How can a destination brand be authentic in its umbrella brand? A tourist perspective in the Luberon in Provence (France)

Julien Couder (), Sabine Reydet (), Blandine Ageron () and Gildas Barbot ()
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Julien Couder: CERAG - Centre d'études et de recherches appliquées à la gestion - UGA - Université Grenoble Alpes
Sabine Reydet: CERAG - Centre d'études et de recherches appliquées à la gestion - UGA - Université Grenoble Alpes
Blandine Ageron: CERAG - Centre d'études et de recherches appliquées à la gestion - UGA - Université Grenoble Alpes
Gildas Barbot: CERAG - Centre d'études et de recherches appliquées à la gestion - UGA - Université Grenoble Alpes

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Date: 2022-05-18
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Published in Congrès de l'Association Française du Marketing (AFM), May 2022, Tunis, Tunisia

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