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