When the SSE communication marketing serves as a promotional tool for tourism development in regional contexts : questions and perspectives in the context of BMK region for a theoretical model

Abstract

In the changing context, the role played by the social and solidarity economy (SSE) ventures is evolving. To conduct the necessary change, especially in terms of duality of their mission, and to forecast a strategic positioning regarding the private sector, these organizations must formulate and implement marketing strategies adapted to their social objectives and the needs of the market. This market can no longer be apprehended in a local standpoint, but should incorporate a more global vision. Furthermore, when destined to enhance the tourism sector in a regional context, further questions are to be asked, before conceptualizing the practical answers and solutions to be implemented. Instead of interviewing actors from social and solidarity sector or public agencies or offices, we explored the subject otherwise. We conducted a literature review to identify theoretical or empirical studies, linked directly and indirectly to the possible association between SSE communication marketing and tourism development in a predetermined context, to be analyzed for inductive insights and strategic prospects. As for the principal objective of this paper, we seek to present a framework (a theoretical model) of how to promote tourism sector in BMK context by developing communication marketing for SSE organizations.