Abstract
With the tourism market climbing gradually out of recession, one might expect the ski operators to be looking forward to their first good winter in years. The signs are, however, that there will be little to celebrate this season. Although the winter holiday market grew by about 5 per cent in 1994, the ski holiday market shows little sign of a major recovery. In this paper the structure of the UK ski holiday market and the problems faced by operators in their marketing effort are analysed.
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