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La réalité virtuelle (RV) fait partie des récentes innovations technologiques qui façonneront le futur de l’industrie du tourisme. Expérimenter un voyage dans un univers virtuel est une pratique qui va se démocratiser dans les années à venir. Le défi est donc de comprendre comment cette technologie peut être effective dans la conception d’expériences de marque de destinations touristiques ainsi que de déceler son secret pour agir sur les intentions comportementales. À partir d’une revue de littérature explorative et d’une étude quantitative impliquant 129 participants dans une expérimentation, cette étude permet de mettre en valeur les vertus de la vivacité et de la téléprésence suscitées lors de l’immersion en RV. Premièrement, un sentiment de téléprésence accru dans un environnement virtuel conduit à une meilleure expérience de marque d’une destination et à une plus grande intention de la visiter. Deuxièmement, une imagerie virtuelle vive a une influence positive indirecte sur l’expérience de marque via la téléprésence comme médiateur. Enfin, la familiarité avec la destination et la vivacité augmentent toutes les deux l’expérience de marque, la vivacité ayant cependant un plus grand impact. Cette étude fournit ainsi des preuves empiriques de l’efficacité promotionnelle et expérientielle de la RV pour une destination touristique. En conclusion de cette recherche, les implications majeures et les limitations sont discutées ainsi que des pistes pour des recherches ultérieures sont proposées. Virtual Reality (VR) is one of the recent technological innovations that will shape the future of the tourism industry. Experiencing a journey in a virtual world is a practice that will become more and more popular in the coming years. The challenge is therefore to understand how this technology can be effective in designing brand experiences for tourism destinations and to discover how it can be used to influence behavioural intentions. Based on an exploratory literature review and a quantitative study involving 129 participants in an experiment, this study highlights the benefits of vivacity and telepresence generated during VR immersion. Firstly, an increased sense of telepresence in a virtual environment leads to a better brand experience of a destination and a greater intention to visit it. Second, vivid virtual imagery has an indirect positive influence on the brand experience via telepresence as a mediator. Finally, familiarity with the destination and vividness both increase the brand experience, although vividness has a greater impact. This study thus provides empirical evidence of the promotional and experiential effectiveness of VR for a tourism destination. The research concludes with a discussion of the major implications and limitations, as well as suggestions for further research.

Réalité virtuelle --- Marketing de destination --- Expérience de marque --- Intention de visite --- Téléprésence --- Virtual reality --- Destination marketing --- Brand experience --- Visit intention --- Telepresence --- Sciences économiques & de gestion > Marketing

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The emergency of ICT innovations and digital technologies enable tourists to look for destinations worldwide at ease, facilitating improve the destination images and attract numerous tourists to experience tourist service and products in many countries. Replaced traditional approaches to reaching the global markets, the adoption of new technologies has provided alternatively cost-efficient and effective solutions to tourism businesses, management and marketing as well as entire tourism industry as a whole. Therefore, it is empirically stated that digital technologies are considered as a crucial part of the contemporary tourism business.
However, the proliferation of digital technologies leads to challenges for tailoring needs and travel behaviors of tourists because consumers are more customized and demanding. To understand this landscape specifically, Vietnam National Administration of Tourism (called the VNAT), a governmental department in Vietnam with its aims at promoting Vietnam’s tourism, improving the country image and increasing the number of visitors, which is chosen to prove the empirical study about these fields. The thesis attempts to identify how effective the VNAT uses digital strategies to improve the image of Vietnam as a tourism destination and analyze how the VNAT influences on travel decision of international tourists to Vietnam based on their awareness of and interaction with the VNAT’s digital strategies

digital strategies --- tourism marketing --- ICT --- DMO --- vietnam tourism --- tourism destination image --- Sciences économiques & de gestion > Marketing

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This project thesis was conducted in the frame of an internship for the project of la Ferme des Loups. The latter is a building, recently renovated to become a zytho-bistro-naturo-touristic complex in the village of Forêt. The main activity of the place will be driven by its microbrewery and the launch of a range of beers called “La Louve” (the she-wolf). Therefore, in order to start a marketing strategy, a set of 3 interactive digital communication tools were created: a legend (storytelling), social media accounts (Facebook and Instagram), and a website.
The aim of this paper is to find good practices for the three tools to properly develop and handle the marketing strategy of la Ferme des Loups. 
The scientific literature about the three topics was analyzed and allowed to note elements to take into consideration for each. Unfortunately, due to the Covid-19 crisis, the storytelling and social media parts could not be practically measured to confirm the theory and to see how it can specifically apply in this case. 
However, in addition to the scientific review, more practical insights could be collected for the website. Indeed, a benchmark analyzing 9 other microbrewery websites was conducted as well as a qualitative study with 15 respondents. It allowed to bring more specific information regarding the “conventions” used for these kinds of platforms, as well as the users’ expectations but also how they feel a microbrewery website should look like and provide information about. 
All the resources examined and analyzed compared with what had already be done about the legend, social media, and the website made it possible to provide practical and managerial recommendations to lead the marketing strategy with success moving forward.

microbrewery --- digital communication --- storytelling --- website --- benchmark --- social media --- tourism destination --- Sciences économiques & de gestion > Marketing

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La planification touristique se réalise à diverses échelles dont celle de la destination en tant que lieu de réception des touristes. La destination touristique représente une zone géographique où se déroule un séjour dans des lieux et des espaces de tailles variables chargés d’une identité. Elle se compose d’attractions, de services, d’infrastructures de transport, d’informations, de promotion et des liens entre ces divers éléments. De ce fait, plusieurs modèles spatiaux traduisent les pratiques générales des touristes et la manière dont une destination est perçue. Dès lors, la question de recherche est la suivante : « Comment la destination touristique est-elle pratiquée par les touristes ? ». Deux hypothèses de recherche ont été formulées de manière à répondre à cette question en étudiant le cas de Liège en Belgique : d’une part la destination touristique est pratiquée par les touristes selon une logique thématique et d’autre part selon une logique de proximité géographique entre les lieux d’attractions. La méthodologie suivie se base principalement sur les résultats d’une enquête directive auprès de 500 touristes pendant six mois. Après une analyse statistique, il ressort que les groupements thématiques et spatiaux ne sont significatifs que pour un nombre restreint de lieux, en effet il y aurait plutôt une complémentarité touristique entre des activités variées qui ferait la force de la destination Liège. Tourist planning is carried out on various scales whose the one of the destination as a reception point of tourists. The tourist destination represents a geographical zone where a stay takes place in places and spaces of variable sizes with an identity. It is composed of attractions, services, transport infrastructures, information, promotion and links between these various elements. So several spatial patterns translate the general movements of the tourists and the way whose a destination is perceived. Consequently, the question of research is the following one: “How the touristic destination is it travelled by the tourists?”. Two assumptions of research were formulated to answer to this question by studying the case of Liege in Belgium: on the one hand the touristic destination is travelled by the tourists according to a logical set of themes and on the other hand according to a geographical logic of proximity between places of attractions. The methodology is based mainly on the results of a directing investigation near 500 tourists for six months. After a statistical analysis, it arises that the groupings sets of themes and spatial groupings are significant only for one restricted number of places, indeed there would be rather a touristic complementarity between varied activities which would make the force of the destination of Liège.

Tourisme --- Destination --- Spatial --- Touriste --- Modèle --- Typologie --- Déplacement --- Séjour --- Ville --- Liège --- Belgique --- Tourism --- Destination --- Spatial --- Tourist --- Pattern --- Typology --- Movement --- Trip --- City --- Liège --- Belgium --- Sciences sociales & comportementales, psychologie > Géographie humaine & démographie --- Sciences sociales & comportementales, psychologie > Etudes régionales & interrégionales

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For the majority of travelers seeking inspiration for their destination choice, internet is the first source of information. The advent of Web 2.0 enabled tourists to share their advice and feelings about the places they visit, enriching the image of those places but at the same time making it more difficult to control for city's promotion managers. 
This thesis aims to compare the image of a fictitious city as perceived by people who had access to the official web site of the destination or to a travel forum about the destination. 

The results of this thesis suggest that when user generated contents on the forum were able form a richer image of the city, the website conveyed an image that was more structured.

City Branding --- Place Branding --- User Generated Content --- Brand Concept Mapping --- Marketing --- Etude exploratoire --- Image de la destination --- Sciences économiques & de gestion > Marketing