ABSTRACT
Clarisse LEJEUNE - Master 2 "Attractiveness and New Territorial Marketing" - Academic year 2023/2024
Due to the phenomenon of ever-increasing events, this thesis explores the duality of the intrinsic ephemeral nature of festivals and their territorial anchoring, seeking to understand how these events can establish a lasting impact on their host territories and contribute to the emergence a specific territorial identity, ultimately making the territory shine and reinforcing its image.
The main problem explores the mechanisms and the process by which festivals can overcome their a priori transitory nature thanks to an effective territorial anchoring but also, how this desire for anchoring makes it possible to mobilize the endogenous resources of the territory. Territorial anchoring then proves crucial in order to create a distinct and memorable identity for the territories, transforming the cultural image and improving attractiveness and lasting hospitality.
Based on the work of researchers, the thesis proposes that anchoring is based on spatial, professional and demographic dimensions, and that the mobilization of stakeholders is essential.
A qualitative methodology, with semi-structured interviews with festival organizers, stakeholders such as volunteers and public actors, but also the vision of an expert in territorial marketing supports the empirical study.
The literature review and the collection of field data allow us to draw out managerial recommendations.
Keywords: cultural mediation, place branding, public policy, territorial anchoring, territorial marketing.
To consult this study dissertation
This dissertation is available on request only to IMPGT students or partners of the A&NMT Chair. If necessary, we can put you in touch with the author.
