Mountain resort tourism is a competitive environment, experiencing increasing growth in new markets such as China, that require the knowledge and skills developed by mature markets. This book provides these insights by offering a critical and up-to-date examination of the mountain industry.
This book covers branding, management, and revenue optimization in an industry where very heavy investments are requested and mature markets need to ensure they remain competitive. Chapters include interviews with professionals and international experts on mature markets to shed light on the development and marketing strategies that make these resorts successful. Major issues facing mountain resorts today are addressed, including climate change, sustainability, COVID-19, the experience economy, yield management and dynamic pricing policies, and investment management.
Offering valuable knowledge on how to successfully market and manage ski resorts in an ever-changing and competitive environment, this will be useful reading for upper-level students, researchers and current practitioners in winter sports, destination development and management, sport tourism, and development studies.
Table of Contents
1. Introduction. Part I: The structure of supply in ski resorts. 2. The development of mountain tourism: Historical and economic landmarks. 3. Primary markets for winter sports: A macro-economic approach. 4. Current issues in resort management: A micro-economic approach. Part II: Commercializing mountain resorts and managing customer expectations. 5. Commercializing mountain resorts: Strategies and tactics. 6. The customer experience: From need, to purchase, and experience to loyalty. Part III: Mountain tourism in the post Covid-19 era and tourism forecasts for 2035. 7. The Covid-19 crisis: A new start for the mountain tourism industry? 8. The top five trends in mountain tourism set to emerge by 2035. 9. Conclusion.
Armelle Solelhac, is founder of SWiTCH, a prospective, marketing strategy and digital communication agency specialized in tourism and outdoor sports, located in Annecy (France) and Los Angeles (USA). She has a master’s degree in business law from Université Grenoble Alpes and a Specialized master’s degree in marketing and Communication from the ESCP Business School Paris. She has visited and studied 280 ski areas in 27 countries and across 5 continents, and 100 seaside destinations in 14 countries across 4 continents throughout her career. Armelle also sits on the board of directors for several firms and non-profit organizations, and lectures at the Institut Universitaire de Technologie (IUT) d’Annecy.