Flocon ou Chamois d'Or ? Mesurer la Performance Marketing d'un Service Touristique


  • Goncalves Olga
  • Guallino Gabriel
  • Michel Hélène
  • Robinot Elisabeth


  • Performance evaluation
  • Tourism Marketing
  • Ski resorts
  • Decision making
  • Resource allocation

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With many French ski resorts facing redevelopment/ reorganization, as markets for winter tourism are reaching maturity, this research proposes a method to analyze and improve their marketing performance through technical efficiency. We first examine the issue of efficiency evaluation, constructing a methodological protocol using data envelopment analysis (DEA). We then analyze a sample of 38 French ski resorts. An analysis of the results allows us to identify potential improvements for each of them and help decision-makers in the resource allocation.

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