Prepared for what lies ahead in tourism
Stay up-to-date with current, independent statistics and information on tourism in the Alpine region.
F.acT: Why will ski resorts have to focus more on the topic of sustainability in their communication in the future?
Florian Gasser & Mauro Gotsch: As ski tourism is particularly susceptible to the effects of climate change, it is essential for ski resorts to give the topic of sustainability more space in their communication in the future. Dwindling snow cover, changing weather conditions and the public's sensitivity to environmental issues require an honest approach to the topic of sustainability. Guests expect ski resorts to reduce their environmental impact and still be able to speak honestly about their ecological footprint. Transparent and authentic communication about these efforts is therefore crucial to building guest trust and loyalty.
F.acT: What is the difference between greenwashing and greenhushing?
Florian Gasser & Mauro Gotsch: The difference between greenwashing and greenhushing lies in the communication and actual implementation of sustainability efforts. Greenwashing refers to the pretense of sustainability, where ski resorts exaggerate or mislead their environmental practices to create a positive image without actually taking substantive action. Greenhushing, on the other hand, refers to ski resorts concealing or under-communicating their sustainability efforts, often for fear of negative reactions from customers or the press. They also do not want to indirectly reprimand their customers for their own unsustainable behavior.
F.acT: Who did you interview in your study and what are the most important findings?
Florian Gasser & Mauro Gotsch: In the study, 434 winter tourists from the German-speaking Alpine region were surveyed. The most important findings showed that sustainability-oriented communication that directly involves guests reduces their psychological distance to the topic of sustainability and promotes their sustainable behavior. Guests react more positively to transparent and authentic communication of sustainability efforts on the part of ski resorts. This direct involvement of guests in communication can have a positive effect on brand perception and guests' intentions to visit.
F.acT: What does this mean in concrete terms for tourists?
Florian Gasser & Mauro Gotsch: For tourists, this means that they can also support destinations in the development of effective sustainability practices. Most hotels, mountain railroads and destinations have recommendations and offers for greener behavior, but these are often not widely publicized or quickly discontinued for fear of criticism. This includes, for example, traveling by public transport instead of private cars, supporting environmentally friendly practices on site and consciously choosing sustainable products and services. Ultimately, by supporting sustainable ski resorts, tourists can help to reduce the environmental footprint of ski tourism and preserve the natural environment for future generations.