Autonomisation, personnalisation : quelles stratégies spatio-communicationnelles dans les offices de tourisme ?

• Main Author: Camille Bernetière
• Format: Article
• Language: English
• Published: Éditions Touristiques Européennes 2017-12-01
• Series: Mondes du Tourisme
• Online Access: http://journals.openedition.org/tourisme/1405

Through an approach based on information and communication sciences, this article offers an analysis of two managerial strategies of adaptation to the supposed expectations of tourist office with the study of two cases. In the first case, the tourist office of New York City, in the United States, chose to promote tourist information through a strategy of user empowerment. In the second case, the tourist office of Mulhouse, in Alsace, sought to promote values through the ​​personalization of the tourist offer based on the interaction between the user and the advisor. These two strategies bring changes to the profession of advisor, which is upgraded: in the first case, advisors become digital mediators, while they become ambassadors for their territory in the second case.