Flocon ou Chamois d'Or ? Mesurer la Performance Marketing d'un Service Touristique

Olga Goncalves (), Gabriel Guallino (), Hélène Michel and Elisabeth Robinot ()
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Gabriel Guallino: MAGELLAN - Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon, CRET-LOG - Centre de Recherche sur le Transport et la Logistique - AMU - Aix Marseille Université
Hélène Michel: EESC-GEM Grenoble Ecole de Management
Elisabeth Robinot: IREGE - Institut de Recherche en Gestion et en Economie - USMB [Université de Savoie] [Université de Chambéry] - Université Savoie Mont Blanc

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Abstract: With many French ski resorts facing redevelopment/ reorganization, as markets for winter tourism are reaching maturity, this research proposes a method to analyze and improve their marketing performance through technical efficiency. We first examine the issue of efficiency evaluation, constructing a methodological protocol using data envelopment analysis (DEA). We then analyze a sample of 38 French ski resorts. An analysis of the results allows us to identify potential improvements for each of them and help decision-makers in the resource allocation.

Keywords: Performance evaluation; Tourism Marketing; Ski resorts; Decision making; Resource allocation; Performance; Marketing du Tourisme; Station de Ski; Allocation de Ressource (search for similar items in EconPapers)
Date: 2011-11
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Published in Décisions Marketing, 2011, 64, pp.59-68

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-00971396

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