: In the aftermath of medical breakthroughs in the fight against tuberculosis, treatment centers underwent a major transformation. They first looked towards the sun and sports, neglecting the good air. Yet good air is ever present in the collective imaginary and in tourist marketing. The growing importance accorded by western societies to health and well- being is leading to a resurgence of interest in the curative and preventative virtues of mountain air. Visitors from emerging countries, such as China, India and Russia also highly value a nature that betokens purity and seek out pure air. At the same time, the quality of air in mountainous regions is put into peril by the unlimited growth of tourist and leisure mobility. How can air be enhanced as an advantage of Swiss tourism ? What measures can be promoted to safeguard its first rate quality ? What does the future hold for the good air of the Alps ?
Résumé : Suite aux percées médicales dans la lutte contre la tuberculose, les lieux de cure ont dû procéder à leur mue. Ils ont d'abord regardé du côté du soleil et des sports en délaissant le bon air. Ce dernier est pourtant encore présent dans notre imaginaire et dans le marketing touristique. L'importance croissante que les sociétés occidentales donnent à la santé et au bien-être conduit à un regain d'intérêt pour les vertus curatives et préventives de l'air de montagne. De leur côté, les visiteurs en provenance de certains pays émergents, tels que la Chine, l'Inde et la Russie, accordent une grande importance à une nature gage de pureté et partant à l'air pur. En même temps, la qualité de l'air des régions de montagne est mise en péril par la croissance sans bornes de la mobilité touristique et de loisirs. Comment mieux mettre en valeur l'air comme atout touristique ? Quelles mesures peut-on prôner pour sauvegarder sa qualité première ? Comment se dessine l'avenir du bon air des Alpes ?
Association pour la diffusion de la recherche alpine Référence électronique Vincent Grèzes, Rafael Matos-Wasem et Sandra Grèzes, « Co-création de valeurs partagées pour redynamiser une région de montagne à travers le tourisme nocturne : étude de cas en Suisse romande »,
Tourism is one of the leading sectors in the Swiss economy, even more so in the Alps. Tourism is the epitome of an export industry, especially in French-speaking Switzerland where the proportion of foreign tourists is high. The tourism industry is one of the main export sectors in the country generating 4.7% of all export revenue in 2015 (Swiss Tourism Federation, 2017). According to the Swiss Confederation, the tourism industry must affirm its economic importance and gain market share in the Alps while acting sustainably. The Swiss Executive Cabinet's strategy for growth in domestic tourism drawn up in 2010 aims for better exploitation of tourism potential in Switzerland thereby creating employment and increasing regions' added value. The report goes on to say that seeing as how tourism products are provided in fragmented added value systems, providers must be capable of both cooperation and innovation. It is in this sense that the School of Management and Tourism through its research institutes set the objective to conceive concrete tools for stimulating cooperation through better networking which also encourages innovation. 2 Not only is the Swiss tourism industry fragmented from a geographical perspective, but it is also made up of small entities. Tourism providers tend to have an individualistic approach which leads them to only partially fulfill clients' expectations, with tourists Co-creation of Shared Values in the Aim of Reinvigorating a Mountain Region T...
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