Western Switzerland Ski Resorts Marketing and Creative Intelligence Case Study
| Type of publication: | Article |
| Citation: | |
| Journal: | Journal of Management and Marketing |
| Volume: | 1 |
| Number: | 1 |
| Year: | 2013 |
| Abstract: | This paper presents the results of a longitudinal study of marketing intelligence aimed at tourism stakeholders in the French speaking part of Switzerland. Based on a benchmarking study for the period of 2012-2013, this research aims to provide avenues for development of mobile applications for ski resorts with the goal of retaining customers and building customer loyalty. The first comparison group consisted of 52 regional destinations. The second group was composed of a single foreign operator with transferrable elements. The results of the study provide two main contributions: the identification of an innovative technology in the context of regional tourist attractions as well as a practical illustration of a method of marketing and creative intelligence that can support the innovation process of an organization or a group of organizations, and that can be reproduced in other situations. All the information used in this study comes from open and free sources available from the internet and smartphones. |
| Keywords: | Benchmarking, creative intelligence, Innovation, marketing, marketing intelligence, veille stratégique |
| Authors | |
| Added by: | [] |
| Total mark: | 0 |
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