Flocon ou Chamois d'Or ? Mesurer la Performance Marketing d'un Service Touristique
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authors
keywords
- Performance evaluation
- Tourism Marketing
- Ski resorts
- Decision making
- Resource allocation
document type
ARTabstract
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.