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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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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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In this book, we introduce the themes and approaches covered in the issue Sustainable Tourism Marketing. Its objective was to analyze the main contributions made as a result of research related to sustainable tourism–marketing management and current trends in the field. This book gathered articles about the marketing of destinations, and the marketing and communication management of companies and tourism organizations from a sustainable tourism perspective.

halal-friendly image --- Cultural tourism --- social problems --- perceived risk --- Malaysia --- hotel industry --- exotic local culture --- brand loyalty --- cultural distance --- subjective knowledge --- Malaysia Airlines --- socio-cultural factors --- return on investments --- preventive conservation --- sense of home --- loyalty --- tourism intention --- flamenco tourism --- sustainability --- urbanization --- cultural heritage --- lean canvas --- emotional experiences --- Muslim tourism --- lean startup --- Islamic religiosity --- perceived inconveniences --- attitude --- tourism marketing --- tourism --- guest house --- Flamenco art --- intangible cultural heritage --- Pakistan --- attachment to place --- destination marketing organization --- Slovakia --- usefulness of public opinion --- effectiveness --- path analysis --- value cognition --- satisfaction --- sustainable tourism --- non-Muslim destination --- cultural tourism --- tourist behavior --- purchase intention --- environment --- online marketing --- brand image --- cultural tourist --- air disaster --- marketization --- destination management

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The aim of the Special Issue is to discuss the main current topics concerning marketing for sustainable tourism with reference to territories (i.e., tourism destinations, protected areas, parks and/or natural sites, UNESCO World Heritage Sites, rural regions/areas, etc.) and tourism enterprises and/or organisations (i.e., destination management organisations, hospitality enterprises, restaurant enterprises, cableway companies, travel agencies, etc.). In destinations where natural resources are pull factors for tourism development, the relationships among local actors (public, private, and local community), as well as marketing choices, are essential to develop sustainable tourism products. To this end, the Special Issue encourages papers that analyse marketing strategies adopted by tourism destinations and/or tourism enterprises to avoid overtourism, to manage mass sustainable tourism (as defined by Weaver, 2000), and to encourage and promote sustainable tourism in marginal areas or in territories suffering lack of integration in the tourism offer. Special attention will be given to contributions on the best practices to manage territories and/or enterprises adopting sustainable marketing strategies.

business models --- expenditure --- environmental self-efficacy --- n/a --- tourism development --- Lanzarote --- decisive factors --- Chinese tourist --- experience economy --- tourism factory --- ski-resort marketing --- mountain tourism --- biospheric values --- sustainable development of airport --- visitor experience --- tourists’ environmentally responsible behavior --- local attraction --- airport image --- destination offering --- customer satisfaction --- tourist behaviors --- economic sustainability --- micro-scale destination --- tourism demand --- tourism destination image --- multi-attraction travel --- pleasure --- gastronomy --- sustainability --- hot spring --- Mediterranean cruise destinations --- panel threshold regression model --- degree centrality --- tourist intelligence --- destination attribute --- seemingly unrelated regression --- post-industrial tourism --- alternative product development --- personal norm --- social network analysis --- ski resorts --- transit port --- behavioral intention --- ski-resort management --- tourism marketing --- economic growth --- grounded theory --- Seasonality --- responsible tourism --- interpretive structural modeling --- service innovation --- tourism --- disaster-stricken counties --- online review --- audit --- China --- tourism advertisement --- positioning --- destination marketing --- Butler’s Tourism Area Life Cycle --- Wenchuan earthquake --- density --- country brand --- satisfaction --- sustainable tourism --- experiential marketing --- Spain --- The Industrial Monuments Route --- environmental self-identity --- UCG --- port of call --- strategy --- tourists' environmentally responsible behavior --- Butler's Tourism Area Life Cycle

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This Special Issue on ‘Sustainability and Visitor Management in Tourist Historic Cities’ explores new trends and methods that contribute to sustainable practices for tourism planning and management in historic cities. Thanks to the differentiated approaches adopted by the authors, the Special Issue reflects on the environmental, physical, cultural, and social effects that tourism activity provokes in tourist historic cities. Considering the present debate on tourism in historic cities, there is a special focus on resident perceptions and the social problems and conflicts associated with various tourist activities that have emerged in recent years. New methodologies and sources to measure tourism impacts are also addressed in this book, especially the use of big data technology, another relevant topic. Papers include one literature review and six case studies in the historic cities of Seville and Toledo (Spain), Venice and Matera (Italy), and Porto (Portugal) and Popayán (Colombia). This Special Issue provides practical tools and policy recommendations to measure tourism impacts and promote sustainable management in tourist historic cities.

tourism development --- residents’ opinions --- residents’ perceptions --- tourism impacts --- historic city --- cultural tourism --- Toledo --- “big events” --- experiential tourism --- Matera “European Capital of Culture 2019” --- vulnerability --- right to the city --- tourism rents --- Seville --- tourist movement --- GPS --- NFC --- tourist card --- questionarie --- tourism destination --- big data --- tourism sustainability --- official statistics --- indicators --- urban tourism --- culture-led regeneration --- cultural capital --- sustainability --- Porto city centre --- overtourism --- Venice --- social impacts --- residents’ perception