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Les Technologies Mobiles Au Sein Des°Domaines Skiables

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Les Technologies Mobiles Au Sein Des°Domaines Skiables Travail de Bachelor 2016 Les technologies mobiles au sein des°domaines skiables Réalisé par Romy Gérard Professeur Nicolas Délétroz Déposé le 12 août 2016 HES-SO Valais / Wallis, filière Tourisme www.hevs.ch Romy Gérard Sources des illustrations de la page de titre : http://www.alpendorf.com/en/winter/skiresort/wifi-hotspots.html ii Romy Gérard Résumé Cette étude a pour but de déterminer les impacts du développement des technologies mobiles au sein des domaines skiables. Il s’agit, dans un premier temps, d’évaluer les attentes des skieurs, puis de faire un tour d’horizon des technologies existant au sein des domaines skiables et, finalement, de déterminer les impacts de ces technologies à l’aide d’entretiens avec des professionnels de la branche. Pour ce faire, trois outils ont été utilisés ; à savoir un sondage, un benchmarking regroupant 46 stations à l’international et cinq interviews auprès d’experts. Au terme du travail, il est clair que les technologies liées à l’internet mobile ont eu un impact au sein des domaines skiables, rien que par leur développement. Cependant, les domaines n’ont pas nécessairement le même développement, cela dépend de leur taille et du segment clientèle. Les grands domaines et ceux ayant une clientèle étrangère devraient proposer des accès Wi-Fi et cibler les réseaux sociaux sur lesquels être présent. Les applications semblent être développées à tort, tandis que la vente en ligne essaie toujours de percer. Néanmoins, il reste de nombreux développement envisageable grâce à l’innovation technologique. Mots clés : domaines skiables, remontées mécaniques, technologies mobiles, réseaux sociaux, vente en ligne, application mobile, internet mobile iii Romy Gérard Avant-propos et remerciements Ce travail s’inscrit dans le cadre du module 786b - Travail de Bachelor. Ayant choisi l’option principale e-tourisme lors du cinquième semestre, c’est tout naturellement que mon choix s’est porté sur un sujet lié à ce cours. Ce thème m’intéressait d’autant plus, de par sa relation avec le ski que je pratique régulièrement. Ainsi, ce travail se penche sur les technologies mobiles présentes au sein des domaines skiables, de même qu’à l’intérêt des skieurs et des sociétés de remontées mécaniques pour celles-ci. À la suite de recherches bibliographiques, trois études ont été menées afin d’approfondir le sujet : un sondage pour connaître les motivations des clients, un benchmarking dans le but de faire un tour d’horizon des technologies présentes dans les domaines skiables et des interviews afin d’avoir l’avis d’experts. Ces trois outils permettent d’aborder le sujet sous trois angles différents, afin de développer au mieux les recommandations managériales. Une des difficultés rencontrées dans ce travail est due à la saisonnalité des domaines skiables. En effet, cette étude a été réalisée entre le printemps et l’été. Les stations sont alors en transition entre la saison hivernale et estivale. Les remontées mécaniques sont souvent fermées, laissant supposer la raison pour laquelle certaines sociétés n’ont pas répondu aux sollicitations. De plus, les sites internet passent dans leur version estivale. Si certains laissent accès à la version hivernal, d’autres n’y affichent que très peu d’informations. En outre, certaines fonctionnalités sur les sites internet ou les applications peuvent ne pas être en fonction durant l’été, laissant une marge d’erreur dans l’analyse. Je tiens à remercier tout particulièrement mon professeur, Monsieur Délétroz, pour ses conseils et sa disponibilité, ainsi que toutes les personnes m’ayant accordé du temps pour un entretien, à savoir : Monsieur Meier, Monsieur Faure, Monsieur Bergero, Monsieur Schegg et Monsieur Clivaz. Je remercie également mes amis et ma famille pour leur soutien et leurs conseils durant la réalisation de ce travail, ainsi que les personnes ayant effectué une relecture du présent document. iv Romy Gérard Tables des Matière RÉSUMÉ ..........................................................................................................................III AVANT-PROPOS ET REMERCIEMENTS ....................................................................... IV LISTE DES TABLEAUX ................................................................................................. VIII LISTE DES FIGURES ...................................................................................................... IX LISTE DES ABRÉVIATIONS ............................................................................................ X INTRODUCTION .............................................................................................................. 1 1. CONTEXTE DU TRAVAIL.......................................................................................... 2 1.1. PROBLÉMATIQUE ............................................................................................... 2 1.2. OBJECTIFS ........................................................................................................ 3 1.3. LIMITES DU TRAVAIL ........................................................................................... 3 1.3.1. Saisonnalité ............................................................................................................. 3 1.3.2. Matériel .................................................................................................................... 3 2. REVUE LITTÉRAIRE ................................................................................................. 4 2.1. LA RÉVOLUTION DU SMARTPHONE, DEVENU UN OBJET DU QUOTIDIEN .................... 4 2.2. D’E-TOURISME À M-TOURISME : LES CHANGEMENTS MAJEURS DANS LE DOMAINE DU TOURISME ................................................................................................................... 5 2.3. L’UTILISATION DU SMARTPHONE EN VOYAGE ........................................................ 6 2.4. LES DIFFÉRENTES TECHNOLOGIES ET LEUR UTILISATION TOURISTIQUE .................. 8 2.5. LES TENDANCES FUTURES .................................................................................. 8 3. LES REMONTÉES MÉCANIQUES ET LES DOMAINES SKIABLES ........................10 3.1. FAITS ET CHIFFRES ...........................................................................................10 3.2. LES TECHNOLOGIES MOBILES SUR LES PISTES ....................................................11 3.2.1. Les connexions ...................................................................................................... 12 3.2.2. Applications mobiles .............................................................................................. 13 4. MÉTHODOLOGIE .....................................................................................................14 5. ENQUÊTE SUR L’USAGE ET LES ATTENTES DES UTILISATEURS DE REMONTÉES MÉCANIQUES ENVERS L’INTERNET MOBILE ...........................................15 5.1. STRUCTURE DU QUESTIONNAIRE ........................................................................15 5.2. PROCÉDURE .....................................................................................................16 5.3. LIMITES DES QUESTIONNAIRES ...........................................................................16 v Romy Gérard 5.4. ANALYSE DES RÉSULTATS .................................................................................16 5.4.1. Échantillon ............................................................................................................. 17 5.4.2. Utilisation générale des smartphones ................................................................... 18 5.4.3. Utilisation des smartphones dans les domaines skiables en hiver ....................... 20 5.4.4. Utilisation de l’internet mobile et des smartphone dans les domaines skiables en été ............................................................................................................................... 26 5.5. DISCUSSION .....................................................................................................28 6. LE BENCHMARKING ...............................................................................................30 6.1. DÉFINITION .......................................................................................................30 6.2. MÉTHODOLOGIE ................................................................................................31 6.2.1. Limites du benchmarking ....................................................................................... 31 6.3. CHOIX DES CRITÈRES ........................................................................................32 6.4. CHOIX DES STATIONS ........................................................................................32 6.5. RÉCOLTE DES DONNÉES ....................................................................................34 6.6. PRÉSENTATIONS ET ANALYSE DES DONNÉES ......................................................34 6.6.1. Critères stations ..................................................................................................... 35 6.6.2. Critères internet mobile.......................................................................................... 36 6.6.3. Réseaux sociaux ................................................................................................... 39 6.6.4. Applications mobiles .............................................................................................. 43 6.7. DISCUSSION .....................................................................................................47
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