Face à une concurrence accrue, les entreprises industrielles ouvrent davantage leurs portes dans le but de créer un lien émotionnel fort avec leurs publics cibles. Cette recherche se focalise sur la visite d’entreprises à travers l’analyse d’une centaine d’offres de visites en Suisse et un corpus de quatorze entretiens avec des responsables de concepts. Elle a permis de mettre en exergue la motivation des sites de production en activité à proposer des concepts de visite de plus en plus immersifs pour remplir divers objectifs marketing, allant de la promotion territoriale à la fidélisation client. Elle a également montré, dans ce contexte, la montée en puissance d’une nouvelle catégorie de visite d’entreprises, sous la forme de centres visiteurs, devenant de vrais espaces de loisirs.
Due to the increasing competition, industrial companies open more and more their doors to create a strong emotional attachment with their target audience. The research focuses on industrial visits with the analysis of hundreds of visit offerings in Switzerland as well as fourteen interviews conducted with heads of concepts. The findings highlight the motivation of the operating production facilities to offer more immersive visiting concepts, which help fulfilling marketing objectives ranging from territorial promotion to creating customer loyalty. In this context, the growing emergence of a new category of industrial visit is acknowledged with visitor centers, becoming in turn real leisure centers.
Due to the increasing competition, industrial companies open more and more their doors to create a strong emotional attachment with their target audience. The research focuses on industrial visits with the analysis of hundreds of visit offerings in Switzerland as well as fourteen interviews conducted with heads of concepts. The findings highlight the motivation of the operating production facilities to offer more immersive visiting concepts, which help fulfilling marketing objectives ranging from territorial promotion to creating customer loyalty. In this context, the growing emergence of a new category of industrial visit is acknowledged with visitor centers, becoming in turn real leisure centers.