Les cartes postales dans les stations de sports d’hiver haut de gamme : du produit touristique à l’enjeu de communication

Abstract

This article aims to question the link between postcards and alpine winter sports resorts. Indeed, the exclusivity of these places seems at first sight to oppose the spatial as well as social diffusion capacity postcards. It appears however that the postcards to the elitist part of these resorts, including presentation of scenes of fashionable life, legacy of the nineteenth century resort. The role of postcards in the tourist communication, little studied in the marketing seems to be a vector image of the winter sports resorts. In addition, they participate to create the “montagnité” imaginary wanting to be as representative as possible of mountain areas by using social codes register in the collective thought.

Keywords

• postcard
• winter sports resorts top of the range
• Alps
• mountain imaginary
• space ideology
• identity