Construire une destination à la mode : le cadre conditionnant le caractère tendance d'une destination
Titre original :
Positioning a destination as fashionable: The destination fashion conditioning framework
To be fashionable destinations need to construct a meaning that is popular within a desired group.
Meaning can be influenced via communication based on the product, promotions, or endorsements and placements received.
Through communication, a meaning for the destination is conditioned within the target market and significant others.
Ongoing actions such as strategic planning, product development, promotion, and solicitation facilitate communication.
The Destination Fashion Conditioning Framework integrates the communications and actions necessary to be fashionable.
Clifford Lewis, Greg Kerr, Lois Burgess