HEC-Ecole de gestion de l'Université de Liège
HEC-Ecole de gestion de l'Université de Liège

Analyse de perception du parc d'Adventure Valley par le segment des entreprises

Lonhienne, Maxime ULiège
Promotor(s) : de Moerloose, Chantal ULiège
Date of defense : 3-Sep-2019 • Permalink :
Title : Analyse de perception du parc d'Adventure Valley par le segment des entreprises
Author : Lonhienne, Maxime ULiège
Date of defense  : 3-Sep-2019
Advisor(s) : de Moerloose, Chantal ULiège
Committee's member(s) : Mawhin, Marie ULiège
Virzi, Aline 
Language : French
Discipline(s) : Business & economic sciences > Marketing
Institution(s) : Université de Liège, Liège, Belgique
Degree: Master en sciences de gestion, à finalité spécialisée en Marketing
Faculty: Master thesis of the HEC-Ecole de gestion de l'Université de Liège


[en] Since the takeover in 2016, the park of Adventure Valley is growing up fast. To continue their development, the park needs to analyze their environment and customers. This is the main reason why the “Sales & Marketing” department has required this study, and their focus was especially on the B2B clients who represent an important opportunity on the current market.

The main purpose of this thesis is a perception analysis of Adventure Valley by the B2B clients. Consisting of analyzing the perception of the clients for different attributes selected for the park, calculating and estimating a client satisfaction for all those attributes and finally, compare the scores obtained by the park with some of its competitors.

The first section of this work is an analysis of Adventure Valley’s environment to have a better understanding of his market. The second section helps us to understand how the perception and the satisfaction are important in the current companies, and how they are linked. The third part of this work is an analysis of the results obtained with the survey.

These results have shown that most of the B2B customers who participated in a “team building” exercise are satisfied (75%). However, the perception for some attributes should be increased because when the perception is too low, it affects negatively the client satisfaction levels.

To conclude, even if this study is not an end in itself and leaves some outstanding issues, it allows the park to obtain some information about his clients and his environment. Other future research could be led by the park to develop more precise questions. For example, these studies could highlight which staff department should be improved first or help the park to understand and define their position on their market.

This future research would help the park to improve the client’s perception and their satisfaction, while, the attributes selected for this study already obtained good scores.



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  • Lonhienne, Maxime ULiège Université de Liège > Master sc. gest., à fin.


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