Excelia Business School and Charentes Tourisme launch a research programme to develop a scientifically validated “Touriscore” indicator

A framework for measuring tourism balance across territories

The pursuit of more balanced tourism is accompanied by a clear need: to better measure, objectify and steer development trajectories beyond purely economic indicators. Excelia Business School and Charentes Tourisme are joining forces as part of an applied research partnership to develop a method for assessing balanced tourism, based on a “Touriscore”-type indicator. The approach relies on a scientifically validated algorithm and a structured dialogue with stakeholders. This partnership draws on the complementary expertise of Excelia Business School in tourism and CSR, and Charentes Tourisme’s strengths in territorial anchoring, tourism data analysis and destination engineering. The research will be tested in Charente and Charente-Maritime and designed to be replicated in other territories.

Objectifying the transition towards sustainable, responsible and shared tourism

On 19 January, Excelia Business School and Charentes Tourisme, a leading destination management organisation now operating as a mission-driven association, signed a research partnership to develop a method for assessing and managing balanced tourism. In this context, a territory’s tourism performance is no longer measured solely through economic indicators, but through its ability to maintain a sustainable balance between the benefits and constraints of tourism for all stakeholders: residents, visitors, operators, and the natural environment. The objective of this research is to better understand these balances, make them measurable and accessible, and ground tourism development decisions on objective, scientifically validated foundations.

 

Two complementary components: a “Touriscore” index and territorial dialogue

The research programme is structured around two components:

- Towards a “Touriscore”-type indicator and a multi-indicator dashboard (component 1): the first component aims to co-develop a method for assessing a territory’s tourism balance, including:

  • a “Touriscore”-type indicator, based on a transparent and scientifically validated algorithm.

  • a multi-indicator dashboard incorporating economic, social, societal and environmental data.
    These tools will be deployed on a pilot basis from 2026 in the departments of Charente and Charente-Maritime.

- A collaborative diagnosis and a replicable action guide (component 2): the second component focuses on implementing an innovative territorial dialogue approach, bringing together all stakeholders involved in balanced tourism: residents, visitors, operators, local authorities, tourism offices, and economic, environmental and social actors. Through workshops, these exchanges aim to build a shared diagnosis, identify areas for improvement and develop an operational, replicable action guide for other territories.

 

A project supported by Excelia Business School’s expertise in tourism and CSR

The research programme mobilises Excelia Business School’s two thematic research institutes through a dual approach:

  • Measurement and analysis of data applied to tourism,
  • Issues related to corporate social responsibility and territorial innovation.

The Institute for Social Responsibility through Innovation (IRSI), founded in 2012, is recognised for its collaborative research in CSR, sustainable development and societal innovation. It will notably contribute its expertise in action research and the co-construction of CSR approaches and tools.
 

The Tourism Management Institute (TMI), created in 2018, is dedicated to leading applied research projects with tourism industry partners. Excelia Business School’s high-level academic output in this field contributes to the evolution of industry practices and knowledge. TMI will notably bring its expertise in tourism data analysis and AI applied to customer reviews.

“Tourism and Corporate Social Responsibility are two areas of excellence at Excelia Business School, and the work of its research laboratory and its two research institutes has led to numerous innovations in organisational practices. The forward-looking scientific partnership we are building with a leading regional partner, Charentes Tourisme, is unprecedented in its approach, combining our expertise and shared ambition: to advance together a key priority for our institution—the ecological and social transition—within a sector that is essential for France, while striving to achieve a balanced and sustainable development model.”

Tamym Abdessemed, Dean of Excelia Business School, Deputy CEO of Excelia

“Charentes Tourisme, a consulting and support agency dedicated to territories and sectors, is partnering with Excelia Business School with a shared ambition: to invest in innovation and combine our strengths—research and field expertise—in the service of territories. We share a vision of balanced tourism that respects residents, stakeholders, visitors and the environment. This research project will enable us to develop reliable, practical and replicable tools to support public action and help decision-makers base their choices on robust data.”

Stéphane Villain, President of Charentes Tourisme


 

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