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This article concerns the strategies employed by tourism professionals to renew the tourist promise for the city of Annecy. It comes from an analysis of communication tools (websites, press reports, etc.) produced with a view to transmitting this promise to target audiences and from interviews with professionals. It thus examines tourist activities less in terms of actual tourist practices but rather through presentations made by players in the field and through the engineered practices which they convey and construct.In order to enrich the traditional attractions which the city offers – the lake, the old city and its monuments – two main tendencies are highlighted. The first comprises the construction of a cultural alternative to urban tourism which comes to pass through the creation of a new cultural hub in the city. The second involves making the experience one of a kind by producing an environmentally responsible tourism, by developing original activities and by making an event of the tourist offering.The results tend to show that the renewal of tourism in the city of Annecy fit into a dynamic which involves changing the city's image in parallel with the developments of new fields in the economy. Above all, however, they bring to the fore the uniqueness of the tourist experience as a symbol with market value.
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