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Sémiotique et communication des entreprises : le tournant du web : le cas de trois centres thermoludiques des Hautes-Pyrénées

Abstract : This PhD thesis aims at analysing the organisational procedures used when companies communicate via the web, and their influence on the building up of their digital identity. We focused on tourism in Hautes-Pyrénées, and more specifically on hot spring resorts (spa or recreational and wellness centres). These resorts have changed the economic and social aspects of life in these valleys, which are located in the mountain range of the Pyrenees. The evolution of the web usage in these companies has so much influenced their organisation that investment strategies have emerged, following the recommendations of web and communication agencies. This research work focused on official and non-official web investment strategies of some of these companies. This questioning on the strategies leads to the analysis of the broader network of stakeholders in which these companies are involved, with similar focuses and interests. Therefore, we studied the connections between all the data collected (speeches) from these companies and their institutional and competing environment, on and about the web. Our methodology included semiotic analysis, semi-structured interviews conducted with the web and communication agencies, the CEOs of hot spring resorts, and field observations in a professional context in the field of mountain tourism. Our results have led to the design of a methodology to analyse the presence and identity of companies on the web, taking into account the network of human and material stakeholders in which they are involved in our web 2.0 world.
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  • HAL Id : tel-01829145, version 1

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Mariana Lescourret. Sémiotique et communication des entreprises : le tournant du web : le cas de trois centres thermoludiques des Hautes-Pyrénées. Sociologie. Université Toulouse le Mirail - Toulouse II, 2016. Français. ⟨NNT : 2016TOU20065⟩. ⟨tel-01829145⟩

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