Document Outline - 1 Winter Sport Tourism: An Overview
- Spotlight: Charlie Locke, Multi-tasking ski entrepreneur
- An introduction to winter sport tourism
- The evolution of winter sport tourism
- Profile : Patrick Bruchez, Alpine authenticity at the Hotel de Verbier
- Winter sport tourism today
- Case study: Winter sports, part of the ‘China Dream’
- 2 The Winter Sport Tourism Product
- Spotlight: Ian Hunter, Working in a winter wonderland
- Winter sport activities
- Winter sport resorts
- Profile: The wonders of winter zip-lining
- Indoor ski resorts
- Clothing and equipment
- Case study: The difficult birth of an all-season destination: Sochi, Russia
- 3 Understanding the Consumer
- Spotlight: X-Games takes X-treme sports to X-citing new level
- Profiling consumers
- Motivations
- Profile: Gstaad: Marketing to millennials
- Constraints
- Case study: Freeski female style
- 4 Design and Planning for Winter Sport Resorts
- Spotlight: Paul Mathews, World’s greatest ski resort designer
- Design and planning
- Profile: Creating America’s biggest ski area
- Dealing with seasonality
- Case study: From humble to hedonistic -- the gentrification of Andermatt, Switzerland
- 5 Management and Operations
- Spotlight: The quintessential ski couple
- On-mountain operations
- Profile: Portable ski instructor
- Off-mountain operations
- Case study: Powder and property investment in Japan
- 6 Marketing and Intermediaries
- Spotlight: New Mexico True
- Marketing communications
- Branding
- Advertising
- Direct marketing
- Intermediaries
- Alliances
- Case study: Year round dream skiing
- 7 The Importance of Public Relations and Earned Media
- Spotlight: Susie English – Perfect PR
- Introduction to public relations
- Public relations techniques
- Profile: John Brice, Combining PR with R’n’R
- Measuring the impact of public relations efforts
- Case study: 007 puts the spotlight on Sölden, Austria
- 8 The Impact of Technology on Winter Sport Tourism
- Spotlight: Powder Matt, Social media maven
- The impact of technology on marketing communications
- The new consumer decision journey
- Social media tools employed by winter sports marketers
- Profile: Joe Nevin: From Apple to Aspen
- The new mobile lifestyle
- The impact of technology on operations
- The impact of technology on clothing and equipment
- Case study: Technology woven into the DNA at Vail Resorts
- 9 The Role of Events for Winter Sport Tourism
- Spotlight: Skiing African-American style
- The growth of events
- Types of events
- Planning and operating events
- Marketing events
- Leveraging events
- Case study: Planning the South Korea 2018 Winter Olympics
- 10 The Economic, Social and Environmental Impacts
- Spotlight: Dave Butler – A heli of a job
- Impacts of winter sport tourism
- Economic impacts
- Social impacts
- Environmental impacts
- The impact of climate change on winter sport tourism
- Case study: Recycling snow ‘Down Under’
- 11 Developing a Service Culture
- Spotlight: Andrew Dunn, From bacon to beluga
- Why service excellence is so critical
- Creating a service culture
- Profile: Customer service ‘Kiwi-style’
- Managing services promises
- Service recovery
- Case study: Customer-centric service at Steamboat Springs
- 12 The Future of the Winter Sport Tourism Industry
- Spotlight: Tina Maze places Slovenia in the limelight
- The future for the ski industry
- Profile: From fear to fearlessness: Adaptive skiing
- Ten consumer trends influencing winter sport tourism
- Case study: The Locke ladies
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