Tourism Agility in Times of Crisis and Uncertainty 2

Foreword. Thinking on Tourist Destinations as Complex

Systems in Times of Uncertainty xi

Salvador Anton CLAVÉ

Acknowledgments xxvii

Introduction to the Authors of the Two Volumes xxix

Introduction xli
Sylvie CHRISTOFLE based on contributions by Franck DEBOS, David HURON, Jean-Christophe GAY, Bernard MASSIERA, Otto REGALADO-PEZÚA

and Jacques SPINDLER

Part 1. Marketing and Communication at the Heart of Tourism Agility: Stories from Actors and Regions 1

Chapter 1. Tourist Consumer-driven Agility: A Framework for Tourism Marketing 3
Marios SOTIRIADIS and Shiwei SHEN

1.1. Introduction: marketing environment and consumer behavior in the digital era 3

1.2. Theoretical framework: agile marketing 5

1.3. A blended approach: a framework based on two models 7

1.3.1. Consumer/customer journey in the digital era 7

1.3.2. Marketing implementation: the marketing mix 9

1.4. Proposed framework for implementing marketing agility in tourism 11

1.5. Conclusion 13

1.6. References 14

Chapter 2. Online Communication Agility for International Tourist Destinations: Cannes, Nice, Monaco 17
Sylvie CHRISTOFLE and Carine FOURNIER

2.1. Theoretical framework 18

2.2. Methodology 20

2.3. Results and discussion 22

2.3.1. Are DMOs early adopters? 22

2.3.2. What publications? 24

2.3.3. What mutual recognition? Measuring interaction 26

2.3.4. Producing a composite index measuring online communication agility 32

2.4. Conclusion 35

2.5. References 36

Chapter 3. "Les Accros du peignoir" (Massif Central): Proof of the Agility of the French Spa Scene 39
Marie-Ève FÉRÉROL

3.1. Introduction 39

3.2. Methodology 42

3.3. Contextualization: the decline of the Massif Central's flagship resorts 44

3.4. The remedy for the crisis: a territorial brand based on humor, inclusivity, experience and openness to the cultural world 46

3.4.1. A reflective work on the identity to be given to the Massif Central's water towns 46

3.4.2. Choosing humor and self-mockery 47

3.4.3. More punchy, inclusive and experiential communication 49

3.4.4. Water cities: creative and innovative 52

3.5. Conclusion 56

3.6. References 58

Chapter 4. Attractions and Interconnected Destinations: The Case of the Chaîne des Puys-Limagne Fault UNESCO Site 61
Jean-Bernard MARSAT and Étienne POLGE

4.1. Issues, references and models 62

4.1.1. Spatial features of the local system 63

4.1.2. Management issues: stakeholder profiles, objects and scales of intervention 66

4.2. Case study 67

4.2.1. Study on the visitors 68

4.2.2. The study of the management of the tourism system affected by attraction (the CPFL) 72

4.3. Discussion - conclusion 74

4.4. References 75

Chapter 5. Collective Agility at the Heart of Tourism Development in Hauts-de-France During the Covid Period 79
Sandrine FOURNIER

5.1. Promoting the "HDF destination" in the region 80

5.2. The agility of tourism players: adapt, develop and innovate 81

5.3. Adding value and agility through digitalization 82

5.4. Promotional synergy between official operators/tourism professionals and citizens/tourists 84

5.5. Methodology, results and discussion 85

5.5.1. Methodology 85

5.5.2. The agility of professional players in HDF 86

5.5.3. The adaptability of official operators/tourism professionals and citizens/tourists 87

5.5.4. Agility of regional, departmental and local tourism organizations 88

5.5.5. Interrelations between official operators/tour operators and citizens/tourists 90

5.5.6. Discussion 92

5.6. Conclusion 93

5.7. References 93

Part 2. Sustainability: A Challenge for Tourism Agility? 97

Chapter 6. Managing Visitor Numbers: A Public Policy Challenge for Preserving and Enhancing our Natural Heritage 99
Émeline HATT and Sylvie CLARIMONT

6.1. Visits to natural areas with a high profile and major management challenges 101

6.1.1. Large natural sites with high visitor numbers 101

6.1.2. (Over)visiting and visitor management issues 104

6.2. Managers of natural areas increasingly inclined to implement visitor management systems 105

6.2.1. A variety of visitor management systems in natural areas 105

6.2.2. Experiments to limit visitor numbers in France 108

6.2.3. Regulatory changes to support visitor number management 110

6.3. Visitor management systems: between concrete implementation difficulties and ambivalent social perceptions 110

6.3.1. Challenges to the creation of operational management territories 110

6.3.2. A principle of regulation accepted, but regulatory measures criticized by users 112

6.4. Conclusion 115

6.5. References 116

Chapter 7. Metropolitan Areas and Local Tourism 121
Fabrice DECOUPIGNY

7.1. Introduction 121

7.2. Metropolises and local leisure activities 121

7.3. Impact of second homes on attractiveness 126

7.4. Prospective simulations of attractiveness 128

7.5. Conclusion 131

7.6. References 132

Chapter 8. Hypermobility and Environmental and Societal Challenges 133
Isabelle FROCHOT, Véronique MONDOU and Philippe VIOLIER

8.1. Introduction 133

8.2. Methodology 133

8.3. Analytical framework 134

8.4. Main results 136

8.4.1. Varied combinations 136

8.4.2. Effects of the pandemic 141

8.4.3. Effects of lifting restrictions 144

8.5. Discussion: a stark observation 144

8.6. Conclusion 146

8.7. References 147

Chapter 9. Feedback on Soft Mobility and Sustainable Tourism in Côte d'Opale: The Bicycle, a Vector of Agility 149
Jean-Denis HUE and Vincent HERBERT

9.1. Action research to understand local mobility issues 150

9.2. Institutional agility as a marker of "direction" for an ecotourism policy 152

9.3. The bicycle, a translation of "agile" practices for users 156

9.4. Conclusion 159

9.5. References 161

Conclusion 163
Sylvie CHRISTOFLE

List of Authors for the Two Volumes 169

Index 173

Summary of Volume 1 177