Récits de marque en contexte collaboratif

Abstract

This research brief sheds some new light on the interplay of factors influencing brand marketing. The authors examine how the connotations attached to brand names in two holiday travel promotions evolve in parallel with particularly inventive accounts of trips. Scenarios are created to convey beliefs, myths and fantasies surrounding the designated destinations. Such scenarios are constructed from accounts by by-gone or would-be travellers who either recreate these beliefs, myths and fantasies from previous travel experiences or project them into prospective journeys.

Keywords

• tourism
• travel story
• brand marketing
• client traveller
• script