Ski tourism and web marketing strategies: the case of ski resorts in France and Spain
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Date
2018
Authors
Cristóbal Fransi, Eduard
Daries Ramón, Natalia
Serra-Cantallops, Antoni
Ramón-Cardona, José
Zorzano, Maria
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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.
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Sustainability, 2018, vol. 10, núm. 8, 2920