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How can we enhance and increase the visibility of the Lake Geneva region's cultural offer?

Rechten: Alle rechten voorbehouden

How can we enhance and increase the visibility of the Lake Geneva region's cultural offer?

Rechten: Alle rechten voorbehouden

Samenvatting

The Lake Geneva Region, situated in Western Switzerland, has an incredible tourism potential that has been exploited since the 18th century. In the last decades, this tourism activity has been mainly centered on sport, nature and business tourism. Nowadays, people are regaining interest for local heritage and cultural activities.
In this context, the Lake Geneva Region Tourist Office wants to profit from this trend and thus promote its incredible cultural offer. In fact, due to its localization in the middle of Europe at the foot of the Alps, every historical era is represented with remains and heritage buildings which are in most cases well preserved.
However, except few distinctive monuments such as the Castle of Chillon or the Abbey church of Romainmôtier, the tourism potential of the region's cultural heritage is not enough recognized.
Starting form this observation, with the help of management and marketing tools and methods, also supported by theories about cultural tourism, this thesis will allow understanding the complexity of the tourism industry's macro and micro environment and also the regional cultural offer's potential.
Moreover, a global strategy with three main actions will be implemented which will allow the Lake Geneva Region Tourist Office to enhance and increase the cultural offer's visibility.
The first objective is to position the region as a cultural tourism destination recognized by a large public. Therefore, this goal will be reached in taking advantage of the renown of the UNESCO World Heritage site of Lavaux and also in showing and communicating intensely about this cultural offer.
The second goal will intend to unify tourism actors and raise their awareness about the tourism potential of this offer. This will be concretely done in organizing meetings for regional tourism decision-makers and with the implementation of a value program.
Finally, the last goal is aiming to provide up-to-date information in creating interaction between paper and online content with the conception of a brochure presenting built heritage sites linked with online content using web 2.0 applications.
To conclude, we can learn from this thesis that it is primordial to work simultaneously on different fields to finally find a satisfactory answer to the problem, due to the heterogeneousness of the cultural tourism sector.

Toon meer
OrganisatieHZ University of Applied Sciences
OpleidingInternational Business & Management Studies
InstituutAcademie voor Economie & Management
PartnersOffice du Tourisme du Canton de Vaud, Lausanne (Switzerland)
Gepubliceerd in
Datum2010-02-19
TypeBachelorscriptie
TaalEngels

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