tourism marketing for ski & mountain resorts: crucial issues for … · 2019. 9. 17. ·...
TRANSCRIPT
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Tourism Marketing for Ski & Mountain
Resorts: Crucial Issues for the Future
Simon Hudson, University of South Carolina
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Presentation outline
1) The changing consumer
Demographics
Psychographics
2) Cutting through the clutter to reach that consumer
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“Over the hill? I’m just beginning to enjoy the view!”
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0%
1%
2%
3%
4%
5%
4 8 12 16 20 24 28 32 36 40 44 48 52 56 60 64 68 72 76 80
Single Year of Age
Perc
en
t o
f S
kie
rs/B
oard
ers
2005/06 Domestic Age Distribution
2004/05 Domestic Age Distribution
2005/06 Canadian Ski Council's National Demographic Survey: Percent of Visitors by Age: 2004/05 to 2006/2006
Post-Boomlet
Gen Y 10 to 28
Gen X 30 to 41
Baby Boom 42-60
Pre-Boom 61 to 80
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81.0%
23.0%
78.0%
69.4%
20.0%
10.5%
= decreases in skier/boarder visits
= increases in skier/boarder visits
Canadian Model for Growth
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Psychographic Trends
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1. Mental & Spiritual Enlightenment
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2. Environmental Awareness
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3. Health Consciousness
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Hard-Soft Sport & Adventure Tourism
Continuum Mountain
Climbing
HARD
ADVENTURE
SOFT
ADVENTURE
Heli-
Skiing
Whitewater
rafting
Paragliding
Caving
Biking
Camping
Snorkeling
Fishing
Hiking/
Backpacking
Wildlife
viewing
Horseback
riding
Mountain
Climbing
HARD SPORT &
ADVENTURE TOURISM
SOFT SPORT &
ADVENTURE TOURISM
Heli-
Skiing
Whitewater
rafting
Paragliding
Caving
Biking
Camping
Snorkeling
Fishing
Hiking/
Backpacking
Wildlife
viewing
Horseback
riding
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4. Safety and Security
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5. Customization & Control
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Control
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6. Convenience and Speed
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Vacation deprivation
14
1719
24
27
39
0
5
10
15
20
25
30
35
40
45
U.S. Australia Canada Great
Britain
Germany France
Country
Av
era
ge
Vac
ati
on
Da
ys
Earn
ed
Source: Expedia.com’s May 2006 Vacation Deprivation Survey
Avg.=4 Avg.=2
Average number of
vacation days left untaken:
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Seamless travel Blurring of
business/leisure travel
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7. Authenticity
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Last-chance tourism
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Profits ? Service Quality
8. Service Quality
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Customer service will increasingly
outweigh price as a key differentiator
0%
20%
40%
60%
80%
100%
Very
dissatisfied
Dissatisfied Neither
satisfied nor
dissatisfied
Satisfied Very
satisfied
Satisfaction measure
Lo
yalt
y (
rete
nti
on
)
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9. Value for money
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10. Experiences
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“Experience Caching”
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Cutting through the clutter to reach
skiers
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1. Be creative with traditional media
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Mammoth, California
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Airola, Switzerland
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Israel
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Japan
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2. Use Social Media
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3. Generate media exposure
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Destination Placement
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Leverage events
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Be ‘media friendly’
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4. Promote the experience and not the
product
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To stay on top of our game…..
Be sensitive to the changing
consumer (research!)
Provide unique, tailored
experiences delivered with
exceptional service quality
Use innovative ways to
communicate those
experiences