Territorial marketing: challenges, tools and prospects - Revue Espaces

SUMMARY

Tourist regions have become brands. They are organizing themselves to boost their visibility and appeal, in a highly competitive world. The only problem is that a promotional strategy may be appropriate for one region, but not at all for another. The steps to follow, from reflection to implementation, follow a common framework that involves the mobilization of various players: institutions, tourism professionals, not forgetting the inhabitants and visitors themselves. But the key to success lies in a customized, relevant and creative marketing strategy. It's up to each individual to choose the most appropriate communication method from among the many available: website, social networks, print magazine, newsletter, video, use of ambassadors or influencers...

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