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

Broccard, Manu (University of Applied Sciences and Arts Western Switzerland (HES-SO Valais-Wallis)) ; Pillet, Alain (University of Applied Sciences and Arts Western Switzerland (HES-SO Valais-Wallis)) ; Baratelli, Jérôme (Geneva School of Art and Design, Switzerland)

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.


Keywords:
Article Type:
scientifique
Faculty:
Design et Arts visuels
Economie et Services
School:
HEAD - Genève
HEG-VS
Institute:
ITO-Institut de Tourisme
Subject(s):
Economie/gestion
Date:
2017-10
Pagination:
10 p.
Published in:
Journal of tourism and hospitality
Numeration (vol. no.):
2017, vol. 6, no. 5
DOI:
ISSN:
2167-0269
Appears in Collection:



 Record created 2018-11-12, last modified 2018-12-13

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