The relationship to time, a new variable for segmenting expectations in the world of luxury tourism

Philippe Jourdan, Jean-Claude Pacitto et Jérôme Kokou Afangnibo for the International Marketing Trends Conference, Roma, 2022/ 20-21 January 2022


While the relationship to time has been thoroughly studied, its multidisciplinary nature makes its operationalization in marketing complex. We adopt the perspective of cultural anthropology to define three dimensions of the concept, legendary, modern, and precursor time. We validate an indirect measurement model of the time construct using photo-elicitation. We use this model to develop a typology of expectations, coupled with emotions, in the high-end tourism sector. Four profiles emerge the enriched nostalgic, the proud rebel, the fascinated explorer, and the challenge seeker. We finally discuss limits and extensions to other industries.

To know more:

Market research is essential even if it is criticized/ Interview of Philippe Jourdan in Visionary Marketing

Visibility or representation of reality: you have to choose!

The challenges of hybrid training: favouring made in local to made in elsewhere

Proud and pleased to contribute to the debate on #hybrid #training as part of the action desired by the Government to relocate know-how in France and the changes associated with The Post-COVID World.
Together with my two co-authors, Valérie Jourdan, and Jean-Claude Pacitto, we conducted a significant #survey on the #needs of businesses, both from the point of view of employers and employees, on the needs of hybrid training.

These results illuminate the context of the debate initiated by Jean-Michel Blanquer at the opening in Poitiers of the first school-enterprise university. Learn more [click here! ]

Value and marketing of luxury brands in the face of the crisis

Xerfi Canal received Philippe Jourdan, founder of Promise Consulting, professor at IAE Paris Est Créteil, to discuss the luxury brand evaluation and brand equity

2021 luxury market update : it’s all about digital and China

What is the status of the luxury market and digital in this Covidised 2021 world? A little more than three years ago, Philippe Jourdan, one of the world’s leading marketing experts regarding the luxury market, told me that the role of digital in the luxury market was not as significant as one may have thought. I interviewed him a few weeks ago in order to better understand the current situation and assess how much it had changed under the pandemic. Let’s see what has happened in the past three years and more particularly in 2020-2021. Namely, with regard to the unstoppable rise of China in the luxury market. Above all, according to Philippe, attitudes regarding the online purchase of luxury products have changed dramatically during this crisis. All this might well end up alter consumers’ behaviours forever.



Luxury market in 2021: the irresistible rise of digital and China/ Interview of Philippe Jourdan by Yann Gourvennec of Visionary Marketing

What is the state of luxury and digital in the world in 2021?

More than three years after the CEW meeting, where Philippe Jourdan described a half-hearted impact of digital on the world of luxury and rightly urged us to “put digital back in its rightful place,” I interviewed him again to provide an update on the situation and assess how it had evolved during the pandemic. Let’s look at what has happened over the past three years, particularly in 2020-2021, and particularly the irresistible rise of China in the market. The very notion of B2B or B2C is at the heart of the marketing process. A market is the meeting of the supply and demand of luxury. And above all, according to Philippe, there has been a change in attitude towards luxury shopping on Internet sites. The B2B website is your company’s digital showcase. This is the easiest and most effective way to present your company’s products and services to future customers. During the #crisis, which ultimately changes behavior #sustainably.

Find the interview here: [CLICK HERE]