STUDY DISSERTATION | The quality of the tourist welcome: Challenges and levers for mobilizing private players in an approach to territorial attractiveness - Focus on High Hospitality Academy

SUMMARY

Laurent ANDUREU - Master 2 Public Management - "Attractiveness and New Territorial Marketing" - 2016

The way in which private players welcome visitors to a destination is a key factor in boosting the attractiveness and competitiveness of a region. In a world of hyper-competition, attracting and retaining customers is becoming a priority for regions. There are many players and tools available to qualify and promote a tourism offering: labels, certifications, charters, brands, etc. How can we mobilize and raise awareness among tourism professionals and retailers, so that they become true ambassadors for the region? This thesis highlights the need to integrate the principles of hospitality into any approach to attractiveness.

Keywords: hospitality, private players, attractiveness, business leaders, companies, High Hospitality Academy, hospitality, destination management, territorial marketing, brands, labels, tourism organization, promotion, quality, regions, tourism.