Ski Tourism and Web Marketing Strategies: The Case of Ski Resorts in France and Spain

Maria Zorzano,Eduard Cristobal-Fransi,Natalia Daries,José Ramón-Cardona,Antoni Serra-Cantallops

doi:10.3390/su10082920

Maria Zorzano, Eduard Cristobal-Fransi + Show 3 more

Open Access

https://doi.org/10.3390/su10082920

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Abstract

The impacts of climate change are affecting ski tourism in Europe’s southernmost ski resorts, such as those in France, and Spain. This is leading to changes in the scheduling of activities which, in turn, imply changes in how ski resorts are managed. The main aim of this work is to analyze whether ski resort websites are developing an effective marketing strategy and if they are adapted to e-commerce and the needs of contemporary society, including the adaptations needed to better face climate change and the stagnation the sector is suffering. In order to achieve this, we have developed a model to analyze ski resort websites; it is based on web content analysis, taking four factors into account: information, communication, e-commerce, and additional functions. We will, secondly, apply the eMICA (Extended Model of Internet Commerce Adoption) methodology to analyze the maturity of such e-commerce activities in ski tourism. Fifty-two ski resorts in Spain and 173 in France were analyzed. Results show that, while alpine ski resorts in general, and those in France in particular, are better prepared, resorts still have to facilitate more effective communication and interaction with their target public. A minority of resorts provide information on environmental certifications and snowmaking.

Highlights

The impacts of climate change are affecting the geographic-tourism area, leading to changes in already highly fragile eco-systems, and affecting the social benefits and financial profits that the sector had previously enjoyed [1].the Internet in particular, and new technologies in general, have greatly influenced consumer habits and the behavior of tourists [2,3]
In order to achieve this, we have developed a model to analyze ski resort websites; it is based on web content analysis, taking four factors into account: information, communication, e-commerce, and additional functions
We can state that, as far as disseminating information is concerned, ski resorts meet the basic conditions for the client to be informed when choosing their snow tourism destination

Summary

Introduction

The impacts of climate change are affecting the geographic-tourism area, leading to changes in already highly fragile eco-systems, and affecting the social benefits and financial profits that the sector had previously enjoyed [1].the Internet in particular, and new technologies in general, have greatly influenced consumer habits and the behavior of tourists [2,3]. Some authors have shown the influence of online communities and social media on the consumption of tourism [8]. Their results showed that companies that develop online communities gain a higher degree of consumer loyalty, generate higher profits and, greater business opportunities. Content generated by other social media users regarding their experiences is highly influential when making a purchase. The credibility of the source, the kind of information offered, and the interaction between both determine how influential they are to a much greater degree than any affinity between users and creators of content of social media [9]

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