Essays about: "Mikaël Besse"

Found 1 essay containing the words Mikaël Besse.

  1. 1. The influence and management of the electronic Word-of-Mouth within the French tourism industry

    University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Author : Antoine Lecoq-Vallon; Mikaël Besse; [2014]
    Keywords : e-WOM; trip retailers; online communities; online communication;

    Abstract : Purpose The purpose of the paper is to understand how crucial of importance is e-WOM within the French tourism industry with a focus on trip retailers – travel agencies and tour-operators – by observing and analyzing how they encourage and manage e-WOM.   Methodology The paper uses deductive approach with a triangulation method based on a qualitative research through 24 semi-structured telephone interviews and a quantitative research through the behavior analysis of 112 trip retailers on online communities. READ MORE