ABSTRACT
"Contextual framework" provides information on France as a destination, as the case study of this chapter is based on France. In the business environment, organisational ambidexterity which is in essence the involvement of two polar opposites, namely exploitation vs exploration, could be considered as a practical application of the Janusian thinking process. Indeed, “le nouveau” is assimilated to the dynamic and modern side of the city. As for the old side (“le vieux”), it is characterised by its very narrow streets and old style architecture. This chapter provides additional evidence to support the fact that as an approach and/or concept, ambidexterity is totally suitable to the tourism industry. It could be said to have contributed to existing literature on overtourism as it is offering an alternative to overcome this issue. The chapter also provides the managers of DMOs where tourismphobia is an issue an idea of how a city could potentially be structured to avoid anti-tourism movements.
