SUMMARY
Vanessa HAUTEFEUILLE - Master 2 "Attractivité et Nouveau Marketing Territorial" - 2018
Following the merger of metropolitan regions, new names were given to the enlarged regions, modifying the identity of the territories and sometimes generating a loss of attractiveness. In a highly competitive tourism market, many French regions are thus embarking on territorial marketing initiatives and aiming to become destinations. Regional destination brands are being created, while strong sub-regional destination brands already exist. The challenge is threefold: to build the image and awareness of the regional brand, to create a coherent identity, and to articulate the territorial levels as effectively as possible.
To illustrate this process, a case study applied to the Occitanie region analyzes the perception of sub-regional destinations. We look at the relational dimension between players, identifying what fosters collaboration. Using the conceptual framework of shared governance and stakeholder theory, we examine how to move from a regional name to a destination brand.
Keywords: attractiveness, destination, governance, identity, image, territorial marketing, destination brand, stakeholder theory, tourism, Occitanie.
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