Covers the changes taking place in the ski industry and the impact of technology, climate change and contemporary issues.

Table of Contents

• Acknowledgements
• Preface
• About the authors
• 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
• 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
• Profile: Snow Crystal
• 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
• Profile: Crashed Ice
• 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
• Profile: Keeping Whistler wild
• 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