (35)
Halmstad University, School of Business and Engineering (SET). (35)
2012 (English)Independent thesis Basic level (degree of Bachelor), 15 credits / 22,5 HE creditsStudent thesis
Abstract [en]

This dissertation examines the role and impact of the promotion tools in the repositioning strategy of a tourism destination. Building on a theory which brings together the repositioning strategy process and the communication mix, this study is conducted through the examination of a case study based on one of the most important and innovative European ski resort: Avoriaz. The research has been made through an in-depth interview with a manager of the ski resort in charge of the communication, which has been completed by a content analysis of the communication supports edited by the resort. As a result, this study concludes that the communication tools have a main role in the implementation a repositioning strategy by having a major impact on the image of the tourism destination.

Place, publisher, year, edition, pages
2012. , 86 p.
Keyword [en]
tourism marketing, core strategy, positioning, repositioning, communication mix, image, ski resort, Avoriaz
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hh:diva-18118OAI: oai:DiVA.org:hh-18118DiVA: diva2:535381
Subject / course
Marketing
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2012-06-25 Created: 2012-06-19 Last updated: 2012-06-25Bibliographically approved

Open Access in DiVA

Bachelor thesis - Joly & Tous - 2012(7429 kB)1420 downloads
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File name FULLTEXT01.pdfFile size 7429 kBChecksum SHA-512
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Type fulltextMimetype application/pdf

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Joly, LéoTous, Gabriel Juan
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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf