City Tourism optimization (GEST002_ITMCY)

Présentation

This module is made with our strategic Partner : OnlyLyon Tourisme & Congrès, Office de Tourisme, Ville de Lyon 

As competition is growing and travellers expectations are changing, destinations need to go beyond mere information by demonstrating, proving and embodying relevant and authentic values, by using new channels and technologies, offering new experiences, marking the difference and surfing on current trends: Experiential and sensorial Marketing is one of the key tools to meet these expectations.

Through this module, students ;

  • Will get strong expertise on Experiential Marketing (tailor made approaches, memorization, depth, intuition and interaction of traveller experiences, authentic links to a destination, extension of brand territory on polysensorial levels)
  • Will be involved in a business challenge for OnlyLyon (DMO of Lyon), with several groups competing to provide concrete, realistic and actionable answers to improve deeply felt experience thanks to experiential marketing and digital technologies, after benchmarking several other international destinations.
  • Will benefit from two day-trips to Lyon to :
    • participate in high level lectures/conferences from OnlyLyon
    • present diagnostic, methodology, products and services created to a jury of experts 

Objectifs

  • Ability to lead complete analysis, understand major stakes of public/private side
  • Propose innovative and original project ;To what extent the evolution of product / service :
    • reinforce the client’s experience intensity and its resonance effect (before, during and after) to the existing  offer ?
    • are able to meet the new client trends and expectations ?
  • Propose realistic feasible experiential service/product :
    • To what extent propositions are feasible and realistic  in the  short and medium term ? 
    • Did you get enough information about achievability and possible implementation ?
  • arelevant and creative experiential marketing and digital technics
  • Ability to perform from a jury of professionnals
    • presence and professionalism of oral expression
    • support quality
    • answer relevance & conversation quality with the jury
  • Work on a team project

Pré-requis

No pre requisite

Plan du cours

The growing number of tourists in the world is a strong opportunity for tourism professionals, concomitantly we observe:

  • Competitive pressure increase between cities: professionals improve their skills and tools to enhance their influence, attract and make loyal their travellers
  • Traveller practices and behaviours are deeply changing: more informed, more demanding and less loyal in terms of consumption acts

Within this context, destinations need to go beyond simple information by demonstrating, proving and embodying relevant and authentic values by using new channels and technologies, offering new experiences, marking the difference and surfing on current trends: Experiential and sensorial Marketing is one of a key tool to raise the challenge. Through this module, students ;

  • Discover how to : 
    • Enhance tailor made, memorization, depth, intuition and interaction of traveller experiences
    • Recreate more authentic links to a destination, marking its singularity
    • Extend the brand territory not only on visual aspects but also on polysensorial levels
  • Work for the tourism office of Lyon (ONLYLYON)
    • Several group of students are formed and in competition
    • To lead a experiential diagnostic of a targeted touristic object from the destination of LYON 
    • And to provide concrete, realistic and actionable answers to improve deeply experience thanks to experiential marketing and digital technologies
      • Supported by an international benchmark from other destinations
    • Diagnostic, methodology, products and services created will be presented to jury of experts and teachers to determine winners
  • Follow conferences and lectures from our partner ONLYLYON
    • Global strategy of OnlyLyon
    • Marketing strategy Tourism and Congress 
    • Destination d’Excellence
  • Part of the course is made outside the university

Volume horaire

  • CM : 25.0
  • TD : 15.0

Bibliographie

  • Comment concevoir et stimuler l'expérience client - Isabelle Frochot, Wided Batat - Edition Dunod
  • City Tourism : National Capital Perspectives by Robert Maitland and Brent W. Ritchie - First Edition

 

Diplômes intégrant ce cours

En bref

Crédits ECTS : 5

Forme d'enseignement
Travaux dirigés

Langue d'enseignement
Anglais

Contact(s)

UFR, Écoles, Instituts

Responsable(s)

Isabelle Frochot

Tél : +33 4 79 75 84 04

Email : Isabelle.Frochot @ univ-smb.fr

Lieu(x)

  • Chambéry (domaine universitaire de Jacob-Bellecombette - 73)