Research unit
Lead researcher
Emilie Marcil, research professional
Co-researcher
Catherine Noppen (ITHQ)
Research Assistants
- Camille Paquette (ITHQ)
- Jade Cantin-Lefebvre (ITHQ)
Partners
Tourisme Laurentides
Period
February to April 2025
Description
As the Laurentians region welcomes more than 6 million tourists each year, tourist information centres (TICs) play a central role in the hospitality experience.
Our team supported Tourisme Laurentides in deploying an ambitious strategy aimed at enhancing the quality of its visitor reception points by 2029. Objective: transform TICs into more human, distinctive, and modern spaces, where personalized reception is enhanced by digital tools tailored to tourists’ needs.
To achieve this, the research team combined documentary analysis and field observation to gain a better understanding of tourists’ experiences and hospitality practices. The methodology also includes collecting and studying existing data, monitoring trends and benchmarking inspiring regions.
Strategies and initiatives based on the findings were proposed to support the following 3 key focus areas:
- Strengthen the skills and engagement of the various hospitality players through training, community-building events and celebrating local identity.
- Offer a coherent, modern and sustainable experience throughout the territory, with harmonized signage, adapted infrastructures, mobile teams and responsible practices.
- Rely on digital technology to complement human reception: smart tools for agents, interactive kiosks, increased online visibility and ongoing team training.
Funding sources
The customer organization
Keywords
Tourist reception, tourist information centres (TICs), visitor experience, sustainable tourism, regional identity
Any questions?
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