Background The ski industry is a valuable component of the tourism industry. With nearly 400 million skier visits every year (Miragaia & Martins, 2015), encompassing 67 countries worldwide (Vanat, 2017). In Canada, ski industry contributes significantly to the Canadian tourism. According to Canadian ski council, ski industry generated an estimate of $1.376 billion for the year 2016-17 (https://www.skicanada.org/canadian-ski-snowboard-industry-revenues-estimated-nearly-1-4-billion/). In 2012, British Columbia alone accounted for 34% of overall Canadian skier visits (The value of ski areas, 2014, p.12). Even though ski industry generates employment and revenue for a particular area, it is impaired by challenges of sustainability in long-term operations. These environmental and economic sustainability challenges are discussed further.
Research problem Sustainability in ski resorts is largely affected by climate change. Environmental sustainability of ski resorts is imperative as it depends on nature-based resources such as snowfall and water (Tashman & Rivera, 2016). According to Duglio and Beltramo (2016), environmental sustainability has …show more content…
Even though green initiatives are considered critical for ski resorts, not much attention has been given on how ski resorts market them to educate participants and influence destination choice. Customers are making more informed decisions about how their leisure choice affects the environment. Such knowledge is unprecedented for ski resorts, as it can be used to initiate marketing strategies highlighting pro-environmental measures. Also, it can help to develop an understanding of the ski resort and it’s customers. Through this research ski resort managers can make informed decisions regarding a particular green initiative and focus on it to influence
Research problem Sustainability in ski resorts is largely affected by climate change. Environmental sustainability of ski resorts is imperative as it depends on nature-based resources such as snowfall and water (Tashman & Rivera, 2016). According to Duglio and Beltramo (2016), environmental sustainability has …show more content…
Even though green initiatives are considered critical for ski resorts, not much attention has been given on how ski resorts market them to educate participants and influence destination choice. Customers are making more informed decisions about how their leisure choice affects the environment. Such knowledge is unprecedented for ski resorts, as it can be used to initiate marketing strategies highlighting pro-environmental measures. Also, it can help to develop an understanding of the ski resort and it’s customers. Through this research ski resort managers can make informed decisions regarding a particular green initiative and focus on it to influence