Le tourisme de conférence, vecteur de promotion de l'image de marque d'une destination: le cas d'Addis-Abeba
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Les �v�nements, sous leurs diff�rentes formes telles que le tourisme d'affaires, peuvent jouer un r�le significatif dans la construction d'une image de marque solide, aspect essentiel du marketing de destination, dans le but de se d�marquer efficacement des destinations concurrentes. Cependant, certains obstacles emp�chent le tourisme d'affaires de contribuer pleinement � la construction de l'image de la destination. Ces d�fis et opportunit�s sont clairement analys�s dans cet ouvrage � travers le cas d'Addis-Abeba, en �thiopie. Par ailleurs, l'ouvrage aborde de mani�re explicite l'implication des principales parties prenantes dans la valorisation des retomb�es positives des conf�rences, et montre comment ce segment de niche du tourisme pourrait modifier l'image qu'ont les participants aux conf�rences internationales d'Addis-Abeba en tant que destination de congr�s. Dans l'ensemble, cet ouvrage fournit des informations pertinentes aux d�cideurs politiques du secteur du tourisme, aux universitaires sp�cialis�s dans le tourisme et l'h�tellerie, aux sp�cialistes du marketing de destination et aux agences de promotion concernant le tourisme de congr�s et son r�le dans la construction de l'image de marque d'une ville.
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