Strategic Marketing and Sustainability of Ski Resorts

Download or read book Strategic Marketing and Sustainability of Ski Resorts written by Jana Schvarczová and published by . This book was released on 2018 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: This paper presents the factors that influence skiers decision making in context of ski resorts. Evidence of other research papers, concerning this topic, has been already discovered, however, none of them included sustainable activities of ski resorts as one of the factors. As the most suitable statistical method, conjoint analysis (conducted via online platform provided by 1000minds) is used in order to explore skiers ́ preferences. The sample of 212 skier has been utilised and cluster analysis is used to develop rankings for eight different factors and their value in ski destination decision making. The study found, that the most important and most powerful attribute is ́Snow conditions ́, whereas the least important is ́Transportation time to ski resort ́. Taking this into a consideration, skiers are willing to travel further in order to reach a ski resort with the best snow conditions. Moreover, sustainable activity ́Restoration of ski resort ́ has been ranked as the third most important factor. The results of this study could provide ski resort managers and winter tourism managers with meaningful insights regarding skiers ́ awareness of sustainable activities. Furthermore, based on studys results, ski resort managers along with ski resort ́s marketing representatives, can improve a ski destination competitiveness.*****This paper presents the factors that influence skiers decision making in context of ski resorts. Evidence of other research papers, concerning this topic, has been already discovered, however, none of them included sustainable activities of ski resorts as one of the factors. As the most suitable statistical method, conjoint analysis (conducted via online platform provided by 1000minds) is used in order to explore skiers ́ preferences. The sample of 212 skier has been utilised and cluster analysis is used to develop rankings for eight different factors and their value in ski destination decision making. The study found, that the most important and most powerful attribute is ́Snow conditions ́, whereas the least important is ́Transportation time to ski resort ́. Taking this into a consideration, skiers are willing to travel further in order to reach a ski resort with the best snow conditions. Moreover, sustainable activity ́Restoration of ski resort ́ has been ranked as the third most important factor. The results of this study could provide ski resort managers and winter tourism managers with meaningful insights regarding skiers ́ awareness of sustainable activities. Furthermore, based on studys results, ski resort managers along with ski resort ́s marketing representatives, can improve a ski destination competitiveness.