Construire une communauté de marque Le cas des Clubs de vacances Lookéa

Laurent Arnone and Alain Decrop ()
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Laurent Arnone: UMONS - Université de Mons / University of Mons
Alain Decrop: FUNDP - Facultés Universitaires Notre Dame de la Paix

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Abstract: Tourist activities are characterised by a strong linking value that can foster a sense of identity among customers. Based on the analysis of "monLookéa", the community built by Lookéa around its holiday clubs, this paper highlights how a tourist company can capitalize on this linking value to create its own brand community. Concretely, the objective of this article is to highlight the strategic and operational aspects of a brand community creation process and the benefits companies can derive from this tool. In addition, the results show that, in tourist activities, companies should try to integrate the virtual and the physical dimension of the whole community experience.

Keywords: brand community; vacation communities; web 2.0; case study; tourism.; clubs de vacances; étude de cas; tourisme.; communauté de marque (search for similar items in EconPapers)
Date: 2011-10
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Published in Décisions Marketing, 2011, 64, pp.35-46

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02436791

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