Les fêtes de Bayonne entre risque d'implosion et consolidation culturelle: exploration des fondements d'un démarketing culturel

Michelle Bergadaà and Thierry Lorey
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Michelle Bergadaà: OVSM - Observatoire de Vente et Stratégie Marketing - UNIGE - Université de Genève = University of Geneva
Thierry Lorey: marketing - CRM - Centre de Recherche en Management - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse - IAE - Institut d'Administration des Entreprises - Toulouse - CNRS - Centre National de la Recherche Scientifique

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Abstract: Bayonne's Basque festivities, in the south-west of France, are one of the greatest cultural events linked with regional identity in France. Nevertheless, their media success calls into question their very existence. Our objective is to identify the communication axis necessary to ensure the future of their cultural identity. We set up a research design focused on field observation and in-depth interviews in three stages: identification of cultural and identity dimensions ; determination of categories of people attending these events; and last highlighting the risks encountered and recommendations. These three axis of operational research constitute the bases of a "cultural demarketing" policy

Keywords: "Popular Events"; " Basque festivities"; " cultural identity"; Fêtes populaires; Fêtes basques; Bayonne; identité culturelle; démarketing; "Fêtes populaires"; "Fêtes basques"; " Bayonne"; "identité culturelle"; " démarketing" (search for similar items in EconPapers)
Date: 2012-05-09
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Published in 28ème Congrès de l'Association Française du Marketing (AFM), May 2012, Brest, France. pp.20

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00741817

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