The COVID-19 pandemic as a driver of innovation in the tourism industry?

Summary of this study

Crises can stimulate change processes in companies and tourism destinations. The aim of this study is to examine the COVID-19 crisis as a potential driver of innovation in tourism. Ski resorts in Lower Austria, which were open in winter 2020/21 in contrast to many ski resorts in other Alpine regions, are used as a case study.

A document/internet analysis and interviews with decision-makers in the region provide insight into the preparation and implementation of special measures as well as the evaluation of the last winter season. Due to the high demand pressure in the Vienna metropolitan region, those responsible were particularly challenged. With a supra-regional concept and online tools, it was possible to break new ground in the areas of digitalization, visitor guidance, customer loyalty and pricing, which can also help to make the industry more resilient to external disruptions in the future.

Findings from this study

• Mandatory online ticketing enables visitor guidance, contactless check-in and better planning for operators
• Digital tools such as the "Winter-Navi" platform helped guests with planning and relieved overcrowded ski resorts.
• Capacity restrictions (40-50%) increased the quality of stay - less waiting times, more space on the slopes.
• Half-day and evening tickets led to better capacity utilization despite reduced overall visitor numbers.
• Cooperation between ski resorts and authorities has been intensified and is seen as the key to future crisis resilience.