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Dr Ian Jenkins,Dr Ruth Rios-Morales &

Dr David Horrigan


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Laax: small skiing resort in south eastSwitzerland

Specialising in snowboarding and freestyle

skiing Culmination of British ski competition season

3 centres: Flims, Laax & Felera

Laax ski destination: cartel around specialised

market Niche tourism development

Specialising in attracting snowboarders

Dr Ian Jenkins, EuroMed Salerno,October 2009 2


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Niche markets = more tailored and specialisedproducts (Robson & Novelli 2005)

Can be related to highly organised rather thanindividualised, sharing same interests (Robson& Novelli 2005)

increasingly experienced group of tourists

demanding specialist holidays (Robson &Novelli 2005, 7)

WTO =niche tourism more beneficial tocommunities



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Sports activities can be classified in the contextof niches

Rural areas need tourism developments(Switzerland is a case, Laax = peripherality)

Snowboarding could be considered as a nichemarket

Snowboarding possibly high spend tourists

Event tourism & economic benefits lacks anysystematic comparative methods (Getz 2007)

Expenditure by tourists is one method toestimate the possible impacts at a destination



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Mixed methods approach

210 questionnaires over 3 days

8 in-depth interviews with Laax tourism actors

collected questionnaires at different eventlocations

Top of mountain and when Brits were at restand not watching competition

In-depth interviews: Tried to interview village retailers and tourism actors

Different to Weisse Arena locations



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Mainly closed question survey of 60 questions(10 mins to complete)

Self completion with survey personnelassistance

Qualitative in-depth questionnaire ; 15 openended questions lasting 20-40 minutes

All interviews recorded



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The Brits week expenditure in Laax = 710,200to 899,000,

Without transport = 516,016 to 704,816

Nearly 60% of attendees identified word of

mouth as the means by which they becameaware of the event.

67% intend to come to the Brits well in advancesome 1 year ahead of the event

70% visit the event only once or twice: Fewrepeat visits (30%)


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900 to 1,000 people attended the event , average

group size being 5. Secondary spend on food and meals constitutes

an important expenditure for the visitors.

The ski pass is a high cost item for the visitordirect benefit to Weisse Arena

The average spend at Laax, 100 more than anannual holiday

The profile of the average Brits Week visitor isbetween the age of 16-35 with a predispositiontowards males.


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Weisse Arena and Soul Sports have a spatiallyconcentrated product

Expenditure concentrated around the Crap

resort, in Laax Little money seems to filter into the REAL

villages of Laax area.

Tourism actors interviewed do not seem to

benefit from the impact of Brits coming to Laax



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The recession has affected the number ofpeople visiting

It is a family affair and not just for youngpeople

Most economic spend concentrated on Laaxfacilities

Part of the British snow style competitions andthe apex event of the year

Brits Week is just one event of many held inLaax Resort



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Brits Week = a significant contribution toLaax resort

Limited economic contribution to Laax resort

communities

Little empathy between Weisse Arena andlocal community

Good example of a niche tourism product Brits Week is a key event , guaranteeing good

numbers of ski tourists

Good level of secondary spendDr Ian Jenkins, EuroMed Salerno,

October 200914

la ax euro med

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