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Le rôle de l'imaginaire dans la compréhension des comportements touristiques

Abstract : Our research emerged as we thought about tourist consumption and the wealth of reactions it generates due to the infinite needs it meets. Whereas cognitive, perceptual, sensory and even emotional processes have been widely studied, we have discovered a gap in tourism marketing research on imaginative reactions. However Geographers and sociologists on tourism agree on the close link that exists between tourist system and the imaginaries that feed, shape and orient it. From here, we decided to place imaginary at the center of our reflection on the tourist-destination connection.A first qualitative method, a netnography, enables us to define the tourist imaginary around three components: representational, relational (it brings together social interaction and interaction with the place) and identity (it refers to awareness and self-image). It was supplemented by a life story approach. This makes it possible to draw three imaginative profiles (confirmed, intermediate and beginner) that each differ in a way of traveling as well as a perceived purpose of the trip. These imaginative profiles each correspond to a type of traveler (engaged, balanced, recreational) and to a specific combination of the three components of the imaginary.Mobilizing the imaginary in a context of tourism consumption thus finds all its legitimacy in the enrichment of tourism marketing research with concepts borrowed from neighboring disciplinary fields. From a managerial point of view, we suggest setting the imaginative profile as a segmentation criterion. We think that adapting the marketing mix to the target imaginative profile (s) would create value. Other theoretical, methodological and operational contributions are proposed, as well as several avenues for future research.
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Submitted on : Wednesday, September 28, 2022 - 12:39:16 PM
Last modification on : Friday, September 30, 2022 - 3:07:39 AM


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  • HAL Id : tel-03790454, version 1




Nadia Belkaied. Le rôle de l'imaginaire dans la compréhension des comportements touristiques. Gestion et management. Université Grenoble Alpes [2020-..], 2022. Français. ⟨NNT : 2022GRALG001⟩. ⟨tel-03790454⟩



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