The mission of this partnership research chair is to promote scientific research about attractiveness and innovation, with focus on tourism organisations in the Quebec and Charlevoix regions. The Chair aims to generate and disseminate scientific knowledge to increase touristic attractiveness of the regions and permitting tourism businesses to innovate.

This research chair is part of the university's Programme pour l’avancement de l’innovation, de la recherche et de l’enseignement (PAIRE). This program aims to support a research environment fostering innovation, ingenuity and creativity for research professors (see the Office for Research Internationalization and Partnerships).