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The size of a ski resort is of secondary importance to guests.
Small ski resorts are easily accessible, affordable and less crowded.
Relaxed skiing on less crowded slopes is the biggest positive aspect.
Emotional attachment is an important factor in the choice of small ski resorts.
Abstract of this study
This study takes an in-depth look at customer decision-making processes in small ski resorts, a sector increasingly affected by climate change, changing customer preferences and intensified market competition. While previous research has focused primarily on larger ski resorts, this study addresses a critical gap by focusing on the unique characteristics and challenges of smaller ski resorts.
The research utilizes a two-phase methodology, combining a preliminary quantitative survey with an in-depth qualitative investigation conducted in Austria. Although larger ski resorts are often perceived as more attractive due to their extensive facilities and higher perceived benefits, smaller ski resorts have distinct advantages, including easy accessibility, affordability and a more relaxed, less crowded atmosphere. These attributes are particularly valuable to day-trippers who value affordable lift ticket prices, less crowded slopes and natural snow conditions, which can create a more intimate and enjoyable skiing experience.
This study highlights the emotional bonds and sense of community that skiers often build with smaller ski areas, providing a nuanced perspective on existing ski area choice studies. The findings offer practical insights for small ski resort operators and emphasize the importance of leveraging their unique strengths to increase customer satisfaction and maintain competitiveness in a challenging and evolving market. As such, this study contributes to a broader understanding of customer behavior in the ski industry and provides a basis for targeted strategic initiatives.
Small ski areas, often overlooked in market strategy, can increasetheir competitiveness by capitalizing on their perceived advantages of accessibility, affordability and reduced crowding. Operators should target day-trippers and price-sensitive segments with flexible pricing, local partnerships and authentic, stress-free experiences. Emotional connection is akey lever to drive loyalty beyond size or infrastructure. Strategic investments in snow management, service quality and the integration of regional ski passes can further improve attractiveness and resilience in a climate-weakened and cost-sensitive environment.
Findings of this study
- Size is secondary: Ski area size (slope length) is the least important of the attributes studiedfor day-trippers in their decision-making process. Although customers tend to rate larger ski areas as more attractive when all other factors are equal, other factors (ticket prices, snow conditions, experience with the ski area, travel time, degree of overcrowding) play a greater role for day visitors.
- Atmosphere and cost advantages: Small ski resorts have distinct advantages, including easy accessibility, affordability and a more relaxed, less crowded atmosphere. These attributes are particularly valuable for day-trippers.
- Avoiding overcrowding as the biggest lever: If small ski resorts can improve their performance in areas other than size, they have potential. Offering a ski experience without overcrowding showed the greatest effect in the simulation.
- Importance of emotional connection: The study reveals the relevance of emotional attachment to place. This bond is based on relationships with family and friends as well as childhood memories that skiers associate with the small ski resort. This represents a new dimension in research on the choice of ski resorts.