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Mémoire
Bachelor thesis

What differences exist between Lavaux’s perception and its promoted image, and how can the promotion be adjusted to ensure consistency and improve the knowledge of the area?

    2019

106

Mémoire de bachelor: Haute école de gestion de Genève, 2019

Lauvaux
Suisse
vin
tourisme
English Lavaux, the Swiss vineyard which has been part of the UNESCO World Heritage List since 2007, is renowned for its terrace vineyards, its traditions, its breath-taking views on the Geneva Lake, and its unique landscape configuration. The purpose of this report is to provide an in-depth analysis of the perception and behaviour of the public towards Lavaux, and to compare them with the promotion of the area. The field research, which is based on a survey and interviews, aims at analysing the mental representation of the public, the places visited and activities performed, the wine-consumption habits and the public’s UNESCO’s definition. In parallel, the interviews of different economic actors in the vineyard allow a deep understanding of the promotion done for Lavaux. The findings suggest that the public’s perception and behaviour are aligned with the promotion of the area. Wine, landscape and UNESCO are shared values and are fully part of the promotion. Though, more implicit values, such as traditions, culture, local products are not enough highlighted. Also, no influence on Lavaux’s wine consumption has happened after the UNESCO’s nomination as far as the opinion of the public and of economic actors is concerned. Globally, the current strategy is relevant and adapts to the market needs to some extent. In order to improve the efficiency of the promotion and fill the existing gaps, recommendations include four main dimensions that can be developed. Firstly, the traditions and local products should be fully part of the promotion strategy, through quality products, service and wide opening hours. Then, the visit of the vineyard in winter could be promoted, with the creation of events to attract visitors at that period of the year. Also, the creation of a Vine and Wine Museum would enable the education of visitors about the heritage, traditions and the cultural background, while being a family activity. Finally, the creation of a global image through branding could improve the consistency of the promotion strategy. The branding should be decided amongst the promotion actors and should represent a first image to attract visitors in the area. The individualities and diversity of the economic activity should be kept within the vineyard, as they are part of the richness of the area. To summarize, unity and coordination amongst actors, the sustainability of traditions and heritage, the orientation towards preferred tourism and the promotion of experiences are key to the development of the promotion of Lavaux in the coming years.
Language
  • English
Classification
Economics
Notes
  • Haute école de gestion Genève
  • International Business Management
  • hesso:hegge
License
License undefined
Identifiers
  • RERO DOC 327892
Persistent URL
https://sonar.ch/hesso/documents/314828
Statistics
Document views: 55 File downloads:
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