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Master Thesis

La labellisation comme outil de structuration d'une destination : le cas du Val de Loire

Abstract : The aim of the "Loire Valley" brand is ambitious: to bring together and unite two regions, the Centre-Val de Loire and the Pays de la Loire, around a common tourism strategy: that of making the Val de Loire an international destination. It is also about involving all the players in the governance process in order to enhance the attractiveness and competitiveness of the destination. The destination, through its brand and its associated brands, "La Loire à vélo", "Châteaux de la Loire" and "Vins du Val de Loir", is positioned as a destination of excellence, symbolising the "French art of living" and the balance between nature and culture. The label is structural if it is coherent, but the area chosen for the "Val de Loire" brand has, apart from the Loire, no historical foundation. However, the governance of this brand remains complex. Although it involves many players at both inter-regional and intra-regional level, it does not promote the destination equally between the Centre-Val de Loire, the initiator of the project, and the Pays de la Loire region, which feels further away from the ambitions and values conveyed by the brand. Furthermore, the multiple tourist labels structure micro-destinations on a more local scale, with the effect of multiplying the number of "Val de Loire" destinations. Labelling is a one-off phenomenon that selects spaces, players, places and activities, preventing a part of the territory that is already less developed and attractive from benefiting from the brand's spin-offs.
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Master Thesis
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https://dumas.ccsd.cnrs.fr/dumas-02964343
Contributor : Irest Paris 1 Panthéon-Sorbonne <>
Submitted on : Monday, October 12, 2020 - 1:14:16 PM
Last modification on : Wednesday, February 10, 2021 - 8:44:57 AM

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Élisa Gallet. La labellisation comme outil de structuration d'une destination : le cas du Val de Loire. Géographie. 2020. ⟨dumas-02964343⟩

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