«CAFÉ CROQUIS» EXPERIMENTATION
Analyzing the image of the city in a playful way
VÉRONIQUE SEEL
EUROPEAN PROJECT MANAGER, RESEARCH DPT
A collaboration between a territorial
mkg researcher & a SME
“Experiences Touristiques”
GIAMBIASI / VIALLE / SEEL
La Rochelle - France
Camille Chamard Ph. D – IAE/CREG
University of Pau - France
La Rochelle, first experimentation in 2009
• 2009-2010 : La Rochelle
 12 boxes into selected places
 1 Event
• Then twice in Paris: 2012 & 2013
Publications
•
•
•
CHAMARD C., VIALLE D., SEEL V., GIAMBIASI B., 2011, "A New Tool for City
Decision-makers Based on Lived Experiences: The Experiences Touristiques
Approach" 2nd International Place Branding Conference, Bogotá.
POITEVIN M., PENNINGTON A., CHAMARD C., SEEL V., 2012, "A new tool for city
decision makers: the new "Expériences Touristiques Company" branding tool
approach", VISTAS Education, Economy and Community, vol. 2, n° 1, p. 49-73
SEEL Véronique et CHAMARD Camille, 2014, « Analyse l’image de marque
territoriale à travers une animation ludique» Espaces, Septembre 2014
The NHDI score index
(classical approach)
• Based on 1610 representatives of
the French population aged 15 and
over
• Two questions:
‐
-
“please indicate all the terms words, verbs, expressions- that
come to mind when you think about
(CITY X)”
“What is your opinion about these
terms?” (1=very negative to 5 very
positive, 3= neutral)
• 15 categories / 4 dimensions




N / natural characteristics
H / hospitality
D / dynamism & cultural activities
I / Influence of the Place
NHDI score index (exemples of representations)
From sketches
to quantitative city image results
HOW ?
• https://www.youtube.com/watch?v=xFNO0Z64xyA
3 steps / 2 coders :
- Categorization of the sketch
- Level of realism
- Valency
- Description of the sketch in relation to the NHDI
categories (15)
- Results
- In global
- with Positive valency
STEP 1 : level of realism
• For each sketch, determination
of the level of realism
 Real
42%
 Mix of imaginary and reality
40%
 Totally imaginary
18%
STEP 2 : the valency
1 > very negative
2 > negative
3 > neutral
4 > positive
5 > very positive
3/5
‣ Valence average : 3,40
‣ Normal distribution of the
valence !
4/5
5/5
STEP 3 : description in relation to the
NHDI categories
for example :
5 categories = 1 & 10 categories = 0
‣ Landscape
Geographical proper nouns
Flora and fauna
Residents features
Local culture and tradition
‣
‣
‣
‣
La Rochelle results (220 sketches)
Tourists vs residents :
158 sketches
French nationality vs
foreigners : 157 sketches
LA ROCHELLE Results
In global, evocations of:
a)
b)
c)
d)
e)
Landscape (mostly the sea)
Flora and Fauna (also
specific fishes of the
Aquarium)
Transport (all kinds)
Climate
Local culture and traditions
With POSITIVE valency:
a)
b)
c)
d)
e)
Climate
Quality of life
Residents features
Demography
Gastronomic
THANK YOU
FOR YOUR
ATTENTION
[email protected]
research blog:
www.experiencestouristiques.fr