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Cycle de vie d’un contexte expérientiel : une approche exploratoire du parcours artistique du tramway de Strasbourg

Author

Listed:
  • Claire Roederer

    (Humanis - Hommes et management en société / Humans and management in society - UNISTRA - Université de Strasbourg - EM Strasbourg - École de Management de Strasbourg = EM Strasbourg Business School)

  • Mickaelle Schwarzberg

Abstract

The life cycle of an experiential context: an exploration of Strasbourg's tramway art circuit Based on an ethnomarketing protocol, this research explores how art along Strasbourg's tramway enriches com- muters/travellers' experiences. Results indicate a strong break in the perceptions of users between the establish- ment of the context and its current perception and identify a lifecycle of the experiential context with three stages – implementation, reaction, dilution. These stages suggest strategies to increase the context capacity to surprise and interest travellers.

Suggested Citation

  • Claire Roederer & Mickaelle Schwarzberg, 2015. "Cycle de vie d’un contexte expérientiel : une approche exploratoire du parcours artistique du tramway de Strasbourg," Post-Print hal-02310413, HAL.
    • Handle: RePEc:hal:journl:hal-02310413
    DOI: 10.7193/DM.078.79.94
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    Cited by:

    1. Marie-Catherine Paquier & Martine Deparis & Mariem El Euch Maalej, 2020. "L’expérience vécue en gare par les voyageurs mobiquitaires : caractéristiques et dimensions," Post-Print hal-03694396, HAL.

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