Flocon ou Chamois d'Or ? Mesurer la Performance Marketing d'un Service Touristique : Le cas des stations de ski françaises

Abstract : With many French ski resorts facing redevelopment/ reorganization, as markets for winter tourism are reaching maturity, this research proposes a method to analyze and improve their marketing performance through technical efficiency. We first examine the issue of efficiency evaluation, constructing a methodological protocol using data envelopment analysis (DEA). We then analyze a sample of 38 French ski resorts. An analysis of the results allows us to identify potential improvements for each of them and help decision-makers in the resource allocation.
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Journal articles
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https://hal-univ-lyon3.archives-ouvertes.fr/hal-00971396
Contributor : Gabriel Guallino <>
Submitted on : Wednesday, April 2, 2014 - 6:52:21 PM
Last modification on : Monday, December 2, 2019 - 12:23:48 PM

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  • HAL Id : hal-00971396, version 1

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Olga Goncalves, Gabriel Guallino, Hélène Michel, Elisabeth Robinot. Flocon ou Chamois d'Or ? Mesurer la Performance Marketing d'un Service Touristique : Le cas des stations de ski françaises. Décisions Marketing, Association Française du Marketing, 2011, 64, pp.59-68. ⟨hal-00971396⟩

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