L'importance du tourisme pour la France et sur le plan international n'est plus � d�montrer. C'est un secteur de l'�conomie en pleine croissance et dont l'�volution � long terme est prometteuse. Le tourisme s'est fortement professionnalis� et structur� au cours des pr�c�dentes d�cennies et la nature de l'activit� touristique implique une reconsid�ration des connaissances marketing pour s'adapter aux sp�cificit�s de ce secteur. L'ouvrage propose une vision globale des techniques marketing appliqu�es � la conception et � la commercialisation des produits touristiques.

About the Author

Isabelle Frochot est Ma�tre de Conf�rences � l'universit� de Savoie. Directrice du Master en Management des destinations touristiques. Patrick Legoh�rel est Ma�tre de conf�rences � l'universit� d' Angers. Responsable des Masters Communication touristique et Revenue Management.

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