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PEOPLE@HES-SO – Directory and Skills inventory
PEOPLE@HES-SO – Directory and Skills inventory

PEOPLE@HES-SO
Directory and Skills inventory

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Broccard Manu

Broccard Manu

Professeur-e HES Associé-e

Main skills

Gouvernance stations touristiques

Event management

Marketing

Marketing Digital

Stratégie de communication

Tourisme

Anglais

  • Contact

  • Teaching

  • Publications

Main contract

Professeur-e HES Associé-e

Phone: +41 58 606 90 68

Desktop: TP153

HES-SO Valais-Wallis - Haute Ecole de Gestion
Route de la Plaine 2, Case postale 80, 3960 Sierre, CH
HEG - VS
Faculty
Economie et services
Main Degree Programme
Tourisme
Institute
Institut Tourisme
BSc HES-SO en Tourisme - HES-SO Valais-Wallis - Haute Ecole de Gestion
  • Marketing
  • Event Management
  • Destination management

2017

Innovation in the concepts of intercultural communication and resistance to changes in responsible organisations
Scientific paper ArODES

Manu Broccard, Alain Pillet, Jérôme Baratelli

Journal of tourism and hospitality,  2017, vol. 6, no. 5

Link to the publication

Summary:

The original objective of this project was to reinvent a way of communicating destinations to specific targets. However, resistance to change by politicians and tourists oriented the research challenge towards organizational and human approaches. The question of levers and resistance to change became central, the hypothesis being that the development of an organizational innovation makes the communication strategies of destinations more effective within Swiss tourism companies. We assessed that the differences in the perception of promotional messages were confronted with a rich and nevertheless self-centered iconographic positioning: Switzerland seen by its own citizens. The scientific objectives of this project attempt to demonstrate that a type of organization managing a co-creation process with all stakeholders can enhance a new communication paradigm by significantly reducing resistances to change within Swiss touristic organizations.

Achievements

Media and communication
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