Ski tourism and web marketing strategies: the case of ski resorts in France and Spain
MetadataShow full item record
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.
Is part ofSustainability, 2018, vol. 10, núm. 8, 2920
European research projects
The following license files are associated with this item:
Except where otherwise noted, this item's license is described as cc-by (c) Eduard Cristóbal Fransi et al., 2018
Showing items related by title, author, creator and subject.
Implementation of Website Marketing Strategies in Sports Tourism: Analysis of the Online Presence and E-Commerce of Golf Courses Daries Ramón, Natalia; Cristóbal Fransi, Eduard; Ferrer Rosell, Berta (MDPI, 2021)As a sports activity with immense tradition, current offerings and future prospects, golfing represents a first-rate tourist resource. In choosing golfing destinations, tourists rely upon information that is available ...
The economic sustainability of snow tourism: the case of ski resorts in Austria, France, and Italy Moreno Gené, Jordi; Sánchez Pulido, Laura; Cristóbal Fransi, Eduard; Daries Ramón, Natalia (MDPI, 2018)The purpose of this article is to analyse whether ski resorts in Europe are economically viable. Data originates from the financial statements of the 61 largest ski lift operators in Austria, France, and Italy. Descriptive ...
Implementation of Web 2.0 in the snow tourism industry: Analysis of the online presence and e-commerce of ski resorts Cristóbal Fransi, Eduard; Daries Ramón, Natalia; Mariné Roig, Estela; Martín Fuentes, Eva (Elsevier, 2017-06-16)This study sought to determine whether ski resort websites facilitate effective communication with their target audience and whether they are adapted to electronic commerce (e-commerce). To this end, first, a content ...